Carol Verret Consulting
Alignment with the New
Realities of Sales
Carol Verret / August 2004
The increases in demand in the first half of 2004 appear to have flattened in July and August. While demand grew at approximately 4% in quarters 1 and 2 according to Smith Travel, the gains in REVPAR in July and August to date have come from increases in ADR. This is in alignment with a slowing of economic growth in the country in the third quarter.
Will demand increase through the rest of the year? That is anyone's guess as the consumer-spending engine may be running out of steam. Will corporate travel demand increase sufficiently to continue the lodging industry recovery in the last half of the year?
All of this adds up to a continuing challenge for the sales departments of most hotels. It will continue to be necessary to cultivate demand rather than depend on normal increasing demand to make the phones ring.
A recent report also indicated that hotels are again spending money on new technology. Most of this increased spending is in the areas of revenue management and front office. How much has been invested in providing the sales department with state of the art technology in order to increase sales?
The processes and procedures of most hotel sales operations have lagged behind in the availability and use of technology to efficiently penetrate their markets. This affects the entire process of hotel sales from locating new business, to qualifying and closing, fulfillment collateral and modes of efficient, effective communication with prospects and clients.
It is not a matter of simply providing new software for contact management. It goes far beyond that to a paradigm or mindset that embraces these changes in the sales process, both on the part of the corporate office and management who evaluate the sales staff and make the spending decisions and at the implementation level within the department itself.
What the heck am I talking about? I am referring to how the sales staff
sorts through the vast universe of prospects, qualifies them as to their
potential for the property right down to how they present the hotel, send
proposals and follow-up communication. Let me cite a few examples:
This only scratches the surface of the potential. An owner recently said to me that his revenue from online sources, including the distribution channels, had increased by over 30% but revenue booked by his sales department was flat. Guess where he was putting his budget resources (hint: it wasn't the sales department).
The above are just a few examples of the ideas that come with a change in attitude about the ways we think about doing not just hotel sales, but "sales," period. The processes can be implemented by any size organization, from a small independent hotel to a hotel management company that wants to give its hotel a competitive edge. CVBs or Chambers of Commerce, in even the smallest destinations, can implement this transformational change quickly and cost effectively.
The most precious resource is sales time and the competitive environment coupled with the plethora of prospective clients makes it imperative that we implement efficiencies in the way we do business -- the number of hours in a day hasn't changed. As Jennings and Naughton said in the title of their book "It's not the BIG that eat the SMALL - it's the FAST that eat the SLOW!"
Log on to the Carol Verret & Associates Consulting and Training new web site to see more about The New Realities of Sales seminars and Transforming the Sales Organization consultation.
copyright Carol Verret, 2002-2003 -2004
If you would like Carol or one of her associates to conduct a marketing plan seminar for your company like the one mentioned above or a facilitation, as mentioned in this article, contact her at [email protected]. Don't delay -- September is filling up fast!
Verret is President of Carol Verret Consulting and Training, a company
offering consulting and training seminars to the hospitality industry in
the areas of sales and marketing and customer service. If you missed
attending our live webcasts in the Training Byte Series in 2003, you will
be glad to know that we offer each "Training Byte" in PDF format on our
web site. We will not be repeating these webcasts in 2004. To order your
copy, please visit
Our Training Bytes Series for 2004 has begun!
Give your team the advantage - get help from a Pro!
Verret is a twenty-year veteran of the hotel industry. She arrived in Denver in the midst of an economic downturn and quickly established herself as an expert in sales and marketing in hotel turn-around situations, applying her formula for REVPAR improvement. To learn more about Carol Verret, Consulting and Training, visit her web site at http://www.carolverret.com
Send email to [email protected]
3140 S. Peoria St, PMB 436
Aurora, CO 80014
Web Site: http://www.carolverret.biz
Email: [email protected]
|Also See:||The Revenue Management Strategy - The Pre-Plan Marketing Plan / Carol Verret / July 2004|
|Hotel Revenue Management this Summer - a Game of Skill, Art and Most of All Nerves / Carol Verett / May 2004|
|What Do Meeting Planners Want? Hotel Sales Managers Want to Know! / Carol Verret / May 2004|
|Revenue Management -- The Integration of Revenue Drivers / Carol Verret / March 2004|
|CYBER SALES -- Hotel Sales in an Internet World is the New Reality / Carol Verret / February 2004|
|The New Realities of Hotel Sales - Focus on Revenue Generation / Carol Verret / January 2004|
|Hotel Sales -- Innovation in the Face of Limitations / Carol Verret / November 2003|
|The Good News & the Bad News; Improving Economy = New Hotel Development / Carol Verret / October 2003|
|Leadership - General Managers Managing the Sales Process / Carol Verret / October 2003|
|When the Crystal Ball is Cloudy; Marketing Plans for 2004 / Carol Verret / July 2003|
|Partnership of Sales and Technology; Using Tech Tools to "Sell" the Hotels / Carol Verret / July 2003|
|Back to the Basics? The Basics of Hotel Sales Have Changed! / May 2003|
|Creating Sales "HUNTERS": The Skill Sets Required in the New Hotel Sales Environment / April 2003|
|Heightened Security Requires New Strategies in Hotels Sales / Carol Verret Consulting and Training / Mar 2003|
|Revenue Recovery - Building The ‘A’ Team in Sales / Carol Verret / January 2003|
|Contingency Marketing Plan – War In Iraq! / Carol Verret / November 2002|
|Playing the Rate Game - Positioning -- Positioning -- Positioning! / Carol Verret / October 2002|
|The Rate Game - Playing to Win / Carol Verret / October 2002|
|The Challenge of Marketing Independent Boutique Hotels / Carol Verett / August 2002|
|Hotel Sales in a Limited Service Environment - The Rules Have Changed / Carol Verett / August 2002|
|The General Manager’s Role in Sales -Chief Marketing Officer of the Hotel / Carol Verret / April 2002|
|100% Market Share Penetration is Not Good Enough / Carol Verett / January 2002|
|The Key to REVPAR Recovery – New Business Development / Carol Verett / December 2001|
|Trash the 2002 Marketing Plan - And Just Start Over / Carol Verett / September 2001|
|How to Use Consultants Effectively – A View From the Other Side / Carol Verret / August 2001|
|How Soft Is Your Hotel's Economic Landing? / Carol Verret / Aprl 2001|
|The ‘Value Proposition’: Marketing Yourself to Prospective Employees / Carol Verret / January 2001|
|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|