Better Focus On Using Lead Tracking Could Increase Hotel Sales Closings
November 19, 2014 6:32am
By Doug Kennedy
November 19, 2014
In providing training for hotel sales and catering departments I usually find that nearly all have a robust sales lead tracking tool. There are many excellent systems out there such as SalesForce, Delphi, and Opera Sales Force Automation among others. Yet when I ask sales leaders the question "How well are your sales associates using their system?" the answer tends to be "Not as well as they should be."
As great as these systems are, they of course cannot generate any revenues unless they are properly used. Rather than using these systems to better-manage their workday, many hotel salespeople I speak with see using these systems as extra work. Instead most seem to be trying to organize their sales leads in Outlook or whatever email program they are using, or they are trying to use calendar features available on their smartphones.
Myself being in sales for many years, I can definitely say I practice what I preach. When I am not on the road conducting sales related training I can usually be found in my office selling sales training. My workday usually begins with a review of the sales leads I am working for that day, then I begin reaching out by phone as 9am hits each local time zone, then sending follow-up emails to those who I called the day prior but who did not yet respond. After each attempt I immediately trace-out the next step for a few days later. When I do connect with someone I immediately enter the notes from the call or a summary of the email exchange into my lead tracking tool, attaching any documents or detailed emails to the lead contact. Sometime after lunch I re-check my list to see how I am doing. If I have been distracted by call-in leads or unexpected meetings and I see I cannot get to everyone I had planned on reaching, I sort through the list to find the remaining top-priority contacts for the day and re-trace the rest for my next available office day. Finally at the end of each office day I look at the next few days to see who should be moved up or back on the calendar according to the volume of leads as compared to my available office days and hours.
There are definitely quite a few dedicated sales superstars out there who use a similar approach to managing their sales time each day. Yet all too many others spend their day reacting to whatever comes their way. With emails pinging, texts zinging and cell phones ringing, it is easy to stay in reactive mode five days a week.
Here are some training tips to ensure your hotel sales team is properly utilizing the tools they have literally at their fingertips.
Sales Director and General Managers:
Tags: lead tracking,
Doug Kennedy is President of the Kennedy Training Network, Inc. a leading provider of customized training programs and telephone mystery shopping services for the lodging and hospitality industry. Doug continues to be a fixture on the industry's conference circuit for hotel companies, brands and associations, as he been for over two decades. Since 1996, Doug's monthly hotel industry training articles have been published worldwide, making him one of the most widely read hotel industry training authors in the world. He is the author of Still On The Road to Sales and Guest Service Excellence. Visit KTN at: www.kennedytrainingnetwork.com or email him directly: firstname.lastname@example.org
Contact: Doug Kennedy
Office: 954.981.7689; Mobile: 954.558.4777
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