Hospitality sales training: my big discovery

hospitality sales training

27,000 hospitality sales professionals now know what I discovered.

Tuesday I shared with you how I truly indentify with the struggles you have in hospitality sales. I started out at the beginning too, and now I’ve gotten to the place where I’ve trained over 27,000 hospitality sales pros over the last 25 years.

And all of us sales pros are in the same boat: too much to do and not enough time to do it. Servicing existing business, having meetings, administration…it hardly even leaves time for making sales calls, does it?

So this begs the question: how do you become great at maximizing revenue and profit for your hotel while giving the customer an outstanding experience that will bring them back again — all the while fighting off the competition, who are crawling and scratching to book the very same business you’re after?

As I told you Tuesday, after lots of years with a major hotel chain at various properties, I had a “Eureka moment.”

In my hotel sales career I had done well — extremely well. But I found it difficult to actually put in words the elements that were involved. Like many other people accomplished in their fields, I suffered from “unconscious competence.” So in as 80s as I was setting up my hotel sales training company, I wanted badly to identify that “secret sauce” that it takes to be a hospitality sales super-star.

But how could I isolate the factors that the truly great sales people in our industry do to consistently smash quota month in and month out? What characteristics and habits do these people have that makes them so successful and in such demand that they constantly have calls from headhunters looking to lure them away to other companies?

Then in a blinding flash of the obvious, it came to me: I had to go deeper than just asking them.

I knew that I couldn’t just just make a few calls and ask these successful people how they got that way. I knew that they probably also suffered from  “unconscious competence” as well. So I had to go deeper –much deeper.

After great effort, I designed an exhaustive questionnaire for these people. But that was only the first step. I combined that with in-depth personal interviews and countless hours observing them in action.

The result: I was able to isolate the common denominators of these hospitality sales super-stars. Regardless of the type of property these men and women sold for, they had many factors in common, and this became the basis for my hotel sales training 25 years ago.

And I’ve had great success with this approach, updating it as we’ve moved along in time, of course. I’ve used it as a foundation to teach over 27,000 hospitality sales people in that time period.

Because this training is so good, I’m consistently on the road, traveling around the country doing on-site sales training seminars for hotel and other hospitality companies.

This training is expensive – but worth every penny to my clients. That’s not just my opinion, because now the vast majority of our training business is repeat business. These hospitality firms appreciate the value of this training, so they keep hiring me back. In short, it produces results.

For example, look at this quote from Bill Allison of Starwood:

…the training seminar was informative and enjoyable. Each of my sales managers have shown an unbelievable increase in booking business and average rate. Thanks for an excellent program!

Now this brings us to the present. Let me share one of these key common denominators with you:

One of the huge factors for ALL these sales superstars was their ability to fill their pipeline with new business.

These superstars realize — as you should — that you can’t survive in this field just by servicing your current accounts and hope that their needs grow. Even without considering the negative effects of possible attrition, you simply can’t be a superstar by relying on your current client list.

Now I’m going to ask you something that may be painful for you to answer. But please think about this seriously:

How do you rate at identifying new accounts?

That may be a sobering thought for you — or you might be patting yourself on the back right now. Let’s go one step further:

  • Are you an EXPERT at identifying new accounts — could you teach a class on it?

  • Or do you possibly have a few things to learn in that area?

If you answered “yes” to the very last question, you absolutely HAVE to attend our webinar on December 12th, “Identifying New Accounts.” In it, we’ll unlock the keys of what it takes to do the research necessary to find potential new business. We’ll go deep, and we’ll take your questions right there on the call.

To read more about the webinar, I urge you to explore what I’ll be talking about and find out all the details here

We look forward to “seeing” you on the webinar!


Posted 12/5/13


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