Carol Verret Consulting
The ‘Value Proposition’:
Marketing Yourself to
Carol Verret / January 2001
|The competition for employees is
intense with so many hospitality establishments trying to recruit from
the same labor pool. There is a limit to the hourly wages we can
offer. Most establishments offer wages in the same range so money
is no longer a compelling issue for these employees. They are a bit
spoiled in that this is a generation has never known unemployment. They
also know that if this job isn’t what they want, they can cross the street
and find another job. In this kind of environment it is a matter of ‘what’s
in it for me’. When the wage is equal, why would an employee choose
to work for you rather than someone else?
In my article of November 2000 article in this publication, Generation Y: Motivating and Training a New Generation of Employees, it was noted that the potential employees we are trying to recruit have motivations other than money for working in a certain establishment. They have choices. It’s a buyer’s market.
Hotel sales people are asked to formulate a brief ‘value proposition’ with which to gain a potential client’s interest in the benefits of booking rooms in our hotels. (What – you haven’t done this!) This includes benefit statements tailored to the client’s special requirements, not just features, of the hotel.
For those of you who need a refresher on the difference between benefits and features, a feature is an amenity such as the fitness room or pool; the benefit is how that will enhance the experience of the guest. A classic example is the Michelin commercial with the baby in the tire. What is Michelin selling? Not just the feature of the rubber tire but the safety and security that it offers the buyer, the benefit.
Micheline is not the least expensive tire on the market and your hotel probably doesn’t offer the highest hourly wage. It is important to identify then why an employee would choose to work for you and your hotel. While this may sound easy, it does in fact require some thought.
In my management seminars, I ask participants to compose a ‘value proposition’. Often the responses are a description of health benefits, the company, 401ks (like anyone is there long enough to for this to be compelling), comp rooms at other company hotels, etc. These are features – tell your prospective employee what you can do for them. This is about more than the hotel; it has to do with you, your management style and the working environment that you create.
One of the best value propositions that I received was from a chief engineer. His value proposition to prospective employees was “In this department, we work hard to make the guest comfortable. We also provide training and we support each other to get the job done. We have a great group of people and manage to have a little fun each day.” Short, sweet and to the point. I would work for this manager if I had a clue how to use a screwdriver.
I challenge you to formulate your own value proposition.
Think about the following:
An effective and honest value proposition can mean potential employees
are eager to work for you. If employees are happy working for you,
they will tell their friends and soon you will have potential employees
calling you for an interview. How easy would that make your recruiting!
Carol Verret and Associates Consulting and Training offers training seminars and consulting services to the hospitality industry. Carol’s latest training product is a comprehensive customer service training system, ResultsWOW. For a complete description of her services, log onto her web site at http://www.carolverret.com/ or email her at firstname.lastname@example.org.
© 2000 all rights reserved
3140 S. Peoria St, PMB 436
Aurora, CO 80014
Web Site: http://www.carolverret.com/
|Also See:||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|