SALES DIALOGUE TEMPLATE
HALIFAX MARRIOTT HARBOURFRONT HOTEL
PROSPECT INFORMATION
COMPANY AND KEY PERSON INFORMATION
Company name: Canadian Alliance of Student Associations (CASA)
Type of business: Association
Key decision maker name: Michael McDonald - “Mike”
Job title: Executive Director
Probable Communication Style:
Expressive: Studied politics and made a master of International Environmental Law, which mean he probably is an
Expressive person.
Driver: His job is the executive director and now the manager of Colleges and Institutes Canada.
Toni from Saint Mary University Student Association said: he is the strong silent type.
OTHER INFLUENCES ON THE PURCHASE D ECISION
For all key people involved in the buying process, provide names, job titles, departments, and roles in the purchase
decision.
For the moment I do not have this information, so find this information and confirm my hypothesis, is one main
objective of the meeting.
Names/Job title
Department
Jared Maltais /
Government and
Stakeholder Relations
Officer
Marley Gillies /
Chair
Dawson Thomas /
Secretary
CASA
Stacey Hutchings /
Treasurer
Board of directors
- Board of directors
- Enrolled in the
Hospitality & event
Management
program
Board of directors
Main role in Purchase
decision
Probably a decider and a
initiator
Probably an important
influencer
Probably an important
influencer
Probably an influencer
Probable communication style
Driver and Expressive
Driver
Expressive
Driver and Expressive
Spirit River / Director-atLarge, Policy
Christian Fotang /
Director-at-Large,
Advocacy
Matthew Yanish /
Director-at-Large,
Membership
Kyle Cook /
Director at Large, Equity,
Diversity and Inclusion
Board of directors
Probably an user
Expressive and driver
Board of directors
Probably an user
Expressive and Amiable
Board of directors
Probably an influencer
Expressive and driver
Board of directors
Probably an user
Expressive and logical
CUSTOMER VALUE PROPOSITION
A brief statement of how you will add value to the prospect’s business by meeting a need or providing an
opportunity. Include a brief description of the product or service.
At the Halifax Marriott Harbourfront we offer you a 360° conference management that will allocating your budget,
optimizing resources, monitoring team members and tasks, to ensuring a smooth onsite experience. You just will
oversee the successful execution of the entire project from start to finish.
SALES MEETING OBJECTIVE
Must require customer action, such as making a purchase, supplying critical information, etc.
1.
2.
3.
4.
5.
6.
Build rapport.
Stablish expertise.
Get critical information about other possible purchase influencers.
Get information about the budget.
Get information about the Conference: date, quantity of people that will come, how many will require
room, if they require food service, AV requirements for the conference.
Expectations about outside event management. Do they want a package all include, just information?
LINKING BUYING MOTIVES, BENEFITS, SUPPORT INFORMATION AND REINFORC EMENT METHODS
This section should address the buying motives of all persons who will be involved in the upcoming sales meeting.
Buying motives: what is
most important to the
prospect in making a
purchase decision?
Rational motives include
economic issues, such a
quality, cost, service,
capabilities and the
Specific benefits
matched to buying
motives: benefits to be
stressed are arranged in
priority order (sequence
to be followed unless
prospect feedback during
the presentation
indicates an alternative
Information needed to
support claims for each
benefit
Where appropriate,
methods for reinforced
verbal content (audio,
visual, collateral material,
illustrations, testimonials,
etc
strategic priorities of the
prospect’s company.
Emotional motives
including fear, status and
ego-related feelings. List
all relevant motives in
order of importance.
Fear: make mistakes
during planification. CASA
team is not overly
familiar with the HRM
(Halifax Regional
Municipality) he
emphasized that they
would need help with
event planning both
within and outside the
(hotel) conference.
sequence). Each
sequence correspond to
one or more buying
motives.
We have almost one
century of experience.
The Marriot Brand Leader
will offer you the most
powerful portfolio in the
industry around the
world.
Testimonials.
Photos of past events
with well known
companies
Rational: minimize cost
expenses of the
conference and rooms for
guests
We offer an scale-cost
benefit relation and best
prices .
1289 guest testify our
excellent relation cost vs
service.
Testimonials
Prices comparison ban be
find in trip advisor.
Hotel is recognized as one
of the best in Halifax and
has an unique location
Only hotel situated along
the scenic Halifax
waterfront. And 4.5 guest
positive satisfaction.
Status: wanted to look
like a successful manager
in front of everybody and
specially the government
representants.
Testimonials and
demonstration of visual
material of other
successful conference we
made in the past.
CURRENT SUPPLIERS AND OTHER KEY COMPETITORS
This is the first time they do the conference in Halifax so there is no a current supplier.
