Question

Pretend that you are the Director of Sales and Marketing at the vacation resort of BEACHES Negril. Your task involves developing a product-selling and customer strategy that will convince Johnson & Johnson to choose your destination for their annual meeting. Please note that your purpose is not to “sell” the resort, but rather discuss your strategy for convincing J&J to choose your resort as their destination for their annual meeting.

Question: Discuss which type of presentation makes sense given the scenario of this assignment. Which customer needs would you focus on in your sales presentation? What proof devices might your use? What senses would you appeal to? What major points would you include to demonstrate your destination/resort is capable of meeting customer needs?

Answer 1

The presentation should be highly professional and to the point as the case is to arrange for annual meeting of J&J. It should highlight the facilities offered by the resort, food quality, banquet hall, and the safety standards arranged by the resort for the sake of their customers.

The customer looks for a well spacious and nice banquet hall with beautiful ambience, hygienic and good quality food, hi-tea and proper hygiene and safety standards in the resort. Proof devices would be the pictures of the banquet hall of the resort, various facilities offered, safety and hygiene standards followed in the resort, pictures of the meetings arranged previously and the testimonies of the satisfied customers.

The senses to be appealed to would be rational appeal, showing all the features and facilities offered by the resort and the testimonies of the satisfied customers.

The following points to be included :

• Seating capacilty of the banquet hall.
• Safety measures and the hygiene offered in the hall
• Facilities offered by the resort for recreation purpose
• Food quality
• Way to receive the guests and directing them to the meeting hall
• Level of comfort offered to the guests.