Fáilte Ireland Sales Academy

The Fáilte Ireland Sales Excellence Programme

In collaboration with Cornell University

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Contents

Programme Overview 03

Programme Aims 03

Autumn Schedule 2016 Modules 04

Spring Schedule 2017 Modules 05

Notes 06

Key Contacts 07

The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University2

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3The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University

Programme OverviewThe very best tourism professionals are strategically minded, results focused and dedicated to excellence. Launched in February 2015 the Fáilte Ireland Sales Academy is committed to supporting tourism sales professionals in achieving and exceeding their personal and business goals.

The next Fáilte Ireland Sales Excellence programme will commence in Autumn 2016:

Sales Excellence (*) – Targeted at Sales Managers / Sales Executives Applicants must have an engagement in international sales and revenue planning. The programme is intended for those entering into the international sales arena.

This programme has been developed by an expert panel, encompassing decades of experience in both the tourism sector and sales. The programme content and learning materials have been tailored specifi cally for the tourism sector and are practical, relevant and immediately applicable. On-going module assessment is work specifi c, will benefi t the employer directly, and deliver a strategic sales plan for the business.

(*) This is a modular programme and has been designed in collaboration with our project partner Cornell University School of Hotel Administration. The confi guration of the programme refl ects best-practice learning and exposure to leading-edge thinking delivered by international experts.

Programme completion will enable tourism sales professionals to deliver and drive sales towards increased targets. Prior to the programme, participants will meet with a coach to set business and personal goals for achievement throughout the participation on the programme. Over the course of the programme, through coaching and on-going assessments, participants will develop the core skills required to succeed as a tourism sales professional.

NB Attendance at a minimum of FOUR Cornell Modules provides participants with a Cornell University Certifi cation.

Programme AimsThe overall outcome of participation on the Fáilte Ireland Sales Academy is the completion and presentation of a strategic sales and marketing plan, as relevant to your role.

Further aims of the programme are:

To help the participant understand how their role and goals integrate into the organisation’s overall strategy.

To develop a range of personal sales techniques to help the participant excel as a tourism sales professional, including learning how to move a buyer through the buying process.

To enable the participant to maximise their customer mix to meet their organisation’s revenue and growth goals.

To develop and manage a strategic digital sales strategy that delivers on-going online sales.

To learn how to develop a proactive, strategic and dynamic approach to sales planning, tracking and reporting.

To develop the core skills needed to understand, motivate and lead those who you manage through

the sales process.

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5The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University

Module Title Core Content – MODULE ONE

Strategic International Sales

Duration 3 Days

The Role of Selling – The nature of sales as a part of marketing; perceptions of sales people; the myths of selling; implementing the marketing concept; the marketing mix process.

Sales Strategies and Processes – A strategic approach to sales; sales and marketing planning; establishing marketing plans; the place of selling in the marketing plan.

Consumer and Organisational Selling – Differences between consumer and organisational buyer behaviour, factors affecting the consumer decision making process, relationship management.

Where do you fi t in? - How your role and goals integrate into the sales and marketing concept and into your organisation’s overall strategy

Personal Selling Skills – Sales responsibilities, developing a prospecting mind-set, the psychology of sales, the qualities of great sales people, the new model of selling.

The Consultative Sales Process – The pre-approach, the approach, needs analysis, overcoming objections, negotiating for win-win, writing skills for sales, closing the sale, servicing the sale.

International Strategic Segmentation – Presentation of Fáilte Ireland’s segmentation research fi ndings, introduction to marketing segmentation, market potential indicators, target market decisions, positioning the brand, strategic planning for various segments.

Excellence is never an accident - how to develop the underlying personal skills to excel as a sales professional… and how to move a buyer through the sales process so that they can’t help but buy!

Module Title Core Content – MODULE TWO AUTUMN SCHEDULE - CORNELL

Leadership & Motivation

Duration 3 Days

Evolving Environment – Growing uncertainty, increasing competition, and rising customer demands have intensifi ed the pressure on tourism companies around the globe to provide exceptional service and create unprecedented customer value.

Strategic Vision and Confi dence – As you confront the ever changing business landscape, or explore unfamiliar territory, you need to have the necessary strategies, tools and techniques to lead the organisation forward effectively.

