Carol Verret Consulting and Training Consulting Training Seminars |
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High Tech - High Touch Two Must Have Skills Sets Every Hotel Sales Person Needs! |
November 16, 2011 Once upon a time, way
back in 1999, a man named John Naisbitt
published a book called High Tech – High
Touch: Technology and our Search for
Meaning. While Naisbitt’s search for meaning was a little different than
the issues we will explore here, it is
an apt title. There are two schools of thought in sales –
the good old
fashioned way that many managers revert to when times get tough. Get out there, make those cold calls, come
back with a leads. The other
way is
stay in the office and do it all on the internet but that assumes that
you know
exactly what you are looking for and don’t consume too much time going
from link to link until you’ve forgotten
what you where looking for! Make those phone calls – you are measured by
the number of
phone calls you make. There was a recent article (that shall remain
nameless)
that said the minimum number of calls a sales person should make is 60
(that’s
right 6 zero) per day. That was 60 calls
that resulted in a conversation! Since we are going by the numbers
here, that
works out to roughly 7.5 calls per hour assuming an 8 hour day – doable
but
doesn’t leave much time for lunch or other interruptions like clients. How many dials do you need to make to have 60
conversations? Emails and Text messages are a little cold
if that is all
you do without scheduling live conversations. There
was survey that indicated that over 50% of decision
makers were
more likely to respond to a cold email solicitation than return a cold
telephone message but that assumes it was a ‘good’ email.. Most solicitation emails that come into my
Inbox are poorly
targeted and all about the sender with no relevant message as to how
they can
help my business (most cold calls I receive are the same) – many
aren’t’ even
related to the business, just blasted out! Please
don’t use text messages for cold calls –
most people resent SPAM
Texts. So which is it – high tech or high touch? It has to be blend of both with right content
targeted to the customer. High tech/High
Touch: Prospecting. The internet and social networks afford us
with a universe of prospects and a wealth of information but it is
still starts
with who are viable prospects in the backyard. If
you haven’t located those, don’t go any further. However,
secure buildings and locked doors
make it more efficient to identify the names of the companies in those
buildings and then research online. Google Earth is lot of fun and can
be an
excellent tool for both of these. Cold
calls: The cold phone call and
the cold email are both methods that can and should be used in tandem
as part
of an integrated approach. Can’t get a
prospect to answer the phone or return a call – the cold email approach
can be
very effective but the point is that it is the content of both that
will make a
difference not the methodology! Qualifying. There are two types of qualifying – pre call
and post contact. Pre call qualifying is
where you go on the internet and find out about the company or
organization so you can craft a meaningful approach. Qualifying a prospect for new
business
almost always requires a ‘high touch’ either by the phone or a live
appointment. PS. Use social networks to
learn more about the person you are calling and see if you can find a
picture
so you can visualize the person you are speaking with on the phone. Site
Inspection. If the prospect is
local or within a reasonable distance, the personal site is always best. However, increasingly, either people are too
busy or they are at a significant distance such that doing a telephone
site
online on the website is a viable alternative.
Point out the features of the hotel that relate to what
they told you
during the qualifying process on the web site just as you would if it
was a
live site inspection. Have a script that you can use for each. Don’t forget, they have probably qualified
the hotel by going to the web site and/or the Facebook page to view the
pictures – one good reason to post good and plentiful pictures there. The
Close. Unless you have done a
masterful job of all three of the above
and the prospect says or emails ‘send me the contract’, you
will have to ask for the business at some
point. This is preferably a ‘high
touch’ in person or on the phone process. It
is just too easy for a prospect to squirm out of an
email close if
there is any doubt. They will not send a
read receipt or respond to emails, much less phone calls. Technology is an important part of the way
we communicate
and do sales but without the ‘high touch’ it is difficult to form
meaningful
relationships and at the end of the day, that is what this process is
all about
and creates clients for life.
Carol Verret and Associates Consulting and Training offers training services and consulting in the areas of sales, revenue management and customer service primarily but not exclusively to the hospitality industry. To find out more about the company click on www.carolverret.net. To contact Carol send her an email at [email protected] or she can be reached by cell phone (303) 618-4065. Visit www.hotelsalesblog.com. |
Carol Verret 5910 S. University #C-18, PMB 374 Greenwood Village, CO 80121 Telephone: (303) 618-4065 [email protected] Web Site: http://www.carolverret.com/ Email: [email protected] |