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2009 the game changer for innovation in hotel sales processes
Scott Anthony in the Harvard Business Publishing Weekly called the current economic cycle the ‘Great Disruption' and went on the say that "In 2009, managers will realize that they are no longer dealing with a crisis; they are dealing with a condition." Jeff Stibel in a post entitled 2009 Will Be an Economic Engine for Change in the same publication postulates that "... 2009 is shaping up to be a trigger for an unprecedented surge of innovation."
It's about figuring out what will provide optimal value to customers in your product/price segment. Value isn't a price point - what is value to a $99/night customer is not the same as value to a $500/night customer. However, you can't expect customers to immediately pay a premium, unless you give them a good reason to do so.
Jill Konrath, in an eBook entitled "The One Piece of Advice You Can't Generate Leads Without" (RainToday, 2007) provides a hint on what this innovative value transformation is all about - the customer. "Occasionally a savvy marketer or seller captures my attention. ... What are they doing? They are completely focused on my business and the impact they can have on it. That's what's relevant to me - not their offering."
Selling into this transformative economy will require innovation and transformation of sales processes not only in the hotel industry but all other industries as well. The processes of targeted prospecting, pre-approach qualifying and strategic approach development will take precedence over blindly contacting a fixed number of warm or cold prospects based on the assumption that even a blind squirrel finds a nut now and then.
What then does this transformative innovation look like?
Good sales people welcome innovation! Don't get stuck in the same way you were doing business last year and the year before - embrace the change. Are you ready to play the new game of sales?
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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 www.carolverret.com. To contact Carol send her an email at email@example.com or she can be reached by cell phone (303) 618-4065. Visit www.hotelsalesblog.com.
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