What is the leadership culture across your organisation? – How innovative strategies and tools are needed to gain a customer-centric perspective on your personal strengths to deliver superior value.

Module Title Core Content – MODULE THREE

Strategic Sales Planning

Duration 3 Days

Channel Management and Management of Distribution Channels – Key insights and implications for tourism businesses. Contracting and dealing with offl ine and online travel sales. Travel Trade channels. Market size and performance. Direct and indirect bookings.

Revenue Management for Sales Managers – Revenue Management as a business process; market mix, business mix, channel mix – the metrics of your business. How segmentation can inform the sales and marketing process, and in turn enable you to drive increased revenue for your business. The Digital Environment – Understanding the digital channels, maximising online exposure, evaluating emerging sales strategies for e-Business, aligning digital marketing channels within company objectives.

Turnover is vanity – Profi t is sanity. How to manage your customer mix to meet your organisation’s revenue goals… and how the exciting world of digital media can work for you.

Sales Forecasting and Budgeting – Levels of forecasting, budgeting purposes, budget determination, the sales budget, tracking and monitoring for long term planning.

Key Account Management – Pros and cons of key account management, CRM, the tasks and skills of key account management, relationship development model, global account management, key account planning models.

Strategic Sales and Marketing Planning – Sales strategy in the context of strategic management, marketing objectives, the planning process, action planning to meet long term sales objectives, managing profi t and sales performance.

What is your sales focus? – How your KPI’s are dependent upon the integration of your sales strategy into every facet of your organisation day to day operation.

Autumn Schedule 2016 Modules

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The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University4

Spring Schedule 2017 ModulesModule Title Core Content – MODULE ONE

Strategic International Sales

Duration 3 Days

The Role of Selling – The nature of sales as a part of marketing; perceptions of sales people; the myths of selling; implementing the marketing concept; the marketing mix process.

Sales Strategies and Processes – A strategic approach to sales; sales and marketing planning; establishing marketing plans; the place of selling in the marketing plan.

Consumer and Organisational Selling – Differences between consumer and organisational buyer behaviour, factors affecting the consumer decision making process, relationship management.

Where do you fi t in? - How your role and goals integrate into the sales and marketing concept and into your organisation’s overall strategy

Personal Selling Skills – Sales responsibilities, developing a prospecting mind-set, the psychology of sales, the qualities of great sales people, the new model of selling.

The Consultative Sales Process – The pre-approach, the approach, needs analysis, overcoming objections, negotiating for win-win, writing skills for sales, closing the sale, servicing the sale.

International Strategic Segmentation – Presentation of Fáilte Ireland’s segmentation research fi ndings, introduction to marketing segmentation, market potential indicators, target market decisions, positioning the brand, strategic planning for various segments.

Excellence is never an accident - how to develop the underlying personal skills to excel as a sales professional… and how to move a buyer through the sales process so that they can’t help but buy!

Module Title Core Content – MODULE TWO SPRING SCHEDULE - CORNELL

Demand Management & New Media

Duration 3 Days

The Art & Science of Dynamic Demand Management – How hospitality services can optimise profi tability and customer relationships against a backdrop of ‘going beyond’ the traditional applications of pricing, revenue management, marketing and channel distribution.

Evolving Distribution Environment – Where distribution and marketing is increasingly moving online and to mobile devices; how demand management concepts need to be dynamically applied in a strategic focused manner so as to achieve the business objectives of the organisation.

What are the current trends in hospitality service demand? – How applying a set of business principles enables you to dynamically manage and balance near and long-term demand from key customer segments

Module Title Core Content – MODULE THREE

Strategic Sales Planning

Duration 3 Days

Channel Management and Management of Distribution Channels – Key insights and implications for tourism businesses. Contracting and dealing with offl ine and online travel sales. Travel Trade channels. Market size and performance. Direct and indirect bookings.

Revenue Management for Sales Managers – Revenue Management as a business process; market mix, business mix, channel mix – the metrics of your business. How segmentation can inform the sales and marketing process, and in turn enable you to drive increased revenue for your business. The Digital Environment – Understanding the digital channels, maximising online exposure, evaluating emerging sales strategies for e-Business, aligning digital marketing channels within company objectives.

