This year marks 17 years in hospitality sales. I am writing a little bit late (October, I know, I know), because October was just a really rough month in the course of one very chaotic year. Despite the turmoil, and I learned one big thing that I wanted to share with you (no, not 17 things.... evidently I'm not that creative and my short-term memory is shot). Are you ready?
Spend the majority of time on your "A Team." Most of our time as salespeople or managers is spent on our "B" and "C" teams. Be they needy groups or accounts, or needy employees, most of our attention is focused on the trouble-makers, the labor-intensive business that requires jumping through flaming hoops or bending over backwards. Why is this? I don't know, but when you think about it, usually the ones who don't require as much attention -- be they sales accounts or employees -- are the ones that produce more results for your business. So why do we show them less attention?
For accounts, it's a hard thing to do. If an account is producing, you usually just leave well enough alone and let the business flow in while you look for supplemental leads. Is this smart? Not, at all. Business left unattended can cause planners and contacts to feel unappreciated, ignored, and eventually, they may look elsewhere for business. Always show your top accounts the most love.
When it comes to employees, your underperformers will always soak up the most time in an apparent effort to drive you crazy, and sometimes, it works. But don't lose your head. Make your B and C Team understand that they need to be A Team. End the mistakes, stop the drama, produce results, CARE. Recognize what you are failing to provide as a manager that prevents them from being A Team material (pressure, recognition, boredom, lack of support, intentions, etc.), and work on it. Your B Team may just surprise you. Giving them ample chances to redeem themselves and they are still B or C team material? Help them move along to a B-rated organization.
NFL head coaches never spend time talking to the third string kickers inside of the two minute warning. Oh no, they are talking to first string quarterbacks and their offensive and defensive coordinators in the final minutes of the game so that they can win. What's your endgame? Whatever it is, remember to spend your time wisely.
Wednesday, January 25, 2012
Tuesday, October 19, 2010
Sweet Sixteen: 16 Years in Hospitality - #16 of 16
16. Not every piece of business is right for your hotel.
By and large, most of the hotels I have worked at or stayed at are non-smoking. You can imagine how many issues we run into with groups and business travelers who have a healthy nicotine addiction and just can't help themselves, or suddenly forget how to read. While most of this can be worked out with visable postings and education of the non-smoking policies, in one recent case, we actually had to terminate an entire business relationship with an account whose guests continued to commit repeat offenses every week.
This is purely an example, and I am not saying termination of business relationships should be taken lightly. However, not all business is something you should be taking, and if you are a salesperson, your concern should revolve more around what make sense from a business standpoint as opposed to closing a deal just so that you can hit your numbers and make a bonus.
Use discernment and try to imagine if you were the housekeeper or front desk agent who services your guests. Prepare your team and communicate unusual guests requests when possible, but remember that it is also okay to sometimes just say no.
By and large, most of the hotels I have worked at or stayed at are non-smoking. You can imagine how many issues we run into with groups and business travelers who have a healthy nicotine addiction and just can't help themselves, or suddenly forget how to read. While most of this can be worked out with visable postings and education of the non-smoking policies, in one recent case, we actually had to terminate an entire business relationship with an account whose guests continued to commit repeat offenses every week.
This is purely an example, and I am not saying termination of business relationships should be taken lightly. However, not all business is something you should be taking, and if you are a salesperson, your concern should revolve more around what make sense from a business standpoint as opposed to closing a deal just so that you can hit your numbers and make a bonus.
Use discernment and try to imagine if you were the housekeeper or front desk agent who services your guests. Prepare your team and communicate unusual guests requests when possible, but remember that it is also okay to sometimes just say no.
Monday, October 18, 2010
Sweet Sixteen: 16 Years in Hospitality - #15 of 16
15. Speak Up.
If something isn't right -- in fact it's really, really bad -- and you know it, you need to say something. Your silence could implicate you, and worse, you could be held accountable for someone else's mistakes or their malfeasance. If something is wrong and it involves your client, don't wait for them to say something you. Honest is the best policy. I've said before you are always better off doing the hard thing especially if it is the right thing.
