ScreaminSalesManager

I find it so common that Sales & Operations collide.   Sales people are considered to have the easier positions, favorable hours and additional “perks”.  Operational people assume that they work the hardest, longest and scrafice the most. 

As a Sales person I am glad that I have Operational experience so I feel this is very helpful in my effort to establish a partnership.  

We as Sales people do not always fully understand why things happen.  I find it extremely helpful if we understand the basic Front Desk Operations along with Housekeeping and really every department.  

In Operations, I find that there is always that someone that is under the Sales Person’s skin.  No one person is going to mix with every manager and employee.  

Operations and Sales should have great communication, yield meetings, bonding time…whatever it takes.  We all work hard in every department and dedicated Manager’s can make a difference.  And don’t think the guest’s don’t feel the strain on the staff reflected from the Manager’s lack of ability to communicate.

Make it work.  The best hotel’s do.

Pure Energy

We are all on the edge of our seats no matter what industry, no matter Operations or Sales.  The hotel industry is certainly feeling the impact of the dwindling economy.  

Groups are still booking….but they are not picking up as much as forecasted.   Corporate Travel is down.  What will we do?

Sales People - don’t give up.  Focus and make a commitment to prospect and book.  That is your job.  Operations - keep the property nice and service exceptional.  Give the Sales People what they need.

I say “Respect Each Other” because it is still crunch time.  There has been no relief.  Us Managers are stressed out, working may hours and covering line employee jobs due to lay offs and terminations.  The show must go on.

Its tough for everyone and we are all working hard.  If the Team respects each other then it won’t be so stressful and with a bit of humor, going to the job won’t be so bad.  It will get better, but its going to take time.  In the meantime support the Sales Efforts and work together as a team.  Be proud!

Good Luck!

Pure Energy

Cold calling.  Sales People have been cold calling forever.  Sometimes it’s fun, most times it’s not. Are you that Hotel Sales Manager who cold calls each day?  Are you getting results?

I read an article today that was right on the money about cold calling.  Check it out at on www.gamingindustrywire.com~ Back to Hotel Sales Basics: The Basics Have Changed Big Time! - by Carol Verret.  She offers great ideas on finding leads without driving around all day accomplishing nothing but adding up miles. 

Other good ideas I have found helpful are on www.hotelsalesmanager.com.

I do not mind cold calling and I have had to do it for almost 20 years.  But, now a days I can look up anything on-line, find what I want, who I want and most times…..emails and phone numbers are listed right there.  Pretty simple.  If you are a good surfer you will save hours and hours of precious time along with additional costs for mileage that you will have to charge to your company.

Old School….yes, most of our Manager’s are from the Old School.  They believe that you will succeed if you spend your time cold calling.  I always think of that copier guy or office products fellow who cold called the Sales Office at the hotel.  It is hard to change the minds of an Operations Manager or Regional if they still believe that Cold Calling is the answer in this recession. 

Is cold calling the answer?  Do people really want to be cold called in the middle of their day?  Yea, sure some are receptive.  But when you leave are they thinking of that annoying copier guy who pops in anytime and bugs you?  

I’m torn on this subject.  If my DOS wants me to go out and cold call, I do my best to bring back information that might bring results.  Most of the time I find that I head back to the office and google them anyway.

Good luck to all of us Cold Callers!  Hope it works!

Pure Energy

I never minded cold calling.  I put on my detective hat and off I go.  I found it very helpful when I took a job in another market that I did not understand.  It helped me do better and back then, it worked!  Now a days you have to try and get past the guards, gates, locked doors…..it’s much tougher.  Even the funeral homes, churches and other organizations are not as easy to cold call anymore.  And most places that I actually get in I rather them just spit in my face and get it all over with….they’re nasty!!!

