Job Description for Director of Sales in hotels

POSITION TITLE: Director Sales and Marketing / Head Sales and Marketing
REPORTS TO: General Manager
POSITION SUMMARY:
To oversee and manage sales staff and reservation to ensure maximum revenue, promotional coverage
and marketing opportunities are achieved.
The DOSM should work closely with revenue management and marketing functions, to develop strategies
to maximise REVPAR and grow market share.
SALES DIRECTOR DUTIES AND RESPONSIBILITIES:
 Maintain and promote a team work environment with effective and clear communication amongst
co-workers.
 Ensure best client service is being made available through communication amongst the team, cross
training within the department and appropriate office coverage.
 Works with sales managers to ensure understanding of sales strategy and effective
implementation of this strategy for the segment.
 Works with management team to create and implement a sales plan addressing revenue,
customers and the market for the segment led by the DOS.
 Set example through professional, friendly attitude towards clients and co-workers, timely
response to clients and co-workers needs and observance of sales office standard.
 Ensure hotel meets or exceeds budgeted goals.
 Follow and track company cross-sell procedures.
 Utilize company profile database to determine geographic areas for travel agent calls while
maintaining top and existing travel agent accounts.
 Organize travel agent month and travel agent appreciation rates for slow months.
 Assists with the development and implementation of promotions, both internal and external.
 Creating a focus on attracting new business.
 Attending and contributing to the monthly sales strategy meeting
 Updating and owning the sales strategy & sales plan with the General Manager.
 Review and approves any special corporate negotiated rates by signing theCVGR (Company
Volume guaranteed rate) contract.
 Provides positive and aggressive leadership to ensure maximum revenue potential (e.g., sets
example with personal booking goals).
 Leads on-property sales functions to build long-term, value-based customer relationships that
enable achievement of hotel sales objectives.
 Recommends monthly room nights target goals for sales team members.
 Participates in sales calls with members of sales team to acquire new business and/or close on
business.
 Develop and send informative press releases to targeted lists highlighting all activities and
promotions.
 Maintain and expand corporate incentive program via direct mail, personal visits etc.
 Oversee and ensure the updation of rates, promotions on hotel website, OTA's (Online travel
agents), GDS etc. without any rate parity.
 Responsible for the training of sales managers and staff.
 Follow and promote hotel standards with guests, co-workers.
  Evaluates and drives the hotel’s participation in the various sales channels, Market Sales, Event
Booking Centres, electronic lead channels, etc.
 Monitors all day to day activities of direct reports.
 Executes and supports the operational aspects of business booked (e.g., generating proposal,
writing contract, customer correspondence).
PREREQUISITES:
High degree of commercial awareness and be able to understand links between sales and profit with
excellent sales and negotiation skills. Good business sense and the ability to motivate and lead a team.
EDUCATION:
3-year degree in Business Administration, Marketing, Hotel and Restaurant Management, or MBA.
EXPERIENCE:
5 to 6 years experience in the sales and marketing or related professional area. And min three years
experience in a senior sales role.

Job Description for Hotel Sales Coordinator

Position Title: Sales Coordinator / Marketing Coordinator
Reports To: Director of Sales / Sales Manager
Position Summary:
The Sales Coordinator primary role is to perform general office duties to support Sales & Marketing
team e.g. filing, sending emails, typing, faxing, copying, loading special or negotiated rates on to the
property management system and Maintaining Customer and company profiles.
Should assist in selling guest rooms, catering services and banquet facilities as directed by the Director
of Sales. Also provide high-level administrative support by conducting research, preparing statistical
reports, collecting and processing sensitive data, resolving guest issues and also perform clerical
functions.

Sales Coordinator Duties and Responsibilities:

 Answer telephone and respond to caller inquiries in a pleasant manner.
 Answer client / bookers questions about property facilities/services (e.g., hours of operation,
rates and room types, packages, promotions, entertainment, restaurants etc.)
 Serve as the point of contact for clients and communicate with them by phone and email to
respond to questions and requests.
 Responsible for coordinating internally with the sales & marketing team.
 Generating reports, preparing proposals, collections details , coordinating with clients &
suppliers.
 Prepare sales-related documents throughout the sales process (e.g., proposals, contracts, banquet
event orders, CVGR Letter).
 Gather materials and assemble information packages (e.g. brochures, promotional materials,
sales demo kit, welcome kit, souvenir etc.).
 Generate group and/or corporate leads through internet prospecting, networking, and
telemarketing.
 Manage and maintain sales executives and managers schedules, appointments and travel
arrangements.
 Assist sales team by managing schedules, filing important documents and communicating relevant
information.
  Arrange and co-ordinate meetings, events and any appointments.
 Record, transcribe and distribute minutes of meetings.
 Interaction with client in regards to leads, hotel needs and client travel.
 Meets with clients in the absence of the Director of Sales or Sales Managers to effectively and
professionally convey details of the sale to the client.
 Perform hotel site tours with potential clients.
 Monitor, screen, respond to and distribute incoming communications.
 Design, upload, extract and maintain customer databases.
 Create and manage Company and Travel Agent profiles on the property management system.
 Should know the process of merging profiles.
 Load and Manage Rate Codes to the Hotel Software, And link the negotiated rates to the correct
company profiles.
 Print Daily Sales reports for each sales managers and submit to Director of Sales.
 Print Sales manager productivity reports for each sales managers and submit to Director of
Sales.
 File and retrieve documents and reference materials.
 Conduct research and collect data to prepare reports and documents.
 Utilizes efficient sales strategy for the maximization of hotel revenue.
 Coordinates necessary arrangements with vendors relating to sales.
 Establishes strong relationships with vendors to ensure maximization of hotel revenue.
 Ensures all documents produced by the Sales Department (i.e. BEO’s, contracts, rooming lists,
proposals) are completed accurately and on time.
 Respond to complaints from customers and give after-sales support when requested.
 Ensure the adequacy of sales-related equipment or material are available at all times.
 Other duties as assigned by Director or sales or the management.
Prerequisites:
 Speak with others using clear and professional language.
 Prepare and review written documents accurately and completely.
 Working knowledge of standard office administrative practices and procedures.
 Excellent customer service skills.
 Able to effectively communicate in English, in both written and oral forms.
 Be friendly, customer centric, smile and able to work in a team environment.