Is it your boss? Scared to say something? I get it. I've heard that most CEO's would appreciate an anonymous yet politically correct letter and send it from an anonymous email account. It educates them about a situation they may not have known about, and yet it releases them from lengthy internal investigations when it's a formal complaint. Your call. You know what you need to do.
If something isn't right -- in fact it's really, really bad -- and you know it, you need to say something. Your silence could implicate you, and worse, you could be held accountable for someone else's mistakes or their malfeasance. If something is wrong and it involves your client, don't wait for them to say something you. Honest is the best policy. I've said before you are always better off doing the hard thing especially if it is the right thing.
Is it your boss? Scared to say something? I get it. I've heard that most CEO's would appreciate an anonymous yet politically correct letter and send it from an anonymous email account. It educates them about a situation they may not have known about, and yet it releases them from lengthy internal investigations when it's a formal complaint. Your call. You know what you need to do.
Sunday, October 17, 2010
Sweet Sixteen: 16 Years in Hospitality - #14 of 16
14. Touch the pain.
Ow, that hurts! Listen, I'm not a doctor, but I can play one on TV. If you are my client or potential client and you have a need, I am here to help. But it is very difficult for me to understand if I am able to help you if you don't tell me how I can help. So I am going to touch your pain.
I am not reaching for salt shakers or lemon juice, but I am going to look, listen, and maybe even touch it a little. If I don't do this, you will never tell me what catastrophe befell you the last time you stayed at my hotel. Or what details were missed at the last meeting you planned at the Marriott (sorry, guys). So, I am going to prod and poke until you tell me what went wrong before and how we need to fix it.
If you are a seasoned sales manager, you will do the same. Touch your clients pain, lightly, but hard enough so that you evoke emotion and can understand the full scale of what is really important to your client.
An ER doctor will always expect the worse when told "oh, it's really nothing", and you should do the same before you finalize your sale. Don't wait until there's an autopsy, or you will have no one to blame but yourself.
Ow, that hurts! Listen, I'm not a doctor, but I can play one on TV. If you are my client or potential client and you have a need, I am here to help. But it is very difficult for me to understand if I am able to help you if you don't tell me how I can help. So I am going to touch your pain.
I am not reaching for salt shakers or lemon juice, but I am going to look, listen, and maybe even touch it a little. If I don't do this, you will never tell me what catastrophe befell you the last time you stayed at my hotel. Or what details were missed at the last meeting you planned at the Marriott (sorry, guys). So, I am going to prod and poke until you tell me what went wrong before and how we need to fix it.
If you are a seasoned sales manager, you will do the same. Touch your clients pain, lightly, but hard enough so that you evoke emotion and can understand the full scale of what is really important to your client.
An ER doctor will always expect the worse when told "oh, it's really nothing", and you should do the same before you finalize your sale. Don't wait until there's an autopsy, or you will have no one to blame but yourself.
Saturday, October 16, 2010
Sweet Sixteen: 16 Years in Hospitality - #13 of 16
13. Capture those company names.
This is one of the biggest problems I come up against with underperforming hotels: Missing company names for in-house or arriving guests. Excuse me, but I've been doing this for a while, and I would like to know how you think you are going to find out what companies are staying at your competition and steal their business away if you don't even know who is staying at your OWN hotel?
Now, take a deep breathe. It's okay. It is not just your responsibility as a salesperson, you need help on this one. First, your reservations department needs to be asking if the guests are traveling on business and if so, what's their company's name. Second, your Front Desk needs to be the second line of defense and ask the same question. You come third, so I ask you: Are you reading your arrivals and in-house guest list EVERY DAY? If not, start doing it now.
There will be whining and excuses to having to do extra work:
Yeah, but our guests are mostly leisure.
Yeah, but our guests don't want to share their company names.
Yeah, but our agents are already busy and adding questions just adds time to check-in.
Those are excuses. If no one takes time to collect company names, everyone will be really sorry when they are sitting empty and wondering who all your guests were. I say take time, but I mean make time.
Need a script on how to qualifying company names without making a big stink? Try this out:
Mr. Guest, are you traveling on business or pleasure? Business? Ok, thanks. You know, sometimes our hotel has negotiated rates with certain businesses -- can I get the name and see if you are eligible for a discount? I don't see that you are at this time, but if you like, I can ask a salesperson to look into it further or give you a call, would you like that?
