Using Email in Hotel Sales

hotel sales use email well

Email can be an asset for hotel sales pros when used correctly.

I think that there is a problem with our email usage as hotel sales folks, and I think it is getting worse, rather than better. In the timeline of the human race, email and the internet are very recent phenomena. Ralatively speaking, there hasn’t been an internet or email on our planet for very long.

email useAs I see it, one of the major problems with email is that lots of us — not just hotel sales people — are prisoners to it. People seem unwilling to go for a cup of coffee or out to dinner without their smart phone. People are constantly checking their mobile device. We’re losing personal connections with one another.

Often folks will check email because it just might be something good. But actually, studies show that just 14% of work emails are important. That means that 86% of the time, checking email is a waste of time. And if there’s one thing the Hotel Sales Coach is about, it’s not wasting time.

How can you cut down on the time waster of obsessively checking your email?

The key is that a hospitality sales pro only needs to check his or her email once an hour. You don’t need to check it constantly. Just check it once an hour or so. It wastes an amazing amount of time to stop a productive task and look at email. It always takes some time to get back on track after your email distraction (or anything else for that matter.)

Think about it: has anyone out there really lost a piece of hotel sales business because they failed to get back to a customer within 60 minutes of when the e-email was received? Even when it was marked urgent?

Let’s be honest. If the matter truly is urgent the client will pick up the phone and call you, and you can then drop everything if necessary and handle it. But don’t be held captive by your email.

Secondly, please stop with the abbreviations and emoticons in your emails and business texts.

I’ve interviewed many meeting planners and I often get feedback that hotel sales people should quit trying to act young, hip, teen-age — the junior high stuff. Dispense with the smiley faces, OK? Don’t do that, because it’s seen by your clients as very unprofessional.

Be a pro and watch your grammar and spelling. When a customer sees that you’re sloppy in that area, they’re also going to assume that you’re sloppy in other details. And if you’re sloppy with the details, it’s naturally going to be difficult to trust you and treat you as a fellow professional.

I don’t mean to sound huge alarm bells here, but I do hear from your customers all the time what they like and what they don’t in their hotel sales people. And they don’t take kindly to receiving badly written correspondence, crappy e-mail, and frivolous texts.

If you do so, you’ll have a tremendous advantage when competing in our industry, because there are lots of people that don’t take this seriously and this can really differentiate you as a hospitality sales professional.


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