New Generation of Hospitality Sales Professionals
Lesson
#2: Want to be Successful? Start by Packing your own
’Chute
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, October 2006
If you are considering, planning or already started a career
in hospitality
Sales and Marketing, with every intention to be successful, be prepared
to pack your own ‘chute before you start. You’re going to have to
show up with some talent and traits that can’t be taught. Based
upon
my four decades of experience, these come to mind:
-
A very strong will to succeed
-
A very strong perseverance
-
A passion for serving others
-
A natural curiosity for why, how and with whom clients book business
-
A lifetime commitment to professional excellence and continuing
education
Would you use any of those attributes above to describe
you?
My purpose in asking is very simple: if the answer were no, you
might
be better off finding another line of work.
Last month I began this series with “Lesson #1” (“You
Cannot Microwave Experience: New Generation of Sales Professionals
Lesson
#1”) by challenging this new generation that if they did indeed
want
to become good at their new craft, there would be no substitute for
experience.
Lesson #2 addresses what the new generation needs to “bring to the
table”,
what I call “packing your own parachute” before you jump. What
are
the skills, raw talent, characteristics, qualities and experiences you
bring to this new career?
Packing Your Own
‘Chute
What do I mean by “packing you own ‘chute” and how does it
apply to
hospitality Sales professionals? I’m told that no one attempts
skydiving
without having complete confidence that his or her parachute will open
after deplaning. If ever I decide to risk jumping out of a plane
three miles up, not only would I inspect my parachute first, but I’m
sure
I’d take the time to master first the art of folding and packing that
‘chute
(It’s probably a good idea also to conquer any fear of flying or
heights
first!).
That same mindset should apply to anyone starting out fresh in
hospitality
Sales. You should expect, of course, some orientation, some basic
Sales training and communication equipment - - and maybe, if you’re
lucky,
even some good supervision and mentoring.
Ask yourself first, “What do I bring with me? What
attributes,
qualities, skills do I already possess that will help me to become
successful
in this new career I’ve chosen?”
What You Bring to
the Table
If I were doing the hiring or if you would be reporting
directly to
me, here are some of the personal characteristics that I would be
looking
for in any candidate:
-
Some knowledge of, and a genuine interest in, the hospitality industry
-
Simple, natural effective people skills
-
The ability of “connecting” easily with other people
-
Coachable; receptive to constructive criticism
-
Any previous sales experience, e.g., retail, door-to-door, volunteer
fund-raising
-
Good, acceptable, overall communication skills
-
Basic computer skills
-
Telephone skills (including voicemail messaging)- - previous training
completed
-
Potential “self-starter”, someone who will learn quickly the
differences
between proactive and reactive Selling
-
Previous employment experience (I had great success in hiring teachers
with no formal Sales experience: great preparation skills, focus and
“reading”
reactions; also great success in hiring people who had waited tables
and
bussed dishes)
-
No matter what formal education or what jobs were held previously, a
proven
track record of successful completion of tasks, finishing and “deadline
mentality”
-
Curiosity: ability to ask intelligent and probing questions
-
Developed listening skills and an innate sense of knowing when to stop
talking
-
Any kind of performing skills: acting, modeling, dancing, public
speaking,
debating (excellent development of “thinking on your feet” ability)
-
A genuine sense of humor
-
The ability to not take yourself too seriously
That’s my list of some of the characteristics new Sales
professionals
might bring to the table. As always, I welcome your feedback,
additions
and deletions.
And let me congratulate all of you who possess some or many of
these
characteristics now. You’ve already done a good job of packing your own
‘chute!
A Good, Rewarding
Career
Hospitality Sales can be a good, rewarding and well-paid
career that
you should find to be both interesting and very challenging.
Remember
to stay the course, never give up, never take rejection personally,
continue
to learn everything you can about the hospitality business, about
prospects
and clients, and always be honing your Selling skills.
What’s next? “Sales Lesson #3: Getting Started” will
appear next
month.
Correction: I misquoted Bob Gilbert,
President/CEO
of HSMAI in my Lesson # 1 piece. HSMAI’s membership consists of
80%
Sales & Marketing practitioners and 20% service providers and
others.
Of those 80% S&M practitioners, more than half come from the hotel
sector, next would be destination marketing/CVBs. Only a very
small
percentage of S&M practitioner members come from the airlines, car
rental and cruise industries.
© Copyright 2006
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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