Hotel Online  Special Report

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Tired of Hotel Sales Training That Excites… 
But Doesn’t Change Anything?

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By: Neil Salerno – April 2006

Hotel sales training has been an important, yet somewhat controversial topic for many years. Everyone agrees that the potential benefits that can be derived from training make it a great investment. But, in too many cases, the results have fallen short of its expectations; we find that, sometimes, there is a huge gap between what people learn during the training and what they actually practice after training. 

With training, our goal is to improve and change daily work habits; not simply to excite and entertain the sales team for a few days. There is no better motivation tool than job knowledge. People who know their job and utilize techniques that work well are more stable and productive in their job.

I’ll never forget an occurrence a few years ago. During an excellent training program, which was developed and presented by a well-known sales training company, one of the least productive, least technically-sound sales people repeated several times that she had taken this program before. In truth, she had participated in the very same program just a year earlier. It was amazing to me that, while observing her performance for the past year, she had not utilized any of the techniques she had learned the year before. 

We have all seen this same scenario many times. Unfortunately, it is a common occurrence. Is it the training programs that are at fault? In most cases, training programs are sound. I believe that it is the lack of good consistent follow-up, after the training.  

By their sheer nature, most sales trainers present exciting, fun, and clever programs; designed to create and maintain a high level of attention and an atmosphere conducive to learning. Most programs are chock full of great ideas and sound sales practices; the problem lies in the fact that, as humans, retention of these new ideas and techniques relies upon repetition and practice; creating new habits. 

During and immediately after a training session, emotions run high and most trainees are determined to use every new idea they learned…that is, until they return to their normal routine just days later. Experts tell us that most new information learned during training is lost and discarded only hours after the training is finished. So, what’s lacking? 

The answer is that we need to close the gap between learning the material and actually putting the material into practice. The answer is to look for programs which include elements of individual coaching after the training program. During the coaching, which is generally done by telephone and email, each participant is guided into using newly learned techniques until those techniques become daily habits. 

So what is coaching and how does it work? Coaching or mentoring is a process of creating a new daily activity routine until that activity becomes a habit that will be used the rest of their career. Replacing old bad habits with good ones is more easily done through repetition and practice, facilitated by a coach. 

If your next training program does not include post-training coaching, ask the trainer if their program can accommodate some sort of coaching support for sixty to ninety days. 

Training works, but don’t think that any training program consisting of a half,  full day, or longer can stimulate anyone to replace bad habits with good ones, alone. As humans, we need frequent reminders and stimulation to facilitate real change. You will find that the results will be well worth the effort.

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Contact:

Neil Salerno, C.H.M.E., C.H.A.
The Hotel Marketing Coach
www.hotelmarketingcoach.com
NeilS@hotelmarketingcoach.com
607/331-3626

