Getting the 'right' people in the perfect sales model

Recently, a client shared one of their biggest frustrations with me: "If I knew the sales deployment was right, I would trust the team at my hotel to achieve the year-end results without under- or overspending on salary expenses."

Determining who does what is critical in any organization, however, in the hotel sales department it can be the 'make or break' in achieving the annual hotel revenue. Figuring out which markets to target, locating the untapped geographical markets or industries, finding new business, and strategizing how to gain more business from existing clients are all critical to achieving the hotel total revenue as well as keeping the sales and marketing expenses in line.

In fact, having an appropriate sales deployment that matches the hotel strategy and market conditions as well as having the right people in each role - hunters finding new business and closers making the sale - are the necessary ingredients to exceed budgeted performance and beat the competition in STR.

The sales team will be happy because, by their very nature, they like to win and book business. Hotel leaders will relish consistently making or exceeding budget and owners will no longer need to worry about this asset since it is achieving its targets.

The trifecta of past business analysis, a deep understanding of the local market opportunities, and sales manager skills assessment will result in a deployment model that is right for each hotel. And it's an almost sure-fire guarantee that performance metrics will be exceeded.

“Whenever you see a successful business, someone once made a courageous decision.” 
― Management Consultant, Educator, and Author

If you would like to talk more about how to ensure 2018 is a banner year for your hotel, feel free to reach out at

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