Direct Sales: What to expect from your sales people and how to get results
By Brenda Fields Founder, Fields & Company | May 19, 2010
Case in point: Direct Sales typically represents 40-50% of the entire marketing expense budget. As a result, with up to 50% of the marketing budget devoted to this one line item, it is critical to ensure that each sales person is effective and productive in achieving short term results and in laying the foundation for success in the long term.
Out of all the elements of the marketing plan, Direct Sales is the most controllable and quantifiable element. In order to achieve maximum production, it is critical to:
Success in today's market is accomplished by a different game plan than when demand was at its peak. Therefore, in order to ensure effectiveness, it is useful to start with several key concepts:
Sales is a SKILL, not a personality trait
How many times have we hired personable and attractive people only to find out that they are not effective in booking business? We discover that tentative bookings rarely become definites and that any client complaint can send the sales person over the moon!
Skills are required in any other profession and in any other department in the hotel in order to perform the job. Many times, we look to hire a sales person with a "rolodex" without considering his/her ability to sell, i.e., identifying business for the property and moving that business from another hotel. Client contacts can quickly come and go, resulting in an obsolete rolodex, but effective sales skills will result in constant business and on-going client relationships.