Job Description for Sales Manager

Position Title: Sales Manager
Reports To: Director Of Sales / General Manager
Position Summary:
As a Sales manager you are responsible to develop and foster business through pro-active direct sales,
marketing, telemarketing, direct mail, appointment calls and tours of the hotel. Also develops strategic
action plans for hotels to drive measurable, incremental sales revenue.
Identify areas of opportunity in performance and recommend tools and sales training to optimize
performance of sales team. Additionally work with individual hotel teams to identify skill development
areas and properly deploy sales and marketing resources.
Sales Manager Duties and Responsibilities:
1. Responsible for Corporate and Travel Agent Room Sales for the hotel.
2. Clear understanding of the hotels business strategies then set goals and to determine action plans
to meet those goals.
3. Update action plans and financial objectives quarterly.
4. Identify new markets and business opportunities and increase sales.
5. Represent Hotels in various events and exhibition.
6. Implements all sales action plans related to my market areas as outlined in the marketing plan.
7. Conducts daily sales calls and arrange site inspection trips to hotels by corporate clients.
8. Able to provide Quick and timely responses, immediate communication to the properties, develop
professional long term business relationships.
9. Provide the highest quality of service to the customer at all times.
10. Participates in sales calls with members of sales team to acquire new business and/or close on
business.
11. Executes and supports the operational aspects of business booked (e.g. CVGR, generating
proposal, Corporate Rate Application letter, writing contract, customer correspondence).
12. Able to supports hotels service and relationship strategy, driving customer loyalty by delivering
service excellence throughout each customer experience.
13. Work closely with Revenue Manager to ensure proposed rate negotiations meet the financial
needs of the hotels.
14. Develop strong relationships with on property front office team to ensure working in unity and
always striving to achieve the same goals.
15. Accompany sales team on sales calls to potential clients to assist in development of the account
and to access the effectiveness and sales skills of the sales person.
16. Assess additional training needs based on data gathered and interaction with sales team from
property visits.
17. Attending all department and hotel meetings as necessary.
18. Targeting key accounts potential for the company.
19. Builds and strengthens relationships with existing and new customers to enable future bookings.
Activities include sales calls, entertainment, FAM trips, trade shows, etc.
20. Develops relationships within community to strengthen and expand customer base for sales
opportunities.
21. Manages and develops relationships with key internal and external stakeholders.
22. Acquiring and developing new business accounts and preparing sales proposals for clients.
23. Closely following up on all business leads within a 24 hour response time line to clients.
Prerequisites:
 Proven success in a similar role and environment.
 Empathy towards your customers and colleagues.
 Pride and attention to detail.
 Polished personal presentation with Warm, confident and hospitable personality.
Job Description for Banquet Event Coordinator
Position Title: Event Coordinator / Banquet Coordinator
Reports To: Banquet Manager / Sales Director
Position Summary:
As a Event Coordinator you are responsible to meet with group coordinator / event hosts prior to
functions, make introductions, and ensure that all arrangements are agreeable. Read and analyse
banquet event order in order to gather guest information, determine proper set up, specific guest needs,
buffets, action stations, etc.
Working closely with the banqueting team, he / she is responsible for the execution and delivery of all
events, maximizing revenue, utilization of meeting space and working to achieve or exceed the defined
budgeted revenues for banquet department.
Event Coordinator Duties and Responsibilities:
 Preparation of BEO- Banquet Event Orders and responsible to ensure they are issued and
distributed in a timely fashion.
 Prepare all typed materials like proposals, contracts,change forms and all other inter-
departmental forms accurately.
 Distribute Daily Events reports to ensure communication to all internal departments throughout
hotel.
 Answer banquet and outdoor catering sales inquiries and routing them to appropriate sales
manager for handling.
 Monitor all correspondence to ensure it meets with Hotel policy and procedures.
 Respond within 24 hours to any Group, checking space/rates in system and communicating to
respective Manager for further follow up.
 Work closely with Banquet Manger to ensure all aspects of the event have been cost effective
and serviced both clients and hotel needs.
 Tour, inspect and monitor banquet rooms and presentations.
 Respond to requests for proposals for small meetings / events including set-up, food and
beverage needs, rooms and audio visual needs.
 Communicating client requirements in a timely and accurate manner to all internal departments as
required, ensuring delivery of superior guest service.
 Ensure accurate follow up and communication both internally and to the guest / client.
 Ensure that Opera Sales and Catering / Other Banqueting software are updated daily for all
event space bookings.
 Ensure that all accounts are properly updated in the banqueting system.
 Ensure there are enough sales kits available for any customer visit.
 Ensure feedback received from host / guests are passed on to all departments.
 Ensure a positive working relationship between all departments.
 Able to generate various reports from Banqueting systems and excel to track group and event
revenue etc.
 Arrange and manage familiarization / educational trips in line with business needs.
 Attending various trade shows and assigned sales trip with accurate follow up report.
 Follow-up with Sales Manager to obtain/confirm all event-related information in a timely
manner.
 Maintain valid call objectives and relevant action plans for each key account/key prospect and
ensure all follow up is done in timely manner.
  Maintain up-to-date activity and rate information for each account on the banqueting system.
 Maintains high standards of personal appearance and grooming, which include compliance with
the dress code.
 Participate in daily business review meeting, sales meetings and management meetings.
 Any other job related to banqueting assigned by the management.
Prerequisites:
Excellent communication skills necessary.
Knowledgeable at negotiating and sales.
Confident at presenting presentations.
Must be flexible to accommodate irregular or extended hours duties.

