Where Have All The Mentors Gone?
David M. Brudney, ISHC, a nationally recognized spokesman for hotels and a veteran with four decades of experience, is the principal of David Brudney & Assoc. of Carlsbad, CA |
David M. Brudney, ISHC, February 2000
Experience is a hard teacher because she gives
the test first, the lessons afterwards. - Vernon Sanders Law
The young hotel sales director leaned back in his chair, let go with
a huge exhale, and said to me, "this is great, really great. I had
forgotten how long it’s been since I had a mentor."
I had just finished going over in some detail the key action steps I
would be recommending as part of my written sales audit for the owners
and operators of his suburban, full-service, chain-affiliated hotel.
My role as an independent hospitality marketing consultant enables me
to go inside U.S. hotels, resorts and conference centers, evaluating the
Sales and Catering Departments and, whenever warranted, making specific
recommendations to enhance performance.
What I find all too often is sales directors and senior sales managers
whose careers were fast forwarded because of demand and supply, a result
of too many new hotels and too few qualified sales and marketing directors
and managers. I read the need for mentoring all over their faces.
"I’m expected to know all of this"
I thanked the DOS&M for the mentor compliment but later I
thought more about what he hadn’t said. He could have spoken
for so many of his peers and said "David, there’s nobody here to mentor
me - - not my general manager, not at this hotel, there’s no one
in the region and there’s no one in corporate. I don’t have anyone
I can turn to and ask about some of the things I never got to learn.
I’m expected to know all of this. There’s still so much I have to
learn about this job, about selling, about technique, relationship building,
about strategy."
I was more fortunate. When I broke into the business in the mid-‘60s,
mentors seemed to be everywhere. I had legendary Dick Flynn in Chicago,
Bob Kielt in New York and Peter Goldman in San Francisco - - all competitors,
every one. If you wanted to learn back then, mentors wanted to share what
they knew.
My very first employer mentors were Westin’s Bruce McKibbin and David
R. Evans. McKibbin had the patience of Job. He allowed me to
make all the mistakes a rookie could make. Evans took the time to teach
me so many basic things I needed to know. What a relief it was working
for bosses who knew I didn’t know everything!.
"too much monitoring, too little mentoring"
Mentors are still "out there." Some, like myself, are consulting.
Some have retired and would love a chance to be useful. And many
more are sprinkled throughout corporate and regional offices. Unfortunately,
they are far too consumed with tasks management deems more critical, i.e.,
penetration scores, budgets, forecasting, endless meetings and still more
reports. Frankly, there’s too much monitoring and too little mentoring.
I suspect that all of the recent mergers, acquisitions and key player
movements may have created an environment that is not conducive to good
mentoring.
No country in the world can match the skills U.S. hotel sales professionals
have developed over 50 years in filling empty rooms and optimizing revenues.
Whatever the cause, a great tradition of sales and marketing expertise
is not being passed on.
Training is important. U.S. corporations spend nearly $50B annually.
Yet so much of the training I see is devoted to improving technology skills.
Training must be complemented by solid mentoring programs.
If Marriott, Hyatt or Starwood have developed good mentoring programs
that are working today, please enlighten me. But based upon my reviews
of hundreds of properties this past decade, I don’t see it working - -
anywhere, at any level.
Maybe HSMAI or AH&MA needs to set up a web site chat room or a hot
line for young sales and marketing professionals so they can rap with a
Dick Flynn or Peter Goldman "clone." How does 1-800-MENTORS sound?
Where have all the mentors gone? They’re still around. Those
in corporate offices need to step forward. Those retired need inviting
back.
About David Brudney & Associates
David M. Brudney, ISHC, is a veteran hospitality sales and marketing professional concluding his fourth decade of service to the hospitality industry. Brudney advises lodging owners, lenders, asset managers and operators on hotel sales and marketing "best practices" and conducts reviews of hospitality (as well as other industry) sales and marketing operations throughout the U.S. and overseas. The principal of David Brudney & Associates of Carlsbad, CA, a sales and marketing consulting firm specializing in the hospitality industry since 1979, Brudney is a frequent lecturer, instructor and speaker. He is a charter member of International Society of Hospitality Consultants. Previously, Brudney held hospitality sales and marketing positions with Hyatt, Westin and Marriott.
Contact: David M. Brudney, ISHC, Principal
David Brudney & Associates
Carlsbad, CA 92009
Phone: 760-476-0830
Fax: 760-476-0860
Email David Brudney
Web Site: www.DavidBrudney.com
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