14
December

Hospitality Professionals Ask: So What?

The final weeks of the year typically bring a flurry of communication and activity between meeting planners and hotels. This busy season makes it difficult to navigate through all of the information and determine the necessary action steps. This reminds me of a radio ad for a local organization that bases its message around the question- So What? This simple question applies to us in the meetings, events and hospitality industry as well.

We all think what we have to say about our product or service is worthy of the attention of others. The person we are communicating with is saying- so what? What is in it for me? The challenge is making the connection for them between the products or service that we are offering and the benefit they receive. I would encourage you to always give your message the ‘So What?’ test.

  • Before you send out the RFP to your hotel partners, read it one more time and ask – So What? Does your RFP cover all of the event details? Does it tell about the organization, and highlight the hot buttons and decision factors enabling the hotel to submit their best proposal?
  • Before you send out your proposal to your customer, read it one more time and ask – So What? Did your proposal address the needs of your customer and tie together the benefit of using your product or service?
  • Before you send out the contract to your customer, read it again and ask – So What? Are all the pertinent details included? Are the dates, number of guest rooms, meeting space needs, etc. correct?
  • Before you finalize the agenda for your upcoming meeting, does it answer the question – So What? Is there a clear purpose for the meeting and is this message carried throughout the entire meeting/event?

In this day of information overload, make sure that your messages are clear, concise and offer valuable information to answer the question – So What is in it for me?

 

No comments yet

31
August

5+ Steps to Successfully Earn Referrals as an Independent Hospitality Professional

Our success in the hospitality industry depends a great deal on existing relationships and our face-to-face interactions. Referrals are one of the best ways to successfully build your network and improve your business results whether you work for an organization or are an independent meeting professional. The following is a 5+ step process to improve your ability to earn referrals.

First we must understand the key to it all…the (+). The (+) is the first step before we take any of the steps below. The (+) is giving a referral or offering a favor unsolicited and in advance of asking for anything. We need to search for opportunities to help those who may be able to return the favor and assist us. Once you have offered a referral or favor, you can ask for one in return. When working to earn referrals, you want to take the following steps:

(+)

  1. Ask for the referral
  2. Be sincere and specific with your request
  3. Say thank you
  4. Ask if there is anything else that you can do for them
  5. Follow-up

I enjoy sports and find sports analogies helpful to clarify a point. Referrals are to salespeople what base hits are to baseball players. First, the baseball player must get on base and then will have the opportunity to score. In our professional lives, we must first get in front of prospective customers before we can earn their business. Since referrals are the best way to meet these potential customers, how good are you at getting your fair share? Let’s take the following quiz and rate yourself at how well you are doing:

 

Question

Good

So-So
1. Are you happy with the number of referrals you have received to date?
2. Do you steadily improve your referral getting expertise?
3. Do you have a referral gathering goal?
4. When you do a favor for a customer, do you ask for a referral in return?
5. Do you try to get referrals from non-competing sales associates and repay the favor?
6. Do you ask friends, family and neighbors for referrals?
7. Do you ask your industry partners for referrals?
8. Do you give your referral sources a thank you gift?
9. Do you get unsolicited referrals from your current customers?
10. Do you check out your referral gathering strategy with others in your company?
TOTAL NUMBER of GOOD ANSWERS

How many ‘Good’ answers do you have? It has been proven within our industry (and other industries), the better you are at earning referrals, the greater your sales and the higher your income will be. Please add up the number of GOOD answers. A score of 9 or 10 is outstanding; 7 or 8 is very good; 6 is above average. If you scored 5 or less, the message is clear that you need to improve your referral strategy.

The skill of giving and getting referrals is the key to building a successful business in our industry and especially if you are an independent hospitality professional. The facts demonstrate that if you are not asking for referrals, you are missing out on building a fantastic client base…BIG TIME. Over 70% of people do not ask for referrals. Your clients are busy people and they might not think to recommend you. If you let them know you would appreciate help getting the word out about your business, you are planting a seed in their mind to think of you next time someone they know talks about the service you offer.

Your challenge beginning right now is to spend the time and effort to master this skill. It will make a difference in your business!

 

No comments yet

24
June

9 Tips to Better Networking in the Hospitality Industry

I spent over 20 years working for a few major brand name organizations and people interacted with me professionally because of these brand affiliations. I have since pursued my dream of being self employed and the first piece of advice I was given was to become good at networking. This was a great tip…, but how do I become good at networking?

Your take away from this post will be 9 quick tips I have been given by my mentors and from (sometimes painful) trial and error that has helped me improve my networking skills:

  1. Get out of your office- sitting at your desk will not help improve your networking skills or enable you to grow your business.
  2. Get involved –
    • Join organizations within your industry and become an active member of the organization on a committee or leadership role.
    • Get involved in organizations or causes you have a passion for and enjoy.
    • Find organizations to participate in that will partner you with people that have ‘like interests’.
  3. Create your own personal brand- who are you and what can you do for the person you are speaking with.
  4. Refine your ‘elevator’ speech and be able to articulate in 20 words or less what you do and your value proposition. Make sure you communicate with family, friends and neighbors-what you can do for them and how can help you.
  5. Give referrals-understand the needs of others and offer referrals…unsolicited!
  6. Ask for referrals-do not be afraid to ask your family, friends, neighbors, customers and vendor partners if they know anyone that could benefit from your product or service.
  7. Understand and become active in Social Networking –
    • LinkedIn
      1. Groups within your industry and your interests
    • Facebook
    • Twitter
    • Blogging
  8. When you attend events -
    • Overcome your fear by setting a specific goal for meeting people     at the event (i.e. 3 new people)
    • Make a good first impression
    • Spend more time listening than talking
    • Spend more time learning about the other person/organization      and their needs than sharing about you
    • Bring your business cards
  9. Follow-up with everyone that you meet

Networking has not only helped me grow my business, it has helped me grow as a professional. It was scary at first to no longer have a brand name behind me. Now, I am pleased that people know me for who I am, what I have accomplished and what I can do for them in the future.

