By David M. Brudney, ISHC, June 2006
�What are the most important qualities or characteristics to look for,
that distinguish the best of the best of today�s hospitality industry Sales
professionals?�
That question is posed to me often by hotel owners, operators, lenders
and asset managers - - also meeting planners and even fellow passengers
on longer commercial flights.
I think the question is asked because a perception exists amongst owners
and operators, in particular, that today�s Sales professionals have
yet to fulfill their potential and that most continue to struggle to make
their numbers.
I�m asked this question because over the course of my 40-plus year career
I have been a successful Sales professional, I�ve trained and mentored
other Sales pros, and since 1979 I�ve reviewed and evaluated Sales teams
throughout the U.S.
Qualities to Look For
What are some of the basic qualities to look for in successful Sales
pros today? Here are ten (10) of mine:
People skills. Likeability. If you don�t
or can�t connect with prospects and clients quickly, probably you should
get into another line of work.
Listening skills. Prospects and clients must know that
you hear their concerns and understand their needs.
Asking good questions. The mark of a true professional.
Homework. Never leave home without (having done) it.
(There�s) so much market intelligence out there today.
Perseverance. Most Sales pros stop soliciting the business
if they have no bookings after the 2nd or 3rd call. Shame on you!
Clearly defined goals. Always keep �top of mind� your monthly
and quarterly room nights and revenue goals; break them down to daily goals
to help you keep focus every day.
Plan your work, work your plan. Avoid becoming the �Christopher
Columbus� Sales pro: take off on a long, expensive journey, unsure of where
you�re headed, get there and don�t know where you are, arrive home not
knowing where you�ve been and expect to be paid handsomely upon your return.
Always be closing. Still, the defining attribute of successful
Sales pros: booking the business, lots and lots of it, a.s.a.p.
Commitment to continuing education. Never stop learning:
Selling F&B, understanding operational, financial reports, technology,
meeting trends, planner preferences.
Commitment to constant improvement. Adopt Japanese philosophy
of Kaizan, �continuous incremental improvement�.
Curiosity
The one quality I always look for - - or encourage to develop in others
- - is curiosity. I believe that curiosity is the lynchpin in putting
together a long and successful hospitality Sales career.
Oddly enough, I find very little curiosity in the new generation of
hospitality Sales associates today.
If you manage, direct or have corporate oversight over a hospitality
Sales force - - or if you are building a new Sales team, or need to replace
a departing top producer - - in today�s competitive marketplace, here are
some examples of the kind of curiosity you should be looking for in candidates:
-
What can I learn from the successful, more experienced Sales associates
on my staff? In my company? What can I learn from my competition?
-
What is it that they do with clients and prospects that help them make
their numbers consistently?
-
How long should I continue to contact a qualified prospect and qualified
lead before I �fish or cut bait?�
-
What is it that makes clients book consistently with one brand or another?
One hotel over another?
-
What are the one or two primary reasons for my competitors getting good
business that I have pursued? What can I learn from that? What
can I take from that experience that will be useful and will help me with
future solicitations?
-
How does my competition sell against my property?
-
Do I know the real reasons for my �Lost Business�?
-
Do I incorporate those reasons or lessons into my solicitation of new business?
-
Do I have what it takes to keep pressing until I learn what I could have
done differently, what did I miss?
-
Do I know all of what constitutes a successful meeting for a prospect or
client? Do I make it a rule to ask?
-
How can I become more effective in my use of testimonials and 3rd party
referrals?
-
Are there sure-fire, never fail techniques that get phone calls returned?
Get you through gatekeepers?
Again, the lack of curiosity amongst this new generation of hospitality
Sales associates puzzles me. I realize today�s Gen X relies heavily
upon the Internet as their primary source of information, but they may
not be receptive to really good professional Sales training, mentoring
or simply observing the best Sales professionals with years of empirical
knowledge and successful track records.
I don�t know if you can teach curiosity, but I do know this:
if I were building a successful Sales team today, I would be looking for
candidates that are curious. Curious about our business, curious
about our customers and curious about learning more on how to become successful
Sales professionals.
© copyright 2006
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David M. Brudney, ISHC, is a veteran sales and marketing
professional concluding his fourth decade of service to the hospitality
industry. Brudney advises lodging owners, lenders, asset managers
and operators on sales and marketing �best practices� and conducts reviews
of 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 sales and marketing positions with Hyatt, Westin
and Marriott. |
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