Standard Procedure for Hotel Telephone Sales Calls

SOP Number: S&M – 14
Department: Sales and Marketing – Sales
Date Issued: 27-Jul-2017
Time to Train: 30 Minutes

Different Types Of Sales Telephone Calls:

 Telephone sales calls are the most economical ways to find and also to sell products to prospect
customers / bookers.
 Both incoming and outgoing sales calls plays an important role in hotels sales and marketing
activities.
 All Sales and Marketing team members should have good telephone etiquette, listening and
communication skills.
 Some of the important communication skills are tone of your voice, understandability, enthusiasm
etc.
 Listing skills include limited talking, getting involved, showing interest, asking questions etc.
Below are different types of telephone sales calls done by the S&M team:
1) Prospect Calls: The main objective of such type of call is to gather maximum inform of the potential
company and to find the key decision makers.
2) Qualifying Calls: Are done to determine if the prospect company or bookers can afford the services
provided by the hotel. Such type of calls are important to find out if the company has a requirement for
hotel's rooms, banquet or other services.
3) Appointment Calls: Made to briefly introduce a prospective client about the services and facilities
offered by the hotel and try to get a an appointment for direct meeting. Such type of calls doesn't
generate any sales but the main purpose is to agree for an appointment with the booker / decision
maker.
4) Sales Calls: The main objective of this type of call is to make an immediate sale during the call. This
is normally performed by very well trained telephone sales team and they need to sell the benefits of
bookings at the hotel rather than the features or services.
5) Service Calls: Once the guest or booker confirm the hotel services a follow-up call need to be made
to the booker just to check any changes or additional services needed. For Banquet event booking such
calls can also help to identify any changes expected etc.
6) Promotion Calls: Made by the sales team to bookers or potential customers about any new or
ongoing promotions or special offers Eg: Food Festivals, Room Packages, Wedding packages etc.
7) Feedback Calls: Once the hotel services or facilities are used by the booker or guest a feedback call
is made by the sales manager to know about the experience, suggestions or any complaints during their
stay or event.
Such feedback are always recorded on to the sales and marketing software and also informed the
relevant team or departments.
8) Public Relations Calls: Such type of calls are made to generate goodwill. Made to regular or
repeat guests, Loyalty members, bookers etc. by the Director or Sales, General Manager or other key
executive in the hotel.
9) Incoming Calls: The sales department also receives many incoming calls and the team should always
provide a positive impression to all kind of incoming calls. Some examples of incoming calls are general
enquiries, reservation enquiry, response to advertisements, response to promotions etc.
Training Summary questions:
Q1. Why telephone sales are important to the sales and marketing department?
Q2. What are the different types of sales calls?
Q3. Who is responsible for public relations call?
Q4. Give some examples of incoming calls?
Q5. What is the main purpose of appointment calls?

SOP Procedure for Handling Telephone Sales Calls

SOP Number: S&M – 08
Department: Sales and Marketing – Marketing
Date Issued: 19-Jun-2017
Time to Train: 30 Minutes
Telephone Sales Calls Standard procedure:
 This procedure describe how to handle outgoing and incoming calls in a professional manner and
also provide a detailed overview on the telephone sales operations.
 Telephone sales call is a daily activity, sometimes you need some experience to do it, one
important thing is keep good relationship with the bookers or clients.
 All sales associates will conduct planned sales calls daily covering key accounts, key prospects,
other active accounts and new prospects.
 Telephonic sales is one of the most economical ways to find and sell to prospective guests and
customers.
 This method helps the sales managers or sales coordinators to mainly achieve the following:
1. Search for a new leads.
2. Make sales appointment.
3. Research a market to reach new prospect bookers.
4. Convert inquires from advertisement or promotional activity done by the sales and marketing
department.
5. Follow up on proposal, site inspections, site visit and other leads from trade fares.
 Many of the phone calls are potential sales calls, so it is important that sales team have good
communications and telephone etiquette.
 Always start the conversation by asking if it is a good time to talk.
 Let the booker know that he / she is important for the property.
 Sales managers or Coordinators who makes the call should do adequate preparation, have
enough time, make the call directly and have a good timing.
  Ideally it is better to avoid calling during late evening or in the early morning hours.
 All Calls should be kept short and to the point unless the client wants to have additional
information.
 The bookers secretaries should be treated courteously and respectfully, otherwise there is lesser
chance to get connected to the prospect booker.
 Should possess good listing skills ie the booker should get a chance to speak about his views
about the property or requirement.
 Correct technique should be used to in closing the telephone sales calls.
 Other types of telephone calls are Service calls, promotional calls and public relation calls.
Training Summary questions:
Q1. Does anyone know what are the advantages of telephone sales calls?
Q2. Types of outgoing calls?
Q3. Who is responsible for making the telephone calls?
Q4. How to start the conversation with the prospect booker?
Q5. Why it is important to have good telephone etiquette?

