Understand the tools & techniques of internal sales promotion and merchandising – 3.2 Review & evaluate internal merchandising material for Starwood Hotel Leicester Square – 3.3 Evaluate promotional activities for different scenarios, making recommendations for Starwood Hotel Leicester Square Be able to evaluate the role of staff in maximising sales – 4.1 Evaluate personal selling techniques, making recommendations for improvement for Starwood Hotel & Resort – 4.2 Discuss the influence of operational design on sales revenue for Starwood Hotel Leicester Square – 4.3Justify key principles that should be included in a sales training programme for Starwood Hotel Leicester Square