Message to Hotel Sales Associates: "It’s Not You!"
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 |
By David M. Brudney, ISHC, January 2004
I’m a big movie buff and a huge fan of Robin Williams. One of my favorite
scenes in the film "Good Will Hunting" is when Williams’ psychiatrist character
is treating Matt Damon’s gifted MIT janitor character. You remember the
line, don’t you? Williams saying over and over to the denial-laden
Damon, "it’s not your fault, it’s not your fault, it’s not your fault."
Well, lately it seems that in my practice of reviewing hotel Sales departments,
I find myself identifying with Williams’ character and feeling an urge
to tell hotel sales associates everywhere, "it’s not you, it’s not you,
it’s not you!"
Sales associates are becoming false victims . . . when phone calls and
e-mail messages are not returned or answered
Too many hotel sales associates are becoming false victims in today’s
competitive selling arena. When phone calls and e-mail messages are
not returned or answered, when gatekeepers appear to be blocking access
to qualified prospects or when appointments are suddenly cancelled without
cause, sales associates all-too frequently - - and incorrectly - - are
taking it personally.
I find sales associates everywhere asking themselves, "what am I doing
wrong?" "Why are my calls not returned?" "Why don’t they want
to speak with me?" Worst of all, doubt and then a lack of self-confidence
can set in. Before long the sales associate becomes hesitant even
to make that call, postpones or puts it off indefinitely ("will they think
I’m bugging them, am I coming across as too aggressive"?). Just think
of all those closing opportunities lost - - for all the wrong reasons or
even for no reason at all.
Learn to deal with it
Ladies and gentlemen, you just can’t take it personally. Learn to deal
with it. Get over it and move on. It’s your job to make those
calls. It’s what we do. It’s not about you doing something
wrong or even being rejected (there, I said the "R" word!). It’s
just part of doing business in today’s new business realities.
Times have passed when common courtesy prevailed and most phone calls
were returned. Those on the other end of our calls and e-mails today
operate in an environment of deadlines and interruptions, cell phones,
palm pilots, e-mails, voice messages, conference calls, meetings, reports
and the wave of insidious calls from telemarketers - - all of which has
taken its toll on these potential clients of ours. Making matters worse
perhaps is a prevailing atmosphere of uncertainty, job security, safe travel,
at risk pension funds, the threat of violence in the work place and not
enough personal/family time. Is there any wonder why prospects put
up barriers for those of us who solicit business for a living?
Cut these clients and prospects some slack, okay?
All of that stuff I just described is real so cut these clients and
prospects some slack, okay? They may have had a bad day when you
first called. Who, knows, they may have had every intention of calling
back right away. It’s not you!
David R. Evans was my first sales mentor. A lesson of his rings
true today more than ever: "if your call (e-mail) is not returned
in 24 hours, make the call again!"
Apologize only for not having done your homework
Remember the 1970s movie "Love Story" when Ryan O’Neal’s character tells
his father, "Love means never having to say you’re sorry"? Well,
to paraphrase here, "Sales means never having to apologize for making the
call." Or, more appropriately, "making the call again." That’s
our job. We make calls.
The only time you ever need to apologize (for making calls) is if you
haven’t done your homework. If you know absolutely nothing about
the prospect, the prospect’s name, group name, size, history or preferences
then you have no business making that sales call in the first place.
Shame on you!
There are far too many resources available to hotel sales associates
today through Internet searches, brand databases, 3rd party database drilling
suppliers and account qualifying and lead-generating firms.
Write this reminder on the back of one of your business cards or somewhere
very visible at your desk: "It’s not you." Okay, lesson over.
Now pick up the phone and make the call and as you dial, think about what
the late Jack Lemmon whispered to his cast just before the cameras started
rolling: "it’s magic time!"
© Copyright 2004
About David Brudney & Associates
David M. Brudney has become a charter member of Laguna Strategic Advisors and was a founding member of the International Society of Hospitality Consultants. Brudney is a veteran sales-and-marketing professional concluding his fifth decade of service to the hospitality industry. Brudney advises lodging owners, lenders, asset managers and operators about hotel sales and marketing best practices and standards of care, and conducts reviews of sales-and-marketing operations throughout the world. Brudney is a professional speaker, teacher, mentor and sales trainer. Previously, Brudney held sales and marketing positions with Hyatt, Westin and Marriott.
Contact: David M. Brudney, Principal
David Brudney & Associates
Carlsbad, CA 92009
Phone: 760-994-9266
Email David Brudney
Web Site: www.DavidBrudney.com
|
