Everybody Sells: Think Strawberries Case Study

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In James Lavenson's speech "Think Strawberries", he inspired this marketing slogan of the Plaza Hotel, in New York City. The story unfolds that Lavenson, was personally assigned to take The Plaza Hotel from a property has been losing money for several years into a profit-making machine. The successes that Lavenson achieved in The Plaza Hotel have been used many marketing strategies and principles. At the beginning of the speech, Lavenson points out the first possible problem in the hotel salesmenship, which might cause the losing revenue. The reservationist does not know what is the different between the $85 suit and $125 suit. The bell captain does not know who will be the performer in hotel tonight. These phenomenons shows the hotel staffs are not familiar with the knowledge about hotel products. When the guests have willingness to purchase more hotel products, hotel employees only can sell the product they know and miss the opportunities that selling extra services or higher price products. Lavenson decides to allow these resevationists to experience these suits to get a better idea about their hotel products in selling process. Hotel is a business which selling services to guests. Since the service is so important, every employee should understand the product and his or her role in the success of the operation. Management must sell employees on the hospitality product and the importance of each employee's role in generating guest satisfaction. As my personal experiences, Four Seasons has done really successful in the internal marketing. They are committed to ensuring that all active employees have the opportunity to experience their extraordinary service when travelling on vacation or personal business. They are offered complimentary rooms after six months of services in Four Seasons based. This program has helped the employees experience their own hotel

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