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Also See: Hotel Web Site Productivity…The New Way to Measure Your Site’s Effectiveness / Neil Salerno / April 2006
Hotel Revenue Management. . . The Way I See It / Neil Salerno / April 2006
Hotel Web Site Lookers & Bookers; Want to Convert Lookers on Your Web Site? / Neil Salerno / March 2006
Hotelier Rebuts Article Concerning Third-party Online Aggregators / Neil Salerno / February 2006
Great Opportunity for Independent Hotels - Cash-in on Electronic Sales / Neil Salerno / January 2006
Some Hoteliers Still Don’t Recognize the Benefits Derived from Third-party Listings; Shame, Shame, Shame on You! / Neil Salerno / January 2006
Online Hotel Rating Sites Driving Anxiety into  the Hearts of Many Hotel Managers / Neil Salerno / December 2005
Hotel Web Site Priorities –Some Do’s, Don’ts; Why the Heck Did You Do That? / Neil Salerno / November 2005
The Best Hotel Sales Director I Ever Met; What Do The Good Ones Have in Common? / Neil Salerno / November 2005
The Best Hotel General Manager I Ever Met / Neil Salerno / October 2005
What’s your eMarketing Proficiency? Using Electronic Marketing Tools / Neil Salerno / October 2005
When Times Get Tough…Get Tougher! Sell Harder Before You Cave-in on Rates / Neil Salerno / September 2005
The Web Site Conundrum…Are You Winning the Electronic Marketing Game? / Neil Salerno / August 2005
Lions and Tigers and Bears…Oh My; The Hotel Yellow Brick Road is Less Scary than It Used to Be / Neil Salerno / August 2005
Running Dry on Good Hotel Ideas? It’s not What You Know - It’s Who You Know / Neil Salerno / July 2005
Revenue Grabbing Tips for Independent Hotels; Start Thinking Like the Chains / Neil Salerno / July 2005
Hotel Web Basics That Really Work…Content is King / Neil Salerno / July 2005
Hotel Supplier Sites versus Online Travel Agents; The War Chronicles / Neil Salerno / June 2005
New Hotel Technology Surround Us; Yet Face-to-face Selling is Still Most Productive / Neil Salerno / June 2005
The Internet…The Great Equalizer For Independent Hotels / Neil Salerno / June 2005
Third-Party Booking Sites Still Dominate Internet Sales;  Why Do So Many Consider this Bad? / Neil Salerno / April 2005
Now That Online Hotel Booking Is Here to Stay, New Challenges Emerge / Neil Salerno / April 2005
Independent Boutique Hotels Can Compete With their Big Box Neighbors / Neil Salerno / April 2005
Who Are Your Most Important Guests? We’ve Come a Long Way, Baby! / Neil Salerno / March 2005
New Consumer Hotel Booking Preferences - They Love the Internet…Now What? / Neil Salerno / March 2005
Who Would Have Thought - Today's Hotel Marketing Necessity Is Also its Best Value / March 2005
Time For a Hotel Web Site “Make-Over”? Methods for Building a Successful Web Site Change / Neil Salerno / March 2005
Create Impact by Developing a Link Strategy For Your Hotel Web Site / Neil Salerno / February 2005
Steps to Develop Your Hotel's Presence on the Web / Neil Salerno / February 2005
Five Hotel Internet Marketing Myths - Busted!/ Neil Salerno / January 2005
How Does Your Hotel Web Site Measure-Up? 2005 Will Be the Internet’s Most Productive Year so Far / Neil Salerno / January 2005
Are You Being Out-Hustled By Your Competition? How to Dominate Your Hotel's Market Set / Neil Salerno / December 2004
Why Are Some Hotel Companies Plagued By Management Turnover? Is This Systematic of Poor Performance? / Neil Salerno / December 2004
Basic Components of a Hotel Website: Current Weather, Flash Animation, and Virtual Tours?? Plain Talk About Internet Sales / Neil Salerno / February 2004
Don’t Compromise Your Goals In 2004; Five New Year’s Resolutions You Will Want To Keep / Neil Salerno / January 2004
No More Whining About Third-Party Suppliers; You Control Your Own Fate On The Net / Neil Salerno / December 2003
Six 'Maxi’s' Guaranteed To Boost Hotel Sales / Neil Salerno / November 2003
It’s Time To Take Back Control Of Rates & Rooms - But Is The Enemy...Us? / Neil Salerno / November 2003
Booking Engines Are Like A Box of Chocolates...You Never Know What You’re Gonna Get! / Neil Salerno / October 2003
Hotel Web Site & Search Engine Optimization; Always A Work In Progress / Neil L. Salerno / October 2003
Hotel Budgets and Marketing Plans; Oh No, Is It That Time Again? / Neil L. Salerno / September 2003
Increasing Hotel Internet Sales Is Not Rocket Science...And It Doesn’t Have To Be Costly Either / Neil L. Salerno / September 2003
Are You Treating Third Party eWholesalers As Competititon Or a Valuable Marketing Partner? / Neil L. Salerno / August 2003
How Often Have You Heard, 'I could have gotten a better rate but the client saw our rates on the Internet' ? It’s Time To Get Back To Selling Location, Facilities, and Services / Neil L. Salerno / August 2003
Before You Begin that Marketing Plan Challenge Your Sales Team; Expect More and Get More / Neil L. Salerno / July 2003
Jump Up and Shout Yes - Delivering Best Online Customer Experience, Nice Job Vividence! / Neil L. Salerno / July 2003
Is The Internet Delivering On Its Promise? Well, It Depends on How you Look at It / Neil L. Salerno / June 2003
Coaching and Mentoring, Sometimes A New Paradigm Can Go A Long Way / Neil L. Salerno / June 2003
Sales Training Works Well, But Sales Mentoring Makes It More Effective; Mentoring Lasts a Lifetime / Neil L. Salerno / May 2003
Is It Time For A Sales Tune-up? How Healthy Was Your Last Forecast? / Neil L. Salerno / May 2003
Hotel Web Sites; Want it Creative or Effective? / Neil L. Salerno / May 2003
If You Always Do What You Have Always Done.... You’ll Always Get What You Always Got! Hotelier’s Mantra... Thinking Outside The Box / Neil L. Salerno / April 2003
Good Sales Planning - The Basics Still Work / Neil L. Salerno / April 2003


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