Carol Verret Consulting 
and Training
Training Seminars
. Database Mining
New Business Hidden in the Database

Free Webinar Presented by Carol Verret and uRefer November 1, 2010


October 25, 2010

Carol Verret and uRefer have teamed up to provide a free webinar on Database Mining in the hospitality industry to be presented on November 1, 1PM EDT/10AM PDT.  Click here to register.

Database mining is one of the easiest ways to get new business. But when information is not entered consistently and staff is not fully trained in its functionality, the power of a database is significantly lessened.  However, there is still a very powerful and cost effective way use database mining to generate new business. By targeting the current contacts in your database to make referrals out to their networks, hotels can dramatically increase leads using an asset they already have.

The ability to slice and dice a CRM database varies according to the specific program but most have a search feature that will allow the sales person to group certain kinds of fields.  More importantly, the search function only works when we can assume that the information was entered in consistently for each contact over time.   That is a big assumption! 

In this webinar, we will explore the three areas of getting new business from the existing database – the most cost effective way of prospecting as the client acquisition cost is lower than any other method.

There are three different areas where database mining is an effective prospecting solution:

  • Account Mapping.  This is a time consuming but productive process in which an account is thoroughly penetrated for all potential business within its various departments and divisions.
This assumes that the organization’s name is entered consistently so that the existing contacts are identifiable. For example, an organization can be entered by its full name, an acronym or may be misspelled.

  • Cross Marketing.  This entails requesting that a contact in one market segment refer someone in another market segment.  For example, if the contact was part of a social group, they may be asked to refer someone at their (or another) company for corporate meetings.
  • Referrals.  This is where the organization reaches out to the contacts in their database to ask for referrals for other people in their social network.  This is also a time consuming process and many sales people have ‘referral reluctance’ and/ or fail to ‘connect the dots for the referee on the type of referral they are requesting. Even if the sales person asks the client for a referral, it is not normally tracked for the number of referrals, usually one, nor the revenue generated from that referral. 
This webinar should be attended DOSs, sales managers, GMs and Revenue Managers.  At the end of the program, participants will be able to develop new business from the existing database across all market segments.    

This webinar is an hour in duration and will be offered November 1,  at 1pm EDT, Noon CDT, 11:00am MDT and 10:00am PDT.  All participants will receive a recording of this program. 

About CVCT
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
About uRefer™
Referrals are the best leads and the advocates who make those referrals are an organization’s greatest asset.  uRefer’s mission is to transform more of our client’s customers and partners into advocates, creating a powerful “commission only” sales network that consistently refers high quality leads.
uRefer provides clients with the technology to: Acquire a powerful network of brand advocates; Motivate advocates making referrals to more people, more often; empowering their advocates with tools that make referring quick and easy; manage their relationship with advocates to optimize performance.
For more information, please visit

Carol Verret, Consulting and Training
Carol Verret
5910 S. University #C-18, PMB 374
Greenwood Village, CO 80121
Telephone: (303) 618-4065
Web Site:

Media contact:
Molly McFarland
(734) 780-5001

Also See: The Hotel Sales Office of 2011 – 4 Processes to Fuel Recovery / Carol Verret / October 2010

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