Carol Verret Consulting
The General Manager’s Role in Sales -
Carol Verret / April 2002
|Chief Marketing Officer – I always
liked the sound of that! Some companies already have that position
and most should, especially now that the economy is dictating a move away
from accounting driven corporate cultures to sales driven cultures.
Most hotels went on ‘auto pilot’ when the summer season approached and made certain that the revenue management systems were in place to maximize the revenues generated by peak demand. This year, leisure travel should recover from its doldrums of the first quarter but spring travel is still forecasted to be down by at least 4% from last year. (TIA, HotelOnline, March 22,2002) Although drive markets continue to feel the least pain, air travel, while increasing, is expected to be well below the previous two years and this year’s traveler is looking for value in all areas of their travel arrangements.
While the General Manager has always been the CEO of their hotel – to
their staff and to their customers -- most have yet to truly use the power
of the position effectively to promote sales and assume the role of CMO.
Attending Chamber of Commerce meetings is not enough! The kinds of Chamber Meetings you attend are more important. A General Manager once indicated to me that the sales department attended Business after Hours so he felt it was enough. Wrong!
I consulted with a hotel whose market share had dived dramatically over a period of about six months. I requested from the GM all of the materials he had that pertained to his market and I was given a report that was presented at a Chamber luncheon on market shifts in the hospitality industry. The report indicated that leisure travel in this particular market had declined dramatically due to the economic shifts in their primary feeder market that was Asia and specifically Japan. However, several large new companies had moved into the area and the increase in corporate demand should have more than compensated for the decrease in leisure. This GM had attended the luncheon, received the report but the information obviously didn’t pass it to sales as all of the sales efforts were still being directed at wholesalers and tour operators. The moral of the story is to check the content of the call reports not just the number of calls.
What is your Market IQ? Market intelligence or Market IQ is something that the GM is in a unique position to gather. Do you:
When was the last time you picked up the phone and asked a guest or a corporate account contact “How well are we serving you?” Do you know not only the names of your top accounts but have you had lunch with your top account contacts? Do you have your own contacts at that account, one step above the contact of your sales department?
Your top accounts, contacts and guests think that you are the CEO of the hotel – you have the power to make anything right! Use the power of your position to assist in the sales and marketing effort. Become the CMO as well as the CEO!
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|Also See:||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|