Carol Verret Consulting 
and Training
Training Seminars
Habits of Highly Successful Hotel Sales People – 
Accelerated Sense of Urgency 



September 2008 - This is the third year that we have updated this subject and it has never been more urgent than this year!  Despite the general downward trends in the overall economy there is one factor that will have a profound impact on the hotel industry in particular and the hospitality industry in general – the cuts in airline capacity.

PKF’s Mark Woodworth produced research that indicated the following : "Based on our findings that a 1 percent decline in available airline seats results in a 0.39 percent decrease in hotel demand, if airline capacity is reduced by 10 percent as some have suggested, then lodging demand would fall off 3.9 percent. To put this in perspective, the decline in lodging demand experienced in 2001 was just 3.3 percent."  This scares the heck out of anyone who remembers the aftermath of 9/11 on the hotel industry.

Meetings and attendance at meeting are also negatively impacted.  Up until this fall, it's been relatively easy for people — especially those who live in large cities — to fly to another city cheaply and quickly, Bruce MacMillan, CEO of Meeting Professionals International (MPI), says.  But schedule reductions taking effect this month will make some of those flights harder to schedule, possibly more time-consuming and more expensive.  "I think the wild card to watch is the reductions in airline capacity," MacMillan says. "One of the reasons people don't attend a meeting or event is the amount of time away from home or time out of the office." (USA Today, 9/09/08)

With the above developments dependent on airline capacity cuts that are totally out of the control of the hotel sales department, it is imperative that this year’s successful sales ‘habits’ are dependent on being able to strategize around the situation, develop creativity, urgency and maintain positive motivation!

Positive Motivation.  Everything else flows from maintaining a positive attitude and being able to motivate the staff and for the staff to motivate themselves.  When sales people get stressed, they tend to lose their perspective and the ability to get creative about strategies.  The importance of being positive and motivated can’t be understated – clients smell fear and desperation.  If you need a deal too badly, it will show all over you, they can hear it in your voice.  Surround yourself with positive people – not the other people in the hotel or the department whining about how bad it is.  Buddy for lunch once a month with the most positive sales person you know.  A friend and I do this once a month – she is the most positive person I know, she says the same about me -- we each feel we get a ‘positivity charge’ from each other. Listen to motivational pod casts or CDs in the car on the way to work.  Here is one for you now.  This is from a sales blog that comes into my Inbox every day – great info and great motivation from a number of sources.  This post is about how to stay ‘insanely’ motivated – enjoy. 

Urgency.  Think like a business owner – both from the hotel’s and the prospect’s perspective.   Act like a commissioned sales person – what are the activities you can execute today most likely to return the revenue the fastest.  Arrive at work an hour before anyone else.  Use the time to organize your thoughts and day, research clients on the internet or take care of administrative tasks.  Set time limits on the breaks you take – breaks are necessary but can get out of control.  Set goals, if they aren’t set for you, on how many new client contacts you are going to make in a day, week, month, etc.  Then chunk out time, physically, on your calendar to make them and force yourself to stay until they’re done.  Reward yourself for getting them done – a Hershey Kiss for each one you make, a latte for making the goal – raw carrots aren’t just quite as motivating!

Strategize.  If you are in a market that has a lot going for it and not dependent on air transportation for arrivals, you’re in luck!   If you are in a market that depends on air transportation, find out how many air seats will be lost on a daily basis. You may have healthy groups. LNRs and RFPs on the books, it won’t matter much if it becomes difficult to get to your destination.   As well, if most of the arrivals for your largest accounts come from markets that are severely impacted by capacity cuts and fare hikes, your hotel may be negatively impacted.   In both cases, develop some strategies.   What population centers are within ‘one tank of gas’ from your hotel?  What ‘healthy’ companies and organizations and regional offices of national conies are located there?    How can the department as a team strategize to target and saturate these markets?

Creativity.  Develop creative approach strategies – hint:  “my name is (X) and I’d like to tell you about my hotel” isn’t a creative strategy.  Research target companies on the internet, discover what they do and how you can appeal to them.    Once you have located a contact decide the approach strategy of email and/or phone.  What is going to be the message that offers them a benefit that gets their attention?   What can you say that makes them want to enter into a dialogue with you?  Remember it is all about the prospect – not about you or the hotel!  It’s about what you and the hotel can give them -- something they want or need.  

The habits of those hotel sales people that will be successful in this economic environment are the same as those that will enable them to be successful in any economy.  Any sales person who masters the first habit – positive motivation -- will be successful in everything they do.  Clients and colleagues can smell it, hear it, feel it and want to be around them! 

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 To contact Carol send her an email at or she can be reached by cell phone (303) 618-4065.  Visit and let us know what you do to stay ‘insanely’ motivated! The Hotel Sales & Revenue Management Book 2.0 will be out in the fall, might make a great holiday gift for your sales and revenue management staff. 

copyright © Carol Verret, 2002-2003 -2004 -2005 - 2006 - 2007 - 2008

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: The Challenges and Opportunities for Independent and Boutique Hotels in a Difficult Economy / Carol Verret / August 2008
The Science of Hotel Sales* – The Benchmarking Imperative for Success in a Difficult Economy / Carol Verret / July 2008
Marketing & Revenue Management Plan 2009 - Succeeding in a Difficult Year / Carol Verret / July 2008
Tactics to Drive Business in a ‘Not So Hot’ Summer / Carol Verret / May 2008
All Marketers Are Liars - Web 2.0 Strategies for Hotel Sales and Marketing / Carol Verret / April 2008
Contingency Hotel Revenue Management Strategies 'I Will not Cut Prices'/ Carol Verret / March 2008
The Contingency Hotel Sales and Marketing Plan - Hope for the Best, Plan for the Worst / Carol Verret / February 2008
Change is the Buzz – Rebooting Hotel Sales Activity at the Property Level / Carol Verret / January 2008
Habits of Highly Successful Revenue Managers Ramped Up for 2008 / Carol Verret / November 2007
Five Tips to Improving Hotel Customer Service with User Generated Reviews / Carol Verret / October 2007
Habits of Highly Successful Hotel Sales People – A Seismic Shift in 2008! / Carol Verret / September 2007
GMs – How User Generated Review Sites Can Make you a Better Manager! / Carol Verret / September 2007
Web 2.0 and Hotel Sales Strategies for '08; What Are Your Clients Saying About You? / Carol Verret / August 2007
“It’s not the big that eat the small, it’s the fast that eat the slow” -- Five Revenue Management Tactics for Independent Hotels / Carol Verett / June 2007
Developing New Hotel Business Using Client DNA / Carol Verret / May 2007
The Jigsaw Puzzle – The Fit of the Revenue Management and Internet Group Sales Pieces / Carol Verret / April 2007
Client DNA - The Gold Standard for New Business Development / Carol Verret / March 2007
The 'I Hate Cold Calls' Web Cast - The New Paradigm of Sales! / Carol Verret / February 2007
Hate Cold Calls? - Discover the New Paradigm of Hotel Sales / Carol Verret / January 2007
Issues in Hotel Sales Training - Metics for Success / Carol Verret / December 2006
Is the Party Over?; The Challenge of Decreasing Hotel Room Demand / Carol Verret / October 2006
The Habits of Highly Successful Hotel Sales People Ramp Up for 2006! / Carol Verret / September 2006
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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