News Archive Search
Back to hotel sales basics: The basics have changed big time!
That is why I am bit concerned when some experts insist that hotels should hire a quantity of sales people that should just go out and pass out business cards. There may be some smaller markets where this is still possible but in most markets it is not due to security restrictions deployed after 9/11.
In this recession, with the pressure on hotel sales departments to produce results or be potentially be downsized, it doesn't seem a very efficient way to prospect for new business if it ever was. There are good reasons that vacuum cleaner sales people don't go door to door any more --- if it worked, they would still be doing it!
The world of sales has changed and not just hotel sales. Ask any sales person that is told to make cold telephone calls to a ‘list' how many ‘dials' they need to make before they reach a live person. Ask them the response of the live person if they reach them. Ask them the number of cold calls they have to make to get to a closed deal. The call to closing ratio on this activity is astronomical but then ‘even a blind squirrel finds a nut now and then'.
The internet has exploded exponentially and provides simple prospecting tools that enable a sales person to locate companies and organizations most likely to require the services that their hotel has to offer -- within their area and beyond for those hotels, such as full service hotels, resorts and conference centers who prospect on a regional and/or national basis.
Does this mean you don't need to call or email them - no. Internet prospecting allows the sales person to identify organizations with the likelihood of having business so that they can develop a targeted, solution based approach to these prospects. Internet prospecting provides a shot gun approach versus the ‘scatter shot' approach of passing out business cards indiscriminately to any one on the street.
Internet prospecting is a sound prospecting strategy - hope is not!
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.
Visit our sponsors