News for the Hospitality Executive |
.
Lessons from the Field
A Common Sense Approach to Success in the Hospitality Industry |
By Dr. John Hogan, CHA MHS CHE, August 26, 2009 |
>
Hotel Common Sense �
Maximizing Effectiveness at Trade Shows
A Baker�s Dozen of Strategies
in Maximizing Leads and Attendee Sales
Potential at your Hospitality
Trade Show Booth
Part 2
By Dr. John Hogan, CHE CHA MHS, August 26, 2009
In these times of lower attendance at some shows, reduced budgets and mixed economic indicators, we must all use our resources prudently. From the standpoint of productivity, substantially more sales contacts can be made at a meeting, conference or trade show in two days than in the same amount of time on the street knocking on doors. Those contacts can be as many as 3 to 5 people in a 30-minute period at a trade show, compared to a full day in the traditional selling. Some of those contacts may be significant, whether as initial introductions or in more detailed qualification of a potential client�s needs. The quality of those contacts can be enhanced tremendously with advance
preparation and a commitment to follow up.
Part 1 - Increasing traffic at your hospitality trade show booth addressed a number of fundamentals: 1. Factors to consider in selecting the show or conference to attendPart 2 � Maximizing leads and attendee sales potential at your hospitality trade show booth Success at trade shows and conferences depends on the marketing strategy you develop to sell your property and the tactics you use to turn those leads into sales calls and, eventually, bookings. While shows can provide access to a large number of potential clients, the measurable success depends substantially on the quality of your booth staff�s interaction and follow-up . The booth itself has some rules: it should be staffed on time and always attended when the show is open. It must be kept orderly and have an uncluttered appearance at all times, as this may be the 1st impression a potential client has of your hotel or hospitality company professionalism. Some items relating to staffing were covered in part 1 and additional items are included here. 1. Do NOT shortchange your hotel on the number of qualified booth staff, as most attendees will wait less than one minute for attention. We must remember, this is the attendees� show and they either are often in a hurry or are tiring from the show interactions. This may be your only chance to reach show attendees and depending on the size of a show, it can be difficult to see all of the booths even once. You cannot count on someone returning to your booth if they could not get what they wanted the first time.Trade shows are like every other sales strategy � their effectiveness depends on focus, quality of information gathering and follow-up. How well do you prepare at your hotel?
Feel free to share an idea for a column at [email protected]
anytime or contact me regarding consulting, customized workshops, speaking
engagements ����.
Autographed copies of LESSONS FROM THE FIELD � a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES can be obtained from THE ROOMS CHRONICLE www.roomschronicle.com and other industry sources. All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication John Hogan, a career hotelier and educator, is frequently invited to participate at franchise meetings, management company and hospitality association industry events. He is a successful senior executive with a record of accomplishment in leading hospitality industry organizations at multiple levels, with demonstrated competencies as a strong leader, relationship builder, problem solver and mentor. He conducts mystery-shopping reviews of quality in operations and marketing, including repositioning of hotels. Expertise and Research Interest
He writes weekly columns for a number of global online services and has published more than 400 articles & columns on the hotel industry. He co-authored (with Howard Feiertag, CHA CMP) LESSONS FROM THE FIELD � a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES, which is available from [email protected], ROOMS CHRONICLE www.roomschronicle.com and other industry sources. He resides in Phoenix, Arizona and expects to publish in 2009 his 2nd book based on his dissertation � The Top 100 People of All Time Who Most Dramatically Affected the Hotel Industry. Hogan�s professional experience includes over 35 years in hotel operations, food & beverage, sales & marketing, training, management development and asset management on both a single and multi-property basis, including service as Senior Vice President of Operations in a specialty hotel brand for six years. He holds a number of industry certifications (CHA, CHE, MHS, ACI) and is a past recipient of the American Hotel & Lodging Association�s Pearson Award for Excellence in Lodging Journalism, as well as operational and marketing awards from international brands. He has served as President of both city and state hotel associations. John�s background includes teaching college level courses as an adjunct professor at three different colleges and universities over a 20-year period, while managing with Sheraton, Hilton, Omni and independent hotels. He was the principal in an independent training & consulting group for more than 12 years serving associations, management groups, convention & visitors� bureaus, academic institutions and as an expert witness. He joined Best Western International in spring of 2000, where over the next 8 years he created and developed a blended learning system as the Director of Education & Cultural Diversity for the world�s largest hotel chain. He has served on several industry boards that deal with education and/or cultural diversity and as brand liaison to the NAACP and the Asian American Hotel Owners� Association with his long-term involvement in the Certified Hotel Owner program. He has conducted an estimated 3,200 workshops and classes in his career. Service to the Industry and Hospitality Education includes
working with the Educational Institute Certification Commission of the
AH&LA, the Hospitality Industry Diversity Institute, the AH&LA
Multicultural Advisory Council, the Accreditation Commission for Programs
in Hospitality Administration, the Commission for Accreditation on Hospitality
Management Programs, the AH&LA and AAHOA Education and Training Committees,
the Council of Hotel, Restaurant and Institutional Educators (CHRIE), the
International Hotel Show and the Certified Hotel Owner program for the
Asian American Hotel Owners� Association.
|
Contact:
Dr. John Hogan, CHA MHS CHE
|