Hospitality industry expert Howard Feiertag will teach participants how to energize sales and boost business during the "Hospitality Sales" workshop, April 27 and 28 at the Hotel Roanoke and Conference Center in Roanoke, Va.

The workshop (, presented by Continuing and Professional Education at Virginia Tech, will offer two full days of sessions on hospitality topics, including:

  • Trends in the industry
  • Making prospecting more productive
  • Overcoming objections and confirming the sale
  • Negotiating to the best advantage
  • Understanding contracts and agreements
  • Working trade shows
  • Writing better sales letters
  • Creating a new sales plan

A hospitality industry veteran with more than 40 years in the field, Feiertag is on the faculty of the Department of Hospitality and Tourism in the Pamplin College of Business at Virginia Tech. He is a lifetime member of the Hospitality Sales and Marketing Association International, which has appointed him to its International Hall of Fame and presented him with its inaugural Excellence in Sales and Marketing Strategy Award.

His numerous other honors include the President’s Award from the Meeting Professionals International, induction into the Convention Industry Council’s Hall of Leaders, and appointment as a Fellow of the American Hotel & Motel Association’s Educational Institute.

Feiertag is co-author of the recently published Lessons from the Field—A Common Sense Approach to Effective Hotel Sales and is a columnist and contributor to a number of hospitality industry publications.

The registration deadline for the workshop is April 10. The registration fee of $395 includes breakfast, lunch, and refreshment breaks on both days, as well as Continuing Education units and a certificate.

To register, visit the workshop’s webpage or call (540) 231-5182.

The Hotel Roanoke and Conference Center is holding a block of rooms for workshop attendees at a special conference rate until March 24. To reserve rooms, call toll free at (866) 594-4722 or directly at (540) 985-5900.