Midterm Test Winter 2024 MRK335-A (1)
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MRK335
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Philosophy
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Apr 3, 2024
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MRK335 WINTER 2024– MID-TERM TEST
NAME: Disha Gajjar
ETHICS (5 MARKS)
Scenario
:
You are a Sales Manager for the Hilton Toronto Airport Hotel; your responsibility is to sell rooms to the Corporate Market segment. Simon Wu is a new client who is a buyer from Sun Life Insurance. Simon recently signed a contract with you for 1000 room nights for a National Sales Conference. (A purchase order worth around 200,000). You are sure there is the opportunity for much more business with Simon in the future. A couple of days ago you chatted with Simon when you saw him at an industry trade show; he casually asked if you happen to have a Jacuzzi suite for his personal use which you can give him complimentary for one night for personal use. This suite would sell for $1,5000.
List and explain four (4) points that are relevant to the ethics of this situation. Be sure to explain your points clearly
. Please use bullet point format.
Honesty and Transparency: It's critical to be truthful and clear with Simon about the rules and restrictions regarding complimentary lodging. Make sure there is no misrepresentation of the hotel's offerings by communicating any limitations or requirements related to providing free services.
Fair Treatment of Clients: It is crucial to guarantee that every client receives fair treatment. Even while it might be tempting to give significant clients like Simon special treatment, it's critical to uphold equity in all client interactions. Free services need to be provided based on established criteria, not preference.
Conflict of Interest: Consider if there would be a conflict of interest if you made the hot tub suite available for private use. The main duty of a sales manager is to close agreements that are valuable to the organization. Giving clients personal favours might make it difficult to distinguish between work obligations and personal ties, which might violate ethical standards.
Firm Policies and Guidelines: Take into account the policies and guidelines of the company's complementary services. Respecting these principles is necessary to keep corporate procedures honest and consistent. To guarantee adherence to set guidelines and moral behaviour, any departures from them should be thoroughly considered and authorized via the proper channels.
COMMUNICATION STYLES: A KEY TO ADAPTIVE SELLING TODAY (5 MARKS)
My Communication Style
is:
My communication style is collaborative. Imagine you have an important sales presentation with a hotel buyer tomorrow. His name is Mr. Dimel, and you have never met him before. A coworker who has worked with Mr. Dimel has told you that his Communication Style is Supportive
. Using concepts from the textbook and discussed in class, and taking your own Communication Style into consideration
, how will you adapt your interaction and presentation with Mr. Dimel to help ensure you will be successful? Give 4 points & be sure to explain them clearly
. Please use bullet point format.
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Establish Trust and Build Rapport: It's important to start the conversation by creating trust and building connections because of Mr. Dimel's encouraging communication style. Start by showing a sincere concern for his
hobbies and general well-being. To foster a cozy and welcoming environment, share personal tales or shared experiences. You build a trustworthy connection by being genuine and empathetic; trust is necessary for good communication and profitable sales.
Emphasize Collaboration and Relationship Building: Throughout the presentation, place a strong emphasis on collaboration, keeping in mind that Mr. Dimel enjoys supportive communication. Emphasize how your offering can help his hotel, but don't forget to demonstrate that you are open to hearing about his wants, needs, and worries. Encourage honest communication and criticism, showing him you respect his opinions and are dedicated to collaborating to find the best answer. Building a partnership will improve participation and raise the chance of a good result.
Offer Personalized Solutions and Support: Mr. Dimel and other supportive communicators like receiving individualized care and assistance. Adapt your presentation to his demands and difficulties, highlighting how your good or service might meet his hotel's needs. Provide case studies or examples of good outcomes for clients who are comparable to him, emphasizing the concrete advantages he could be expecting. Furthermore, reassure him of your continued availability and support, highlighting your dedication to his achievement and happiness.
Exhibit Active Listening and Empathy: Throughout the conversation, exhibit both active listening and empathy in keeping with Mr. Dimel's encouraging communication style. Keep an eye out for his nonverbal and vocal cues, and answer any questions or concerns he may have with compassion and understanding. Return his feelings and
worries, proving that you sincerely appreciate his viewpoint and are dedicated to meeting his requirements. By demonstrating that you understand his difficulties and priorities, you improve your relationship and boost his trust in your capacity to provide value.
