Analysis of Sales Management and Promotion Methods

This assignment delves into the world of sales management and promotion methods, specifically focusing on the hotel industry. It emphasizes the significance of effective sales strategies for hotel managers, highlighting key techniques such as advertisement, online sources, hoarding, and team emphasis to attract customers. The assignment also draws from relevant literature, including books and journals that discuss merchandising decisions, product development, and retail management.

SALES DEVELOPMENT
&
MERCHANDISING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.2 Product mix......................................................................................................................4
1.3 Contribution of market segmentation to improve sales....................................................5
TASK 2............................................................................................................................................6
2.1 Discuss the factors affecting the buyer behaviour............................................................6
2.2 Assess appropriate advertising media for sales Development situations........................6
2.3 role of external merchandising in maximising customer volumes..................................7
TASK 3 ...........................................................................................................................................7
3.1 Effect of design and layout on customer's spend............................................................7
3.2 Review and evaluate internal merchandising materials of your selected organisation....8
3.3 Evaluation of different promotional activities for different scenario...............................8
TASK 4............................................................................................................................................9
4.1Evaluate personal selling techniques used by Hilton........................................................9
4.2 Influence of operational design on sales revenue on Hilton ...........................................9
4.3 Key principles included in a sales training programme for Hilton...............................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Sales development and merchandising forms an integral part of hospitality industry
where in a firm aims at generating high volumes of sales in order to increase its profitability and
market share. It a well-planned process in which a firm by analysing various market attributes
comprising consumer's needs and wants, competitor’s strategies, prevailing market trends,
economic conditions etc. introduce necessary modifications in its present products and services.
It forms important for in order to capture attention of new customers, retain its existing and to
target new potential segments of the market (Chimhundu, 2016).
Hilton hotel corporation is one of the flagship brands in hospitality industry which was
established in 1919 in Cisco, Texas, UK. It has around 3890 hotels which is managed by a team
of 140000 proficient employees in around 91 nations across the world. There are more than 50
Hilton Hotels in UK.
The assignment will discuss about the key products/services of Hilton along with tools
and techniques of internal and external sales promotion and merchandising will be described.
Later role of staff in maximizing sales will be evaluated.
TASK 1
1.1 Key components of the product/ service offered by Hilton
Hilton hotels being one global hotel chain offers a variety of services by catering all their
requirements ranging from fitness routine to spending quality time or in conducting their
business it provides a luxury stay to enhance its guests experience and wining their hearts by
offering them unique and distinctive services and products. To stay ahead of its competitors
Hilton offers and Mentioned below are the services offered by Hilton:
Core benefits: The most striking feature of Hilton's products are those that provides
same level of services to all its guests in all its properties across the world it provides risk free
services to its customers providing them with a luxury stay which that provides full value for on
their spending.

Core Products: Core products are the basic products that are offered by Hilton that are the most
important feature of a hotel as it forms the basis for consumers to make a purchase from a
business. Hilton hotels core products involves its various categories of rooms where in customer
stays for a specified time period.
Augmented products: Hilton Hotels offers various membership discounts, high class
restaurants, luxurious rooms and exterior designs and relaxed hotel ambience. It helps in
attracting potential guests and to maintain their loyalty with the hotel
Standard quality: Hilton is a well-known brand when it comes to quality of services and
products. It follows high standard of superior quality in all its products like rooms, suits, pool,
gym and other to attain customer satisfaction (Curwen, Park and Sarkar, 2013).
Accommodation: Hilton is known for its wide range of accommodation packages
comprising family fun packages, military family rate, weekend nights, leisure stays etc. in its
properties across the world which generates maximum revenue for it.
Amenities: Hotel is offering large variety of amenities keeping in mind the requirement
of each and every type of its guests who is travelling for different purposes. For instance, for its
business guest it provides amenities like business centre, meeting rooms, business phone service,
A/V equipment, Xerox, Wi-Fi etc. while for its others guests it has various other services like
laundry, concierge, cribs, fitness rooms, sightseeing tours etc. in most beautiful locations of the
world where hotel have its properties situated.
Facilitating services: Facilitating services helps hotel are expected by customers to be
combined with its core service without any additional charges. that are been provided by Hilton
Hotels, UK to fulfil the expectations of its guests includes:
 Providing any information related to any product or services that is asked by a guest
 Taking orders
 Billing and Payments services
 Safekeeping guests’ valuables
 Consultation services provided in its Spa, fitness centre etc.
 Hospitality including grand guest welcome, providing well come drinks etc.
Supporting Services: Various support services that provided by Hilton hotels UK to enhance
the guest experience includes:
 House Keeping services comprising room attendant, house person and supervisor