Have any interesting stories from Cold Calling and/or Meeting with Clients?  Here’s a couple of my personal experiences:

I brought the contract out to one of my potential corporate clients and we chatted….I thought it was going well.  I brought out the contract.  He reviewed it.  Then looked right at me and said that “I reminded him of his ex-wife”.  He did not sign the contract and I lost the business.

I was involved in a sale effort (sales blitz) with several Marriott properties that were local.  As always, when I cold call I ask for a business card, envelope…letterhead….something to take back with me.  I walked into an office in a business park and this woman was like meeting with the devil.  I was sweet, simple and she basically told me to leave.  Ok, I reached out to grab a business card (maybe I should of asked but I didn’t) and she slapped my hand and told me that I couldn’t have one.  I wish I could of seen my face!   So I left.  No biggie, I’m used to some rejection and thought this would be a story I could tell forever.  I couldn’t believe it!

I was on another sales effort with several hotels that we managed.  We met with the Regional Sales & Marketing, set our plan and off we went - 5 teams of two from different products and different states.  It was awesome.  It was a 3-day deal and the area was rich in corporate parks and buildings.  I was excited.  On the last day my teammate and I were kicking butt and ahead of the other teams.  There was a prize for the team with the most “hot” leads and I wanted it!  And she wanted it too!   The last day, we were flying into those offices.  It was near lunch and we had a pile of cards….some of them for my property possibly back in New Jersey.  Morning’s almost over!  Still have the whole afternoon.  What does she do…..she locks her keys in the car.  Back then we all didn’t have fancy cell phones.  We didn’t know who to call, what to do and of course, what Sales Person has money?  LOL.  It took all day to get us back in the car.  We lost!

Got any interesting stories….I’m sure you do!  Post them under comments.  It will give us all something to laugh at!

Good luck!

Pure Energy

If your property is near an Airport, I would imagine that you would of established a Park, Sleep & Fly Package for your hotel.   If you haven’t, well you better. 

Defining a “Park, Sleep Fly Package” meaning the guest will arrive at your hotel either the night prior or the night of their return from their trip.  It is common that only about 5% will stay the night after their trip upon their return.  They will need to leave their vehicle in your parking lot of your hotel while they are away on vacation or on business. 

In the Philadelphia Market their are two popular packages - one that includes up to 7 days/nights of parking and the other with up to 14 days/nights of parking.

You can find these packages on the properties web-site and/or other web-sites. 

Is your hotel close to an airport but your property does not include transportation?  Yes, it is an expense and a liability however, what is your competition doing?  In this market is it wise to add on this extra expense to the hotel’s bottom line.  Will this burden bring in it’s return on investment?  You will have to decide but if you don’t provide this service, then expect that you are loosing market share.

There are some other issues that need to be considered.  Is your area safe?  Is your parking lot lighting bright and open?  Will you need to consider hiring a Night Patrol Man or Off Duty Officer to patrol your parking lot?  Do you have enough insurance on the property in case of something serious?  Check out everything.

From experience I am finding that not one hotel puts emphasis in this market.  They do not have a dedicated Sales & Marketing Person or Team like the off-site companies do.  Think about it…..is your property getting your fair share with such a disadvantage?

Your competition is the off-site lots.  Most people will try and save a buck by getting up extra early to leave their home, drive 2 hours to their parking lot and get on their early flight.  This consumer is very easily attracted to a good deal to use your hotel to stay overnight so they can get up refreshed and ready to go.  Sweet and simple with no stress. 

How do you tap into this market?    How do you shift market share and create the demand?

Tapping into the Market

First you must know your competition.  What are the other hotel’s doing, charging and do they provide free transportation to and from the Airport.  At what times are they providing the service?  How many shuttles do they have?  How many drivers?  How many people does the van hold?  What is the condition of their vehicles.  Send over a spy and test the shuttle.  Are the driver friendly? 

To the Airport Properties:  Review or create your packages tomorrow!  Complete a competitive analysis and get your share!!!

Good luck!

