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Program In Under 30 Days! |
by Richard J. Welch CHA, CHME
March 2003 Although I like to think of myself as a conversational style writer, there is a yearning deep within my soul that aches for a sense of contributing that which can only be filled by trying something as difficult as writing and sharing successful ideas. I always thought that everything you need to become successful in the Hotel business, you already have! So, with that thought in mind I have developed a sales and marketing action plan that will yield immediate results. Today we are faced with the dual clouds of war and a sluggish economy. The hotel business is nowhere near a return to what was once considered "normal." And many hotels are coming to grips with the idea that "normal," as they remember it, will never return. So, get over it! The profile of our guest has forever changed. We need to change also, in order to enable us to obtain a greater share of the available market! We cannot create �demand�. We can however increase our sales at the expense of our competition. The outline I have put together will enable you to maximize your sales and marketing potential without increasing your expenses. It combines the need for a contemporary approach to accessing new technology available to you and the creation of a partnership with the franchiser. Neither one of you can become successful alone. Summary Of Work To Be Performed: A) The Importance Of Your Global Distribution System (GDS). GDS is going to give you your biggest room sales numbers. It all starts and comes back to your use of the Global Distribution System. It should be your main distribution channel. To make it work for you, you need to keep your Global Distribution System straight at all times.
Next you should do an overview of Internet marketing and discuss with your management team some effective strategies to better understand this powerful revenue opportunity. Your perception in this market is very important to your success. It should be viewed, as �base business� not discounted, low rated business. As long as you have the technology, and invest very heavy in technology, the whole world changes for you.
http://www.hotel-online.com/News/PR2003_1st/Jan03_eCommerceRace.html D) Maximizing your Franchise Potential: Make sure you are getting everything you are paying for in your franchise fees. Some of these services are not widely promoted by the brand. Some are very inexpensive and some are only offered by asking for their help. A separate complete plan with accountability and action steps should be established. Did you know that some major franchisers offer deep discounts for �Travelclick� and �STR � reports? It still amazes me that some franchisees are not using the many tools available to them from the franchiser. Your franchise service representative should become an integral part of your success team. WEEK TWO: Driving Business: Making Your Analytical Tools Really Work
Motivating Others To Sell For You And Demand Generator Analysis
Outside sales calls, get serious about obtaining more business. We instinctively know that BIG game customers like being hooked by BIG gamesmen. Never underestimate the impact it makes on a potential client when the Vice President, Owner and/or the GM takes time to accompany a Sales Manager on sales calls and ask for the business. People do business with People they know! Sales-Savvy Leadership: When the area manager, the owner and the GM get involved in the sales process he/she can play an integral part in showing the client a new approach to hospitality! They should participate in every site tour and attend important client lunches with the sales manager. They should leave the hotel to conduct sales calls at least once a week and above all, set the tone and example of the kind of sales intensity he/she expects from the sales team. In graduate school we are taught that �sales minus expenses� equals profit! I think that all management positions require that 50% of that position be directed at creating revenue and 50% of their efforts be directed to controlling expenses. I never met anybody who went broke making a profit! Building on a long, successful hotel career on both the property
and corporate levels, with multi-property and multi-franchise responsibilities,
Rick excels at programs that effectively integrate the headquarters and
the field in the pursuit of marketing and sales objectives. He has years
of experience and leadership in response to the challenges of rapid expansion,
economic slumps, aggressive competitors, technological innovations, and
even unexpected natural disasters. He is an accomplished author of numerous
hospitality articles and has been a successful hotel owner. This has given
him a unique and timely combination of skills for responding to a market
or a business in transition. Through it all, his objective has been to
achieve significant improvement in revenues, productivity and overall procedural
and personnel efficiency by repositioning marketing and sales.
This outline has recently been field-tested and many changes have been made to guarantee its success. I hope you find it as successful as I have. If you would like additional information, please do not hesitate to e-mail or call me. Rick Welch is currently President of the Lakeshore Group Professional Hospitality Management, Consulting and Asset Management Company. Rick Welch CHA, CHME specializes in practical hotel sales and marketing solutions customized for today's challenges and uncertain business environment. |
Contact:
President The Lakeshore Group 2180 Defoors Ferry Rd. Atlanta, GA 30318 404-355-7021 [email protected] www.thelakeshoregroup.com |
Also See | e-Commerce Marketing, The Race For Success / Richard J. Welch CHA, CHME / January 2003 |
Your Perception Is Your Reality: 9-11-02 / Richard J. Welch CHA, CHME / Sept 2002 | |
Opinion: Hotel Brand Franchise Impact Policies Must Change / Richard J. Welch, C.H.A / June 2002 |