Everyone should be a salesperson.
This is one of the biggest problems I come up against with underperforming hotels: Missing company names for in-house or arriving guests. Excuse me, but I've been doing this for a while, and I would like to know how you think you are going to find out what companies are staying at your competition and steal their business away if you don't even know who is staying at your OWN hotel?
Now, take a deep breathe. It's okay. It is not just your responsibility as a salesperson, you need help on this one. First, your reservations department needs to be asking if the guests are traveling on business and if so, what's their company's name. Second, your Front Desk needs to be the second line of defense and ask the same question. You come third, so I ask you: Are you reading your arrivals and in-house guest list EVERY DAY? If not, start doing it now.
There will be whining and excuses to having to do extra work:
Yeah, but our guests are mostly leisure.
Yeah, but our guests don't want to share their company names.
Yeah, but our agents are already busy and adding questions just adds time to check-in.
Those are excuses. If no one takes time to collect company names, everyone will be really sorry when they are sitting empty and wondering who all your guests were. I say take time, but I mean make time.
Need a script on how to qualifying company names without making a big stink? Try this out:
Mr. Guest, are you traveling on business or pleasure? Business? Ok, thanks. You know, sometimes our hotel has negotiated rates with certain businesses -- can I get the name and see if you are eligible for a discount? I don't see that you are at this time, but if you like, I can ask a salesperson to look into it further or give you a call, would you like that?
Everyone should be a salesperson.
Friday, October 15, 2010
Sweet Sixteen: 16 Years in Hospitality - #12 of 16
12. Sales and Marketing are not the same thing.
In a nutshell, selling is trackable and marketing is, well um, less so.
Sales is increasing rates and booking room nights and signing contracts... all definitive, measurable things. (Generally speaking anyway.)
Marketing is about generating awareness, advertising, making things (like your website) look appealing and inviting. Unfortunately, it does add to your top line, but you can't always track it.
If you are general manager or an owner, it's important for you to realize that your hotel NEEDS BOTH a sales and a marketing effort.
One last word on the issue: It's one things to have ideas about how to generate sales and marketing, but you also need to execute.
In a nutshell, selling is trackable and marketing is, well um, less so.
Sales is increasing rates and booking room nights and signing contracts... all definitive, measurable things. (Generally speaking anyway.)
Marketing is about generating awareness, advertising, making things (like your website) look appealing and inviting. Unfortunately, it does add to your top line, but you can't always track it.
If you are general manager or an owner, it's important for you to realize that your hotel NEEDS BOTH a sales and a marketing effort.
One last word on the issue: It's one things to have ideas about how to generate sales and marketing, but you also need to execute.
Thursday, October 14, 2010
Sweet Sixteen: 16 Years in Hospitality - #11 of 16
12. If you don't already, learn to love to travel.
Love traveling and staying in hotels. In the air. In the car. By train. By foot. If you don't, there is really no reason for you to be in hospitality.
When your experience is good, you can copy ideas and add them to your sales pitches and your operation.
When it's bad, you will develop empathy. You know what to do for your own guests and how to sell to clients because you can honestly say you know what it's like to be delayed for 24 hours in Cleveland, have slept on the floor of the airport, to haven't eaten since the pretzels and free gingerale eight hours before, and to finally make it to your destination.... minus all of your baggage because it was lost by the airline.
I say learn to love it because somedays it doesn't come naturally.
So get going, get out there. Go on, git.
Love traveling and staying in hotels. In the air. In the car. By train. By foot. If you don't, there is really no reason for you to be in hospitality.
When your experience is good, you can copy ideas and add them to your sales pitches and your operation.
When it's bad, you will develop empathy. You know what to do for your own guests and how to sell to clients because you can honestly say you know what it's like to be delayed for 24 hours in Cleveland, have slept on the floor of the airport, to haven't eaten since the pretzels and free gingerale eight hours before, and to finally make it to your destination.... minus all of your baggage because it was lost by the airline.
I say learn to love it because somedays it doesn't come naturally.
So get going, get out there. Go on, git.
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