Hospitality sales : foundations of success -- Buyers and sellers in the hospitality industry -- Creating mutually beneficial value exchanges -- The new world of buying : changing perceived value has reshaped buying decisions -- The new world of selling : responding to changing buyer perceptions of value -- Situational selling : selling approaches depend on value perceptions of both buyer and seller -- Phase one -- pre-negotiation strategy : negotiation preparation and planning -- Phase two -- approaching the buyer -- Phase two -- investigating needs -- Phase two -- negotiation process strategy : step three -- demonstrating capability.