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

When a new Sales Person is hired, it is almost mandatory for them to schedule an appointment with another Sales Person to tour a competitor hotel.  It is smart to tour every hotel that is listed on your Star Report.

As a Sales Person myself, I welcome them and give them a full tour and explain about our hotel without giving away confidential information.

Sales is based on networking and relationships.  The more people you connect with the better.  Why not establish a relationship with the Competitor for referrals and a partnership?

If I don’t have space, why wouldn’t I refer a hotel that I toured and liked and why not assist the inquiry with as much information as possible?  From there make a trace and trace them out.  The inquiry will appreciate the referral and possibly book business with you in the future.  You never know.

In return, based on my relationship with the Competitor, they will refer me.

Also after I have toured the competition I am better educated with what they have to offer and I can use this information to my advantage.  Clients like Sales People that are educated.

Along with property information, you will be more comfortable quoting rates to Groups and Corporate clients if you know what your competition is offering.

So if a new Sales Person reaches out to you for a tour of your hotel, make the time for them as like a client.  It will be rewarding to you in the end.

Good luck and BE NICE!

Pure Energy