News for the Hospitality Executive
|Lessons from the Field
A Common Sense Approach to Success in the Hospitality Industry
|By Dr. John Hogan, CHA MHS CHE, December 2008|
Making New Year's Sales and Marketing
Resolutions Real and Practical
|By Dr. John Hogan CHE CHA MHS
January 13, 2009
January is the time many people set (usually lofty) resolutions, based on what we hope to improve on in the coming year. While the budget was completed in the latter part of last year, January is that time of year many people stretch for renewed enthusiasm and commitment.
The hotel segment of the hospitality industry in many segments and locations set revenue and profitability records in 2007 and began 2008 with optimism and hopes of a repeat performance. The reality of the global financial crisis changed those expectations by mid year in most markets and we are all facing significant challenges in 2009 and 2010.
Most hotels created a sales and marketing plan for 2008, but what happened to the execution? While one can blame the economy or the government or some other 3rd party, we must each assess how much of our success is tied to our efforts.
The calendar now says January, and looking back at lost opportunities for last year is a wasted effort. It is now time to think how you will be conducting your sales efforts this year, in measurable components.
If you have a flexible, effective sales and marketing plan developed for THIS year - congratulations! Now it is clearly time to hunker down and focus on execution.
If you don’t have one prepared, you are behind much of the competition but it is not too late to plan the work and begin to work the plan.
Part of this means looking at last year’s action plans and results - did your team follow the sales action steps you felt were appropriate when you made the plan?
The answer for most of us is that we do not always follow either personal or business resolutions unless we build in a reminder system. Those systems might include using Key Result Areas (KRAs) or Personal Business Objectives (PBOs) that are tracked and formally reviewed with others monthly or quarterly. Those systems may include submitting monthly reports on actual compared to plan in leads, conversions, revenue, bookings, calls, trips, etc.
Regardless of where you are in planning , think about TODAY to committing yourself to a fresh start. Once again, resolve a new effort.
In our book LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES, Howard Feiertag and I offered practical approaches to selling in the last big market downturn.
1. Sell Price Last: Even in challenging economic times, price remains only one of selling points of all. People want value, but if you know where you are competition-wise, price should not be the breaking point if you are competitive.There is nothing magical about the 28 points mentioned, except that they do work. Why 28? The best answer we can say is we didn't want to have too many or too few. Add your own success factors, but follow those that work for you.
The economy will always be up in some parts of the world and down in others. In 2008, oil and energy were hot mid year but had fallen off by year end to record lows. The future may be alternate energy sources, construction, government stimulated reinforcement of infrastructure or some other physical product or a return of the dot.coms in a different fashion.
Regularly assess your market potentials and determine you are pursuing the right ones.
If you are part of a brand, capitalize on the collective strengths of the cohesive programs and support them.
For those of us who have been in the industry for more than 15 years,
this downturn is a cycle that will be only temporary. The length
of that cycle in your hotel can be shortened by enthusiastic and focused
Feel free to share an idea at firstname.lastname@example.org anytime or contact me regarding consulting, customized workshops or speaking engagements. Autographed copies of LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES can be obtained from THE ROOMS CHRONICLE www.roomschronicle.com and other industry sources.
All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication
John Hogan is frequently invited to speak at Franchise Meetings, Management Company and hospitality association industry events. He writes for a number of global online services and is actively involved in sharing industry 'best practices' . He conducts mystery shopping reviews of quality in operations and marketing, including repositioning of hotels.
John’s background includes teaching university level courses as an adjunct professor at three different institutions over a 20 year period, while managing with Sheraton, Hilton, Omni and independent hotels. He served as the principal in an independent training & consulting group for more than 12 years serving associations, management groups, convention & visitors’ bureaus, academic institutions and as an expert witness. He joined Best Western International in spring of 2000, where over the next 8 years he created and developed a blended learning system as the Director of Education & Cultural Diversity for the world’s largest hotel chain.
Hogan’s professional experience includes over 35 years in hotel operations, sales & marketing, training, food & beverage, management development and asset management on both a single and multi-property basis. He holds a number of industry certifications (CHA, CHE, MHS, ACI) and is a past recipient of the American Hotel & Lodging Association’s Pearson Award for Excellence in Lodging Journalism, as well as operational and marketing awards from international brands. He has served as President of both city and state hotel associations.