Competitor
Prince George
Strength
- The Prince George is located closer
to many restaurants and bars.
Westin
- More than 300 rooms.
- YukYuk’s comedy club.
Weaknesses
- It and does not had the amazing view
Marriot has.
- Rooms are smaller than Marriot’s
- Does not have a gym.
- It has a better location, better view and
closer to historic property and other
attractions.
- Marriott is better for bars and
restaurants.
- Westin is one of the oldest hotels. Even
though Westin is frequently renovated,
Marriot is more modern.
BEGINNING THE SALES DIALOGUE
Plans for the first few minutes of the sales presentation
•
•
Introduction and thanks: Mr. McDonald. Thanks for coming. I am Adriana Angarita. It is a pleasure to
meet you.
Rapport: Demonstrate you are curious, informed and likeable
Congratulations, I heard on September you became the manager of College and Institutes Canada.
I recently graduated from NSCC, and noticed 3 of the 24 members of post secondary institutions are from
Nova Scotia, but NSCC have not join CASA yet, we have 15 student associations, one per campus. I would
be happy to help you get in touch with them. I think the Foundations conference is an excellent
opportunity for NSCC student associations to learn about the benefits of belonging to CASA. John Walker,
president of Ivany campus.
I saw you in a GoodLife Fitness ad. How is that gym? Do you have a personal trainer?
First of all, I want to know what topics do you want to talk about?
I considered a main topic of this meeting is to meet your plans for the Foundations Conference, what do
you expect from us, so we can make a proposal that fit all your needs. Do you agree with me?
Also to talk about the concerns you could have about doing the conference in Halifax. Am I correct?
•
•
•
Situational
o I heard Foundations is CASA's first conference of the academic year. Tell me about the plans
CASA have for next year conference and how do you want it to be?
o Why did you decided to do the conference in Halifax?
o Are there other people who would help to plan and to coordinate this event? Who are they and
what are their requirements for the conference?
o Have you decided the agenda for the Foundations conference? How many days will it last?
o I heard CASA members are each permitted to send two delegates completely free of charge. How
many people will attend your event?
Problem
o Are you concern about planning activities to socialize outside the hotel?
o Do your guest need complete packages that include airplanes tickets, transportation, food, and
room?
o Have you coordinate and delegate a team all the task to coordinate the Conference?
o Do you have an AV technician? Do you know what kind of equipment do you need for the
conference?
o Can all the government represents come to the meeting or do you require to do a
videoconference with some of them?
Implication
o How the success of this conference will affect the image of CASA in front of your associates? In
front of government represents?
o What could happen if the person you delegate to plan forgets to buy an airplane ticket?
o What could happen if the transport you hired does not arrive on time to pick you up at the
airport?
o
•
•
Do you think a great room service experience could help you to get better results during the
negotiation with the government representatives?
Needs pay-off
o How the success of this conference will affect the image of CASA in front of your associates? In
front of government represents?
o How reduce planning errors will help you?
o Could the reviews of this conference increase the assistance of more people to future CASA
events?
o Could a professional recording of the event be used to promote future conferences?
o What are the criteria you will take into account for the final selection process?
Transition to presentation
o From what I have gathered, conference planning must be precisely executed, correct?
o I can show you to our conference management service that allows you to cut on expenses and
ensure a proper and efficient planification of your event which would benefit CASA. Would you
be interested in exploring this option in a meeting at the end of November?
ANTICIPATED PROSPECT QUESTIONS AND OBJECTIONS WITH PLANNED RESPONSES
Questions/objections
• Your price is too high, I have a limited budget.
•
I am not sure of delegating 100% of the
conference
Responses
• Compared to our direct competitors, our price is
even a little bit slower.
• I can show you all past events we coordinated,
out guest evaluation and picture of the success of
those events.
EARNING PROSPECT COMMITMENT
A preliminary plan for how the prospect will be asked for a commitment related to the sales meeting objective
Based on what we have covered, it seems to me that our Hotel would complement CASA perfectly as it can help
you plan an unforgettable conference and to manage your event smoothly. Do you believe it makes sense to move
forward with your conference planification?
BUILDING VALUE THROUGH FOLLOW -UP ACTION
Statements of follow-up action needed to ensure that the buyer-seller relationship moves in a positive direction
•
•
If prospect needs time to think: “I respect that you have to discuss this decision to your board of directors.
I am looking forward to scheduling a call with you two weeks from now to follow-up on our conversation
from today, does that sound good to you?
If prospect agrees to sign sales agreement: “You will not be disappointed. Can we meet next week with so
we can discuss the planning of the conference and the implementation of the plan.”