SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICES SKILLS STANDARDS FOR CATERING SALES MANAGER/SALES MANAGER

Transcription

1 Occupation: Catering Sales Manager/Sales Manager Occupation Description: The Catering Sales Manager/Sales Manager assists the Director of Sales to increase client base through consistent solicitations and establishing of trust and rapport with guests/customers to generate and boost revenues for the property. He/She identifies new markets and business opportunities, and at the same time, records sales and reviews his/her own sales performance while negotiating terms and agreements, and work towards closing sales. The Catering Sales Manager/Sales Manager is pro-active in gathering market and guests/customers information, providing feedback on buying trends, and marketing the property by attending trade exhibitions, events and demonstrations. He/She utilises various forms of communication such as , phone or online social media to develop relationships with guests/customers. The Catering Sales Manager/Sales Manager is also responsible for the quality of service, adherence to policies and procedures for the department, and the safeguard of the property's propriety information. He/She may also assist the Director of the department in preparing the annual sales budget for management approval, and implementing the sales budget after approval. Important Points to Note about this Document This document is intended purely to provide general information to enable individuals, employers and training providers to be informed about the skills for career, training and education purposes. WDA provides no warranty whatsoever about the contents of this document, and does not warrant that the courses of action mentioned in this document will secure employment, promotion, or monetary benefits. Copyright 2016 Singapore Workforce Development Agency. All rights reserved. Version

2 The skills expected of the Catering Sales Manager/Sales Manager are summarised as below: Skill Category Analytical, Conceptual and Evaluative Business Continuity Management Skill 1. Solve Problems and Make Decisions at Supervisory Level 2. Execute Crisis Management Plan 3. Manage Meetings Communications 4. Engage in Service Innovation Initiatives Innovation Personal Management and Development Planning and Implementation Revenue Management 5. Develop Personal Effectiveness at Supervisory Level 6. Apply Project Management Techniques 7. Display Critical Thinking and Analytical Skills 8. Implement Loss/Risk Prevention 9. Implement Operations for Service Excellence 10. Support Strategic and Operational Plans 11. Apply Revenue Management Strategies Sales and Marketing 12. Identify Sales Trends 13. Provide Products and Services 2

3 Skill Code ES-ACE-302G-1 Skill Category Analytical, Conceptual and Evaluative Skill Sub-Category Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Solve Problems and Make Decisions at Supervisory Level This skill describes the ability to acquire the skills to work with a team of subordinates in practising problem-solving and decisionmaking. It also includes anticipating and identifying potential problems, facilitating team s effort to resolve the problems, making appropriate decisions and seeing implementation plans through. The ability to understand: Types of information to be gathered and analysed to identify and confirm a problem Characteristics of appropriate problem-solving tools and techniques Idea generation techniques and their characteristics Types of value and impact to be evaluated for selection of ideas Techniques to manage team conflict in decision-making process Factors affecting the effectiveness of an implementation plan Advantages and disadvantages of the various methods for gathering feedback from relevant sources Methods used to identify deficiency in the implemented solution and implementation plan and their characteristics 3

4 Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Identify symptoms that could lead to potential problems at the workplace using appropriate tools and techniques Apply logical deduction to anticipate and detect problems at the workplace based on symptoms and relevant information gathered Analyse relevant information surrounding the perceived problems and identify the exact problem using elimination process, objective reasoning or process questioning Analyse the root causes of the problems at the workplace using appropriate problem-solving tools and techniques Develop an implementation plan that addresses the root causes of the problems and consider the impact to self and team at the workplace Evaluate the effectiveness of the implemented solution and implementation plan by analysing feedback gathered from relevant sources Select a solution among the shortlisted ones collectively with team members using appropriate evaluative techniques and criteria Formulate and execute modifications to restore and/or enhance effectiveness of implemented solution and implementation plan Facilitate generation of solutions to solve problems by encouraging creativity among team members 4

5 Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Review the effectiveness of modifications made and analyse learning points and best practices that can be used for future reference It refers to the critical circumstances and contexts that the skill may be demonstrated. Version Control Version Date Changes Made Edited by ES-ACE-302G-1 1-Sep-16 Initial Version WDA and STB 5

6 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. BM-BCM-304E-1 Skill Category Skill Sub-Category Business Continuity Management Execute Crisis Management Plan This skill describes the ability to execute crisis management plan. It also includes coordinating crisis response and recovery activities, executing individual roles during disruptive events and validating crisis management plan. The ability to understand: Crisis management plan, including crisis response and recovery activities Critical business functions Business continuity plans Emergency control exercises Assist in the coordination and integration of crisis response and recovery activities in accordance with recovery and business continuity plans to respond to disruptive events Execute individual roles within the crisis management plan to respond to disruptive events 6