Standard Procedure for Hotel Sales Team Incentives Plan

SOP Number: S&M – 13
Department: Sales and Marketing – Sales
Date Issued: 16-Jul-2017
Time to Train: 30 Minutes

Sales Team Incentives Plan Standard procedure:

 The purpose of the Sales Incentive Plan is to reinforce hotels financial objectives with a focus on
reaching strategic and operational goals for the sales and marketing team.
 Sales incentive plans provide motivation to achieve expected levels of individual and team
performance goals and thereby assist in the achievement of hotels financial objectives.
 A competitive level of compensation packages should be provided that will attract, retain and
motivate highly competent sales managers and other sales department personnel.
 Encourage and motivate teamwork as a means of achieving ongoing success on the incentive
plan.
 The sales incentive plan should be reviewed and approved by the General Manager or the
Director of the hotel.
 The hotels Sales Director or General Manager should be responsible for keeping a detailed
record on a monthly basis of the bonus earned by the sales teams.
 All confirmed sales managers or sales executives are eligible for the incentive or bonus plan. (As
per the hotel policy)
 Normally sales associate on probationary period is not eligible to participate in such incentive or
bonus plans. (As per the hotel policy)
 The General Manager or the Director of sales may withdraw a participant from incentive plans if
required.
 The bonus amount is calculated on a monthly basis (based on all room nights and revenue
generated) and is subject to the approval of the hotel management team.
 All pay outs to the sales team will be processed through monthly payroll.
  All incentive pay out should be marked as “performance bonus” on the Profit and Loss statement
for the respective departments.
 In order for any bonus pay out to occur, the sales team should achieve its monthly total revenue
(rooms, banquet, conference) and room nights.
 Any sales executives whose employment are terminated for reasons of misconduct, failure to
perform, or other performance related reasons, shall not be considered for the bonus payment.
(As per the hotel policy)
 Any sales executives whose had resigned from the hotel to accept employment elsewhere will not
receive any bonus not yet distributed. (As per the hotel policy)
 The intent of the sales incentive plan is to fairly reward team and individual achievement.
 Any sales team or associate who manipulates or attempts to manipulate the sales data will be
subject to appropriate disciplinary action, up to and including termination of employment. (As per
the hotel policy)
Training Summary questions:
Q1. What is a Sales Incentive Plan?
Q2. What is the main purpose of such incentive or bonus plans?
Q3. Who is responsible for approving incentive plans?
Q4. Incentive pay out are marked as what on Profit and Loss (P&L) account?
Q5. What are some policies of sales incentive plans?

Standard Procedure for Hotel Booker Entertaining & Show

Arounds
SOP Number: S&M – 12
Department: Sales and Marketing – Sales
Date Issued: 07-Jul-2017
Time to Train: 30 Minutes

Booker Entertaining & Show Around Standard procedure:

 The Sales and Catering or Event staff members should be encouraged to entertain known and
potential bookers or customers as per the hotel policy.
 To facilitate bringing customers into the hotel in order to prompt them into a decision on using the
hotel for their business.
 The Sales managers and sales coordinators should have a through knowledge about the property
and the services provided.
 Property fact sheet / brochure and sales kit should be kept ready to handover to the bookers or
potential customers.
 Prior information should be given to Front office department to block and keep the show rooms
ready for any show around.
 Appropriate Guest rooms and/or function rooms should be kept ready prior to client’s arrival.
 All amenities should be kept on the show room and to be inspected by the sales staff.
 General Manager or Director of Sales will greet customer at the front door upon arrival.
 Viewing Hotel facilities and services should take place prior to entertaining.
 Complete sales kit and Hotel fact sheet will be ready to hand over to the client prior to
departure.
  As per the hotel policy a souvenir should be handed over to the booker or client.
 Food and Beverage Outlet or Event staff should be briefed about client’s importance.
 Outlet staff will use the guest’s name whenever appropriate.
 Outlet staff should raise a NC KOT ( Non Chargeable Kitchen order ticket) and the food and
beverage bill to be discounted 100% during settlement.
 Sales team who is doing the booker entertainment should sign on the restaurant bill with
appropriate remarks for finance reference.
 Follow-up points regarding the business discussed should be actioned with appropriate timetable
for completion.
 Update the Sales and Catering software with the details or the outcome of each show around
and entertainment.
Training Summary questions:
Q1. What is a Hotel fact sheet / property fact sheet?
Q2. Explain NC KOT and settlement process for restaurant bill?
Q3. Who is responsible for greeting and receiving the booker?
Q4. Is it required to brief the outlet staff and Front desk team about the show around?
Q5. What need to be done after a show around is completed?

Standard Procedure for Hotel Advertising and Promotion

SOP Number: S&M – 11
Department: Sales and Marketing – Marketing
Date Issued: 02-Jul-2017
Time to Train: 30 Minutes

Hotel Advertising and Promotion Standard procedure:

 To ensure a targeted and cohesive marketing plan within the existing budget parameters.
 Advertising and Promotion for hotel or resort is defined as all print and electronic media,
property brochure production, signage, email newsletters, internal marketing and advertising.
 Advertising by the marketing team is an important supplement to the direct selling efforts by the
sales team.
 Advertising style for the rooms should be tactical and image based.
Advertisement and marketing activities are done by hotels in order to:

1. Create brand awareness.

2. Build or maintain a brand’s image.
3. Announce hotels opening.
4. Announce special events.
5. Announce about special offers and deals.
6. Find target customers.
7. Find potential business leads.
 Advertising reaches a vast audience and has a potential of reaching large number of future
prospects or leads.
 It is ideal to higher a local advertising agency on contractual basis or per project basis to create,
coordinate, produce and place visual media and materials.
  According to the required advertising plan, marketing department must provide the correct
briefing to all concerned.
When using the services of a advertising agency it is required to provide the below details:
1. Project’s objectives.
2. Target audience.
3. Special offer.
4. Benefits.
5. Validity.
6. Type of advertising etc.
 It is important to give a correct and written brief, there should not be no room for
misunderstanding.
 Input for the advertising campaign must involve from all parties concerned.
 The production quotation and media plans to be sent to General Manager and Director of sales
and Marketing for approval.
 Evaluate the creative made on basis of distinctivity, presentation and most importantly does it
have the selling point ?
 The Sales & Marketing should be consulted prior to commencement of the work.
Training Summary questions:
Q1. Why advertising is important part in hotel's success?
Q2. What all are included in advertising and promotions?
Q3. Who is responsible for reviewing and approving marketing plans?
Q4. On what basis the creative media to be evaluated?
Q5. Who should give briefing about the proposed marketing plan?

Standard Procedure for Developing Hotel Room Rates /

Negotiated Rates
SOP Number: S&M – 10
Department: Sales and Marketing – Sales
Date Issued: 26-Jun-2017
Time to Train: 30 Minutes

Developing Hotel Room Rates Standard procedure:

 Price Rate determination is one of the marketings most crucial tasks and concern.
 If a potential guest rejects the sales offer because of rate then all efforts done by the sales team
are wasted.
 Room rates for each Hotel should be developed to produce a satisfactory profit, competitively
priced and should always offer an excellent price value relationship.
 Hotel sales team should keep in mind that the bookers and guests are strongly influenced by the
price / rate.
 In order to effectively set rates on a day to day basis, it is essential to have a comprehensive
understanding of your competitor’s rate structures.
  This would not only include rack or published rates, but also corporate, special corporate,
discount, wholesale, contract and group rates plus others that are pertinent to your marketplace.
(Different Types of Rates in hotel)
 It is the responsibility of the General Manager and Front Office Manager to frequently review
information on the competition’s rates as well as demand.
 The Hotel sales and Front desk team should perform Daily call around, Competitive analysis,
Compare Rates (on-line), Review GDS displays, OTA (Online Travel Agent) rates etc.
 For specially contracted and negotiated rate agreements, the setting of rates should be a fluid
process with sufficient flexibility to act and react to current and future market conditions.
 Pricing of the hotel rooms should change at any time when required and should be based on the
following:
1. Occupancy of the hotel.
2. Average Length of stay.
3. Profit objectives.
4. Supply of product in the market.
5. Area or City demand.
6. Season ( Peak, Valley and Shoulder).
7. Number of Guaranteed room nights.
8. Price / value relationship
9. Competition’s pricing.
 All rate changes and revisions must be agreed upon by the General Manager and the Director of
sales and Marketing.
 Once approved, it is the responsibility of the Revenue manager or Reservation Manager to load
the new rates into the Hotel Property Management System (PMS), Channel Manager, OTA's and
GDS.
 Internal communication need to be send to advise all the appropriate parties within the Hotel
about the new rate change.
Training Summary questions:
Q1. Does anyone know when the pricing of the hotel rooms to be changed?
Q2. What is the main factor which influence the bookers?
Q3. Who is responsible for reviewing the competition’s rate?
Q4. Give few examples of different types of rates in hotel?
Q5. Who should approve the rate changes?

Standard Procedure for Lost Business or Turnaways

SOP Number: S&M – 09
Department: Sales and Marketing – Sales
Date Issued: 20-Jun-2017
Time to Train: 30 Minutes
Lost Business and Turnaway Standard procedure:
 This procedure helps to track lost opportunities and to be referred to for sales strategy
evaluation, revision and new product development.
  Business that is lost due to the inability of the hotel to accommodate the customer’s needs should
be documented on a Lost Business Report.
 The lost business report and turnaway report / form should be filed and reviewed at the weekly
Sales Meeting.
 Lost enquires or bookings are also tracked by the reservation department using 'Turnaway
Codes'.
 Turnaway Codes are used to assist in recording the number of reservations or possible
reservations that were "turned away" or could not be made by the property.
 Each Turnaway done by the hotel sales or reservations agent should be tagged to the respective
Turnaway codes.
 Turnaways can be ideally classified as denials or regrets.
 Denials are reasons for turning away customer business on the property side (e.g: Sold out, Room
Type not available etc.).
 Regrets are reasons why a guest does not book the reservation (e.g., price sensitivity, location,
facilites etc.).
 Some examples of turnaway codes are:
1. Requested Room Type Not Available
2. Higher Price
3. Facilities
4. Rate too High
5. Other Regret
6. Price Sensitivity
7. Location
8. Shopping
 It is useful to know for what reasons people cannot or do not make reservations and from which
market segments they come.
 The sales team members should use a lost business form to track all instances of lost business for
both group, transient rooms, events, conference etc.
 Director of Sales and Marketing should monitor all turnaway reasons by code by printing
appropriate reports from the property management system.
 If certain turnaway types habitually reoccur, it is advisable to re-evaluate the current Revenue
Strategies and make necessary revisions to avoid missed opportunities in the future.
 In the event availability of space is the reason for lost business, refer back to the client in case the
space in question opens up due to a cancellation.
 Sales team should refer back to the past report to solicit customers for future business over the
same time period.
Training Summary questions:
Q1. Does anyone know why the lost business should be tracked?
Q2. Turnaway reasons are classified into two types what are they?
Q3. Who is responsible for reviewing the turnaway and lost business forms?
Q4. Give few examples of turnaway codes?
Q5. What action need to be taken if certain turnaway types reoccur?

