Course Overview
This qualification offers learners an introduction to sales and
the basic principles of sales techniques in the hospitality industry.
Learning Outcomes
• Explain the differences between sales and marketing and how they
are dependent on each other within the hospitality industry.
• Demonstrate an understanding of the importance of sales to the
hospitality organization.
• Understand how to communicate effectively within a hospitality
sales setting.
• Identify how consumer behavior affects the selling process and
exploiting selling opportunities in the hospitality industry.
• Describe a range of basic selling techniques appropriate to a
range of hospitality organizations.
Course Benefits
• Improved job
satisfaction in your role.
• Improved selling performance.
• Increased confidence when communicating with customers.
• Enhanced future opportunities to develop your career and gain
qualifications.
International
Curriculum
City & Guilds Delegate
Workbook
Qualification Exam
All learners who
successfully complete the assessment exam will be awarded the City &
Guilds International Introductory Award in Selling.
About City & Guilds
Established 125 years
ago, City & Guilds is the leading vocational awarding body in the
UK, awarding almost 50% of all National Vocational Qualifications,
and awards over 1,000,000 certificates every year. As the only major
awarding body solely dedicated to vocational learning, City & Guilds
offers companies worldwide a recognized skills benchmark.
Course Outline
Section 1 : The Theory of Selling
1.1 Provide an
overview of the function of marketing and its relationships with
sales within the hospitality industry, including its role in meeting
customer needs and expectations and how the function of marketing
drives the approach to sales.
1.2 Describe the function and process of selling within the
hospitality industry and show how it supports marketing through
providing customers with a way to purchase products and services,
through a variety of different methods.
1.3 Explain the links
between hospitality customer service, selling and profitability and
consider how strong customer service acts as a selling tool and aids
profitability.
1.4 Describe the
different stages in the selling cycle – Pre-sale, Sale and
Post-Sale.
At the end of this section candidates should be able to:
• Describe the difference between marketing and sales in the
hospitality industry.
• Demonstrate an understanding of the benefits of the selling
function to the hospitality organization.
• Explain the links between sales, customer service and
profitability within the hospitality industry.
Section 2 :
Understanding the Customer
2.1 Explain the process a
customer goes through in order to make a buying decision;
recognition of the need; information search; evaluating
alternatives; making the purchase decision; post-purchase feelings.
2.2 Recognize the difference between features and benefits in
hospitality selling situations.
2.3 Describe the
different motives that people have for buying hospitality services
and associated products.
2.4 Explain different
ways of asking questions to help understand the hospitality customer
needs: open, closed, soft, hard fact, information seeking and
evaluative questions.
At the end of this section candidates should be able to:
• Explain the stages a hospitality customer goes through in order to
make a buying decision within the hospitality industry.
• Demonstrate an understanding of hospitality customer requirements
in a variety of selling situations.
• Use a range of different question techniques to understand
customer needs.
Section 3 : Developing
Basic Selling Techniques
3.1 Recognize the
importance of looking for selling opportunities in every hospitality
customer situation.
3.2 Explain the difference between proactive and reactive selling,
selling add-on’s; descriptive selling; up-selling; cross-selling and
substitute selling within hospitality organizations.
3.3 Describe how to sensitively, sympathetically and constructively
handle customer objections raised by hospitality customers, about
products and services that you are selling.
3.4 Identify different methods for a hospitality customer to use to
confirm that they are making their booking.
At the end of this section candidates should be able
to:
• Demonstrate an
understanding of the importance of selling within the hospitality
industry.
• Realize the importance of being proactive within a hospitality
selling role.
• Describe hospitality service and product benefits to customers.
• Handle selling objections within hospitality situations.
• Explain how to close a sale within hospitality situations.
Section 4 : Effective Communication in Selling Situations
4.1 Explain the different
forms of verbal and non-verbal communications appropriate to the
selling function, within the hospitality industry.
4.2 Describe how to use
your voice effectively in selling situations – pitch, tone and
speed.
4.3 Explain the different
forms of non-verbal communications including: gestures, hand
signals, posture and facial expressions.
4.4 Recognize the
importance of listening, and how to show the customer that you are
listening to them and their needs.
4.5 Recognize the verbal
and non-verbal messages sent by the customer and how to respond to
them effectively in order to deal with queries and close sales.
At the end of this
section candidates should be able to:
• Demonstrate an understanding of the importance of using effective
communications in hospitality selling situations.
• Explain how to recognize a hospitality customer’s response in
selling situations.
• Identify the most appropriate questioning and listening techniques
within hospitality selling.
• Explain how to handle difficult communication in hospitality
situations.