Sales & Marketing: Overview

The Sales and Marketing department is the heartbeat of the hotel. They shoulder the responsibility of soliciting and confirming group business and strategically placing the business in the hotel in a way that maxi- mizes the revenue of the existing rooms and meeting space capacities. The decision on which groups to book is contingent not only on the room rate and catering revenue, but how each group will increase ancil- lary revenue as well, such as the business center, room service, audio visual, meeting room rental, the fit- ness center, etc.

It is the department that is not only revenue generating, but is responsible for the employment of many of the other departments. If business is lacking, the productivity and staffing of the remaining departments are affected. Relationships throughout the hotel are vital to the success of the sales team. This is because their business decisions affect all of the other departments. Once the business is booked, the hotel staff must execute the program for the groups as a whole as well as the individuals attending them.

Each hotel is different in the group base that is attracted to their hotel and what are the most profitable choices for the hotel. The main components are corporate business, association business and leisure/transient business, though other market segments do exist.

Important skills to know or have to work in the sales department would include prospecting and soliciting business, understanding and negotiating contracts, and developing and maintaining customer relationships. It is important to demonstrate leadership and build internal and external trust. Good business acumen is important to the understanding of overall hotel operations, as well as the value of business to the associ- ates.

Sales & Marketing: General

CONTACT: Director of Sales & Marketing or other appropriate department manager

Departmental Manager / Departmental Trainer to acknowledge the level of comprehension, learning, and understanding of the activities and learning goals below. Ratings should reflect demonstrated competency.

Included in Plan?

Activity / Learning Goal

Introductory

Proficient Expert

Review the organizational chart for the de-

partment Examine current year’s Marketing Plan in-

cluding goals for room nights, average rate and revenue

Review MPSI focus for the department, YTD

scores, and current action plans Review StarVoice focus for the department,

YTD scores, and current action plans Gain familiarity with the major areas of Sales,

including Leisure Travel, One-Call, primary, transient

Understand PACE report Develop an understanding of Delphi or an-

other sales booking system Learn how Team HOT is used Acquire an understanding of how group rates

are set Review the sales manager incentive pro-

grams Attend a sales strategy meeting (REVMAX) Understand the hotel’s competitive set Gain familiarity with the roles of the Conven-

tion Service & Catering team in the selling process

Understand the positioning of your hotel based on its location and seasonality

Review Resumes, BEO’s and major commu- nication devices to departments for execution

Understand the GSO in relation to property sales efforts

Review the organizational chart for the de-

partment Attend the weekly Marketing Meeting (if ap-

plicable) Identify each marketing communications

strategy currently ongoing to promote your hotel

Examine the demand analysis, supply and competitor analysis and segment analysis

which are used to help develop marketing plans

Participate in the preparation of a press re- lease

Find out what resources the corporate office and Brand-specific marketing group offer

Learn of any marketing plans which incorpo-

rate use of the internet Learn what tools are used to market the ho-

tel as a destination through the efforts of the CVB

Sales & Marketing: Convention Services

CONTACT: Director of Conventions & Catering Services or another appropriate department manager

Included in Plan?

Activity / Learning Goal

Introductory

Proficient Expert

Review the organizational chart for the department

Review the organizational chart for Conven- tion Service & Catering

Review MPSI focus for the department, YTD

scores, and current action plans Review StarVoice focus for the department,

YTD scores, and current action plans Participate with the follow-up of negotiated

obligations with necessary departments from food & beverage to audio-visual

Analyze and estimate total value of a poten- tial meeting/booking

Attend a pre-convention meeting Attend a post-convention meeting Work on floor with set up crew to set up

meeting room Assist Convention Services Manager in han-

dling an in-house meeting Participate in a site inspection with Conven-

tion Services Manager Complete a Report of Convention Assist in answering convention services’

main telephone line to get a feel for the amount and types of incoming calls

Attend any and all staff meetings with managers

Be able to summarize the relationship between the catering manager, the convention services manager and sales managers

Learn how the 14, 30, 60 and 90-day avail-

ability forecasts are used Go over a Competitive Pricing Review and

learn how this tool is used to establish pricing for services

Review a sampling of meeting satisfaction indices

Understand the process of turnover from

sales teams to service teams How are continual issues addressed and

improved upon Review the room sets (crescent rounds, her-

ringbone, hollow squares, etc) and standards Help set a meeting room, coffee break

and/or banquet room Help set up presentation equipment e.g.

LCD, rear-screen projector, slide projector, sound system, etc.

