Programme overview

Learning Outcomes

By the end of this programme participants will be able to confidently apply practical sales techniques to enhance customer experience, increase revenue opportunities and build lasting customer relationships.

Who is this course for?

All Managers, HOD’s, General Managers, Sales & marketing Managers, Sales Directors, Conference & Events coordinators, Reservations Managers & Executives.

Key Content includes:

Understanding the power of loyalty and the role of sales in creating and developing loyalty for your hotel

• The role of the salesperson in building loyalty in B2B markets
• The impact of repeat and referred customers on profitability

Creating a sales process that builds relationships and converts enquiries to bookings

• Identifying and creating value for your customer
• Value propositions that resonate
• Developing sales standards for your business

Developing a strategic account management plan for your key customers

• Identifying your hot prospects
• Leveraging warm leads
• Creating a pipeline of potential

Prioritising and managing your golden selling time

• Managing conflicting priorities
• Time management

Communication for conversion; Build on your listening and questioning skills to help you to identify your customer needs

• Communication skills – the spoken and unspoken
• The art of active listening
• Building your question bank

Delivering resonating pitches that win.

• The dos and don’ts of sales interactions
• Group Pitch practice

Trainer Profile

Helen O’Leary, Senior Consultant, The Innovate Room

Helen’s background includes working for global luxury brands such as Four Seasons Hotels and Resorts and The Ritz-Carlton Hotel Company, in addition to lifestyle brands such as The Doyle Collection. Her key areas of expertise are, Business strategy, Strategic sales planning and training, New market diversification, Synergising marketing, and sales efforts to optimise return on investment.

Shannon College of Hotel Management

Shannon College of Hotel Management, founded in 1951, is Ireland’s only dedicated Hotel Management College.
We offer two Level 8 Business degrees as well as 5 Postgraduate courses and plenty of further education options which include flexible programmes, PG certs and PHD Scholarships. All of which prepare and further develop students for careers in business and hospitality management. Shannon College of Hotel Management is a College of the University of Galway and all programmes are awarded by the University.  Shannon College’s Continuous Professional Development (CPD) offering is in addition to our main stream under graduate and post graduate programmes. At Shannon we work closely with the hospitality industry and our objective is to offer excellent CPD thus ensuring our programmes are both relevant and current to the various industry stakeholders. In particular for employers and individuals wishing to enhance their skillset and present opportunities for career progression.

Supported by

The Irish Hospitality Institute (IHI) was founded in 1966 as the professional membership body for professionals working within hospitality, tourism and catering industries in Ireland.

Since its founding, the IHI has been dedicated to promoting professional development and lifelong learning through a variety of management development and training initiatives, including seminars, conferences, and networking opportunities.

“Our mission is to encourage and enable the professional growth of our industry professionals while also promoting excellence in the hospitality and tourism industry”.

We are pleased to partner with the Irish Management Institute and the Restaurant and Hospitality Skillnet to support the professional development and growth of our industry professionals.