From pitch to partnership: the impact of personal selling and customer relationship management on hotel share sales – a case study of Mangrove Eco Resort

Abstract

"From Pitch to Partnership: The Impact of Personal Selling and Customer Relationship Management on Hotel Share Sales - A Case Study of Mangrove Eco Resort" is my internship report, which investigates the effectiveness of CRM and personal selling strategies in promoting the sales of hotel shares in the emerging hospitality investment industry of Bangladesh. The report is based on my three month internship at Mangrove Hotel & Resort Ltd in which I worked as a sales executive from the fourth of August to November 4, 2025. Offering part-ownership or hotel shares to investors seeking equal financial returns and cultural perks, Mangrove Eco Resort - located close to Kuakata - is almost a new and forward-thinking business idea in Bangladesh. Mangrove is the first five star hotel that offers share project in Kuakata, it has 176 rooms with a total of 2 Lakh square feet spread in a 14 storey building along with one 4 storey and another five storey building. It's oriented to all kinds of guests, including non-resident Bangladeshis (NRBs), government workers, business owners, doctors and engineers. Key findings show that successful hotel share sales depend on: (1) Understanding a blend of customer motivations, including security - who might want to join the workforce as a government employee, growth - who wants to be an entrepreneur and legacy - who wants to hang around in retirement (2) Utilizing customized sales tactics that address particular concerns and demonstrate genuine care as opposed to a snap transaction vibe (3) Maintaining regular contact through extensive CRM in order to cultivate leads over long periods of decision making, typically three to five visits per conversion (4) Building trust by being open about project timelines (soft opening January 2026, full ops 2028), registration steps, and Kuakata's unique value; In addition to offering useful information for businesses involved in the hotel share market, this study adds to the scant body of academic work on hospitality investments and sales in Bangladesh. It shows that effective sales performance in this industry necessitates not only persuasive selling abilities but also in-depth knowledge of the customer, emotional intelligence to deal with various personality types, long-term relationship management, and matching the advantages of the product with a range of investor motivations.