Competencies Checklist for Hotel Sales Managers - Knowledge Center - HSMAI
Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
 
Hospitality Sales and Marketing Association International
Competencies Checklist for Hotel Sales Managers

This checklist* can be used by hotel sales leaders, general managers, HR professionals, and others to assess the skills and knowledge required to perform the role of Sales Manager — as well as key behaviors and abilities that contribute to strong performance in this role.

These competencies are the “how” that accompanies the “what” someone delivers in the role, and can be used as a guide to raise the bar for performance and promote a culture of ongoing development and learning.

Rate how proficient the individual is when it comes to each competency:

4 – Advanced: Has broad and deep understanding and skills, with substantial experience in this area; can apply the competency regularly and independently and display this competency in complex, varied situations; role model for this competency.

3 – Proficient: Has sufficient understanding and experience to operate at a full professional level in moderately complex situations; can generalize basic principles to function effectively in both predictable and new situations.

2 – Developing: Newly developing in this area; has a general understanding of key principles but limited or no applied experience with this competency; is capable of using this competency with coaching and support, in simple situations.

1 – Does Not Demonstrate: Does not demonstrate this competency at the expected level, even with available assistance or direction from others.

WAYS TO USE THIS TOOL: Use this tool as part of your regular review process, as an interview tool, with assistants to see if they can/want to be managers, and/or as an auditing tool to teach sales managers across your portfolio. Customize it as needed for your property or company by adding your own additional brand- or company-specific requirements.

 

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Development Recommendations

Recommended Resources

SALES COMPETENCIES

 

Develops SMART plans for sales calls

  • Specific, Measurable, Achievable, Relevant, Time-bound

 

 

 

 

 

 

Has a comprehensive understanding of prospecting, qualifying, and business development skills

  • Thorough knowledge of the sales cycle to increase opportunities and convert business

 

 

 

 

 

 

Is strategic in managing territory, targets, and pipeline

  • Able to effectively manage time based on the 80/20 rule with the goal of maximizing ROI

 

 

 

 

 

 

Communicates a pertinent value proposition to prospects

  • Able to communicate the value of property, product, and service

 

 

 

 

 

 

Negotiates for mutual success

  • Able to consider client’s point of view for a win-win solution

 

 

 

 

 

 

Is customer-focused

  • Sees things from the buyer's perspective and matches the sales process to each customer

 

 

 

 

 

 

FUNCTIONAL SKILLS

 

Demonstrates product knowledge

  • Understands the hotel’s features, assets, and solutions, and leverages that knowledge with buyers

 

 

 

 

 

 

Demonstrates market knowledge

  • Has an in-depth understanding of competitive products and services within the marketplace

 

 

 

 

 

The Evolving Dynamics of Revenue Management: Chapter 4 – Understanding the Market

Demonstrates industry knowledge

  • Maintains current knowledge of major customer segments; reads major industry publications and attends professional association meetings; keeps current with trends in the market

 

 

 

 

 

www.hsmai.org/chapters

 

www.eventscouncil.org

Demonstrates business acumen

  • Understands 1) how ALL the operations and functions of the hotel/company work together to create success, and 2) what metrics reflect how each function contributes to the overall enterprise

 

 

 

 

 

Certified in Hospitality Business Acumen (CHBA) e-Course

 

Sales Acumen Glossary

Is consultative and an innovative problem solver

  • Able to understand customers’ needs/
    challenges, and devise and demonstrate solutions that the hotel can offer)

 

 

 

 

 

 

Demonstrates analytical thinking

  • Systematically and logically tackles tasks and problems, breaking them down into manageable parts and anticipating consequences of situations

 

 

 

 

 

 

Is a brand ambassador

  • Reflects the hotel’s/company’s identity in appearance, demeanor, values, and ethics

 

 

 

 

 

 

PERSONAL ATTRIBUTES

 

Motivated self-starter

  • Takes initiative

 

 

 

 

 

 

Team oriented

  • Able to collaborate with others for the benefit of the team

 

 

 

 

 

 

Service oriented

  • Desire to help others

 

 

 

 

 

 

Professionalism

  • Highly competent and skilled

 

 

 

 

 

 

Strong communicator

  • Excellent written and verbal communication skills

 

 

 

 

 

 

Effective multitasker,

  • Able to prioritize projects and stay organized

 

 

 

 

 

 

Willingness to learn and develop new skills

  • Ability to stay current, adapt, and be a change agent

 

 

 

 

 

 

Good listener

  • Able to listen and follow through

 

 

 

 

 

 

Self-awareness and the ability to self-assess accurately

  • Capacity for introspection and recognition of one’s strengths and weaknesses

 

 

 

 

 

 

Empathetic

  • Able to sense others' feelings and understand how they see things

 

 

 

 

 

 

 *All rights reserved by HSMAI.

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