1. Copyright © 2006 Thomson Delmar Learning All Rights Reserved Selling Hospitality Chapter 10 Phase Two— Negotiation Process Strategy: Step Three: Demonstrating Capability Demonstrating capabilities = Sales proposal = Presentation of a plan or suggestion as to how a product or service can satisfy a client’s need

2. Copyright © 2006 Thomson Delmar Learning All Rights Reserved The Buying/Selling Process The Pre-Negotiation Process Phase 1—Pre-Negotiation Strategy –Understanding Negotiations –Prospecting –Pre-call Preparation Phase 2—Negotiation Process Strategy –Approaching the Buyer (Chapter 8) –Investigating Needs (Chapter 9) –Demonstrating Capability (Chapter 10) –Negotiating Concerns (Chapter 11) –Gaining Commitment (Chapter 12)

3. Copyright © 2006 Thomson Delmar Learning All Rights Reserved Multicall Negotiations First call –Establish rapport. –Identify needs. Second call –Demonstrate capabilities. –Negotiate concerns. –Gain commitment.

4. Copyright © 2006 Thomson Delmar Learning All Rights Reserved The Proposal— A Basis for Demonstrating Capabilities Proposal letter Proposal checklist Proposal –A proposal signed by the buyer becomes a legally binding contract or letter of agreement.

5. Copyright © 2006 Thomson Delmar Learning All Rights Reserved Matching Statements #1 Need Proof device Feature Translation of words or phrases Benefit Confirmation question

6. Copyright © 2006 Thomson Delmar Learning All Rights Reserved Matching Statements #1 Need: “You indicated that... you wanted 40 sleeping rooms.” Proof device “Here is... a picture of one of our guest rooms” Feature “that has... just been remodeled,” Translation statement “which means to you” Benefit “that... your people will enjoy clean, comfortable, spacious, and attractive surroundings.” Confirmation question “Is that what you had in mind?” or “What do you think?”

7. Copyright © 2006 Thomson Delmar Learning All Rights Reserved Matching Statements Proof deviceFeatureTranslation phrase BenefitConfirmation question Need 1 Need 2 Need 3 Need 4