Competencies Checklist for Hotel Sales Leaders - 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 Leaders

This checklist* can be used by sales leaders, general managers, HR professionals, and others to assess the skills and knowledge required to perform the role of Sales Leader, and the key behaviors and abilities that contribute to strong performance in the 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 effectively function 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 managers to see if they can/want to be directors, and/or as an auditing tool to teach directors across your portfolio.  Customize it as needed for your property of company by adding your own additional brand- or company-specific requirements.

 

 

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SALES COMPETENCIES

 

Comprehensive knowledge of fundamental sales skills (e.g., product knowledge, funnel management, business opportunity evaluation, negotiating, closing, navigating sales contracts)

 

 

 

 

 

 

Clear understanding of comp set

 

 

 

 

 

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

Ability to develop and execute comp set SWOT analysis

 

 

 

 

 

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

Understanding of the key metrics of revenue management

 

 

 

 

 

RO2Win Revenue Optimization e-Course

 

Certified Revenue Management Executive (CRME) certification

General understanding of cost analysis, GOP, and NOI

 

 

 

 

 

 

Comprehensive understanding of how to identify and mine key markets and targets

 

 

 

 

 

 

Expertise in account plan development

 

 

 

 

 

Sales2Win e-Course – Account Management module

Effective utilization of available technologies for sales prospecting and development

 

 

 

 

 

 

Knowledge of industry-related events and tradeshows, and their relevance to the hotel

 

 

 

 

 

Events Industry Council

Strong interpersonal relationship skills (e.g., managing sensitive situations, building mutual trust, recognizing diversity and differences, etc.)

 

 

 

 

 

 

Ability to network with confidence to form and maintain business relationships

 

 

 

 

 

 

 

 

 

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FUNCTIONAL SKILLS

 

Understanding of the sales tools and resources needed by team members, and the ability to procure them for their use

 

 

 

 

 

 

Proficiency in time management

 

 

 

 

 

 

Proficiency in project management

 

 

 

 

 

 

Proficiency in forecasting and budgeting

 

 

 

 

 

The Evolving Dynamics of Revenue Management: Chapter 6 – Forecasts for Different Objectives

Demonstrable understanding of the different roles and responsibilities of sales leaders and sales managers

 

 

 

 

 

 

Expertise in the design and execution of business plans

 

 

 

 

 

 

Proficiency in ecommerce

 

 

 

 

 

Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape

 

Certified Hospitality Digital Marketer (CHDM) certification

 

 

 

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LEADERSHIP SKILLS

 

Strategic/big-picture thinking

 

 

 

 

 

 

Critical thinking for innovation and problem solving

 

 

 

 

 

 

Willingness to embrace change

 

 

 

 

 

 

Ability to train team members on sales skills and interpersonal relationship skills

 

 

 

 

 

 

Ability to coach team members on their sales and career goals (in the field and in the office)

 

 

 

 

 

 

Ability to train and support team members on the technologies/software they are expected to use

 

 

 

 

 

 

Ability to create and manage performance modification plans addressing HR issues with members of one’s team

 

 

 

 

 

 

Accountability – Determines objectives, sets priorities, delegates, and holds self and others accountable for results.

 

 

 

 

 

 

Ability to communicate effectively with high-level executives/owners

 

 

 

 

 

 

Ability to recruit, train, and develop a strong and cohesive team

 

 

 

 

 

 

 

 

 

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PERSONAL ATTRIBUTES & BUSINESS SKILLS

 

Business Acumen – Demonstrated understanding of 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

Written and verbal communication skills

 

 

 

 

 

 

Professional personal brand/image

 

 

 

 

 

 

Motivated, team oriented, self-starter

 

 

 

 

 

 

History of successful sales leadership

 

 

 

 

 

 

Understanding of human resources policies and benefits, and employees’ legal rights

 

 

 

 

 

 

Actively engaged in their professional community (e.g., via HSMAI)

 

 

 

 

 

www.hsmai.org/chapters

 

www.eventscouncil.org

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