7 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Participate in the organisation s emergency control exercises to validate and make improvements to the crisis management plan to ensure organisational readiness Manage own emotions to maintain composure and display self-confidence and resilience when dealing with challenges in a crisis situation Respond appropriately to negative emotional cues of organisation members during a crisis situation to provide reassurance Augment own knowledge on crisis management by subscribing to diverse learning channels to ensure continuous learning for workplace application Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 7

8 Version Control Version Date Changes Made Edited by BM-BCM-304E-1 1-Sep-16 Initial Version WDA and STB 8

9 Skill Category Communications Skill Code BM-COM-402E-1 Skill Sub-Category Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Manage Meetings This skill describes the ability to manage meetings to meet meeting objectives. It also includes preparing for the meetings, conducting the meetings and following-up on meetings, as well as evaluating meeting outcomes to ascertain areas for improvement. The ability to understand: Types and modes of meetings Components of meeting agendas Meeting collaterals Legal, regulatory, ethical and socio-cultural constraints of meetings Prepare for meetings to support meeting objectives Follow up on meetings in accordance with organisational procedures to ensure matters arising from the meetings are addressed 9

10 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Evaluate meeting outcomes to determine areas of improvement Conduct meetings to facilitate discussion and conflict resolution, taking into consideration the emotional states of meeting participants and responding appropriately to emotional cues to maintain positive working relationships Engage in self-reflection to identify areas for improvement in managing meetings Improve own effectiveness in managing meetings by subscribing to diverse learning channels and participating in peer review platforms to enhance workplace performance Legal, regulatory, ethical and socio-cultural constraints of meetings must include: Relevant legislations Codes of practice Business ethics Policies and guidelines Social responsibilities Cultural and societal expectations and influences 10

11 Version Control Version Date Changes Made Edited by BM-COM-402E-1 1-Sep-16 Initial Version WDA and STB 11

12 Skill Category Innovation Skill Code SVCF-SI-101C-1 Skill Sub-Category Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Engage in Service Innovation Initiatives This skill describes the ability to apply service innovation to enhance the organisation s service value chain. It also includes leveraging on opportunities that are available for a service staff to generate ideas that contribute to service innovation. The ability to understand: Importance of service innovation Types of service innovation Methods to generate potential service innovation ideas Methods to evaluate potential service innovation ideas Types of mock-ups of service innovation ideas Process of presenting mock-ups Types of stakeholder decisions and follow-up actions Generate service innovation ideas that may transform the customer experience Document ideas in accordance with organisational procedures 12

13 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Evaluate service innovation ideas in accordance with evaluation criteria Refine ideas taking into account stakeholders inputs Present mock ups of service innovation ideas to stakeholders Examine own performance in contributing to service innovation in the organisation 13

14 Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Service innovation may be defined as changes in the product or service offering that is aimed at transforming the customer s experience. Types of service innovation must include: Product People Place Process Customer experience is the sum of all experiences a customer has with an organisation and its product or service. A positive customer experience makes the customer feel happy, satisfied, justified, valued, served and cared for throughout their relationship with the organisation. The ability to deliver a positive customer experience enhances customer loyalty and retention. Version Control Version Date Changes Made Edited by SVCF-SI-101C-1 1-Sep-16 Initial Version WDA and STB 14

15 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. ES-PMD-301G-1 Skill Category Skill Sub-Category Personal Management and Development Develop Personal Effectiveness at Supervisory Level This skill describes the ability to apply knowledge and life skills, relate them to roles and responsibilities in the workplace and contribute to their effectiveness as a team leader or supervisor. It also includes using time management techniques, maintaining a work-life balance, managing stress and personal finances. The ability to understand: Types of motivational factors affecting personal goal setting and achievement Factors that may affect the achievement of departmental goals Benefits of organising and prioritising work activities according to goals set Practices that promote personal well-being and aspects of personal management Issues and problems related to personal and family responsibilities and their impact on work Common sources of assistance available to support personal management Various budgeting techniques and their features to manage personal expenses Factors to consider when using and maintaining credit to ensure one's financial stability Analyse personal goals and align them to departmental goals Examine personal role and responsibilities and their contribution to departmental success Plan, organise and execute personal work activities to achieve departmental goals Support the implementation of work-life balance programmes to achieve organisational effectiveness 15