Turnover is vanity – Profi t is sanity. How to manage your customer mix to meet your organisation’s revenue goals… and how the exciting world of digital media can work for you.

Sales Forecasting and Budgeting – Levels of forecasting, budgeting purposes, budget determination, the sales budget, tracking and monitoring for long term planning.

Key Account Management – Pros and cons of key account management, CRM, the tasks and skills of key account management, relationship development model, global account management, key account planning models.

Strategic Sales and Marketing Planning – Sales strategy in the context of strategic management, marketing objectives, the planning process, action planning to meet long term sales objectives, managing profi t and sales performance.

What is your sales focus? – How your KPI’s are dependent upon the integration of your sales strategy into every facet of your organisation day to day operation.

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The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University4

Spring Schedule 2017 ModulesModule Title Core Content – MODULE ONE

Strategic International Sales

Duration 3 Days

The Role of Selling – The nature of sales as a part of marketing; perceptions of sales people; the myths of selling; implementing the marketing concept; the marketing mix process.

Sales Strategies and Processes – A strategic approach to sales; sales and marketing planning; establishing marketing plans; the place of selling in the marketing plan.

Consumer and Organisational Selling – Differences between consumer and organisational buyer behaviour, factors affecting the consumer decision making process, relationship management.

Where do you fi t in? - How your role and goals integrate into the sales and marketing concept and into your organisation’s overall strategy

Personal Selling Skills – Sales responsibilities, developing a prospecting mind-set, the psychology of sales, the qualities of great sales people, the new model of selling.

The Consultative Sales Process – The pre-approach, the approach, needs analysis, overcoming objections, negotiating for win-win, writing skills for sales, closing the sale, servicing the sale.

International Strategic Segmentation – Presentation of Fáilte Ireland’s segmentation research fi ndings, introduction to marketing segmentation, market potential indicators, target market decisions, positioning the brand, strategic planning for various segments.

Excellence is never an accident - how to develop the underlying personal skills to excel as a sales professional… and how to move a buyer through the sales process so that they can’t help but buy!

Module Title Core Content – MODULE TWO SPRING SCHEDULE - CORNELL

Demand Management & New Media

Duration 3 Days

The Art & Science of Dynamic Demand Management – How hospitality services can optimise profi tability and customer relationships against a backdrop of ‘going beyond’ the traditional applications of pricing, revenue management, marketing and channel distribution.

Evolving Distribution Environment – Where distribution and marketing is increasingly moving online and to mobile devices; how demand management concepts need to be dynamically applied in a strategic focused manner so as to achieve the business objectives of the organisation.

What are the current trends in hospitality service demand? – How applying a set of business principles enables you to dynamically manage and balance near and long-term demand from key customer segments

Module Title Core Content – MODULE THREE

Strategic Sales Planning

Duration 3 Days

Channel Management and Management of Distribution Channels – Key insights and implications for tourism businesses. Contracting and dealing with offl ine and online travel sales. Travel Trade channels. Market size and performance. Direct and indirect bookings.

Revenue Management for Sales Managers – Revenue Management as a business process; market mix, business mix, channel mix – the metrics of your business. How segmentation can inform the sales and marketing process, and in turn enable you to drive increased revenue for your business. The Digital Environment – Understanding the digital channels, maximising online exposure, evaluating emerging sales strategies for e-Business, aligning digital marketing channels within company objectives.

Turnover is vanity – Profi t is sanity. How to manage your customer mix to meet your organisation’s revenue goals… and how the exciting world of digital media can work for you.

Sales Forecasting and Budgeting – Levels of forecasting, budgeting purposes, budget determination, the sales budget, tracking and monitoring for long term planning.

Key Account Management – Pros and cons of key account management, CRM, the tasks and skills of key account management, relationship development model, global account management, key account planning models.

Strategic Sales and Marketing Planning – Sales strategy in the context of strategic management, marketing objectives, the planning process, action planning to meet long term sales objectives, managing profi t and sales performance.

What is your sales focus? – How your KPI’s are dependent upon the integration of your sales strategy into every facet of your organisation day to day operation.

Sales Academy Jan2015 SALESEXCL 8pg v3.indd 4 20/01/2016 17:01

5The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University

Module Title Core Content – MODULE ONE

Strategic International Sales

Duration 3 Days

The Role of Selling – The nature of sales as a part of marketing; perceptions of sales people; the myths of selling; implementing the marketing concept; the marketing mix process.

