Too often, your local General Manager, FOM, Guest Service Staff or Sales Manager is not paying attention to learning more about your inhouse guests.
Who are they? Why are they traveling through or to your city? What is the name of their company? What project are they working on?
And the big kahuna? Are there other folks traveling for those same reasons (who are working for that same company or participating in that same project) but maybe staying at your competition?
WOW. This seems complicated! The fact of the matter, it is one of the simplest processes to implement at your hotel: A very basic Sales Lead Program.
Let’s back up to an organization’s travel policy. Some companies book the travel for their employees, basically telling them where they will be staying. Others, give a per diem and let the employee stay at the hotel of their choice. In the later example, an employee will typically go to the hotel in which they have interest in a loyalty program.
In my sales lead program, which I developed over 10 years ago, my theme is a “Fishing One.” One concept that I drive home is that Fish tend to swim in schools, as do hotel guests. In other words, very rarely does an organization send just one employee to work in a city or on a project.
When implemented correctly, your front-line staff can be trained and incentivized to uncover these “school of fish” and turn the lead over to a management level person for follow up and conversion.
Front-line staff might be your front guest service agent, breakfast attendant, housekeeper or maintenance personnel. Anybody and everybody in your property should be trained and incentivized on how to capture a sales lead.
Your guest may be more comfortable opening up and answering questions to your front-line staff, thinking that it is simply just innocent conversation versus a sale inquiry.
Once a lead is turned over to your management team, then that is where the creativity steps in. Finding a way to get in front of the organization and or the other travelers who are on per diem and convincing them to move over to your hotel. That is a totally different topic.
Want to learn more about implementing a sales lead program? Visit my website at www.nextgenrevpar.com Until then: Happy Fishing!!!