Unlocking Sales Effectiveness

As we begin to ask questions specific to the hotel sales team – their strategy, tactics, sales initiatives, business development, client engagement, etc – it becomes quite apparent how “high-touch” the sales discipline is in today’s environment which often includes reduced staffing, loss of legacy talent, and the increased absence of training and corporate resources.

The majority of my hospitality clients are franchise hotels, independents, smaller hotel brands, and destination marketing organizations (DMOs, or convention & visitors bureaus). Interestingly enough, the challenges and “pain points” are consistent in all of these businesses.

Hotel Sales Challenges

• Knowledgeable sales talent, and in particular, sales leadership. (Skillsets of the existing associates and leaders have diminished, leaving teams unequipped to problem solve, establish strategies, and execute.)
• Training is inconsistent, and often nonexistent.
• Growing hotel revenue due to the public’s “rate fatigue,” and the absence of a hotel sales strategy to resolve this issue and others.

HIGH-TOUCH – adjective – dealing with or interacting with a human being, as opposed to transacting with computers or through high tech.

Evaluating Hotel Sales Success

The complexities involved with a fine-tuned sales organization are vast. Without the proper resources in place you’re at a distinct disadvantage. To demonstrate this point, ask yourself:

• Have you invested in knowledgeable and talented sales leadership, or are you “saving money” by hiring individuals who don’t have the necessary background and training to lead the sales organization?
• Is anyone thoroughly evaluating the overall effectiveness of your sales operation and determining individual training needs for team members across various segments, markets, and verticals?
• With the majority of hotels faced with irregular demand fluctuations across the majority of markets post-pandemic, is there a fluid, cohesive strategy established to ensure revenue optimization?

Herein lies the reason many organizations are challenged to improve their overall commercial results, and specifically their Sales production. There is no silver bullet to truly improve hotel sales effectiveness. And, you won’t be able to toggle a few levers or run a new digital marketing campaign to trigger immediate performance. In almost every case, you will need to drill down to determine the obstacles, as well as the opportunities for success in order to influence real, sustainable results.

I often speak with General Managers who see a critical need to apply additional resources which will grow sustainable revenue, and they want help!  During a time when staffing levels are being reduced to lower costs, legacy talent has all but disappeared, and training has decreased, something has to give.

Creating an Action Plan for your Hotel Sales Team

Just for starters, here are some areas in which to focus:

Sales Leadership (#1 Priority)

1. Invest in the right talent to drive hotel sales effectiveness and growth.
2. Further invest in individualized training for the leader to ensure their success and sustainable future.
3. Ensure they have a person who can mentor them for continued growth. (ie General Manager, Regional Sales Leader, etc)

Talent/training

1. Ensure your most important resource, your people, are being evaluated for strengths and opportunities.
2. Put training programs in place to cater to their individual needs. If internal training resources don’t exist, there are quality online courses being offered, in-person classes they may attend, and sales trainers which can come directly to the hotel, or into the market. (ie Partner with your local Destination Marketing Organization or Tourism Bureau for market-wide training)

Proactive Hotel Sales Initiatives

1. The majority of sales teams I work with are highly “reactive.” They’re reacting to the many distractions swirling around daily such as email, meetings, unnecessary phone conversations, etc, instead of proactively targeting the right type of business for the hotel. The culture of the team needs to be changed by the sales leader.
2. Proactive sales initiatives such as in-person sales calls, new business solicitation, site visits and FAMs tailored to their clients’ objectives should be in place with goals, and monitored by the sales leader for accountability.
3. Each salesperson should have quarterly action plans which will guide them through the year for success.
4. Ensure everyone on the sales team is solving problems for their clients, and not just “selling.” People don’t want to be sold to; they want help; they want an advisor.

Focus on Optimizing Revenue

Without a doubt, properly strengthening your hotel’s sales effectiveness will allow you to optimize revenues. A key starting point which is becoming overlooked more often, is the need for a talented and knowledgeable sales leader guiding the team. Without this, you’re at a distinct disadvantage. If you truly want to compete – and win – you’ll most certainly need to invest in the necessary resources to ensure the high-touch world of sales is properly and thoroughly addressed.