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Example of Completed Sales Action Plan

This document provides an example of a completed sales action plan for a hotel. It identifies the hotel's key product features and benefits, target market, competitors, unique selling points, communication tools, and goals for attracting new customers and increasing sales. The plan lists specific actions around improving staff training, creating new packages, networking, and optimizing the website to meet sales targets for wine, desserts, and room bookings. The top three priorities are more staff training, developing creative packages, and external selling/networking activities.

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Ahmad Deeb
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3K views5 pages

Example of Completed Sales Action Plan

This document provides an example of a completed sales action plan for a hotel. It identifies the hotel's key product features and benefits, target market, competitors, unique selling points, communication tools, and goals for attracting new customers and increasing sales. The plan lists specific actions around improving staff training, creating new packages, networking, and optimizing the website to meet sales targets for wine, desserts, and room bookings. The top three priorities are more staff training, developing creative packages, and external selling/networking activities.

Uploaded by

Ahmad Deeb
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Sales Action Plan

Example of completed Sales Action Plan

Page: 1
Sales Action Plan - Example

List all product/service features that you offer that will attract your customers
 Themed bedrooms with sea view
 180 year old walled garden
 Bar in the original cellars
 Within walking distance of town centre and train station
 Fishing nearby
 Mountain walking nearby

Convert these features into benefits


 Sea view gives guests a unique sunset experience and view of the harbour
 The gardens are beautiful, peaceful, romantic and safe
 The Bar is full of traditional character and famous for ghosts
 You can walk to the town centre and to the train station
 Fresh fish served daily and there is superb angling on our doorstep
 If you prefer mountains to the sea, that’s right on our doorstep too

Identify your target market


 60% of our target market are from Dublin, 20% are from Galway, 10% are from Cork and
10% are from Kerry
 The average age is 49 and the majority are couples staying on average for 3.5 nights
 They are generally middle class professionals who prefer active outdoor activity
 They arrive approximately 50% by train and 50% by car.
 They generally do not bring children
 They are diners with a preference for fish and local produce
 They enjoy traditional music sessions in our Bar and do not travel far once they arrive
 The previous guest comments always highlight our unique bedrooms, the relaxed pace,
our seafood and the view
 We have not been successful with young people and all our effort will go into the market
identified above

Identify where you will find your target customers


 Dublin
 Cork
 Kerry
 UK
 Through niche tour operators
 Travel agents
 Wedding planners
 Conference organisers
 3rd party websites
 Shopping centre promotions
 Corporate clients
 Ferries
 Associations

Page: 2
 Failte Ireland promotions and initiatives

Identify how you will find your target customers


 Researching active retirement groups in Dublin, Cork, Kerry and the UK using online
resources and by looking at their websites
 Using past guests to suggest future groups or customers they think might like to stay with
us
 Networking more with local business and like minded professionals
 Attending trade shows
 Sending a press release to national and international newspapers

Identify your top 3 competitors


 Rising Sun Guest House
 The Ocean View Hotel
 Annie’s Bed & Breakfast

List all the things that you can offer that your competitors cannot
 Balconies to sit out on
 All rooms with balcony and sea view
 Famous for fish dishes
 An award winning Bar
 Traditional music weekly
 Our own wine cellar
 Individual bedrooms
 Close to public transport
 Use of our own rowing boat
 Complimentary lift to the mountain park

List all your unique selling points (USPs)


 The only hotel in our town where every bedroom has a sea view and their own balcony
 A wine cellar supplied directly by a vineyard in France
 A wine cellar where you select your own wine with the help of an expert
 Award winning fish dishes for over 25 years
 Private access to the sea shore
 Exclusive use of our own boat
 A hotel that is in the same family for three generations
 Bedrooms that are all uniquely themed

Page: 3
List all the tools that you use to communicate with your customers
 Monthly newsletter
 A website that is updated daily
 Individual letters direct to every past guest twice a year
 Local PR at least once a year
 Reading and responding to Trip Advisor
 Reading and responding to comment cards
 Making sure we talk to every guest at least once during their stay

List all the things you can do to attract more customers


 Write better newsletters
 Create more packages that reflect what people like (fish dining, traditional music and the
sea)
 Rewrite the our website homepage
 Network more
 Spend more time out at trade shows
 Spend more time at industry workshops learning
 Spend more time learning from other hospitality providers
 Research customers more
 Spend more time talking to customers
 Train my staff more on the importance of greeting customers, saying ‘Thank you’ and
saying ‘Goodbye’

List all the methods that you can employ to keep existing customers
 Greater effort to keep in touch as outlined above
 Greater focus on staff training
 More focus on follow up
 More focus on faster responses to telephone enquiries
 Increased effort to invite guest’s thoughts
 More effort to reward loyal customers
 More effort to have new ideas implemented
 More creative packages

List all the things that make your business memorable


 Have a plan to surprise guests more with little complimentary thoughtful ideas
 Have a complimentary upgrade strategy
 Restore the complimentary nightcap
 Walk senior guests to and from the station
 Be proactively helpful as our standard
 Focus on using guest’s names much more

Page: 4
List your sales targets
 Grow wine sales by 15%
 Increase the sale of desserts by five per night
 Sell five more picnics per week
 Ensure website optimisation brings in three new enquiries per week
 Make two external ‘sales’ calls per week.
 Go to one local business networking event every month.
 Increase the number of new packages from one a year to four a year
 Produce a new complimentary recipe six times a year
 Grow bedroom sales by 10% this year

List all the ways that you measure your sales targets
 Measure wine by stock take and ordering
 Count the dessert sales and log nightly on a whiteboard in the kitchen against a weekly
and monthly target
 Count the new picnics sold at the front desk to a weekly target
 Measure our website enquiries month by month in comparison to last year
 Plan our external sales calls on the first Monday of every month and review their outcomes
the following month
 Join the local business networking group and attend every 6th Friday and report back at our
monthly Monday meetings
 Launch a new package on the first Tuesday of every new season and ask an external friend
to view the website on the first Friday of every season
 Pre-plan the new recipe newsletter six times a year and review monthly and on guest
comment cards
 Monitor our bedroom sales weekly at 4pm on Sunday afternoon and note the difference in
bookings and patterns

List your top three priorities for winning more sales


 More staff training on guest interaction
 More creative packages
 More external selling, meetings, learning and networking

Page: 5

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