Referrals - New Generation of Hotel Sales
Professionals: Lesson #7
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, May 2007
(seventh in a series)
Show me a successful, highly respected hospitality
Sales professional and I’ll show you someone who has mastered the art of
developing referrals.
No greater compliment can be paid to a hospitality
Sales pro than to have a prospect call to book a piece of business because
"John Jones (a client of the Sales pro) told me I should call you."
Now keep in mind, referrals don’t just "happen".
They develop from a process that usually takes time.
Referrals have to be earned
Good hospitality Sales pros develop referrals
by taking care of business first:
Exceed Client Expectations. After
you’ve booked a group, do everything possible to see that your client’s
expectations have been exceeded. How will you know that? The
client will tell you. If the client doesn’t, you have to ask.
Personal Contact. Never let the client
depart from your property without meeting personally, making sure the client
has everything needed, and say "thank you" for the business. Post-convention
or conference meetings don’t count. You must do it in person, one-on-one.
Follow Up. Send a hand-written personal
note to the client to be received a day or two after the event. A
phone call and/or personal Sales call to the client’s office within two
weeks at which time you can ask about feedback and any success stories
since the event. You can use that valuable
time also to reconfirm a repeat booking (if applicable), in case you didn’t
nail that down at the event’s conclusion.
Drilling into the Account. If you
have not done so before, this is an excellent opportunity to "drill" into
the account - - "up, down, and out". Ask for the names of (and
introductions to) other executives and event planners in or connected with
that organization.
For example (up), perhaps the CEO or
general manager serve as board members or site selection committees of
national, regional or state associations and professional societies.
Perhaps (down) a Sales manager lower on the totem
pole at that company has a Sales meeting coming up with no property in
mind.
And perhaps (out) this particular organization
has strategic partners, website linked or not, or preferred vendors, some
of whom may have new business to book.
Testimonials. Many clients - - typically
upon being asked - - will write testimonial letters after a very successful
event and/or when the Sales pro or the property staff exceeded the client’s
expectations. Testimonials can be extremely useful tools when soliciting
similar-type business.
But the best Sales pros are always on the lookout
for those great referrals. Referrals represent instant credibility
and value with the potential buyer.
Why are referrals so valuable? Because typically
they come so unexpectedly. You didn’t have to expend the time, money
nor effort to get the booking. No, the referral came because of the
work you’ve done previously and because you earned it.
Timely referrals can lead to bookings when the
Sales pro is having a slow (booking) month or quarter and is in need of
making his/her numbers.
The very best time to ask
When is the best time to ask a satisfied client
for a referral? At the very moment the satisfied client has given
his/her thanks for a job well done.
"I can’t thank you enough for all
you’ve done"
"I don’t know how we would have pulled this
off without you"
"This was by far the best meeting overall we’ve
ever had"
Hearing those words - - that’s when the very best
Sales pros respond with:
"Thank you. You know, the best
thanks of all would be to give me the names of 2-3 decision makers/planners
so we could do the same good job for them!"
In my four decades of experience in hospitality Sales,
I have yet to come across a satisfied client that - - upon being asked
to do so - - failed to supply a couple of names and contact info that led
me to booking new business.
Never forget that planners talk to each other
and they share the good and bad experiences.
Some satisfied clients will take ownership of
the whole referral process. I’ve had satisfied clients make phone
calls to prospective clients, give great testimonials, some have even arranged
introductory lunch meetings. And insisted on picking up the tab,
to boot!
Be sure and look for referral opportunities everywhere
and anytime. I recommend one a month, 12 a year for new hospitality
Sales professionals. If you can pick up 12 referrals a year, you
are on your way to a long and successful career in hospitality Sales.
And don’t be surprised if a referral comes some
day from one of your competitors who can’t accommodate and who holds you
and your property in high regard.
What’s next? Sales Lesson #8: Dealing with
today’s new meeting planner.
© Copyright 2007
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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