Carol Verret Consulting 
and Training
Training Seminars
The Habits of Highly Successful Hotel
Sales People Ramp Up for 2006! 
by Carol Verret, September 2006 

The speed of sales has accelerated – no longer is it good enough to get back to a client within 24 hours.  It is no longer good enough to get a proposal off to a client in two days.  It is no longer good enough to blow off third party planners.  It is no longer good enough to do sales this year the same way you did it last year!  

“It’s not the big that eat the small, it’s the fast that eat the slow.” (Jennings and Houghton, 2003).  If you want to understand what the authors were talking about, think Google.  While Microsoft was busy pounding Netscape into the ground, Google quietly developed and took ownership of Internet search until they rapidly became a verb, a wealthy verb.  

Think Mapquest, when Rand McNally and AAA were still busy printing road maps and selling hard copies, little Mapquest made it easy and free to find your way to almost anywhere – online and instantly.  By doing that it also became a verb.  Have you heard anyone say “I am going to Rand McNally that”?   

Think about what that really means, not in an abstract way but what it means to a hotel sales person every day, the habits they need to have in terms of developing new business and servicing existing accounts before the competitors get to them.  Relationships are begun in the speed of an email and the sales process, if not dead, has been compressed and put on the life support of brief communications by email, voice mail, etc.

The article Habits of Highly Successful Hotel Sales People that appeared in Hotel Online last September continues to be one of the most read articles in that publication every month.  Those habits need to be ramped up for 2006 and 2007:

  • Web Enabled Cell Phones.  Blackberries, Treos whatever the brand make sure that every one of your sales people has one.  This is the phone number that should appear on every sales person’s business card, electronic and hard copy.  Highly successful hotel sales people have their alerters set to be notified of new email and messages. They acknowledge the correspondence within minutes or hours.  If they go on vacation to a deserted island, they make sure that a competent person is checking and responding like they would if they were there.
  • Research.  Prior to responding to an inquiry either from voice message or email the successful hotel sales person makes it a habit to log onto the prospect’s web site to research more about them so that they can craft their response appropriately. 
  • Masters of Communication.  Not the college degree but the ability to use electronic communication to craft emails and deliver voice mails that get attention and appeal to the customer in such a way that the contact is eager to enter into a dialogue with them.
  • ‘Natural’ Selection.   Not exactly Darwin but Darwinian in the way that the highly successful hotel sales person is able to develop, evaluate, pursue and book only that business that is aligned with the revenue management strategy.   Not all inquiries and accounts will ‘survive’ the selection process – only those that meet the criteria necessary to maximize revenue for the hotel.  
  • Natural Selection and Relationships.  The highly successful sales person understands that time is their most scarce and precious resource.  Relationships have always been based upon mutual benefit.   In the age of speed, relationships are built in 15 seconds and the ability to choose which relationships to nurture is critical -- not only for proprietary accounts but also third party planners.  The successful sales person doesn’t wait to be contacted by a third party planner, they qualify and pursue those planners that represent accounts that have the potential to enhance the property’s revenue management goals.  
  • Google for New Business Development.  The successful hotel sales person does not wait for inquiries to come through the door; they aggressively seek accounts that fit the Revenue management strategy.  They conduct Internet searches based upon the DNA of accounts that they want to develop.  They are not passive receptors but knowledgeable aggressors.
Are these the habits that describe your sales people and the sales department?  If they are, reward them based upon their production using a commission based model.  It motivates the great ones, encourages the good ones and eliminates those whose skills might be better deployed in other areas. 

Do you want your hotel sales department to be the diners or dinner?  Remember “... it’s the fast that eat the slow.”

Carol Verret & Associates Consulting & Training have ramped up their seminar content for 2006.  If you want to receive an e-flyer with the new programs before they are made public on the web site email them at or call (303) 618-4065.  Ramp up the habits of your sales staff !

copyright © Carol Verret, 2002-2003 -2004 -2005 - 2006

Carol Verret, Consulting and Training
Carol Verret
5910 S. University #C-18, PMB 374
Greenwood Village, CO 80121
Telephone: (303) 618-4065
Web Site:
Also See: Identifying the WIIFM Factor – The Essential of Hotel Sales Success / Carol Verret / August 2006
Revenue Management for Hotel GMs – What You Don’t Know Can Jump Up and Bite You! / Carol Verret / July 2006
Feeding the Revenue Elephant; Hotel Revenue Management / Summer 2006 
The "Tipping Point" - Identifying the Touch Points in Hotel Sales / Carol Verret / May 2006
The "Tipping Point" - Touch Points Make a Difference in Customer Service Training / Carol Verret / April 2006
Selling Up! Taking Group Room Revenue to a New Level / Carol Verret / February 2006
Revenue Management 2006; The Risks and Rewards / Carol Verret /January 2006 
Revenue Management and Group Sales - The Partnership Not the Disconnect / Carol Verret / November 2005
Habits of Highly Successful Hotel Sales People / Carol Verret / September 2005
Triple Witching Hour - The Marketing Plan, Revenue Management Strategy and RFPs for '06 / Carol Verret / August 2005
"Smile" is a Learned Behavior - Creating a Culture of Customer Service / Carol Verret / July 2005
Revenue Management Systems -- Considerations for Evaluation / Carol Verret / June 2005
Disconnect -- Aligning the Revenue Management and Sales Strategies / Carol Verret / May 2005
Independent Hotels & Resorts; Ride the Wave or Float with the Tide? / Carol Verret / March 2005
Hospitality Sales Training Companies Reach Across the Competitive Playing Field to Combine Live Seminar Expertise with  the Convenience of the Internet / Carol Verret / January 2005
Revenue Management - The Challenge for Hotel Sales / Carol Verret / January 2005
Hotel Sales Departments -- Issues in Processes and Functionality / Carol Verret / November 2004
The GM'S Role in Revenue Management / Carol Verret / October 2004
Transforming the Hotel Sales Organization; Alignment with the New Realities of Sales / Carol Verret / August 2004
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

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