Higher Education

Hospitality Sales: Selling Smarter, 1st Edition

  • Judy A. Siguaw Cornell University
  • David Bojanic
  • ISBN-10: 1401834787  |  ISBN-13: 9781401834784
  • 500 Pages
  • © 2004 | Published
  • College Bookstore Wholesale Price = $133.50



This concise handbook addresses the processes of selling in the Hospitality Market. More and more, the act of selling is recognized as a function that is separate from and just as important as the function of marketing in the Hospitality Industry. The text takes a "how-to", "by the numbers" approach to consultative hospitality sales. It is filled with practical, useable information for all kinds of sales situations in the hospitality arena. The text takes the reader all the way from prospecting to negotiations through closing. It includes a chapter of personal selling "tools" and discusses listening skills. The text emphasizes ethics and attempts to create a customer-oriented sales person who succeeds by serving the needs of the customer. It is recommended as a support handbook in a traditional Hospitality Marketing and Sales course or as a primary text in a Sales Course.

Features and Benefits

  • Case studies show the reader situational sales techniques and methods
  • A full chapter addresses the sensitive areas of revenue management and price negotiation
  • Chapter exercises give the reader an opportunity to try sales techniques and practice presentation
  • Many kinds of sales situations are described for many different hospitality arenas, exposing the reader to a wide variety of sales opportunities�
  • Excellent worksheets for the reader to use in actual sales situations
  • Emphasis on �hands-on decision making�
  • The Ethics of customer-oriented sales is stressed

Table of Contents

Chapter 1: Overview of Hospitality Sales.
Chapter 2: Prospecting and Pre-Approach.
Chapter 3: Approach by Adapting Social Style.
Chapter 4: Approach through Listening and Trust.
Chapter 5: Openings.
Chapter 6: Probing for Needs.
Chapter 7: The Presentation.
Chapter 8: Handling Objections.
Chapter 9: Gaining Commitment.
Chapter 10: Post-Sales Follow-Up.
Chapter 11: Hotel Contracts.
Chapter 12: Servicing the Meeting.
Chapter 13: Personal Selling Tools.
Chapter 14: Revenue Management and Price Negotiations.

Meet the Author

Author Bio

Judy A. Siguaw

Judy A. Siguaw earned her master's and doctorate degrees from Louisiana Tech University and her bachelor's degree from Lamar University. She has been awarded the Chancellor's Excellence in Teaching Award from the University of North Carolina at Wilmington; research grants from the Marketing Science Institute, American Express, and the American Hotel Foundation; and research awards from the Chartered Institute of Marketing, Cornell University, and the Academy of Marketing Science. She serves as the faculty advisor for the Cornell student chapter of the Hotel Sales and Marketing Association International and also as a trustee of the Hotel Sales and Marketing Association International Foundation Board. Dr. Siguaw's research interests include sales/sales management, channels of distribution, market orientation, and innovation. She has published in Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Marketing Education, Industrial Marketing Management, and others. She is a coauthor of American Lodging Excellence: The Key to Best Practices in the Lodging Industry and Introducing LISREL. Prior to entering academia, Dr. Siguaw spent 10 years in the corporate environment, including a sales position with General Foods Corporation, now a division of Philip Morris known as Kraft Foods. Today, Dr. Siguaw provides executive education and consulting in the area of sales.