Insider: Direct Sales: Getting the Biggest Bang for your Buck

By Brenda Fields, President, Fields and Company

Ms. Brenda Fields

The past decade has been unprecedented in the hotel industry. All success indicators (occupancy, average rate, and RevPAR) have climbed steadily year after year and owners have enjoyed record profits. So what are your sales people doing? During these “feast” periods in full service hotels, it is likely that the sales person is turning away more business than is booked. And in limited service hotels, is it likely that the sales person is at the front desk with little or no, direct sales activity. 

When we know that the supply/demand dynamics will always change, then why be complacent with a sales person or sales team that is not proactively generating business for the future? A consistent, strategic, and proactive approach will offset any negative trends in a downturn and will protect an owner’s investment. 

What better time, than when business is strong, to step back, and set up a plan that lays the foundation for generating and maintaining business? My article "Direct Sales: Getting the Biggest Bang for your Buck" in the Hotel Business Review will address the importance of creating a great sales force during the good times and some tips on how to do it.  

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Sincerely,  

Brenda Fields

President

Fields and Company

518-789-0117

brenda@fieldsandcompany.net