Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
 
Hospitality Sales and Marketing Association International
insights - fuel sales

2017

October

Knowledge Center Sales2Win Strategies: Strategic Targeting

Insights from HSMAI Sales2Win leader John Parke on using strategic targeting as part of hotel sales account management.


September

Knowledge Center Build Your Business Acumen: An HSMAI Sales Glossary

August

Knowledge Center Managing the Cost of Sales

June

Switching Costs and the Elements of Closing

May

Knowledge Center How Much Time Do You Spend Understanding Customer Feedback?

Knowledge Center 10 Trending Sales Topics

January

Knowledge Center What Does 2017 Hold For Sales, Marketing, and Revenue Optimization Professionals?

2016

December

Knowledge Center Chief Hotel Sales Officer Insights

June

Objectives of Strategic Account Management

Knowledge Center Revenue Realities: Chief Revenue Officers on Today's Trends

The Director of Sales & Marketing of the Future: Critical Attributes by Product Type

The Hotel Sales Manager of the Future: Talent Recruitment and Management

May

Knowledge Center The Sales Situation: Talent, Group Trends, and Today's Competition

Knowledge Center The Evolution of Sales Styles

The Millennial Moment

April

Effective Salespeople

The Zero Moment and Meeting Planners

March

Three Macro Trends to Watch Closely

Understanding the Sourcing Journey

February

Winning the Business: What Planners Care About Most

2015

December

Knowledge Center 16 for '16: Predictions for the Year Ahead

Knowledge Center Five steps to setting impactful sales goals for 2016

Knowledge Center Intermediation, Consolidation, and Sales in 2016

November

The Disruptors: Hotel sales incentive plans

October

Knowledge Center Does the technology in place today support our customer relationship management strategy?

Knowledge Center Am I doing all I can to work the relationships I currently have?

Knowledge Center Are there customers I have been overlooking?

September

Knowledge Center Group Trends from the Hotel Management Company Perspective

May

Knowledge Center The RM Triangle, Brand Proliferation, and the Need For Speed: Insights from Hotel Management Company Sales & Marketing Execs

April

Knowledge Center Hotel Sales Incentive Plan Design

March

Knowledge Center So You Want To Be a Star?

Knowledge Center The Sales Analyst

Knowledge Center The Sales Team Coach

February

Knowledge Center Sales in the Experience Age

Knowledge Center Training Key to Reservation Sales Success

January

Key Areas to Watch for Sales in 2015

Knowledge Center Sales, Marketing and Revenue Management in 2015: What to Watch

2014

December

Knowledge Center RevPar, Disruptors and Intermediation: Insights from Hotel Chief Sales Officers

November

Knowledge Center Selling Methods

Knowledge Center The Modern Sales Skill Set

October

Knowledge Center Trending Today: Sales Competencies, Partnerships, and Selling Channels

Knowledge Center Government Insider Webinar Recap: FedRooms 2.0
HSMAI University Government Insider webinar recap. This webinar and the entire series is designed by hospitality professionals for hospitality professionals, utilizing subject matter experts from both government and industry to provide training and resource material for hoteliers contracting with the federal government.

July

8 Easy Ways to Make Meeting Planners Happy

Upselling with Mobile

June

Attracting The Right Mix of Business

Maximizing F&B Revenue

Current Group Decision Processes

April

Knowledge Center The Need For Representations & Certifications For Government Business
HSMAI University Government Insider webinar recap. This webinar and the entire series is designed by hospitality professionals for hospitality professionals, utilizing subject matter experts from both government and industry to provide training and resource material for hoteliers contracting with the federal government.

 


March

Knowledge Center Understanding the Federal Bid Process

Optimizing market segmentation

January

Focus on forecast performance

Knowledge Center Top 10 Trends and Challenges For Hotel Sales

Knowledge Center What Lies Ahead for Sales, Marketing, and Revenue Management in 2014: Integration is Key

Knowledge Center Maximizing Incremental Group Meetings Revenue

2013

November

Knowledge Center 10 great sites to prospect for medical, pharma group business

October

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Ask HSMAI Insight: What printed and online materials do sales teams need?

A look at print vs. electronic materials

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August

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HSMAI Insights Interview: Ed Skapinok, Vice President of Sales & Marketing, Hostmark Hospitality Group

HSMAI Insights Interview with Ed Skapinok, Vice President of Sales & Marketing, Hostmark Hospitality Group, and member of HSMAI’s Sales Advisory Board

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HSMAI Insights Interview: Katie Davin, Johnson & Wales University

HSMAI Insights Interview with Katie Davin, CHE, CHSE, Associate Professor, Johnson & Wales University-Providence, and member of HSMAI’s Sales Advisory Board

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July

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Point of View: 4 Trends Driving 2014 Budgeting

HSMAI’s Sales Advisory Board recently discussed the issues they are looking at, thinking about, and keeping an eye on that will influence their 2014 budget planning.

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Ask HSMAI Insight: Fostering Collaboration Between Sales & Revenue Management

A collection of HSMAI resources geared toward this hot topic.

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June

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The Close: CHSE Study Guide Excerpt

Excerpted from the HSMAI Certified Hospitality Sales Executive (CHSE) Certification Study Guide.

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May

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Overcoming Objections: CHSE Study Guide Excerpt

Excerpted from the HSMAI Certified Hospitality Sales Executive (CHSE) Certification Study Guide.