 Rooms division staff having a front desk attendant, Valet parking and concierge
 Public area cleaning
 General hotel maintenance team
1.2 Product mix
Product mix refers to the sum total of company's product lines that it offers to its
customers. Hilton being one of the leading brand is known for proving a complete luxury stay to
its guests. Hotel is prominent in carrying out and handling its product line in such an efficient
manner which help them to understand what its customers’ desires for. Thus, hotel introduce
those necessary add owns and make modification in its present services and products making a
customized stay for its clients (Kong and Kim, 2012). To induce its customers to always choose
Hilton and to attract other potential clients it keeps on introducing various special schemes,
offers and services that induce people towards taking its services. Mentioned below is its product
mix:
Core Products: Hilton provides magnificent rooms with other peripheral services like
Extra facilities: Hilton offers various extra facilities like health club for its health
conscious guests with trainer who assists them in their exercise routine. Then there are facilities
like spa, laundry, special facilities for physically challenges people, visual alarm and other
services for hearing impaired, lounge and many other activities that add on increasing the value
of stay for its clients.
Food and Beverages: It offers a large variety of cuisines from all around the world.
Hilton pay special attention in the quality of ingredients it uses in its kitchen and offers various
innovative and delicious dishes as per the taste of its guests. The lounge and bar of Hilton
provides its guests with a variety of exotic alcoholic and non-alcoholic beverages.
Offers: Hilton to induce its sales and to capture attention of its customers keep on
introducing various schemes and provide various attractive packages that are competitive in
comparison to its business contenders.
All these services add on to hotels profits as:
 Services like spa, laundry, visual alarms etc. that are counted in extra facilities helps in
enhancing a guests stay adding on to the value they are paying to stay. It helps in
providing a 'Wow' factor to its guests that ensures their revisit to the hotel.

 By providing a variety of exotic and different food and beverages to its clients helps hotel
to cater the food desires and expectation of customers belonging to different places. This
make them to taste cuisines of varies nations adding them to providing them with
customers’ delight which ultimately lead to guest being loyal to Hilton Hotels.
 Also various offers and membership provided by Hilton hotels to its regular clients help it
to maintain its market share.
1.3 Contribution of market segmentation to improve sales
Market segmentation is the process where in a firm divides market into different
segments on the basis of certain characteristics of its potential consumers. Hilton implement
various strategies in order to design its products and services in accordance to their clientele by
analysing various attributes of market like current trends, customers’ preferences and so on. This
assists hotel to improve their sales by fulfilling the specific needs of its clients to gain customers
satisfaction. Mentione4 s below is the market segmentation of Hilton:
Psycho graphics: In this segment market is divided on the basis of thinki8ng and
understanding of people. Hilton in order to provide customized products and services to its
guests that satisfies their needs observes them and ask their service expectations before
delivering the products or services demanded by them. Thus, it helps Hilton to build its brand
image as a customer centric hotel that directly add ons to increasing its sales (Lapoule and Colla,
2016).
Geographic: In this segment market is divided on the basis of locations where at firm
establishes its base. Hilton plays critical attention while setting up its property. It keeps the
design, interior and other infrastructure in matching with the culture of the local people of that
particular region. Also they adopt local culture in their welcoming their guest, in their cuisines
and other services which they offer to their guest. This enhances it sales as guests gets the feel of
local environment and like to visit again
Demographic: This relates to the factors comprising age, income, gender etc. of the
people. Hilton mainly targets people who are in pursue of experiencing a luxury stay.
Behavioural: It relates to dividing market on the basis of behavioural aspect of a person
such as brand loyalty, frequency of usage, buying patterns, benefits requirements and so on. To

