Carol Verret Consulting
Focus on Revenue Generation
Carol Verret / January 2004
The issue of sales focus is not a very sexy topic but then January tends to be a month of focusing upon executing the plans made last year. The Marketing Plans are done (they are done, aren't they?) and now is the time to implement the ambitious goals laid out within them. None of this is going to happen unless and until the sales force is focused.
I walked into a hotel recently and asked the Director of Sales what the issues were that I could assist her with. She replied that one of them was Time Management. Over the course of the next few days I observed that she was easily distracted, had a very brief attention span and many of the other employees of the hotel would just drift into her office and "chat." She welcomed interruptions.
In another instance, I received a phone call from a client who asked me to keep an ear to the ground for a Director of Sales for one of his hotels. This client had just recently replaced this position so I inquired as to what happened. He replied that the DOS had resigned because she didn't want to be held accountable. They had just initiated a new reporting system.
There is a coaching client who welcomes the formulation of Action Plans and then has every "reason" not to execute them -- the front desk needed help, he had so many meetings to attend, etc. You get the idea.
The issue here isn't really Time Management; it is the lack of focus. Sometimes it is a matter of organizing time but most often it is avoidance behavior. If they never have to execute the plan because of "other" distractions then they can't ever get rejected or fail.
My message to all of you to whom this behavior seems familiar is to get over it! One of the new realities of hotel sales is accountability. If sales people are not prepared to operate in that environment then it is time for them to find a new career path. If sales people are just waiting for the boom times to return when they weren't held accountable, move on, the "boom" times are not coming back any time soon.
Focus is not about getting organized -- it is about being prioritized. The organization of bits of paper is not focus (and they said with computers we would become paperless -- NOT). The organization of files or the folders in your Inbox are not focus. Focus is about deciding which things are priorities that generate new revenue and maintain business. Focus is about moving the ball down the field toward the goal every day!
There are things that sales people and their managers can do to assist in developing a "focused" orientation:
Analyze Daily Activity
Reduce or Eliminate Interruptions
Prioritize the Task List
True confessions time -- my office is populated by stacks of paper that should go into files. Someone said to me once that I must be very organized. After I stifled a laugh, I replied no -- I am prioritized. My priorities are my clients and the generation of revenue. My clients don't care about what my office looks like as long as I am serving them well. Your clients don't either -- nor will management if you are generating revenue for the hotel.
Watch for our new Training Byte Series for 2004
Verret is a twenty-year veteran of the hotel industry. She arrived in Denver in 1984 in the midst of an economic downturn and quickly established herself as an expert in sales and marketing in hotel turn-around situations, applying her formula for REVPAR improvement. To learn more about Carol Verret, Consulting and Training, visit her web site at http://www.carolverret.com
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copyright © Carol Verret, 2004
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|Also See:||Hotel Sales -- Innovation in the Face of Limitations / Carol Verret / Novembe 2003|
|The Good News & the Bad News; Improving Economy = New Hotel Development / Carol Verret / October 2003|
|Leadership - General Managers Managing the Sales Process / Carol Verret / October 2003|
|When the Crystal Ball is Cloudy; Marketing Plans for 2004 / Carol Verret / July 2003|
|Partnership of Sales and Technology; Using Tech Tools to "Sell" the Hotels / Carol Verret / July 2003|
|Back to the Basics? The Basics of Hotel Sales Have Changed! / May 2003|
|Creating Sales "HUNTERS": The Skill Sets Required in the New Hotel Sales Environment / April 2003|
|Heightened Security Requires New Strategies in Hotels Sales / Carol Verret Consulting and Training / Mar 2003|
|Revenue Recovery - Building The ‘A’ Team in Sales / Carol Verret / January 2003|
|Contingency Marketing Plan – War In Iraq! / Carol Verret / November 2002|
|Playing the Rate Game - Positioning -- Positioning -- Positioning! / Carol Verret / October 2002|
|The Rate Game - Playing to Win / Carol Verret / October 2002|
|The Challenge of Marketing Independent Boutique Hotels / Carol Verett / August 2002|
|Hotel Sales in a Limited Service Environment - The Rules Have Changed / Carol Verett / August 2002|
|The General Manager’s Role in Sales -Chief Marketing Officer of the Hotel / Carol Verret / April 2002|
|100% Market Share Penetration is Not Good Enough / Carol Verett / January 2002|
|The Key to REVPAR Recovery – New Business Development / Carol Verett / December 2001|
|Trash the 2002 Marketing Plan - And Just Start Over / Carol Verett / September 2001|
|How to Use Consultants Effectively – A View From the Other Side / Carol Verret / August 2001|
|How Soft Is Your Hotel's Economic Landing? / Carol Verret / Aprl 2001|
|The ‘Value Proposition’: Marketing Yourself to Prospective Employees / Carol Verret / January 2001|
|Generation Y: Motivating and Training a New Generation of Employees / Carol Verret / November 2000|
|Why Customer Service Seminars Don't Work / Carol Verret / October 2000|
|Creating a Culture of Customer Service / Carol Verret Consulting and Training / Sept 2000|
|FAT, DUMB AND HAPPY – The Seasonal Boom and Bust Cycle / Carol Verret / August 2000|
|Surf's Up - Ride the Wave or Miss the Boat -The Effective Use of Technology in Hotel Sales / Carol Verret / July 2000|
|Measuring Effectiveness of Hotel Sales Departments / Carol Verret / June 2000|
|Hotel Sales Training - The Need for Immediate Results / Carol Verret/ May 2000|