Sales Strategies and Processes – A strategic approach to sales; sales and marketing planning; establishing marketing plans; the place of selling in the marketing plan.

Consumer and Organisational Selling – Differences between consumer and organisational buyer behaviour, factors affecting the consumer decision making process, relationship management.

Where do you fi t in? - How your role and goals integrate into the sales and marketing concept and into your organisation’s overall strategy

Personal Selling Skills – Sales responsibilities, developing a prospecting mind-set, the psychology of sales, the qualities of great sales people, the new model of selling.

The Consultative Sales Process – The pre-approach, the approach, needs analysis, overcoming objections, negotiating for win-win, writing skills for sales, closing the sale, servicing the sale.

International Strategic Segmentation – Presentation of Fáilte Ireland’s segmentation research fi ndings, introduction to marketing segmentation, market potential indicators, target market decisions, positioning the brand, strategic planning for various segments.

Excellence is never an accident - how to develop the underlying personal skills to excel as a sales professional… and how to move a buyer through the sales process so that they can’t help but buy!

Module Title Core Content – MODULE TWO AUTUMN SCHEDULE - CORNELL

Leadership & Motivation

Duration 3 Days

Evolving Environment – Growing uncertainty, increasing competition, and rising customer demands have intensifi ed the pressure on tourism companies around the globe to provide exceptional service and create unprecedented customer value.

Strategic Vision and Confi dence – As you confront the ever changing business landscape, or explore unfamiliar territory, you need to have the necessary strategies, tools and techniques to lead the organisation forward effectively.

What is the leadership culture across your organisation? – How innovative strategies and tools are needed to gain a customer-centric perspective on your personal strengths to deliver superior value.

Module Title Core Content – MODULE THREE

Strategic Sales Planning

Duration 3 Days

Channel Management and Management of Distribution Channels – Key insights and implications for tourism businesses. Contracting and dealing with offl ine and online travel sales. Travel Trade channels. Market size and performance. Direct and indirect bookings.

Revenue Management for Sales Managers – Revenue Management as a business process; market mix, business mix, channel mix – the metrics of your business. How segmentation can inform the sales and marketing process, and in turn enable you to drive increased revenue for your business. The Digital Environment – Understanding the digital channels, maximising online exposure, evaluating emerging sales strategies for e-Business, aligning digital marketing channels within company objectives.

Turnover is vanity – Profi t is sanity. How to manage your customer mix to meet your organisation’s revenue goals… and how the exciting world of digital media can work for you.

Sales Forecasting and Budgeting – Levels of forecasting, budgeting purposes, budget determination, the sales budget, tracking and monitoring for long term planning.

Key Account Management – Pros and cons of key account management, CRM, the tasks and skills of key account management, relationship development model, global account management, key account planning models.

Strategic Sales and Marketing Planning – Sales strategy in the context of strategic management, marketing objectives, the planning process, action planning to meet long term sales objectives, managing profi t and sales performance.

What is your sales focus? – How your KPI’s are dependent upon the integration of your sales strategy into every facet of your organisation day to day operation.

Autumn Schedule 2016 Modules

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The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University6

Notes

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7The Fáilte Ireland Sales Excellence Programme – In collaboration with Cornell University

Key Contacts

Fáilte Ireland

Stephen Dudley Manager, Business Development - Business Supports

Fáilte Ireland88-95 Amiens StreetDublin 1 T: 353-1-8847762 | M: 353-86-6002293E: stephen.dudley@failteireland.ie

Tara KerryManager, Business Development – Trade Engagement

Fáilte IrelandThe GranaryMichael StreetLimerickT: 353-61-403808 | M: 353-87-2798961E: tara.kerry@failteireland.ie

Administration

Fiona Candon

First WesternCarrowkeel

Carrowkeel

RiverstownSligo

T: 353-71-916 5973 | M: 353-86-382 5854E: failteirelandtraining@fi rstwestern.ie

Dympna McCarron

First Western

RiverstownSligo

T: 353-71-916 5973; 086 8164007E: failteirelandtraining@fi rstwestern.ie

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FI-23746-15

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