understand the behaviour of customers Hilton analysis the customer dairy to improve or change
product and services. This will surely help them to increase sales (Miao, 2013).
These kinds of different segmentation provide information to management for planning their
operations according the behaviour of their targeted groups. That will help them to increase sales
and profits.
TASK 2
2.1 Discuss the factors affecting the buyer behaviour
Consumers behaviour is a study of analysing how an individual selects a particular
product over various other and what are the underline factors that influences his decision.
Therefore, a firm has to understand all the cumulative factors presented in market that decides
motive of a customer to make a purchase. Thus, knowing that every guest is different having
different aspirations, requirements from one another Hilton analyses all the potential factors that
could affects its client’s decision to choose or not to choose their Hotel and try to manage those
factors to attract and satisfy requirements of all its clientele. Mentioned below are certain such
factors:
Cultural Factors: Culture represents a set of values, behaviour, beliefs, perceptions that
is followed by an individual or a group of person of a particular place. Thus, Hilton to maintain
and enhance its brand value and get higher sales volumes provides standard and high class
services to all its guests (Morrison, 2013). Also, interior, cuisines and welcoming style of all its
properties are inspired from the culture of that particular region so as to give its guests a glimpse
of that place enhancing their staying experience.
Psychological Factors: This is the most prominent factor is shaping consumer's mind to
buy or not to buy a particular product. It basically includes factors like motivation, perception,
morals etc. that induces them to purchase. Thus, while selecting a stay a guest will analyse the
type and quality of services provided by a hotel in comparison to price it offers and core values
and ethics followed by the company, Hilton, provides a world class services to its guests
customized as per their requests and its product line is influenced and designed on basis of
customers’ expectations.

2.2 Assess appropriate advertising media for sales Development situations
Advertising plays very vital role in approaching customer. There is use of many
techniques which are effective to make policies which helps to contact to more and more people.
In hotel industry, there are on season and off season (Nagyová, Horská and Berčík, 2017). So it
is important to work according to demand. There are policies which has to be taken into
consideration and this affects sales in positive way. Managers of Hotel Hilton works for making
changes in their promotional events. There are many techniques such television advertisement,
online travelling sites, travel and tourism clients, etc. There is requirement of factors through
which company can enhance sales and it helps to make customer aware of services. There must
be feedback from customer through which manager came to know about views and corrective
measures must be taken. Hilton hotel use celebrities to advertisement which is effective for
approaching customers. There will use of policies which are efficient to make and this helps to
alter policies. These days there must be trend of customised services which provide satisfaction
to customers and it helps to build trust and loyalty.
2.3 role of external merchandising in maximising customer volumes
Merchandising refers to availability of a variety of products that are display for sale in an
attractive manner to induce interest of customers to make a purchase. It plays an important role
in increasing sales volume of Hilton Hotel by providing its visitors with a number of attractive
offers and happy hours’ schemes (Piller and E Lindgens, 2012). It induces guest to choose Hilton
over others as they get extra benefits and facilities in same price providing extra value to them.
Mentioned below are external merchandising terms used by Hilton:
Offers and Schemes: Hilton offers a number of attractive offers and schemes to its loyal
customers as well as to its other guests to increase its brand image and sales. It offers and
schemes includes unique travel packages, 2X points package, hotel discounts, schemes like
Hilton honour points. Hotel also organizes various fests and keeps on introducing various
schemes on periods of festivals to improve its consumers’ volume.
Personalize merchandising: To make their customers happy and enjoy their stay Hilton
try to meet all expectation of its guests by providing them all facilities like customized cuisines,
beverages and cars as per their demand and so. Also it provides services as per activity chart for