16 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Identify causes of stress that affect self and team and apply stress management techniques to deal with them Apply emotional intelligence and people-management techniques to get assistance from appropriate people such as managers, peers and subordinates Examine personal strengths and weaknesses, apply strategies to overcome weaknesses and use personal strengths to contribute towards the achievement of departmental goals Establish own existing financial position using appropriate tools and explain how to manage such a position Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 16

17 Version Control SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICES Version Date Changes Made Edited by ES-PMD-301G-1 1-Sep-16 Initial Version WDA and STB 17

18 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Planning and Skill Category Implementation HAS-PNI Skill Sub-Category Apply Project Management Techniques This skill describes the ability to apply project management principles and practices within the context of the work required by the job role. This also includes establishing and managing project budgets, assessing and mitigating project risks as well as managing the project schedules while responding to any changes. The ability to understand: Roles and responsibilities of each member in the project team Importance of project objectives and timelines Principles and objectives of risk assessment, analysis and reporting processes Methods of interpreting financial charts and graphs Methods of financial project progress documentation Project budget variance detection and reporting to the project manager Types and applications of scheduling tools and techniques Time management techniques Identify risks throughout project life cycle Perform basic risk assessment and report to relevant stakeholders in order to develop risk mitigation plans Assess project budgets and potential cost issues on operations to prevent cost overruns in project budgets Work within project schedules to ensure project deliverables are met Identify and report potential changes to project schedules to project managers for corrective actions Monitor and manage changes in a timely manner to meet the project target schedules 18

19 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Adopt risk control policies and procedures to ensure potential risks are mitigated Encourage all team members to carry out their roles effectively for a project to meet objectives and target schedules Learn from peers and supervisors in techniques to effectively manage a project It refers to the critical circumstances and contexts that the skill may be demonstrated. 19

20 Version Control SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICES Version Date Changes Made Edited by HAS-PNI Sep-16 Initial Version WDA and STB 20

21 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Skill Category BM-SPI-304E-1 Skill Sub-Category Display Critical Thinking and Analytical Skills Planning and Implementation This skill describes the ability to apply critical thinking and analytical skills for problem-solving. It also includes challenging and rethinking ideas, analysing business issues to put forth recommendations to stakeholders and enhancing creative thinking among team members. The ability to understand: Methods to apply logical inquiry to issues Barriers to creativity Ways in which people may contribute to the critical thinking and analysis process Analyse business issues through the use of critical-thinking to make recommendations to relevant stakeholders Challenge and rethink ideas and provide insights to relevant stakeholders for continuous business improvement 21

22 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Make recommendations that are attuned to the needs of relevant stakeholders and aligned to organisational objectives by exercising empathy and organisational awareness to close the gaps Develop a critical thinking mind-set when dealing with business issues to improve the organisation s business practices Demonstrate problem-solving skills within own scope of work to improve productivity and own work performance Enhance creative thinking skills among team members to foster innovation and improve organisational performance Methods to apply logical inquiry to issues must include: Understand and identify relevant objectives and issues Formulate and raise key questions in a clear and concise manner Gather and assess relevant information pertaining to business situation Use abstract ideas and interpret them appropriately Recognise and assess implications and practical consequences 22

23 Version Control Version Date Changes Made Edited by BM-SPI-304E-1 1-Sep-16 Initial Version WDA and STB 23

24 Skill Category Planning and Implementation Skill Code HAS-PNI Skill Sub-Category Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Implement Loss/Risk Prevention This skill describes the ability to plan, implement and comply with loss/risk preventive policies and procedures. It also includes the ability to review the effectiveness of loss/risk preventive policies and procedures. The ability to understand: Loss/risk preventive policies and procedures National Environment Authority (NEA) regulations and guidelines Guidelines for receiving and storing products Empowerment in delegation of responsibilities for loss/risk prevention Plan loss/risk preventive policies and procedures Implement loss/risk preventive policies and procedures Comply with loss/risk preventive policies and procedures Review effectiveness of loss/risk preventive policies and procedures 24

25 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Influence others to be vigilant to safeguard privacy and security of property and guest/customers/residents Reflect on implementation of alternative measures for loss/risk prevention Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 25