So, let’s get out there and network. I hope these ‘quick tips’ help you as we all set our sights on a successful 2012 and beyond!

“I like to define networking as cultivating mutually beneficial, give-and-take, win-win relationships… The end result may be to develop a large and diverse group of people who will gladly and continually refer a lot of business to us, while we do the same for them.” Bob Burg- Speaker/Author

If you enjoyed this article, you may also be interested in “Holiday Networking for Hospitality Industry Professionals”.

 

No comments yet

19
May

Working Successfully From Your Home Office: 8 Tips for the Hospitality and Event Professional

Whether you have decided to break away and work on your own or if your company allows you to work from a home office, it can be overwhelming coming from a structured office environment. I have worked from an office in my home for over five years and have led or coached over 100 individuals as they made the transition to this more independent structure.

There are many positives to working from home, but I must caution you…it takes a self-disciplined, self motivated and goal-oriented individual. You must have a strong work ethic and a plan to stay focused on your priorities and goals. The following are some lessons I have learned from my own challenges, those faced by my team and from others in our industry that have been willing to share with me. I hope they will enable you to be successful working in a home office:

1. Establish a Productive Work Space (Establish Boundaries) -
The first priority is to establish a productive work area that is separate from the other activities going on in the house and will be your designated office (not the den, kitchen or playroom). For tax purposes, the IRS requires you to keep your work space separate from any other purpose for the space being utilized. This is a good guideline to use when establishing the correct space that will meet all of your needs. In addition, you need to establish boundaries with your family, friends and neighbors. Even though you are at home, you are in the office and they need to respect that you are working. The following are some quick points to help you set-up or improve your work environment:

a. Office Equipment- make sure you have all of the equipment needed (desk, chair, phone, computer, printer, etc.).
b. Environment- make certain itis a comfortable work environment with good lighting and hopefully a window.
c. Technology- use all the applicable technology and software to its full potential
d. Eliminate distractions-

i. Close your office door
ii. Put music on in your office to block out other noises.
e. Establish set hours and share them with your family, friends and customers. As an example, you will be in your office from 9 to 5 and during these times you will not be:
i. Socializing during your business hours, leave it for after hours.
ii. Doing household chores
iii. Answering the home phone.

The key is to set up your office at home just as you would in a corporate environment and remember when you are in the office, you are in the OFFICE.

2. Dress for the Office -
I know many people think that working from home means you can stay in your pajamas or sweat pants all day. Although this may be true, it has been proven that you will be more productive if you dress as if you are going to meet with clients. You need to act and behave as if you are ‘in the office’. This will provide you with great self confidence and a better professional presence (even over the phone).

3. Get Organized and Manage Your Time -
It is important that you have a clear goal and game plan that keeps you focused. Your time is your most valuable asset and you must use it wisely. I suggest that you establish a routine that will enable you to focus on your long-term goals and the daily activities you need to accomplish.

a. Utilize technology to keep you on task.
b. Know your most productive times within your day and schedule your tasks accordingly.
c. Block time for the basics- phone calls, email, paperwork, etc.
d. Schedule time for your larger projects
e. Don’t forget to schedule time for brainstorming on how to improve the services you provide and growing your business. You never want to be so busy that you stop coming up with new ideas.
f. Schedule breaks and lunch (just like when you went to an office)

4. Ask For Help: Be Willing to Outsource -
Let’s keep this one simple. Know what you are good at and know the areas where you need assistance. When challenged, find others to help you. It will be worth the investment…I guarantee it.

5. Build a Support Group -
You will want to build a support group that will help you along your journey to success. It goes without saying that your family and friends will be there for you. In addition, you want to have a professional network from whom you can seek and who are tied to your success:

a. Mentors/Coaches
b. Join a Mastermind Group
c. Buddy System-someone to join you for coffee or lunch

6. Get Out and Network -
It is important for both your well being and for growing your business to get out and network. Do not try to do it alone. I would challenge you to find organizations in your industry, community and networking groups. By being an active member you will grow your skills, your network of professional resources and your business.

7. Hold Yourself Accountable -
It is important to stay focused on your goals and in order to do this you need to hold yourself accountable. I realize this is easier said than done. I would challenge you to establish rewards for when you achieve certain objectives and consequences for when you fall short.

a. Rewards- make a list of things that enjoy and for each success, reward yourself with one of the items on your list.
b. Consequences- if you do not achieve your desired results, you need to hold yourself accountable by eliminating some perks or activities that you normally enjoy.

8. Utilize Time Gained -
Depending on where you live, you may be able to gain another hour (perhaps even more) of time back into your day by not having to commute back and forth to the office. Make sure you use this time you are gaining productively.

a. Have a cup of coffee with family or friends
b. Exercise
c. Read the daily news
d. Have a morning routine – walk around the block or drive to get your morning coffee before heading to your office.
e. Read articles or books that will help you improve

In addition to these lessons, I was given some great advice by my mentor. He told me to refer to my office at home as simply my ‘office’ and not ‘home office’. I like this idea as it is not important where you work, but how you work and your results. If you can be self-disciplined and self-motivated and implement some of the tips above, you can be successful working in a home office environment. The move I made to a home office five years ago has enabled me to achieve several of my professional and personal goals…I hope you will have the same results.

No comments yet