all its visitors and ask their opinion before delivering any service and take feedback to make it
perfect that add on to increasing satisfaction level of customers (Rosenau and Wilson, 2014).
Benefits of external merchandising
 It helps in retaining its ideal consumers and to serve them with better quality services
 It also helps in improving customers’ satisfaction
 Enhance communication with them and to increase Hilton's profits.
TASK 3
3.1 Effect of design and layout on customers spend
The most prominent feature of a hotel that attract visitors to use its services offered is its
interior design, decoration, ambience and layout. Hilton is one of the top brands having an appeal
luxury which displays a perfect amalgamation of traditional features with modern architects in its
lobby, dinning and conference hall. One of the most striking features in all its properties are the
heavy and beautiful chandeliers and wood panelling and the great locations the beauty of which
can be viewed from each of its rooms. Hilton uses fresh colours with contemporary furnishes in
all its guest rooms decorated with wall painting and flowers that appeals its high class and
business clientele that like luxury environment. Other facilities like gym, well design pools etc.
add on to increasing its presentation and interior. All these world class design, quality of life
experience helps Hilton to attract customers all around the world to prefer stay in Hilton.
The design and layout of Hilton greatly impacts guests experience. For instance, facilities
like Wi-Fi, projects etc. and large conference halls satisfies the requirements of its business
clients. On the other hand, to its magnificent rooms, spa, health centre etc helps in providing
satisfaction to its clients that are on leisure trips
3.2 Review and evaluate internal merchandising materials of your selected organisation
Internal merchandising can be described as promoting products and services within
periphery of hotel which proves to be one of the most efficient tool to increase its customers
base. To enhance and manage its brand image Hilton UK pays special attention to maintain
coordination and efficiency in presenting and delivering all its services to its guests. It includes
welcoming visitors, table having tent cards, cash jackets and tissue printed with message about
hotels' value and maintaining cordial relation and communication with guests. Also it pays a
special attention to its menu and involves a variety of healthy and delicious cuisines that satisfies

its customers (Ščeulovs and Gaile-Sarkane, 2014). For increasing its occupancy rates and
maximize its profits Hilton establishes a strong relationship with people who do the sales
promotion for the hotel in the market. Also hotel through its performance appraisal system
analyse those employees that are having good interpersonal skills and are in position to motivate
guests for an upgraded purchase and are given special training and incentives to encourage their
efforts. Thus, internal merchandising assists Hilton to direct delivery of services and products as
per customers need so as to retain them. The internal merchandising helps in enhancing its sales
volumes by providing customers with unique facilities like fitness centre, parking facility,
provide high speed internet access, and etc. Also, internal merchandising serves as an element of
competency for Hilton that helps hotel to get an edge over its rivals.
3.3 Evaluation of different promotional activities for different scenario
Sales promotion is an element of promotion mix that includes various communication
activities such as advertising, direct marketing, personal selling and public relations that all assist
a firm to provide value added or incentives to its consumers, retailers, whole sellers etc. and to
induce then to purchase them. Hilton offers various different services at different occasion to
induce and enhance its sales by capturing attention of its target audience. For this Hilton makes
use of various tools and techniques of promotions comprising various schemes and offers as per
seasons and market conditions. Mentioned below are various certain tool used by Hilton to
promote its brand:
Discount vouchers or coupons: This is an attractive alternate for the price cut. Hilton to
induce its sales volumes distributes vouchers and coupons to selected market section, for
instance its gives vouchers to its shareholders as a form of additional shareholder benefits or to
its travel agents who can redeem these vouchers or coupons in local stores, restaurants, clubs or
could use them at any Hilton hotel to cover their room charges, get drinks at bar, free spa service
or round of golf. The coupons/vouchers may be redeemed by guests either by purchasing hotels
products or of those businesses with which Hilton has deals.
Rebates and Price Discounts: Rebates and price discretion plays critical role in
enhancing and inducing sales of a hotel. Hilton hotels offers various price rebates such as half
price accommodation to children during off seasons or when guests books during the first two
weeks of operations as a trail. This helps Hilton to increase its occupancies even in shoulder
season or low season. Also Hilton provides various offers such as 15% off to honour its members

