Identify the value proposition of the offer, which is essentially the benefit the buyer will feel in implementing what you`re selling. Yes, there is an economic component to a value proposition and being able to articulate it is a must. The strongest value proposition is linked to the values on a list of “core values”. There may be a list of the company`s core values on the client`s website, but go further. Think more about the core values of the key influencers who will benefit the most and authorize the purchase of your offer. The list of possible motivating values is long. There is a good list of personal values online by Scott Jeffrey (link). The third step is to decide on the activities to be carried out. It is enough to agree on what needs to be done to achieve the objectives. Opportunity filters. An opportunity filter is a description of what the organization can and cannot do, what it will not do, and what it does not want to do and does not want to do so that sales and marketing seek out and promote the right opportunities. After all, it`s not fair to blame a team that does bad business if they haven`t been told what a good deal is! Personas. In terms of marketing, a persona is a written description of a typical member of the customer decision team that includes things like job title, age, business goals, personal goals, values, and challenges.
Personas help the sales team strive to achieve a common understanding of the customer. Who, why and how are the fundamental questions for targeted and accurate sales, marketing and product development teams across all companies and industries. Stern. These questions apply even to internal customers. Next, you need to decide who is responsible for what and clearly define the different roles, i.e. who does what. Last but not least, it is important to communicate responsibilities. What is revenue management and market and sales responsible for? Who does what? This brings us to the different types of meetings you need to have with the sales team for the team to function well and have a good ongoing dialogue and consensus. Modern sales professionals and marketers use the term “buyer journey” to describe the process by which a customer progresses from becoming aware of a problem and a possible solution to the decision to buy something to solve the identified problem.
A big mistake is to forget that this is called the buyer`s journey, not “the journey I impose on the customer”. People love to buy, but they hate being sold. Ideally, business activities facilitate the buyer`s journey instead of pushing, pulling, convincing or convincing. Sales teams benefit from three well-understood things. Who customers are, why customers care about you, and how customers want to interact with you. These become the fundamental beacons for sales, marketing and product development teams, their strategies and plans. Always. A knowledge meeting should be an opportunity to draw conclusions from last month`s results. You need to analyze the result and get an evaluation of how the result was compared to last year, but also in terms of comp set. Only by using the information to analyze last month`s results and evaluating the activities performed can you learn from less sound decisions and what you may want to do more in the future.
You can analyze different segments to evaluate the result and find the reasons for a possible reduction in sales. Is there a company agreement that was not delivered as planned? Or are there groups that have cancelled their reservations? There`s a lot to learn by going through last month`s earnings information together to see what your hotel could have done better or differently. A status meeting aims to reach consensus and provide feedback to all team members for the forecasting work. Revenue management doesn`t work optimally when you`re working in silos. The value of consensus and continued cooperation to achieve a common goal in day-to-day activities cannot therefore be overemphasized. You may also want to discuss sales and pricing for the coming weeks. These meetings are important to ensure that market and sales representatives should be able to provide revenue management with information and feedback on their opinion on an ongoing basis. You need documents for such a meeting, showing the hotel forecast and the room forecast so that everyone has the same information and figures when they chat. “It`s not fair to blame a team that does bad business if they haven`t been told what a good deal is” The fourth step to success is to agree on the necessary feedback and by whom, in relation to each decision. It is a question of deciding which meetings should take place and, last but not least, a clear meeting structure and agenda for all meetings.
Never enter a meeting without first establishing a clear purpose of the meeting, i.e. what needs to be decided at the meeting. Meetings without agendas and structures are often counterproductive and a waste of time. No meeting should take place just to have a meeting without a clear purpose of the meeting itself. This is the case, whether it is a milestone meeting to discuss forecasts, a knowledge meeting to draw conclusions from the results of previous months, or an activity meeting to plan activities. If you don`t have a well-functioning team, you`re working in silos and risk having counterproductive goals for different departments and roles in the hotel. One function doesn`t know what the other is doing, and maybe they don`t even share the same goal or vision of how to achieve the goal. This means wasting time and resources, but also not getting as much return as possible from the time spent by various key functions in their attempt to maximize sales. There may also be a situation where a department offers rooms at too low a price because they do not fully comply with the policies and guidelines decided by the Revenue Directorate, resulting in a deviation from the strategies decided. This can be indirectly detrimental to the hotel brand if staff don`t make consistent decisions and communicate consistently with guests. The potential loss if you don`t work in sales teams is huge. The biggest loss is certainly that you can`t maximize revenue, as you would have if you had a unified view of how to achieve goals and consistently work toward goals in a team.
So how do you go about building a well-functioning sales team? I listened to our revenue management expert, Ognjen Lauseger, give a keynote speech on how to build a successful sales team from a common goal. He gave a lot of practical advice on how to trade and work for success. First of all, it is important to define the objectives together and communicate them internally. First of all, everyone has to set the goals together, this is the most important thing to succeed. Also, you need to break down the goals so that all departments and people who work in the hotel are very clear about the goals. It`s equally important to communicate goals to the whole team. All these meetings have one purpose – more understanding and information about the outcome and why you didn`t achieve the expected result.