SALES PROSPECTING (10 MARKS)
Imagine you are a Regional Sales Manager
for Hospitality Supplies for Hotels. Here’s is your company’s website:
https://www.hdsupplysolutions.com
As the Hospitality Business Development Manager – your boss – wants you to identify hotels in London Ontario that would be good candidates to buy your Hospitality products, and approach them for permission to give a sales presentation. Using concepts from the textbook about Prospecting
and discussed in class, describe how you could best go about this.
NOTE:
Make sure your points are relevant to the industry in this scenario
.
Make sure your points are relevant to this business scenario as described above
.
Be sure you are clear & precise on how each activity is part of Prospecting. REMINDER: Advertising and Marketing are not
Prospecting.
Be brief and straight-to-the-point; points will be deducted for unnecessary or irrelevant extra details.
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PROSPECTING ACTIVITIES
Describe a specific market research
activity that you would use in your prospecting effort. Be specific. Be sure to explain your activity clearly & be specific
. Please use bullet point format.
To find hotels in London, Ontario, use internet databases for the hospitality sector.
Examine press releases and developments particular to London, Ontario's hotel business.
Look through the chamber of commerce and local business directories to get listings for nearby hotels.
Use social networking sites like LinkedIn to find hotels and create connections with people who make decisions.
Examine past sales information and client testimonials to find prospective local repeat businesses or recommendations.
Attend trade exhibits or events in Ontario related to hospitality to network with people in the field and learn more about prospective hotel customers.
Name and give the dates of a local industry event that you would attend and what you would do at the event as part of your prospecting effort. Be sure to explain your activity clearly & be specific
. Please use bullet point format.
Local Industry Event:
o
Event Name: Hospitality Expo
o
Date: May 15-16, 2024
Activities for Prospecting during the Event:
o
To create contacts, and connect with managers, hotel owners, and decision-makers.
o
Attend conferences or seminars on issues facing the hospitality sector.
o
Give prospective leads business cards and contact details.
o
Talk to hoteliers in London, Ontario, to learn about their unique requirements and problems.
o
Display samples of our services and goods for hospitality in a booth or display area.
o
Get input from participants on areas that need improvement and their present suppliers.
o
After the event, follow up with individualized emails or phone calls to arrange sales presentations with prospective customers who show interest.
Describe a referred lead
or center of influence
activity that you would use. Be specific. Be sure to explain your activity clearly & be specific
. Please use bullet point format.
find current, contented hotel customers in our network who are connected to or have agreements with hotels in
London, Ontario.
Make touch with these clients by phone or email to thank them for their business and to see if they would be prepared to recommend us to their connections in London, Ontario.
Provide discounts on future purchases or free goods or services as incentives or prizes for successful referrals.
Give clients easily shareable reference materials with their contacts in the hotel business, such brochures or digital resources.
Promptly follow up with prospects that were recommended, highlighting the shared relationship and our current clients' great experiences.
Continue to communicate with our current clients in order to build lasting connections and promote recurring referrals going forward.
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Give the name & address of a hotel that you would contact & the name of the hotel General Manager (or someone else who would have the authority to make this type of buying decision). Insert a hyperlink to the hotel’s website into the name of the hotel and include his/her telephone number and/or email address. Also, include a hyperlink to his/her LinkedIn page.
Hotel: Delta Hotels by Marriott London Armouries
Address: 325 Dundas Street, London, Ontario, N6B 1T9
General Manager:
Name: Kathleen Harper
LinkedIn:- https://www.linkedin.com/in/kathleen-harper-90819425b/
Telephone: +1 (519) 679-6111
NOTE:
To receive marks on this exercise you must provide detailed, specific examples of your activities. Generic responses such as “I will look on the Internet for…” will not receive any marks. And giving descriptions of definitions of these Prospecting techniques will not earn you marks.
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