or for inducing travellers to pre book it gives them $50 hotel reward which customers can
redeem on their meals, spa or any other services that are been provided by hotel. Also, it gives
discounts or price rebates on bulk or group booking by various companies or travelling agencies
where in Hilton hotel provides various escape packages that involves various complimentary
services such as daily breakfasts, premium Wi-Fi and late checkouts. Also Hilton offers special
military family rates where in it provides discount of 10% on leisure stays to presently working
and retired military members and to their families.
Free Accommodation: Hilton for its sales promotion provides free accommodation to
one or more person of the guest's party. In this basically there are three variants of this form:
twin room occupancy for single room price, free accommodation for children below 6 years and
bonus accommodation offer which are generally given to large tourist groups.
Premiums: It includes free gifts such as bottle of wine, a meal, travel concessions, games
for children, flowers, confectioneries, club membership, theatres tickets etc. Another type of free
premiums are those which are been purchased and are only giving to guests complying with
certain qualification. Hilton make use of this activity of sales promotion as consumers respond to
this more favourably as it shows instant gratification towards the guests. Also it provides
personalized monogrammed accessories such as bathrobes, pillows etc. with name initials to its
most premium guests such as high profile celebrities, politicians, entrepreneurs etc.
Privileged customer’s services: Hilton is very specific when it comes to attending and
treating its guests belonging to various categories. Hilton offers particular classes of clients
privileged and higher than normal standards of services for its highly esteemed and premium
guests. Under this schemes Hilton provides various membership cards such as Tier Blue, Silver,
Gold and Diamond. Thus, Hilton provides facilities like handling reservations, expedited check
in, check outs, automatic upgrades to superior’s standards rooms etc. that Hotel communicate to
its premium members through closed circuit newsletter.
Bonus Commission: This is another significant technique used by Hilton Hotel which is
specially offered to travelling agents. In general Hilton hotels provides a commission rate of 10%
agents however in special scenarios and situations for instance on occasion of opening new
property, launching new products for the first time, Hilton often make small modification in its
commission structure where in it hike up agents’ commissions to 12%-12.5%. This method is
adopted to induce intermediaries to generate higher sales.

Sales force Promotions: Hilton sales promotion team after analysing finds out that main
issue for management is to design a promotion that rewards appropriate people, thus these
techniques aims at encouraging Hilton’s own sales force staff as they play critical part in dealing
with the clients and thus are major factor in its sale promotion. Under this scheme Hilton rewards
all its staff who shows higher performance and are best as per hospitality standards established
by hotel to deal with is guests. Under this, Hilton to encourage its employees top give their best
performance so as to attain customers delight besides their satisfaction provides them various
benefits. Some most prominent ones include:
Bonuses: They are used by Hilton to award its hotel staff for attaining a budgeted sales
figure which helps in increase their motivation level and to give higher standard performance.
Enhanced commission rates: These could be used to induce sales of a particular product or for
attaining a specific target such as converting a pre-determined portion to a potential. For
instance, Hilton used this scheme when ist wine of the month was not selling in both in its
restaurants and room services. Thus improve its sale management introduced points scheme
where in 10 points are to be rewards to a particular staff member if wine is sold from 6 p.m. To 6
a.m. and 30 points if it’s sold between 6 a.m. To 6 p.m. Under this a vintage bottle of
champagne is to be awarded on monthly basis to winning room service staff member. Thus, it
resulted in 10% improvement in sales of the wine.
Advertising: Hilton advertises its various discount offers, schemes and packages by
making use of various print, online and electronic media. It includes using TV commercials,
internet, sponsorship, newspaper, magazines etc. for creating awareness about product and
services it offers and to reach its mass audience by broadcasting information related to these. It is
one of the most effective and attractive tool to communicate information to large audience and to
influence visitors all over the word to come and experience the world class products and services
that Hilton offers.
Sales promotion: - Hilton offers various discount coupons, family tour packages, honour
point schemes, organize various events like seasonal fests, cultural activities and parties to attract
its customers to make a visit and avail these services which increases hotel's sales and brand
image (Senanayake, 2015). Also hotel offers various membership cards to its customers.
Possession of these cards allows guests to have access to some most premium services,
discounted prices and other benefits.