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April

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Presenting the Experience vs. Results: CHSE Study Guide Excerpt

Excerpted from the HSMAI Certified Hospitality Sales Executive (CHSE) certification Study Guide.

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March

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HSMAI Insights Interview: Brian Burton, CRME, Marcus Hotels & Resorts

HSMAI Insights Interview with Brian Burton, CRME, Senior Director, Sales & Revenue Strategy for Marcus Hotels & Resorts, and member of HSMAI’s Sales Advisory Board

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February

Knowledge Center HSMAI Insights Interview: D.C. Becker, Senior Vice-President, Global Sales & Marketing, Interstate Hotels & Resorts

Knowledge Center HSMAI Insights Interview: Mark Sergot, Vice President, Global Sales, Fairmont Raffles Hotels International

January

Knowledge Center HSMAI Insights Interview: Ron Loman, Director of Field Sales, Crestline Hotels & Resorts

HSMAI:  What do you think are the top three challenges facing your unit level sales people? 

RL:  The first challenge is that third party group lead sources are removing our sales people from direct contact with clients.  This makes the sale very “transactional” and not personal!  We’ve got to get away from a commodity type sale. The second factor is that many unit level sales people are being tasked to be more innovative with creative solutions to customer objections or needs. Without approaching it from this perspective it is challenging for the sales associate to be the consultant for the customer and provide “solution selling.”  The final challenge for the sales associates is making the transition from a sluggish economy to a stronger one.  It appears to be a skill set deficiency in the sales associates’ ability to drive the sale by identifying those customers willing pay higher rates which in turns makes driving ADR a challenge. 

 

HSMAI: What are you doing to train and support your sales people? 

RL:  Along with frequent communicate with our front line, we use a mix of monthly conference calls led by our corporate staff on relevant topics (such as legal contracts, Internet prospecting, how to better use industry tools including Hotelligence, Star Reports, etc.) and quarterly face-to-face sales training classes which are custom designed by a training company.

 

HSMAI:  What trend are you predicting for the upcoming year that could have the highest positive impact on your sales people?

RL: The stream of information and how we receive it.  Information is funneled to buyers and sellers in more ways than ever.  Increasingly we are finding more and more group planners perusing travel review site such as TripAdvisor to gain unbiased insight on a hotel.  Often what our past guests say about our hotels is heard much louder and far reaching than what our sales people communicate.  It will be more critical than ever that we have a positive social footprint and solicit clients for their feedback on the most popular travel review sites.  

About Ron Loman

Ron Loman

Ron Loman joined Crestline Hotels & Resorts, Inc. in 2003 where he is currently a Director of Field Sales. In his role he oversees sales teams for a portfolio of Crestline’s 45 managed hotels. He has 24 years of experience in the hospitality industry with an emphasis on sales and marketing, as well as a background in operations.

Ron has been chair of HSMAI’s Hotel Directors of Sales & Marketing Advisory Board, Vice President of the HSMAI’s Central Florida chapter, a 6-year Board Member of the Convention Sales Advisory Committee for the Orlando/Orange County Convention & Visitors Bureau, member of the Group Advisory Committee for Carlson Hotels Worldwide. He is currently a member of HSMAI’s Sales Advisory Board.  Ron lives in Orlando, Florida and has 2 wonderful daughters.

 


2012

November

Knowledge Center New York 2013 Outlook Presenation

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Demand Drivers: 2013

Analysis of demand drivers for 2013 from Darren Cole, Senior Market Manager, Expedia Partner Services, presented at the HSMAI Greater New York Chapter September 2012.

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October

Knowledge Center Strategic Negotiations For Sales Professionals

September

Knowledge Center Customized Selling to Different Personalities

Presentation by Amber Fox of Signature Worldwide at HSMAI's MEET National 2012.


Knowledge Center HSMAI Insight: A Virtual Events Primer: Catching the Digital Wave

Augmenting a live meeting, convention or event with a virtual version provides a variety of benefits and, perhaps contrary to intuition, does not cannibalize attendance, according to this HSMAI MEETings Insights and Meetings Focus article.


February

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HSMAI Insight: Be More Productive with These Strategies for Taming the Email Beast

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Insight Interview: Kelly Wood, Vice President, Global Sales Organization, North America for the Ritz-Carlton Hotel Company

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Knowledge Center Room Key: Savior, Satan or Stalking Horse?

2011

December

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HSMAI Insight: Travel Marketing Trends

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July

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Construction Survival Guide for Otherwise Glamorous Sales Pros

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2010

August

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How do I get a start in Hotel Sales?

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July

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Who Has The Pricing Power This Year -- and How Do You Gain Your Share of Preferred Corporate Rate Programs?

HSMAI University Webinar recap

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June

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Guess Who's Coming To Visit

What to do when your property owner calls a meeting with your leadership and, just to add to your stress, your numbers may be "underperforming."

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May

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Upsell in a Recovering Economy: Trends for Enhancing Group and Catering Sales

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Take Advantage of the Recovery

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April

Knowledge Center Selling Value Over Price

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Negotiating and Renegotiating Contracts

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How is contracting in today's environment different than in the good old days?

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March

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Poll Says: Respondents mostly optimistic about 2010

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2009

December

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Top Ten Challenges Facing Sales & Marketing Professionals

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Top Ten RM Mistakes Hotels Can Make

Article

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Demystifying Distribution

Article

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SMERF Markets

Article

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A message from the chair of the HSMAI Sales & Marketing Faculty SIG

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November

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Surviving The Storm | By Conor Kenny

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