We continue to be in a weird time in the hotel business. Business will be coming back so we need to prepare, but as salespeople, what exactly does that mean? Not a lot of customers (except the national guard) are booking much for the next quarter or two. But there is some business out there right now, so should we be prospecting for that business? Tentatives are taking place for Q3, and Q4 is looking downright exciting. But, what is the best way to spend our time right now? That is the question I have been asked most frequently.
For those of us in and around the hospitality business, July has been particularly cruel. June brought us increases in customer demand – and what a welcome sight that was. STR showed increased in RevPar month of month (we won’t talk about year over year), traveler sentiment surveys were FINALLY trending up and though it still seemed distant, we could all see some sort of light at the end of this tunnel.
Enter July, and we realized that light was just another oncoming train. Our curve was not flattening, cases were rising, and we watched our potential travelers retreat back into their cocoons. And let’s be honest, it made us sad.
Depending on who is writing the article (sales, operations or marketing), you hear all kinds of advice about whether or not you should be “selling” today.
Hotel owners are generally saying, “yes please sell, we would like some income to pay our employees and investors. And our cleaning supply bill. “
Marketers are saying “invest in technology to reach new customers because Google is much cheaper today than it was a month ago. It is much more efficient.”
During these uncertain times when it seems a little like the sky is falling, cancellations are coming in fast and furious and revenue goals
What is bootcamp style learning? I learned this two years ago when I went to a coding bootcamp (and sucked for about five of the six months!). My modified definition is, frequent, short bursts of activity, that you can do when you want, when you have 15 or 20 minutes to focus on growing your brain. And then once a week, a small group gets together via the web to practice what they have learned.
Before you can find more customers, you need to know who your ideal customers already are. And not just know their names and their production, but who they really are. What are their challenges? How they are measured?How do you fit into their picture? Once you have a clear idea of who your very best customers are — then you can figure out how to identify and target others just like them.
If you do not have the time or interest in spending a lot of time learning useless apps, then I will share briefly here some reviews of some of the useful apps I have come across that simply help me, in one way or another, sell more stuff.
In my never ending quest to help salespeople automate whatever they can (because used wisely, it is always a friend), I thought I should bring up the concept of lead nurturing. Prospecting emails is one of the most popular topics in my training class, Influencer Sales. I cover some key points around how influencers prospect