Personnel Selling: Hilton make use of various electronic and e-tools to approach its
potential customers. By communication there offers, discount packages and other schemes
through mails, phone calls and social sites Hilton attracts visitors. Also by taking their feedback
on about their stay experience and addressing their issues and queries Hilton tries to manage its
brand image, market share and customers’ loyalty. Further Hilton sends its marketing/sales
department employees to its potential consumers to plan out their events such as seminars,
business conferences, weddings as an approach to personal marketing.
Recommendations for improvement
There is huge importance of promotional techniques to attain success in future. It is
recommended to to the management of Hilton is that they are required to adopt modern
promotional tools like social media to effectively attract the large number of guests within given
frame of time. There are many techniques which are required to adopt by Hilton which desired
objectives such as personal selling and sales promotion. Such as direct booking techniques
where in Hotel can earn direct booking by online reservations from its guests. This forms
beneficial strategy as there is no intermediaries i.e. agents or other distribution partners that
Hilton hotel is required to pay commission for booking guest. For this it is requisite for Hilton to
improve its online booking system and prioritise social media strategy. Another effective
promotional technique could be cross promotional sales where in Hilton hotel managers are
required to identify and analyse various large scale events like conferences, certain sports related
event, seminars, brand promotions in local areas. By identify this information marketing and
sales team could come up with certain promotion strategy that coincides with those particular
events that could would benefit Hotel to earn an influx of bookings. Further Hilton cam also
emphasis on destination sales promotion strategies in which hotel operators and its sales
department executives needs to work with other tourism business agents, professionals in in their
destination in order to promote their sales. Through destination sales campaign Hilton can team
up to target most powerful inbound tourism markets to drive more sales.
TASK 4
4.1Evaluate personal selling techniques used by Hilton
Personal selling could be defined as personal presentation of hotel's tangible products and
intangible services or ideas to its potential customers. It is of vital significance to undertake and

develop commercial face to face relationship with clients. Personal selling is having many
benefits associate with it in comparison to other promotional methods. As it encourages two-way
communication it becomes easy for hotel to adjust its services or message as they receives
feedbacks from customers’ hand to hand or spontaneously. Also it helps in reducing waste
efforts, promotes word of mouth marketing and boost sales effectively. In today's time with
enhancement in clients’ knowledge and awareness about various substitutes available in market,
types and range of services that are been offered etc. has raised customers’ expectations that they
refers at time of booking or prior to their arrival. Thus in present scenario a guest tailor all
aspects of its their experience such as technology, bedroom, journey hotel service, pricing as
well as how it communicates with its guests and answer their queries. Personal selling plays a
vital role in success of Hilton as it helps directly reaching its clients and gather their opinion
about services and products of offered by hotel. In this present era of immense technological
upgrades and internet Hilton has been provided with huge possibilities to make use of cost and
time effective technologies via telephones, mobile phones and internet by making use of online
videos, chats and social sites. Hilton to be effective in its sales promotion makes use of both
personal selling as well as technology to develop loyal and amicable relations with its guests and
clients. Mentioned below are various personal selling techniques that could be employed by
Hilton to induce it sales:
Sales Calls: The marketing unit of Hilton keeps on updating its customers about its
various new offers, schemes and discount packages by contacting them through phone calls.
Also through its call centres it collects information related to club memberships of its clients to
attain knowledge regarding their buying behaviour, aspirations and preferences. Thus analysing
and identifying aspirations of its various corporate clients and other customer groups marketing
executive of Hilton tries to influences buying behaviour of its customers and regular clients that
help firm to enhance its sales. (Singhvi and Gera, 2013).
Online Selling: With digitalization, internet has become powerful medium to reach mass
audience in cost effective manner. Hilton through its official website keeps on posting essential
and promotional information related to each of its properties such as its price of rooms,
discounted offer, special events and fests etc. in order to attract its existing and potential
customer. With emerging popularity of various social media sites and apps like Facebook,
Instagram, WhatsApp, Twitter, various travelling blogs etc. In these social and online sites