SOP Procedure for Handling Conference and Group Bookings

SOP Number: S&M – 07
Department: Sales and Marketing – Sales
Date Issued: 14-Jun-2017
Time to Train: 30 Minutes

Conference and Group Bookings Standard procedure:

 This procedure should help to focus the attention of the Sales Department on volume bookings or
business.
 A Group Room Booking will consist of minimum 7 or more sleeping rooms a night. (Depending
upon the hotel policy)
 Bookings for rooms less than 7 will be handled through the Reservation Department or Front Desk
Team.
 Sales team and Event Coordinator should ensure a highly focused approach to handle the
conference / group booking requests.
 The sales associate / Sales Manager will handle and process all groups, conferences and co-
ordinate with other departments.
 Group booking will be handled efficiently and accurately to ensure smooth operation for all
departments conceded.
 Special benefits are to be given to the tour guide or organizer as per the hotel policy.
 The correct use of group booking form will result in high efficiency and convenient for group
handling.
Below information should be updated on the Property Management Systems (PMS) related to group
bookings:
1. Group / Conference name.
2. Company or Travel Agent Name.
3. Allotment / Allocation Code in case the bookings are part of an allotment.
4. Booker Name and Contact Details.
5. Arrival and Departure date.
6. Arrival time and departure time.
7. Number of Rooms required.
8. Type of room required, i.e. single, double or twin etc.
9. Correct Group Rate code or Special Negotiated Rate code attached to the bookings.
10. Pick up / Drop Details or Transport with time and flight or train or bus details.
11. Billing Instructions or Payment Details.
12. Any Special request.
 Attach all correspondence like voucher or email confirmation to the Group Reservation.
 The Director of Sales or Sales Manager should follow-up on all contract deadlines including
deposits.
 Group VIP rooms will be checked by the General Manager or Front Office Manager and should
receive VIP treatment from the Hotel.
 Complimentary policy, cancellation attrition policy, deposit payment policy and rooming list
deadlines will all be negotiated to meet both client and hotel needs and objectives.
 Where relevant, third party partners or service providers should be copied in on all
correspondence and their support sought to close the business.
 The General Manager and the Sales Director should recognize the group’s organizers/decision
makers during their stay.
  If required, a meeting with clients and key staff members will be held prior to arrival to go over
the group’s details.
 The sales associate will inform all departments concerned with the groups arrival and their
package details.
 The Group file along with the rooming list need to be handed over to the front office team at
least one or two days before the groups arrival.
 Based on time, the group should be met at the door upon arrival by the appropriate sales /
catering personnel.
 The Director of Sales or Sales Manager should hold an exit interview with the Group Leader /
Tour Leader / organizer / decision maker for billing related queries and future business
opportunities.
 The Sales manger or Front desk manager should collect a feedback (GSTS) form the Group
Leader / Tour Leader / organizer to evaluate the Hotel’s performance for the current business.
Training Summary questions:
Q1. How will we handling the group reservation process?
Q2. List the details which need to be updated on the PMS for Group bookings?
Q3. Who is responsible for the follow up of contract deadlines and deposit payments?
Q4. What are the special cares given for group or tour leaders?
Q5. Why it is important to take interview of Group leader before departure?

SOP Procedure for Hotel Site Inspection / Show Around

SOP Number: S&M – 06
Department: Sales and Marketing – Sales
Date Issued: 13-Jun-2017
Time to Train: 30 Minutes
Hotel Site Inspection Standard procedure:
 Site Inspection helps to familiarize Key and Target Accounts with your product and services when
they are in a position to select the hotel for future business.
 In case of media coverage the inspection of hotel facilities should be treated as a valid Media
Call or Media Interview.
 All involved departments will be informed about the importance of the site inspection by use of
the Site Inspection form, email or inter office memo.
 Marketing Manager will brief the purpose of the inspection and details of the bookers or media
on everyday Sales Briefing at least one day in advance.
 Sales Manager / Associates will conduct inspection of hotel facilities to potential bookers or
media personnel.
 If a major media person is taking the site inspection, Marketing Manager will inform General
Manager and Director of Sales & Marketing to meet and greet upon his / her arrival.
 Sales and Marketing Coordinator will co-ordinate with Front Office associates, pre-determine
number of rooms, Room Types and room numbers and make sure they are Clean, Inspected and
Vacant.
 Sales Manager or event coordinators should be equipped with full knowledge of the room
facilities, hotel service and facility to introduce the hotel to the bookers or media personnel and
answer inquiries raised.
  Marketing Coordinator will prepare one set media kit and give-away gift for each bookers or
inspector.
 The inspectors or bookers should be meet in the lobby and escort them throughout the inspection
according to the pre-determined routing.
 Give appropriate introduction of hotel service and facilities and answer their inquiries.
 Emphasis hotel facilities and service during the site inspection.
 Explain the possibility for assistance from the external contacts: i.e. Ground transportation,
sightseeing companies, audio visual equipment provider etc.
 If Stay or accommodations is need then the same will be limited to a maximum of 2 nights,
thereafter charged at 50% of the prevailing room rate.
 If the bookers record is unknown and or potential is questionable, 50 % Room Rate will be
charged and this 50% will be credited to the company AR account or the master account of the
group in case the group booking is materialize.
 Booker / Client will be VIP, assigned the best room, welcomed by a Guest Service
representative, with a welcome letter from the General Manager and proper amenity in the
room.
 Applicable sales and/or catering staff will contact the client upon arrival and arrange a show
around/meeting, introduce key members of the staff, etc.
 Before bookers departure, all items discussed will be recapped and any outstanding items which
might prevent a contract from being signed will be resolved.
 S&M Manager will distribute one set media kit and give-away gift to each inspector and see
them off at the end of the inspection.
 Compile a Contact Report and submit to Director of Sales & Marketing, Hotel Manager and
General Manager no later the following morning.
 Send a courtesy letter or a make a phone call to the inspectors for their feedback the following
day.
Training Summary questions:
Q1. What is the importance of Site Inspection?
Q2. Who should prepare the media kit and give away gift?
Q3. Why it is important to Emphasis Hotel Service and Facilities?
Q4. What is the procedure in case the booker or client need room for stay?
Q5. Is it required to meet the booker at the lobby on arrival?

