The Corporate Catering Department at Marriott Houston Hobby can make your dreams come true. The staff can help you plan a wedding reception that guests will be talking about for years. If you want to show appreciation to your chief executive officer who is retiring, the staff will make sure the party is truly special. The staff can also help you plan a bar mitzvah, a class reunion, or any other special event.

Heather Ramsey, Corporate Catering Manager, enjoys working with customers. Her customers vary greatly in terms of age, education, income, and social class. The key to working effectively with all of these people is relationship building. Once she builds rapport with clients and establishes a foundation built on trust, they are more likely to open up and discuss their needs. Event planners have at their disposal a wide range of props, facilities, and production expertise, but customer needs guide the use of these resources.

Heather finds that if the sales presentation is well planned and delivered, closing the sale is easier. She believes that good listening skills and careful probing can help uncover dominant buying motives. For example, the client who wants a wedding reception with a special theme may have difficulty expressing her thoughts. Heather must probe and listen closely in order to understand the customers desires. She must also create value throughout the presentation in order to set the stage for the close. A special event can cost several thousand dollars, so price can be a barrier to closing.

14-1 What closing clues should Heather Ramsey look for?

14-2 What trial closes would be appropriate?

14-3 What tough points should be negotiated before attempting to close?

14-4 Can you visualize a situation in which Heather Ramsey might use a multiple options close? Explain.

14-5 Assume that a large corporation wants to schedule a recognition party for 40 people. This event will begin with cocktails and appetizers and end with a served meal. Special entertainment will precede the meal. What items might be included in a summary-of-benefits close?