Pure Energy

It is the responsibility for the Hotel Sales Person to Qualify….understand what the client needs.  Is their need and “annual event” or a “one time event”.  If it’s a one time event, where will they go then?  Is there a sister property or brand in that area for their next event?  Does your Management Company or Franchise offer a referral program?  

There are many, many questions that can be answered during casual chatting.  Or…you tell them that you are trying to understand their organization and process and ask if you can ask questions.  I don’t recommend you wham them without asking.  They will respect you more.  Some clients, the Chatty Kathy’s will go on and on.  So make sure you take advantage of their generosity and take good notes!

In the SMERF Segment that one time Family Reunion will book in another area the next year - or bi-annually.  If you ask you can be extremely helpful and a resource to this client who you will develop a superb relationship with.  Yes it’s work but that’s what Sales People are expected to do.  And it’s a gift!

Most Traveling Sports Teams ~ amateur or professional,  most likely travel more than one time a year.  They are traveling all over the USA and the world!  Where is your team traveling next?  

Student Tour Charters/Senior Tour Charters and Program Series.  Student Tour Buses may only be coming through your area that one time.  It could be a “one time deal” for the school and depending on the schools budget and success, will depend if they plan another trip that requires lodging.  Senior Tour buses are most likely involved with a church group or a tour wholesaler who books more then one date for their “program series”. 

For example Washington, D. C. during the Cherry Blossoms has an event that draws in thousands.  This tour wholesaler may only book in that are 1x a year.   There are tons of examples and opportunities out there. 

Corporate Groups may have an annual Sales Meeting or a continuous Training Class that requires lodging.  Type in “training” for your area in google or even the yellowpages and you will see who is promoting what.  In some cases you will find required training locations where a certification class is required and you may get some business.

Good Luck!

Pure Energy

Follow up plays a very important role to every Sales Manager in every industry.  You follow up on inquires.  You follow up on generated leads.  You follow up on plans that your bosses are asking you to do.  You follow up on your kids school work.  Everything requires follow up. 

Many Sales People fail to provide the proper follow up thus possibly losing the sale.  Remember, a Sales Person is to build relationships.  Sales People that establish the relationship, wins the sale.  If the Sales Person does not “follow up” they will lose the sale. 

Follow up consists of client traces - potential, repeat or referred, collecting contracts and deposits, rooming list, inquiries and maintenance calls and more.  I find that I am on the phone a lot and I do miss some of my incoming calls.  They leave a message, I am to call right back.  If you make the client wait too long, they will assume that their business is not important to you and THEY WILL CALL SOMEONE ELSE.

This is why it is very important for you to keep a close eye on your incoming calls, no matter who they are, and to call the right back.  It’s bad enough that they couldn’t reach you and now they have to wait.

Most hotel sales offices consists of a sales software program to enter in client data and set the client traces.  Take advantage of this system, learn it’s features and do it.   This is a very efficient way to increase your calls and the more you get out, the more you will get back. 

Remember the old “index card trace cards”, pulling files and papercuts?  Well, if your property is not using a sales software program then get with your owners and purchase one.  It is best to purchase a sales software program that interfaces with PMS (Property Management System) however that could be costly.  Instead take a look at Goldmine, Hotel Sales Pro and other programs. 

As I make my trace calls throughout the day, handle inquires and do things, I put it all in my sales software program which currently is Hotel Sales Pro.  When I’m done with my call, I put in my notes, then I trace it.  Although the client may not have needs currently, as you qualify you may identify something that you would want to follow up on.  Any leads for 2010 I trace at least 3 other times to keep in touch with the client.  When a need arises, I want them to call me first. 

The beauty of email - these days you don’t even need to call the client.  You can email.  I will email them simply to say hello and let them know that I was thinking of them and here if they need anything.  With the super highway accessible to everyone there is simply no excuse not to follow up.  Your 30 second email can turn into revenue. 

When you get an inquiry these days be very grateful and make sure that you thank the potential client for taking the time out of THEIR busy day to call you. 