Assist the appropriate manager with a final

meeting room inspection Learn how convention service and catering

staff maintains constant communications and with whom

Participate in the booking, organizing and

hosting of an FAM trip or site inspection Understand relative costs and profit margins

of items on the catering menu and how this affects cost negotiations

Shadow a catering sales manager during the

execution of a banquet Shadow a catering sales manager during a

convention or large meeting Shadow a Banquet Manager during the exe-

cution of a Corporate and Social events. Learn how Conference Services Mangers

are in constant communications with not only catering, but also every single department.

Understand the role of the Conference Ser- vices Manager in the turnover process from sales teams to service teams.

Sales & Marketing: Bookings

CONTACT: Director of Sales & Marketing, Director of Group Sales or appropriate department manager

Included in Plan?

Activity / Learning Goal

Introductory

Proficient Expert

Review the organizational chart for the de-

partment Attend any and all staff meetings with man-

agers Review MPSI focus for the department, YTD

scores, and current action plans Review StarVoice focus for the department,

YTD scores, and current action plans Expand your understanding of Delphi Understand the value of a piece of business

and impact on other departments Identify competitive hotel set and the

strengths and weaknesses at each property. Determine how the hotel uses the strengths/weaknesses of the competition to effectively sell against them.

Participate in the strategy of moving a piece of business to a new set of dates and sit in on

the call or appointment as the hotel negoti- ates with the customer Participate in the coordination and execution

of a site inspection Participate in developing a creative sales

proposal Accompany a Sales Manager on sales calls

Learn what might account for a group’s book-

ing pace Learn what is considered when extending cut

off dates or increasing group blocks Find out the purpose of a booking recap re-

port and who uses it Review the GEAC or FIDELIO billing proce-

dures Understand the way group resumes are ar-

chived and utilized by helping to create one

Review the parameters of a hold harmless

agreement Draft a questionnaire to be used to survey

customers whom have recently held meetings at the hotel

Review the methods and policies used to establish and maintain good relations with meeting professionals

Determine the peak days, months and/or seasons of the hotel and learn the strategies of selling the valleys

Examine a lead for a piece of business and determine its overall value to include rooms

revenue, food & beverage and culinary revenue

Sales & Marketing: Revenue Management & Pricing Analytics

CONTACT: Director of Revenue Management or appropriate department manager

Included in Plan?

Activity / Learning Goal

Introductory

Proficient Expert

Review the organizational chart for the de-

partment Attend a group review meeting and a revenue

management meeting Review GSI focus for the department, YTD

scores, and current action plans

Acquire a basic understanding of how pricing is set, transient market segments and which rates go into each segment

Acquire a basic understanding of demand is analyzed (PSA, HAD and PDA)

Learn the function of the property management system (GEAC or Fidelio)

Learn how to read a Star Report Learn how the Director of Revenue Manage-

ment determines the cut-off dates for groups Acquire an understanding of how to analyze

month-end reports Understand how guests are priced into vari-

ous room categories through reservations process

Understand HOT Rates are opened/closed in system

Understand TLPE methodology Understand role third party distribution plays

in hotel / market strategy (expedia.com / priceline.com, etc.)

Demonstrate ability to calculate ADR and REV PAR Index

Demonstrate the ability to read a STAR Re-

port and analyze market share vs. comp set

Review the role and relationship of the

Customer Care Centers Attend a Revenue Management Strategy

Meeting Analyze a Competitive Pricing Analysis

Analyze a Star Report Review GSI focus for the department, YTD

scores, and current action plans Participate in a group block Review the relationships between sales, res-

ervations, front office and revenue management

Visit a CRO if one is in the general vicinity of your hotel

Attend any and all staff meetings with man-

agers Command a good working knowledge of the

rates, size, layout, bed types and special fea- tures of all guestrooms and suites

Relocate guests professionally Update the availability board; explain what

the restrictions are and why they are applied Fill out the C.R.O. Room Availability Update

form; send to C.R.O. List the market segments of your property;

explain requirements qualifications, rates and privileges

Confirm, change and cancel existing reservations

Understand the correct procedure for han- dling and processing travel agent reservations and commissions

Explain the procedure for booking and han- dling Preferred Guests

Understand the importance of cut-off dates and group cancellation policies as they relate to room inventory

Record a guest’s special requests at the time

of reservations Explain the policies and procedures applied

to no-show billing Find out what information is entered into the

CRO System (Starlink)

Sales & Marketing: Overview