SOP Procedure for Daily Sales Briefing / Daily Sales Meetings

SOP Number: S&M – 05
Department: Sales and Marketing – Sales
Date Issued: 12-Jun-2017
Time to Train: 30 Minutes

Daily Sales Briefing Standard procedure:

 Regular Scheduled meetings are an essential part of a successful sales and marketing team.
 All sales associates will attend the briefing and a representative from rooms Division and Food &
Beverage Department will be invited to participate.
 Primary objective of the daily briefing is to discuss daily sales calls and the next day's schedule.
 Regardless of the type of meeting held in the sales department, it should be meaningful and
productive.
  The DOSM or deputy will conduct daily sales briefing every working day.
 For Maximum effectiveness the meeting should always have an agenda.
 Meetings should be held at the times that does not conflict with sales calls or visits times.
 Ideal time of meeting is before 10 AM or after 0400 PM.
 The daily sales briefing will last between half an hour to not more than 45 Minutes.
 Topics which covered are new business prospects, new promotions, publicity and any lost business.
 Additionall discussion about tentative blocks for group bookings and banquet events.
 Quick review or clarifications by the director of sales on the sales activity reports, sales calls of
the previous day.
 The briefing session helps to establish clear lines of communications within the sales teams and
also with other area of operations (Front office and F&B Service)
 Daily sales meeting increase the focused approach to the day to day selling and sales planning
for each Individual sales associate.
Training Summary questions:
Q1. What need to prepared before attending the sales briefing?
Q2. Who should conduct the daily sales meeting?
Q3. What should we follow up after sales briefing?
Q4. What is the ideal duration and time for conducting sales briefing?

SOP Sales - Procedure For Identifying Potential Guests From

Front Office & Reservation
SOP Number: S&M – 04
Department: Sales and Marketing – Sales
Date Issued: 31-May-2017
Time to Train: 30 Minutes

Identifying potential Guests Standard procedure:

Many Individual guests have the potential to bring group business to the hotel, The front desk staff can
provide referrals that may result in additional individual or group business.
The purpose of this SOP is to identify potential guest who had already made a reservation or enquiry
with the hotel or at the time of check-in and having the potential of providing future business for the
hotel.
Through Daily Direct Bookings and Reservation Enquires:
 Provision to be available on the Property Management System to record the guest Company
name on to the 'Guest' profile.
 Print the 'Reservation Created for the day report' and look for direct bookings made by
telephone, email and website.
 Print the 'Reservation Turn away report' and look for guest from company.
 Check the daily reservation enquiry report and confirmed reservation report.
 Manually checking all the Reservation Enquiry form and look for any special mentions by res
agents for Negotiated rates.
 Identify through the Company Name and Title of in-coming guest and see if future business can
be developed.
  Reservation agents should note down in the potential booking record sheet for the attention of
Sales Dept.
Through Walk-in or Direct booking (Front Desk Team):
 To identify through the Company Name and Title of in-coming guest and see if future business
can be developed.
 Contact Sales Department (DS&M or DOS) by phone to greet guest at the Front Desk or to contact
guest at a later stage.
 Collect Guest’s particulars Such as name, title, name of company, room number and duration of
stay.
 Note down the details of such potential guests on the front desk log book / log sheet to avoid
any mis-communication with sales.
Following Action by Sales Department:
 Depending on the duration of the guest stay and time available at the Front Desk, Sales
managers should give first priority to meet and greet this potential guest.
 Potential guest can be met at the Hotel Lobby to establish contact.
 Potential guest can be also met at the time of Breakfast or Coffee Shop.
 Exchange business cards with guest and send a introductory email or a courtesy call.
 Record the details on the Daily Sales Call Report or Sales activity tracker on the S&M software
for any follow up actions.
 Enter guest particulars like company name, location, business segment etc on to the Guest profile.
 All above procedures should be follow-up and monitored by Director of Sales & Marketing.
Training Summary questions:
Q1. Why it is important to identify potential guests from front office?
Q2. Who should record the direct guest company details?
Q3. Which all reports to be checked to identify potential corporate guests?
Q4. Main methods for identifying direct corporate guests?
Q5. Potential guest can be ideally met at which all locations?