Be sure to take the time to trace your clients appropriately and be sure to make your calls and follow up!

Good Luck

Pure Energy

This year as a Hotel Sales Manager you should be prepared to be more creative, more focused and master your time management.

Hotel Owners, Franchisers and Management Companies are going to expect more from their Hotel Sales Managers.  They expect you to meet your goals and to continue to increase revenue.  There are simply no excuses.  You have a “revenue producing position”.  If you keep focused, get more aggressive and creative, then you will make it through these hard times.

Take a look at your LNR’s (local negotiated rates), last year’s annual group and meetings and start to contact them.  Don’t wait for them to call you.  If you do you are taking a chance and another Hotel Sales Person will find them and take from you.  Make appointments with them to re-qualify and get in their face.

Someone told me once “the early bird gets the worm”.  It has stuck with me for years and it’s true.  When you get RFP’s (group, meeting planners, LRN’s, etc.) do it right away.  Then contact them to make sure that they received it and when they will be making a decision.

If the RFP requestor wants “no meeting room rental” see if you can do it.  If they want upgrades take a look at it.  Comp rooms?  Can you afford it?  Add up the figures, take a look at your occupancy and occupancy history, check out any special events that may fall over the sames dates…..you may want to get this booked if you can show profit.

Can’t get through to an account or having trouble with a meeting planner or RFP?  Ask you Director of Sales, Regional S & M or even your General Manager to help.  Don’t wait!!  A lot of General Manager’s have Sales experience.  There is nothing more impressive to a potential client if they get a call from someone in that position.  It will increase your chances of closing the deal.  Put the pride aside!

Are you familiar with your market, competition and rate strategy?  If your not then learn it and if you have problem with your rates then get with your Director or GM.  Express your concern and understand why?

Knowledge is power.

Good luck and go get them!

Pure Energy

Good bye Holidays, Welcome 2009!

What do we face as Hotel Sales Managers in 2009?  Will we have to drop rates to gain new clients?   Will we take crappy business because we have to?  Do you look twice at business opportunities that you wouldn’t of thought about before you turn them away?   Are you offering more concessions to make your RFP more attractive and a better value?

What is your plan of action?  It’s time to take a fresh tour of your competition.  What are their features?  What is their pricing structure?  What type of business do they have?   WHAT CAN YOU TAKE?

Get the edge, work your game plan and take this week to check out the area hotels.  I’m sure most of you have completed a monthly action plan for the 2009 budget.  Take a look at your plan, put it in action.

What are all of the other hotels doing?  Is there something your missing?  Remember the more you learn about your competition the better you are at being able to sell your hotel.

I do not recommend or suggest EVER to trash your competition to a new client.  You will instantly lose the respect of many, many clients.  There are ways of going about discussing a competitors weakness to a prospect without sounding like a jerk.  You may mention “our property has recently completed a multi-million dollar renovation plan, or we have recently upgrading our internet services” rather then “their property is a dump and their service is terrible”.  You can even mention that you have recently toured the area hotels and you find that your property has much to offer and even at a possible savings.

Make appointments this week to tour your competition, do a rate analysis and educate yourself.

Good luck!

Pure Energy

In the past it is common for Hotel Sales Manager to get Holiday Bonuses.  With this economy if you get one this year be thankful.

It is more important that you have a job and put food on the table.  So don’t be upset or bash your hotel management if you do not get a bonus this year.  Times are tough all around.

This is the time that you as a Hotel Sales Manager try to close on any pending business by years end.  The more that you have on the books the better you look.  Most of your budget and goals are done for next year so you know what you are facing.  And, as like most all hotel companies - independent or corporate - they will expect an increase in revenues from you.  Be prepared and work hard.

Remember, you are replaceable and there are a lot of people who are in need of jobs…..with more to come with layoffs in 2009.  Let’s hope that our new President can turn this economy around.

Good luck!

Pure Energy