David Brudney & Associates
David Brudney & Associatess home   |   company   |   testimonials   |   services   |   articles   |   contact
David Brudney & Associates
Hospitality Marketing Solutions from David Brudney & Associates
"I believe that I can speak for the whole group in saying that the knowledge we gained is priceless."
Christopher Johnson, Sales Manager, Mission Inn, Riverside, CA
"This is a terrific article and so VERY relevant."
Maureen Callahan, V.P. Marketing, Destination Hotels & Resorts

David Brudney & Associates
2938A Luciernaga Street
Carlsbad, CA 92009
Phone: 760-994-9266

New Generation of Hospitality Sales Professionals Lesson #3: Selling Time Balance

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, 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 Ďchute"). 

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 industryís history.  They are masters of the Internet.  They expect fully information to come customized and instant.  History?   Thatís all about yesterday.  Whatís 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 canít 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 clientsí 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 youíve qualified the piece of business and have identified the key contact, schedule the appointment to make a Sales call.  Where?  On the decision makersí home turf.

Thatís 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 hatís off to you!  Be careful, however, in becoming a "one-armed" Sales pro.  There are far too many potential clients out there who donít 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.

Whatís next?  Sales Lesson #4 will explore the importance of knowing your competition.

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

Copyright © 2018 David Brudney & Associates, All Rights Reserved.

home | about us | hospitality marketing articles | hospitality marketing services
portfolio | contact info | site map | resources

hospitality sales fundamentals | today's sales department | building client relationships
revenue management | meetings & groups | operations & investment | other topics

D. Hart & Associates Website Development