Hilton can post information related to its products price, locations, services that they provide
along with pictures of its various properties, cuisines, hotel interior etc. This will not only prove
to cost effective and less time consuming way to reach much larger target audience but also
capture attention of them and will induce them to pay a visit.
Telephone Selling: With digitalization, where in people are becoming highly
dependable on their phones to carry out their day to day activities like payment of bills, making
purchase etc. proper use of successful telephone sales techniques can reap fruitful benefits for a
firm. With an increase in telephone call centres around world all firms are making use of sales
calls to present and communicate their offers, products and services to their existing as well as
potential customers. Hilton hotels being one of the leading brand in hospitality industry make use
of telephone selling to induce its sales volumes. For which company collect the data and
information related to its potential consumers through various sources like online directories,
social media apps, websites, feedbacks etc. By gathering their personal information like
anniversary, birthdays etc. Hilton sales team greet them on special occasions and offer them
various services and discounts to celebrate their special moments with them. For this, Hilton
manages a proficient team of skilled professionals that can understand its customers’ needs and
aspirations and satisfy or induce them to make a visit. These sales people provide clients with
information about various special discounts, offers and special arrangements that Hilton provide
to its customers to make their special occasions memorable. Thus, it helps hotel to improve and
enhance its sales volume.
Hilton hotel improve its customer satisfaction by interact with them directly with help of
mobile apps. Members of Hilton loyalty program have the ability to customise and control their
stay in the hotel. As per the research carried out, more than 93% customers are satisfied who do
digital check-in. More individuals are now interested in the loyalty program. Hilton use personal
selling in various ways in order to build long term and loyal relationship with its customers.
Out of the mentioned techniques, online selling will be the preferable technique which
can be employed by Hilton as it assists them in reaching at their targeted customers and allows
them to influence their buying decisions through providing benefits of services. As lots of people
are active on internet thus it is more beneficial for Hilton to achieve huge customer strength
through using such technique. Using such technique among many, it makes huge impact on their

existing market share in positive manner which directly increases their brand image as well as
revenue.
Recommendations for improvement
It is assessed that they lack in many aspects of personal selling which effects their
customer base negatively. It is recommended to the management of Hilton that they are required
to adopt effective personal selling techniques which helps to establish effective relation with
customers. For this Hilton could make use various mobile apps that will give advantage to its
loyal program members to be able to control and personalize their stay in hotel. Digital checks
in to a large extent will be useful in providing customers satisfactions. This will help to retain
them for longer period of time and attain their trust and loyalty. Also It is advisable for Hilton to
pay emphasis on personal selling and online techniques to its target potential and existing
customers.
There are different ways to improve sales techniques. It is important for the company to attract
large number of customers and achieve better outcomes easily. Some ways are determined as
under:
Clarify mission: It is a role of manager is to identify their mission to improve sales
methods easily. It is essential and important for the organisation to improve their sales methods
such as Sales Calls, Online Selling and Telephone Selling. Therefore, it will assist an
organisation to attract large number of customers and get better results within predetermined
time duration.
Break the mission into specific goals: There are different activities such as calls per day,
referrals per call, proposals per months and many other. With the help of this business can
control their all difficulties and issue. In order to set results goals is effective because it help in
identifying the amount per sale, sales per months, profit per sale and many other. All these will
be essential for the progress and success of company.
4.2 Influence of operational design on sales revenue on Hilton
Operational design refers to course of planning used for a major operation, campaign or
to render services to consumers. In service industry busies and design forms the inseparable
aspects which are equally important for the success of a firm. Hilton critically make use of
Ergonomics, workflow and technology that plays critical role in assisting employees and
enhancing their quality and efficiency of work. Ergonomics is a science of refining design of

products to enhance and optimize then for human usage. It is basically human factor engineering
that takes into account people's capabilities and limitations. Hilton make sure that there is proper
fit between employee and their work, alignment of tasks, equipment, information and their
environment to be appropriate. For enhancing efficiency Hilton merges its ergonomics with
technology such as motion capture devices that helps in tracking down one's movements and to
analyse their postures to help them reduce injury risks. All this add on to their proficiency
making them efficient to fulfil their customers’ requirements in best possible manner. For
instance, providing room to guest forms the part of Hilton business processes however adding on
facilities like internet, wife, complimentary breakfast etc. add on to the quality of service thereby
enhancing customers’ satisfaction. For this Hilton hires a proficient team of employee that are
well coordinated and efficient enough to maintain the level and standard of services that it
intends to provide to its guests. To enhance its operational design to meet customers’
expectations Hilton follow process of mapping where in its identifies key activities for enhancing
guests stay, decides and laid down setting up performance standards like cost, quality, time etc.
that are to be followed by each of its employees and in each of its operations, implementing this
plan and the taking customers feedbacks on services provided to them, finding out any lacking
and rectifying them to give a complete luxury stay with quality services to its guests.
Operational design helps to attract the customers. This will have huge impact upon their
revenue figures as customers always wants to explore new and innovative aspects. So, it is
concluded from the above assessment that operational design has positive impact upon the
attitude of guests.
Role of Ergonomics s: There are different roles of economics which are determined as under:
Ergonomics reduces costs. By systematically decreasing ergonomic risk factors, business
can prevent expensive MSDs. With about $1 out of every $3 in employees compensation costs
attributed to business, this represents a chances for essential cost savings.
Ergonomics improves quality. Poor ergonomics that leads to fatigued and frustrated
employees that don’t do their good and best perform. When the task of job is too physically
onerous on the employees, they may not work and execute their job activity like they were
trained or developed. For example, a worker might insecure a screw tight decent due to a
maximum force essential which could develop a product quality problem.
Role of Workflow

