New Generation of Hospitality Sales Professionals Lesson
#3: Selling Time Balance
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, November 2006
(This article is a third in a series on the new generation of hospitality
Sales professionals. The previous two pieces addressed the importance
of gaining
experience and the need to "pack
your own ‘chute").
Serious football fans understand that one of the things the better teams
have in common is a balanced offense. Typically, those teams seek
a balance between rushing and passing. They never become too committed
to running the ball; never become too committed to passing the ball.
Balance is vital to success.
Hospitality Sales professionals need to learn quickly that in order
to be successful - - and, more importantly, to sustain that success over
years and years - - they need to find a balance in Selling time.
Balancing time spent on the computer against time spent on the telephone
and out on personal Sales calls.
This new generation of Sales professionals is the most tech-savvy of
any generation in our industry’s history. They are masters of the
Internet. They expect fully information to come customized and instant.
History? That’s all about yesterday. What’s important
today is today.
Expecting Instant Success
These newest of Sales professionals will expect instant success from
their efforts in selling room nights and F&B events. They will
become impatient when they find they can’t close a piece of business quickly
via e-mail and text messaging.
From day one they will need to begin mastering the "high-touch" aspects
of direct selling: professional Selling on the telephone and professional
Selling on outside Sales calls, trade shows, Fam trips and any venue where
they find themselves face-to-face in the company of potential clients.
There is little doubt that business communication and transactions will
become even more mainstream through the Internet, globalization, evolving
distribution channels, B-to-B and B-to-C. This new generation of
Sales pros must not fail to learn, however, that one-to-one Sales, on the
telephone and at clients’ place of business, will always be the cornerstone
for professional Selling.
Hone Your Personal Selling
Skills
Hone your personal Selling skills. Master the art of connecting
with prospects on the telephone. Take the time to make friends with
gatekeepers who will lead you to the decision makers. And once you’ve
qualified the piece of business and have identified the key contact, schedule
the appointment to make a Sales call. Where? On the decision
makers’ home turf.
That’s the balance that will help make you successful and sustain that
success throughout your hospitality Sales career. Avoid falling into
the rut of running the ball or passing the ball on every down. You
need the "run" and you need the "pass". You need the computer and
you need the telephone and personal Sales calls. And, yes, they are
complementary skill sets, but you need to work at balancing the two.
Scoreboard: Making Your Numbers
Keep in mind: Hospitality Sales pros learn quickly the importance
of the scoreboard. Each week you spend in Sales you will be faced
with the challenge of making your numbers. Did I reach or exceed
my weekly Sales goals? Room nights? Revenue? Definite
business converted?
If you find production success working primarily at your computer, my
hat’s off to you! Be careful, however, in becoming a "one-armed"
Sales pro. There are far too many potential clients out there who
don’t use e-mail and text messaging; some never use a computer at all.
If you want to find and sell them on anything, you may have to rely on
your own personal Selling skills - - yes, I admit, the old-fashioned way.
Should you spend too much time selling on the computer you will never
develop nor maintain your telephone and personal Sales calls skills.
Seek the right mix for you. Work on finding hours for computer time
that will allow you to work the phones and make the personal Sales calls
during prime Selling time.
Keep both skill sets fresh, but always balanced.
What’s next? Sales Lesson #4 will explore the importance of knowing
your competition.
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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