SOP - Sales and Marketing - Signing CVGR Contract or Hotel

Sales Contract
SOP Procedure for Signing Contract / CVGR - Company volume guaranteed rate contract letter
SOP Number: S&M – 03
Department: Sales and Marketing – Sales
Date Issued: 23-May-2017
Time to Train: 20 Minutes
Sales Contract Signing Standard procedure:
 To negotiate with clients for contract details.
 To prepare the contract according to standard format.
 To fill the contract in certain order.
Ensure Below requirements are included in the Contract:
1. CVGR letter to be printed on hotel letterhead.
2. Letter need to be Addressed to the booker
 3. Appropriate greeting need to be used on the letter.
4. Introduction about hotel.
5. Hotel Features and facility.
6. Details of proposed corporate or negotiated rate as per room category.
7. Validity of the negotiated rate.
8. Details of Inclusions eg: breakfast, taxes, wifi, airport pickup / drop etc.
9. Details of addtional charges if any eg: taxes, service charge, breakfast etc.
10. Any other facilities or offers as per the negotiated rate eg: airport pickup / drop, free spa, fruit
basket, early check-in, etc.
11. Reservations and billing guidelines.
12. Details of credit limit if any should be mentioned on the letter.
13. Cancellation and retention charges policies.
14. Contact Details of Reservation, Hotel Direct number, email etc to be mentioned on the letter.
15. Signature of Sales manager, Director of Sales (DOS) and Hotel Seal.
16. Section for Acknowledgement by the company along with signature and stamp.
! Note: Sample format of CVGR / Company volume guaranteed rate contract.
 The Draft Contract letter should be submitted to the Head of sales for review and approval.
 For any special contract, Director of sales or Sales head must inform GM for approval.
 Sales manager and Director or Sales (DOS) should sign the CVGR before sending to the booker.
 After clients sign the contract, the hard copy must be given to Accounting and Reservation for
record.
 Scan and attach the contract letter to the correct company or travel agent profile into the Hotel
Sales software / Property management system.
 Accounting team to be informed for assigning a AR (accounts receivable) Number / BO (Back
office) Number to the company profile.
Training Summary questions:
Q1. What is the purpose of Sales Contract / CVGR Letter ?
Q2. Who is responsible to prepare the sales contract ?
Q3. What all details need to be present on the CVGR Contract letter ?
Q4. Should the company volume guaranteed rate contract letter need approval from DOS or GM ?
Q5. Explain the process of issuing and filing a sales contract letter ?

SOP Procedure for Sales Trip / Sales Visit

SOP Number: S&M – 02
Department: Sales and Marketing – Sales
Date Issued: 15-May-2017
Time to Train: 30 Minutes

Sales Trip / Visit Standard procedure:

 Sale Manager's should make scheduled business trip to the customer office.
 Prepare the sales kits, Brochures, presentation and other necessary hotel information before visit.
 In case of outstation sales visit then reserve the air tickets and the accommodation according to
the budget and get approval from Director of Sales before making the booking.
  Contact customer's or key decision makers at least one-week in advance and enter the scheduled
time in the sales and marketing software.
 Visit the clients as per the schedule and reach the location before the scheduled time.
 Present the sales kit and if required give an overview / intro presentation about the hotel.
 Enquire about Hotels used, Volume of room nights, Rates and Inclusive opted for.
 Enquire if Travel desk available in the company and the billing process.
 Sales executives shouldn't give any confirmation regarding credit facility / credit limit.
 Explain about hotels booker's reward program or loyality program and provide the necessary
information.
 Enquire about key decision makers involved in the company.
 Answer any questions from the booker, for questions which require further approval inform the
booker that you will get back to him / her.
 Invite the booker for a site visit / hotel visit.
 Prepare a detailed report about the sales visit.
 Fill the petty cash voucher for the sales trip cost and attach with the sales trip schedule, Forward
the proposal to Director of sales and Accounts manager's for review.
 Enter the sales visit report / outcome of the visit on to the S&M software.
 Update the status (open / close /follow-up) of the sales visit on to the S&M software.
 Pass the expenses and sales call report for the day to Director or Sales for review.
 Claim the expenses attached with all necessary receipt.
 Give a copy of sales call report to General Manager for final review.
 Once approved by the DOS pass on the approved expenses report to the accounting for final
approval and reimbursement.
Training Summary questions:
Q1. How to handle sales visit?
Q2. What preparation need to be done before going for a sales meeting?
Q3. List the details which need to be enquired from the booker?
Q4. Should the sales executives confirm a credit facility during the meeting?
Q5. Why it is important to update sales visit outcome report and status on the S&M software?

SOP Sales - Response to customers

SOP Number: S&M – 01
Department: Sales and Marketing – General
Date Issued: 13-May-2017
Time to Train: 30 Minutes

Response to Guests Query Standard procedure:

 Sales team should be customer driven and provide a timely response to any customer’s request.
 All guest inquiries should be answered within the same day of receipt.
 If the requested information is not available within this time, the inquiry will be acknowledged
giving date when full information will be sent back to the customer.
 Obtain as much information from the customer as possible and complete a lead/inquiry form.
  Client is to be advised of the next step and trace date will be established and followed up
timely.
 Should further details/information be requested before a quote can be completed, client should
be contacted the same day.
 For banquet queries if requested dates not available, alternatives will be offered with flexibility
being shown.
 Quote will be given according to client’s directions, i.e. per person, number of nights, special
rates, net, all inclusive, packages, additional request, AV equipment etc.
 Hidden costs should be avoided by pointing out any potential additional charges taxes, service
charges etc.
 Guests / Customers should be advised about the status of the booking eg: tentative, definite,
proposal, waitlisted etc.
 Actively manage all banquet bookings, room bookings, Out Door Catering and record any
denials or turnaways?
 Encouraging repeat business through excellent inquiry handling, follow-up and correspondence.
 Build strong relationships with customers to fully understand their needs.
 Each month review the next 6 months availability to highlight high or low demand dates for
optimum response time.
 All inquiries are recorded accurately in the sales and marketing software (Opera S&M, Delphi,
Protel Banquet, MICE software etc.).
Training Summary questions:
Q1. How to handle guest enquiry in sales?
Q2. What all need to be part of the customer 'quote' or 'proposal'?
Q3. In case the requested dates are not available then what should be done?
Q4. Where should all guest enquiry be recorded?
Q5. Why it is important to track all denials and turnaways?