HOSPITALITY SALES AND PROMOTION Strategies for Success
Author: Derek Taylor
Series Editor: John O’Connor
First published 2001
About the author
Derek Taylor was the first salesman in the British hotel industry, back in 1954. Most of the systems and procedures we use today were first developed by him.
He served on the main board of Grand Metropolitan – the parent company is now part of Diageo – as Sales Director for the hotel divi- sion for 13 years. He eventually controlled a sales force of nearly 200 around the world.
As a lecturer he has run courses in 30 countries and, as a consult- ant for the past 20 years, he has worked for almost every major inter- national hotel company.
He is a Cambridge graduate, a Past President of the Hotel & Catering International Management Association and a much-loved journalist. This is his ninth book and in it he brings together all the new developments in modern hospitality marketing, to ally to the
classic methods which have stood the test of time.
He lives in North London and is still very much in harness as a consultant. He is married, with four children and nine grandchil- dren.
About the author vii
1 The marketing plan 1
2 Organizing a sales office 17
3 Buyers and customers 41
4 Face-to-face selling 89
5 Telephone selling 113
6 The shape of things that came – the technology 131
7 Banqueting sales 155
8 Direct mail 179
9 Advertising 203
10 In-house promotion 251
11 Public relations 277
12 Special Events and Short Break Holidays 293