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David Brudney & Associates
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Carlsbad, CA 92009
Phone: 760-994-9266

General Managers Workshop: Managing Today's Hotel Sales Teams

David Brudney & Associates- Hospitality Marketing Consultants
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, July 2005

I conducted a Sales-oriented workshop recently for a group of G.M.s from a medium sized hotel management company on the West Coast.

In an effort to create a program whereby all the participants might have a stake in the exercise, I polled each G.M. asking what questions, issues, challenges they would like to see addressed.

G.M.s Want to Know

Hereís what they submitted - - if you were participating in the session, would you have listed any of these issues?  Which ones?  What new issues, questions and challenges would you have added?  Let me hear from you and then Iíll do a composite and then letís begin a series with some good, topical dialogue. 

  • What percentage of time should a G.M. spend directly in Sales?
  • What percentage of revenue should be devoted to Sales and Marketing (S&M)?
  • What realistic R.O.I. should we expect from S&M expenditures?  5-to-1?  7-to-1?  15-to-1 or higher?
  • What metrics should be used to measure Sales activity?  Are there any industry benchmarks?
  • Authority to quote group rates: when should the G.M. know itís "safe" to empower Sales to do so?
  • What types of incentive programs work the best?
  • How long should a G.M. give an under-performing Sales associate?  Is there a timetable?
  • In interviewing potential Sales candidates, what are some "good fit" questions to ask?
  • What intrinsic qualities should a G.M. look for in the best potential Sales candidates?
  • Time management: can it be taught?
  • How to deal with Sales associatesí lament: "not enough hours in the day to do all I have to do"
  • Bonding and socializing with the Sales team: how much is too much?
  • Sales office systems for smaller, limited service hotels: are there any good alternatives to costly software programs?

Okay, let the dialogue begin!  Let me hear from you: G.M.s, owners, corporate staff, Sales associates, e-mail me your comments on the issues above and in my next article weíll share answers, opinions, ideas - - maybe even start some debates.  This should be fun for all!

© copyright 2005


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

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