Workflow helps employees to be better equipped, helps them to be organized, to
automate their repeatable tasks and to minimize errors and inefficiency. All this add on to their
proficiency making them efficient to fulfil their customers’ requirements in best possible
manner. All this add on to their proficiency making them efficient to fulfil their customers’
requirements in best possible manner. For instance, providing room to guest forms the part of
Hilton business processes however adding on facilities like internet, wife, complimentary
breakfast etc. add on to the quality of service thereby enhancing customers’ satisfaction.
Role of Equipment
They help in enhancing and improving interaction with customers. Further they help in
proper data management and analysis.
Also it leads to marketing and other process automation.
4.3 Key principles included in a sales training programme for Hilton
Mentioned below are certain point that should be added by Hilton in its sales training program to
enhance the proficiency and performance of its employees in providing quality services to its
guest:
 Every employee should be well versed with the total information related to the hotel and
services it offers. This will help them to assist customers by providing knowledge about
the services they are looking to avail (Varley, 2014).
 Training should be provided in proper environment, by a proper trainer who have right
knowledge about the brand and who can induce knowledge in its trainee by using proper
training tools and methods.
 Training module of employee should contain sessions related to developing
communication skills as well as personality development classes. This is because both
plays a major role while interacting with a guest. Proper communication is required to
understand and convey messages and information to clients in proper and efficient
manner whereas personality aspects like being confident, well-groomed etc. develops
brand image and quality of staff and operations maintained by hotel in the minds of
customers.
 Also it is requisite for employees to gain knowledge and proficiency in various IT system
such as Customer Information System, Guest information matrix, project management
system, central reservation systems etc. so as to effectively handle them to provide

accurate and authentic information to customers and various other departments of Hilton
Hotel.
 Also training module of Hilton is requisite to formulate service oriented line level staff
members who are capable enough to engage with guests, to understand their expectations
and can deliver best customers experience.
 The training module should also emphasis on providing training for guests’ etiquettes,
personality development, soft skill development, product and service training, body
language, and up selling skill training that forms integral part to provide guest satisfaction
Therefore, all the above mentioned plans are requisite for Hilton to include in its sales training
module to generate higher sales and provide customer satisfaction through highly skilled
employees and business operations. Also these training programs will help Hilton to build a team
of professionals staff that are having high degree of self-confidence, morale and are well
motivated. Also it makes employees tension and stress free as they become capable to efficiently
deal with different kinds of guests and are able to provide customer with utmost satisfaction by
providing them high quality services as per their expectations and requirements. Thus it
ultimately results in reaping various benefits to Hilton by increasing its productivity levels,
reducing its operating costs, attracting new and retaining existing loyal customers and to induce
representative visits from guests.

CONCLUSION
From the above discussion it is clear that sales must be performed in effective way
because it is the only way through which profits can be generated. There is various component
which helps to perform sales business in effective way, but these can be done effectively when
they have knowledge about correct and appropriate points. Sales person must consider demand,
taste, culture, religion, etc. before selling product. Selling can be done when manger is able to
convince customers. There are many methods through which promotion of product and services
is possible such as advertisement, online sources, hoarding, etc. help in enhance sales. These
must be considering after analysing market and targeted consumer. Sales manager must give
emphasise on team to give best so more and more customers are able to avail services provided
by hotel.

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