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Sales Connect Toolkit

Fáilte Ireland and Tourism Ireland have collaborated to bring you this practical toolkit designed to provide you with all the information you need to begin positioning your business for securing business from the relevant overseas markets. Read more about the Sales Connect Toolkit.

Success is all about understanding your target customers, knowing how those customers can buy from you, and having a sales action plan to promote your product or service overseas. This toolkit will help you to achieve all of these things.

Downloading the Toolkit

The guide is written in a style that allows you to “dip in and out” of the sections that are most relevant to you. If, for example, you are only interested in the French market, you should read the chapters on France, Travel Distribution Channels and Building Relationships and Promoting your Business Overseas. Read more in the Introduction to the Sales Connect Toolkit (PDF, 525kb).

Step 1: Researching and Knowing your Overseas Markets

Link to GB market profile document


Download the Great Britain Market Profile (PDF, 2.5Mb)



Link to US market profile document
Download the US Market Profile (PDF, 3.5Mb)



Link to German market profile document
Download the German Market Profile (PDF, 3.2Mb)



Link to French market profile document
Download the French Market Profile (PDF, 2.7Mb)

 

Step 2: Understanding the Travel Distribution Channels

Link to Step 2
Download Step 2: Understanding the travel distribution channels (PDF, 936kb)

 
 

Step 3: Building Relationships and Promoting Your Business Overseas


Link to Step 3


Download Step3: Building relationships and promoting your business overseas (PDF, 3Mb)

 
 

Step 4: Next Steps

For further information on Sales Connect please contact your local Fáilte Ireland team.
 
Link to Sales Connect Contacts


Download the list of Fáilte Ireland and Tourism Ireland overseas contacts and resources (PDF, 984kb).


 

About the Toolkit

This toolkit is aimed at all tourism businesses that want to grow overseas business.

If you previously attracted some overseas visitors, but they seem to have fallen away, or if you now have good access directly into your region, this guide is for you!

Fáilte Ireland and Tourism Ireland have identified that the 4 key markets for 2011 are Great Britain, Germany, France and the United States.

Between them, Great Britain (GB), the United States (US), Germany and France account for over 70% of all holiday visits to the island of Ireland. Whilst the rate of economic recovery in each of these markets will be directly related to demand, it is believed that the potential for demand exists.

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The guide aims to help you better understand:

  • The profile of your potential customers in the four key source markets as well as how you can most effectively match your tourism product to the needs and demands of the four source markets. 
  • The importance of working with complementary tourism products in your area and developing packages together to make your joint offering more attractive to customers.  Also, the importance of presenting the product in a way that makes it ‘easy to buy’.
  • Ways to get your product into the hands of the potential overseas customer using a range of distribution channels.  This includes tips on selling to overseas consumers who want to buy directly from you (typically via the internet) and tips on working with the travel trade (typically a tour operator or travel agent). 
  • Promotional activities that you should undertake so that customers who are ‘thinking’ of holidaying in Ireland can find you.  These include tips on advertising, co-operative marketing campaigns in association with Tourism Ireland, online marketing, overseas PR, participating in trade and consumer shows and making the most of overseas sales calls to trade partners.

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