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Four steps to setting accountability: building revenues
Building revenues is a challenge facing almost all businesses today. Success in building revenues is not the only reason to discuss the concept of ACCOUNTABILITY, but it is a logical place to consider in times of economic uncertainty.
By design, this will be a short column - it can be so because the ability to set accountability can be stated in four steps.
That's all it takes to be successful.
These steps were identified and shared by author Harvey MacKay, who has written a number of best selling books on business, networking, successful living and enjoying life.
I have always found this particular message focused and energizing. I appreciate its direct simplicity and I have found it to work in my career.
The general news media has taken the approach of broadcasting much of its economic news in the most negative and depressing means as possible. While there continue to be serious challenges in hospitality business levels, there are also offsetting success stories.
MacKay's simple four steps identify that special times require special efforts: We all need a goal - something to reach towards.
A sales blitz places a concentrated effort by a large number of people in one or more targeted area for a specific time. Blitzes require coordinated efforts, but there is a payoff.
Earlier in April of this year, Starwood Hotels & Resorts launched a program that is not technology based, but one that focuses on proven tactics of the past. What their announcement labeled "hitting the road-hard" is leading to what they call its "most aggressive sales blitz in history." Starwood associates plan to call on 20,000 key accounts and new customers throughout the United States and Canada with a stated target of generating $135 million in new potential revenue.
The purpose is to general leads, prospects and eventually to build revenues.
Churches of all faiths, schools, universities and many other private clubs and groups have special fund drives every few years. The reason ties back to MacKay's Four Points - to bring enthusiasm, a sense of shared goal setting to be measured by accomplishments and timely concentration.
As we look to build revenues, look at the accountability in your business.
They are not the only ones to take this approach but I salute the determination of Starwood to rally its organization at all levels.
Feel free to share an idea for a column at email@example.com anytime or contact me regarding consulting, customized workshops, speaking engagements .............
And remember - we all need a regular dose of common sense.
Autographed copies of LESSONS FROM THE FIELD - a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES can be obtained from THE ROOMS CHRONICLE www.roomschronicle.com and other industry sources.
All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication
About the Author
John Hogan, a career hotelier and educator, is frequently invited to participate at franchise meetings, management company and hospitality association industry events. He is a successful senior executive with a record of accomplishment in leading hospitality industry organizations at multiple levels, with demonstrated competencies as a strong leader, relationship builder, problem solver and mentor. He conducts mystery-shopping reviews of quality in operations and marketing, including repositioning of hotels.
He writes weekly columns for a number of global online services (hotel online.com, eHotelier, 4 Hotels, Hotel Resource, etc) and has published more than 400 articles & columns on the hotel industry. He co-authored (with Howard Feiertag, CHA CMP) LESSONS FROM THE FIELD - a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES, which is available from firstname.lastname@example.org, ROOMS CHRONICLE www.roomschronicle.com and other industry sources. He resides in Phoenix, Arizona and expects to publish in 2009 his 2nd book based on his dissertation - The Top 100 People of All Time Who Most Dramatically Affected the Hotel Industry.
Hogan's professional experience includes over 35 years in hotel operations, food & beverage, sales & marketing, training, management development and asset management on both a single and multi-property basis, including service as Senior Vice President of Operations in a specialty hotel brand for six years.
He holds a number of industry certifications (CHA, CHE, MHS, ACI) and is a past recipient of the American Hotel & Lodging Association's Pearson Award for Excellence in Lodging Journalism, as well as operational and marketing awards from international brands. He has served as President of both city and state hotel associations.
John's background includes teaching college level courses as an adjunct professor at three different colleges and universities over a 20-year period, while managing with Sheraton, Hilton, Omni and independent hotels. He was the principal in an independent training & consulting group for more than 12 years serving associations, management groups, convention & visitors' bureaus, academic institutions and as an expert witness. He joined Best Western International in spring of 2000, where over the next 8 years he created and developed a blended learning system as the Director of Education & Cultural Diversity for the world's largest hotel chain.
He has served on several industry boards that deal with education and/or cultural diversity and as brand liaison to the NAACP and the Asian American Hotel Owners' Association with his long-term involvement in the Certified Hotel Owner program. He has conducted an estimated 3,200 workshops and classes in his career.
Expertise and Research Interest
Service to the Industry and Hospitality Education includes working with the Educational Institute Certification Commission of the AH&LA, the Hospitality Industry Diversity Institute, the AH&LA Multicultural Advisory Council, the Accreditation Commission for Programs in Hospitality Administration, the Commission for Accreditation on Hospitality Management Programs, the AH&LA and AAHOA Education and Training Committees, the Council of Hotel, Restaurant and Institutional Educators (CHRIE), the International Hotel Show and the Certified Hotel Owner program for the Asian American Hotel Owners' Association.
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