brn solutions LLC

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Rick Blackburn, CSAM in his recent article explores how General Managers can actively evaluate and engage with their #sales teams. Read the article here: https://lnkd.in/eNsXYrVu #hospitality #hospitalityindustry #teamevaluation

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LEADERS:? What does it take to improve commercial results in today’s landscape? I spend a great deal of time speaking with hotel general managers, owners, and asset managers, as well as leaders of businesses outside the hospitality industry. When looking at the commercial side of the business, particularly in hotels, we focus on three areas:?Sales, Revenue Management, and Marketing.?It’s imperative to ensure all three are working concurrently for optimal performance. Many times, hospitality leaders want to focus the conversation on the Sales area, simply because they typically have corporate infrastructure which supports Marketing and Revenue Management.?Right or wrong, as I begin to ask questions specific to the Sales team, their strategy & tactics, initiatives, client engagement, etc it becomes quite apparent to them how “high touch” the Sales discipline is in today’s environment which often includes reduced staffing, loss of legacy talent, and the absence of training. What do I mean by “high touch?”?First, consider these questions: ·?????Is your team regularly calling on new, potential prospects? ·?????How do they determine the “right person” in the organization to contact? ·?????What questions are they asking? ·?????Are they solving problems for their clients, or just “selling?” ·?????Who is evaluating the talent on your Sales team and determining training needs? ·?????Does your team have a cohesive strategy, along with tactics to execute? ·?????Is the team proactive and deliberate about which Sales activities will produce the best results, or are they simply “reacting” to emails, phone calls, meeting requests, etc? These are just a handful of questions posed to leaders when the Sales discipline is being evaluated - and there are many more!?The only way to truly understand the answers is to do a complete deep dive, and I can guarantee the follow up will then involve additional training, revised procedures, newly-developed strategies, and many times coaching and counseling – very high touch! This is why so many organizations are challenged to improve their commercial results.?There is no silver bullet to truly improve Sales effectiveness, and you won’t be able to toggle a few levers or run a new digital campaign to trigger immediate performance.?In almost every case, you will need to drill down to determine the obstacles, as well as the opportunities for success, in order to influence long term results. So what will it take? Problem resolution.?Customized training. Leadership development.?Strategic planning + execution.?Process design + implementation.?And more. Is your organization truly prepared to improve commercial results in today’s landscape?? ? Please share what you’re seeing, and any challenges or successes you’re having.

SALESPEOPLE:?Stop selling!!! ? The word “Sales” often has a negative connotation, right??It’s most likely because we all have encountered salespeople who don’t necessarily represent their business as they should.? ? Are you “selling” to make yourself money, or are you helping your clients by providing your product/service as the solution to their need or problem? ? If you want to be successful and even enjoy what you do, stop “selling” to your clients; instead add value for them!?Be a consultant and guide them to a solution. ? Your job as a “salesperson” is to provide a service or product that your client needs.?To do that you first have to understand their true objectives, who their stakeholders are, why they need the product/service, how it will be used, and more!?Your role is to listen to their needs, objectives, and even problems – and then provide solutions. ? HERE’S THE BEST PART: ?If you don’t have the right solution to meet their needs, tell them, and connect them with someone who does!?Guess who they will call the next time they need guidance.? ? Do you realize how many of my “prospects” started with A) Questions to which they needed answers, and B) Favors to help someone in their firm??They became “clients” later. ? Take care of your prospects by helping them solve problems, and you will have clients for life – and ones that truly value you.