He has served on several industry boards that deal with education and/or cultural diversity and as brand liaison to the NAACP and the Asian American Hotel Owners’ Association with his ongoing involvement in the Certified Hotel Owner program. He has conducted an estimated 3,200 workshops and seminars in his career. He served as senior vice president for a client in a specialty hotel brand for six years.
He has published almost 400 articles & columns on
the hotel industry and is co-author (with Howard Feiertag, CHA CMP) of
LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES,
which is available from a range of industry sources and AMAZON.com.
He resides in Phoenix, Arizona and is finalizing his 2nd book based on
his dissertation – The Top 100 People of All Time
Who Most Dramatically Affected the Hotel Industry.
Dr. John Hogan, CHA MHS CHE
|Also See:||Planning in a Challenging Economy - Probing Hotel Expenses / Dr. John Hogan / Decmeber 2008|
|Planning in a Challenging Economy - Fundamentals of Hotel Sales Planning / Dr. John Hogan / December 2008|
|A Message for Hoteliers: Giving Thanks - and Not Just One Day Each Year! / Dr John Hogan / November 2008|
|Hoteliers Must Remember the Lessons of Reasonable Care! / John Hogan / November 2008|
|Enthusiastic and Sincere Attitudes Will Pay Off For Hotel Salespeople / Hotel Common Sense / John Hogan / November 2008|
|Unleash the Potential! Recognize the True Value of Your Front Line Sales People / Hotel Common Sense / John Hogan / November 2008|
|Defining Hospitality - Readers Respond with their Insights / Hotel Common Sense / John Hogan / October 2008|
|Understanding the Value and Power of Breakfast / Hotel Common Sense / John Hogan / October 2008|
|A Bakers Dozen of Strategies for Hotel Restaurant Managers / Hotel Common Sense / John Hogan / October 2008|
|A Bakers Dozen of Strategies for Hotel Food and Beverage Directors / Hotel Common Sense / John Hoganv/ September 2008|
|My Definition of Hospitality. What’s Yours? / Dr. John Hogan / September 2008|
|Principles for Success as a Hotel Manager: 6 Observations on Finding and Employing Problem Solvers / Dr. John Hogan / September 2008|
|10 Hotel Sales Action Steps to Succeed in Today’s Competitive Marketplace / Dr. John Hogan / September 2008|
|10 Hotel Sales Mistakes to Avoid in Today’s Competitive Marketplace / Dr. John Hogan / August 2008|
|Ways to Identify and Build Repeat Guests / Dr John Hogan / August 2008|
|Principles for Success As a Hotel Manager - Maintaining Relationships Throughout the Organization / Dr John Hogan / August 2008|
|Principles for Success As a Hotel Manager - Part four: Communicating with Clarity and Candor / Dr. John Hogan / July 2008|
|Principles for Success As a Hotel Manager - Part three: Using your management style effectively / Dr. John Hogan / July 2008|
|Principles for Success As a Hotel Manager - Part Two: Motivating the Team / Dr. John Hogan / July 2008|
|Principles for Success As a Hotel Manager Part One: Understanding the Organization/ Dr. John Hogan / July 2008|
|Updating Hotel Marketing and Sales Strategies Mid Year NOW Is Essential / Dr. John Hogan / June 2008|
|Don’t Underestimate the Impact of the Hotel Sales Office / Dr. John Hogan / June 2008|
|Factors for Successful Interviewing Potential Hotel Sales Candidates / Dr. John Hogan / June 2008|
|The Importance of Meaningful Sales Team Job Descriptions / Dr. John Hogan / May 2008|
|For Hotels with Limited Service, Fewer than 100 Rooms - How Do You Determine if You Need a Person Dedicated to Selling / Dr. John Hogan / May 2008|
|Extending Your Sales Team or Make Travel Agents A Regular Part of Your Sales Programs / Dr. John Hogan / May 2008|
|Finding Business Leads Can Be Easier Than You Think / Dr. John Hogan / May 2008|
|Understanding the Differences Between Marketing and Sales / Dr. John Hogan / April 2008|
|Identifying Your Customers / Lessons from the Field A Common Sense Approach to Success in the Hospitality Industry / Dr. John Hogan / April 2008|