26 Version Control Version Date Changes Made Edited by HAS-PNI Sep-16 Initial Version WDA and STB 26

27 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. SVCF-PL-101C-1 Skill Category Skill Sub-Category Planning and Implementation Implement Operations for Service Excellence This skill describes the ability to deliver service as part of a team and escalate issues that may impact an organisation s service standards. It also includes recognising one s role in the organisation s service value chain and acquiring information that is commonly sought by customers. The ability to understand: Importance of one s role in the service value chain Sources of information commonly sought by organisation s customers Principles of effective team communication Organisation s service standards Effective communication skills Types of service performance issues Organisation s service escalation process Channels to identify service performance issues Recognise the role that one plays in the service value chain Deliver service as part of a team according to the organisation s service standards Recognise opportunities and take initiative to assist colleagues in service delivery 27

28 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Recognise and escalate service performance issues that affect the organisation s service standards Adhere to organisation s professional code of conduct in service delivery Share information commonly sought by organisation s customers with colleagues to enhance the team s performance in service delivery Acquire information commonly sought by organisation s customers to enhance own ability to deliver service An organisation s service value chain is made up of multiple stakeholders at different levels, all of whom have a part to play within the organisation in upholding the organisation s service standards. Service performance issues may be identified through the following channels: Customer feedback Observation of the service environment Mystery shopping results report 28

29 Version Control SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICES Version Date Changes Made Edited by SVCF-PL-101C-1 1-Sep-16 Initial Version WDA and STB 29

30 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Skill Category BM-SPI-301E-1 Skill Sub-Category Support Strategic and Operational Plans Planning and Implementation This skill describes the ability to execute business processes in alignment to organisational policies, practices and procedures. It also includes identifying own job role in relation to operational plans and reporting progress to stakeholders for review. The ability to understand: Linkage between business processes and organisational policies, practices and procedures Purposes of key performance indicators within the organisation Performance systems and processes in the organisation Identify business processes for execution to align with organisational policies, practices and procedures Identify and assess own job scope, roles and responsibilities to support relevant strategic and operational plans Identify and carry out actions and behaviours to support organisational vision, mission and values Monitor and report status progress to relevant stakeholders for review 30

31 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Review business processes to identify areas for improvement Cultivate a broad personal network that incorporates colleagues, professionals and business contacts to achieve workplace support and co-cooperativeness to fulfil own job role Engage in self-reflection to identify areas for improvement in own job role performance Improve on own job role performance by subscribing to diverse learning channels and participating in review platforms with peers and supervisors It refers to the critical circumstances and contexts that the skill may be demonstrated. 31

32 Version Control Version Date Changes Made Edited by BM-SPI-301E-1 1-Sep-16 Initial Version WDA and STB 32

33 Skill Category Revenue Management Skill Code HAS-REV Skill Sub-Category Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Apply Revenue Management Strategies This skill describes the ability to execute the organisation s revenue management strategies by applying organisation s rate strategy via distribution channels. It also includes maintaining property inventory allocation, managing group bookings and implementing front office and reservation upselling programmes The ability to understand: Importance of identifying, clarifying and disseminating organisation s revenue management strategies Sources of information on rate availability calendar Importance of identifying relevant distribution channels Importance of keeping up-to-date with organisation s revenue management systems Methods of obtaining rate audits Significance and methods of recording refused, lost, cancelled and wait-listed business Significance and methods of organisational policy on room and apartment allocation Organisational policy and procedures on following-up and changing status of group proposals, performing group wash and rooming lists Reasons for take-over of groups from sales department Importance and methods of identifying opportunities to upsell 33

34 Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Disseminate the organisation s revenue management strategies to other stakeholders, in accordance with organisational procedures Maintain consistent rate availability calendar for various distribution channels, in accordance with organisational procedures Perform validation of forecasts in revenue management systems, in accordance with organisational procedures Perform rate audits across all distribution channels, in accordance with organisational procedures Perform verification of rates recorded in property management system (PMS), in accordance with organisational procedures Maintain records of refused, lost, cancelled and wait-listed businesses, in accordance with organisational procedures Perform control of room and apartment allocation and inventory, in accordance with organisational standards Follow up and change status of group proposals, in accordance with organisational policy and procedures Perform follow-up on rooming lists based on sales contract, in accordance with organisational procedures and group requirements Perform group wash based on sales contract and upon receipt of rooming lists, in accordance with organisational procedures Identify upselling opportunities, in accordance with organisational procedures and guests/customers requirements Apply upselling during property reservations, during check-in for guests/customers with reservations and without reservations (walk-in), in accordance with organisational procedures and guests/customers requirements 34

