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Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Chapter 13 Promoting In-House Sales
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Chapter 13 Focus Points Role of the front office in a hotels marketing program Planning a point-of-sale front office
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Opening Dilemma p. 362 The f&b mgr. has spent several thousand dollars on a marketing study to determine the dining needs of in-house guests. The chef has rewritten each menu to reflect those needs. However, the bell staff and front desk clerks continue to recommend the MidTown Deli around the corner as a nice place to get something good to eat anytime of the day.
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved The Role of the Front Office in Marketing The traditional role of the front office staff as information givers and order takers. Narula - As market conditions have changed, the nature and importance of the functions performed by the front office have also changed from being an order-taking department to an order- generating or sales department.
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office Point-of-sale front office - a front office staff which promotes other profit centers of the hotel. Narula - goals for the front office. Sell rooms to guests who have not made prior reservations Upsell to guests who have made prior reservations Maintain the inventory of the product Convey information to guests about other products available for sale at the property Utilize overbooking Obtain guest feedback
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (contd.) Brainstorming areas for promotion in the hotel pp Front office Food and beverage department Gift shop Health facilities Process of evaluating alternatives generated in previous step. Which are more important to produce a profit?
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Role of Incentive Programs in Assuring a Point-of-Sale Front Office Entails understanding employees motivational concerns (needs and desires) and developing opportunities for employees to achieve their goals. Discuss examples of incentive programs as listed in chapter. online.com/News/PR2006_2nd/Apr06_GreatestB ellman.html online.com/News/PR2006_2nd/Apr06_GreatestB ellman.html
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Table p. 368 McGregors Theory X and Theory Y Maslows theory of motivation – p.369; 5. Self- actualization, self-realization, and self-accomplishment; 4. Self-esteem and the esteem of others; 3.Love, affection, and belonging; 2. Safety; and 1. Food, clothing, and shelter Mayos theory of motivation Supervisor recognizes an employee as being special Herzberg s theory of motivation Positive factors in developing job attitudes are achievement, recognition, for achievement, responsibility, interesting work, personal growth, and advancement.
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Discuss the application of motivational theories. – p. 371 Each employee is different and presents an opportunity for human resource
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Training Programs for a Point-of-Sale Front Office The need for training in sales skills. Fear of rejection Discuss adopting the attitude presenting opportunities to the guest to improve or enhance the guest visit. Let employees experience hotel services They speak with authority.
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Discuss methods for training – refer to Chapter 12 Videotaping of role-playing episodes Outline the skills and behaviors needed to promote various products and services Schedule production time for video filming Review planning session in chapter for video production
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Discuss aspects of budgeting for a Point-of-Sale Front Office Cost of incentive programs Cost of producing training materials Cost of planning time Budget math model in text – p. 377
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Objective for feedback system to develop feed back systems concerning employee performance, employee attitude, guest perception, and profitability. Methods to attain this feedback system. Standard guest test – an outside person (known as the plant) is hired by the hotel to experience hotel services and report the findings to management. Development of pointed question concerning point- of-sale promotion techniques on comment cards. Evaluating the actual financial results it achieves
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Planning a Point-of-Sale Front Office (Contd.) Discuss planning example included in the chapter. pps Brainstorming Incentive programs Video training program Budget Feedback mechanisms
Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Supplementary Student Materials to Enhance Active Learning Inside the Classroom Review the following inserts in Chapter 13 Hospitality Profile – Lee Johnson – p. 364
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Copyright © 2010 by John Wiley & Sons, Inc. All Rights Reserved.
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