David M. Brudney, ISHC, June 6, 2011

One of the things I love about my solo consulting practice is that I’m rarely distracted during the course of a typical workday.  Okay, I can hear you saying, “Brudney, that’s because your phone never rings!” 
 
But seriously, while I’m busy making proactive sales calls - - yes, I’m still very much in a selling mode - - and creating time-sensitive documents, I typically will leave my cell phone in the off position and check incoming e-mails and texts only on the hour.
 
The biggest advantage of all, however, is the fact I work out of my home - - no longer subject to those distractions I faced during the 15 years I labored in hotel sales offices:

• trying to read my bosses' tone of voice and body language;
• accommodating a knock on the door with a question needing an answer;
• being forced to attend far-too-frequently scheduled and unscheduled meetings; or
• having to listen to idle conversation and office gossip.

During my previous life as a hotel sales professional, I took pride in my commitment to sustaining “power hours” - - an hour or two wherein I put a “do not disturb” sign on my closed door, took no incoming calls, and made a complete sweep of my prospecting phone calls, one right after the other.  Those power hours allowed me to be at my best.  I was in a “zone,” totally and completely focused - - and all with great results.
 
I still use those power hours today and I write, speak, teach and mentor on the importance of power hours to a whole new generation of hotel sales professionals.

 
Unfortunately, in the course of my consulting work, I find far too many examples of hotel sales professionals falling victim to interruptions—a major factor caused by electronic devices and emails. These distractions contribute to a loss of focus, even rational thinking at times, and most definitely to diminished selling effectiveness.
 
The problem extends far beyond hotel sales offices. A recent study indicates more than half of U.S. workers waste an hour or more a day on interruptions. As much as 60% of those interruptions are caused by electronic devices and emails, while the other 40% come from traditional sources, such as phone calls or chats with colleagues, according to a study by software company Harmon.ie as reported in USA Today http://www.usatoday.com/tech/news/2011-05-18-social-media-worker-distractions_n.htm)
 
Shockingly—to me at least—45% of white-collar workers are unable to work for more than an average of 15 minutes without some type of interruption, according to a survey of 515 workers conducted by polling researcher uSamp.
 
Exacerbating the problem, the study concludes these distractions cost U.S. businesses nearly US$11,000 a year per worker.
 
 
I believe what contributes most to these distractions is the need to feel connected 24/7.
 
“We’re captured 24/7. We’re all tethered—wirelessly tethered,” uSamp senior VP Mike Brezner said.
 
“We’ve come to confuse continual connectivity with making real connections. We’re ‘always on’ to everyone,” writes Sherry Turkle, author of “Alone together: Why We Expect More from Technology and Less from Each Other.”
 
Turkle adds, “When you actually look more closely, in some ways we’ve lost the time for the conversations that count.”
 
Sociologists, such as U.C. Berkeley’s Claude Fischer, voice concern over “divided attention.” By focusing on the person you are “electronically” tied to, what damage do you do to the relationship with the person you are with?  Fischer asks the question, “Are you improving one (relationship) at the sacrifice of another?”
 
I’ve written and spoken out repeatedly on the importance of relationship building in all selling. Those who practice hospitality sales today risk building and maintaining those relationships and business to be booked by being distracted or allowing for interruptions.
 
 
The GM and/or the sales director need to step forward and address the issue, assuming, of course, neither already sets a poor example. Here are a few suggestions on some possible initiatives:

• Management communicates its recognition of the problem and encourages "voluntary" compliance to distraction-avoidance behavior.
• Reinforce the message by adding relevant content to sales training programs.
• Make daily "power hours" mandatory for all sales associates.
• Place "do not disturb - sales pro at work" signs on doors of all sales associates.
• Initiate an "email and text free" day at work, similar to casual Fridays.

And admittedly a bit Draconian, deduct US$11,000 from the annual salary of each “distraction-enabler.” Just kidding, just kidding. Hey, anything to help productivity.

_________________

David M. Brudney is a charter member of International Society of Hospitality Consultants

David Brudney & Associates – www.DavidBrudney.com - 760-476-0830 - [email protected]

---

 

David M. Brudney, ISHC, is a veteran hospitality sales and marketing professional concluding his fourth decade of service to the hospitality industry.  Brudney advises lodging owners, lenders, asset managers and operators on hotel sales and marketing “best practices” and conducts reviews of hospitality (as well as other industry) sales and marketing operations throughout the U.S. and overseas.  The principal of David Brudney & Associates of Carlsbad, CA, a sales and marketing consulting firm specializing in the hospitality industry since 1979, Brudney is a frequent lecturer, instructor and speaker.  He is a charter member of International Society of Hospitality Consultants.  Previously, Brudney held hospitality sales and marketing positions with Hyatt, Westin and Marriott.

.