35 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Receive instructions and seek clarifications on organisation s revenue management strategies, in accordance with organisational procedures Perform take-over of control of groups from sales department, in accordance with organisational procedures Seek feedback from supervisor on ways to the tasks assigned for applying revenue management strategies and usage of the management systems It refers to the critical circumstances and contexts that the skill may be demonstrated. Version Control Version Date Changes Made Edited by HAS-REV Sep-16 Initial Version WDA and STB 35

36 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. HAS-SNM Skill Category Skill Sub-Category Sales and Marketing Identify Sales Trends This skill describes the ability to analyse sales data, relate factors with sales trends. It also includes managing hotel inventory and evaluating effectiveness of sales strategies. The ability to understand: Sources of, and factors affecting, sales data Data collection methods and sales performance analysis Customer profiles and their preferences for different periods of the year Impact of technology on marketing strategies Importance of cross selling and upselling Pricing structures and inventory of the organisation Techniques for handling overbooking situations Components of market intelligence Importance of performance gap analyses and taking corrective actions to address these gaps Methods of quantitative assessments 36

37 Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Identify annual lull and peak periods, in line with business operations Collect and gather information on sales data in accordance with organisational procedures Categorise customer demographics in line with business operations Identify critical customers according to lull and peak periods of the year Develop sales tactics to attract core customers, in accordance with organisational guidelines Perform revenue optimisation in accordance with organisational procedures Perform competitive analysis in accordance with organisational procedures Identify performance gaps in accordance with organisational procedures Review sales objectives in accordance with organisational procedures Introduce cross selling and upselling, in according to organisational procedures Manage and rectify overbooking situations in according to organisational procedures Adjust market strategies in accordance with characteristics of critical customers Implement corrective actions to address performance gaps, in accordance with organisational procedures 37

38 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Ensure that the information gathering is in accordance with organisational procedures and guidelines Update own learning in techniques for developing and reviewing sales trends, and tactics for revenue optimisation Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Version Control Version Date Changes Made Edited by HAS-SNM Sep-16 Initial Version WDA and STB 38

39 Skill Category Sales and Marketing Skill Code HAS-SNM Skill Sub-Category Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Provide Products and Services This skill describes the ability to formulate individual sales plans, review and manage sales accounts. It also includes establishing new sales opportunities. The ability to understand: Principles of sales strategies and sales cycles Departmental and individual sales objectives Components of an action plan Time management principles Principles of key, marginal and dormant accounts management Strategy and account development Yield management Sales performance gap analysis Guidelines on customer relationship building, sales and selling techniques Procedures for conducting site visits and inspections at organisation's premises Review individual account portfolios within department Establish, map and execute individual sales action plans, in line with business objectives Maintain and manage accounts Retain and manage selected marginal accounts Review dormant accounts Apply yield management strategies Perform sales functions in accordance with organisational procedures Prepare sites, products and services related to clients needs Arrange and conduct site visits and inspections with follow ups, in accordance with organisational procedures 39

40 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Identify sales performance gaps and plan for sales actions Build rapport with key, and developing, accounts Update own learning in reviewing and managing accounts, to increase revenue for the organisation Learn to provide better service and customer experience to existing and new clients, in the course of interaction Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 40

41 Version Control SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICES Version Date Changes Made Edited by HAS-SNM Sep-16 Initial Version WDA and STB 41

42 Definitions of the Five (5) Domains Domain Definition Knowledge and Analysis Knowledge includes the gathering of facts and information through traditional and digital forms. Analysis involves the cognitive processing, integration and inspection of single or multiple sources of facts and information required to perform work tasks and activities and takes into consideration, the work contexts in which the tasks and activities are carried out. The result of knowledge and analysis produce judgements on work tasks/activities/issues/areas, and the conceptualisation of solutions to solve problems at work. Application and Adaptation Application involves the ability to perform work tasks and activities defined by the requirements of the occupation. Adaptation involves the ability to react to and manage the changes in the work contexts. The result of application and adaptation leads to the production of psycho-motor actions and behavioural reactions to the work tasks/activities/issues/areas, and the execution of the planned solutions to solve problems at work. Innovation and Value Creation Innovation includes the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to the organisational goals. As a result of innovation, the organisation is able to reap the values from individual or team contributors to achieve organisational growth. Social Intelligence and Ethics Social intelligence includes the ability to appreciate and use affective factors in leadership, relationship and diversity management guided by professional codes of ethics as effective individuals or team contributors. Learning to Learn Learning-to-learn includes the ability to improve on self-development within and outside of one s area of work. It involves the continual inspection of one s knowledge, analytical, application, adaptive, innovative and social skills that are needed optimally and/or solve problems effectively. 42