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DON'T FORGET TO REHEARSE

By McCarthy, Tom
Publication: Lodging Hospitality
Date: Saturday, January 1 2005

During the recent presidential debates, it became common knowledge that each candidate rehearsed his answers for hours until the responses became second nature. There was no question that they were ready for every possible question thrown at them.

We, too, can learn from the candidates. When

we go out to sell our products, we should prepare sufficiently to be just as ready to present our products and overcome objections to them.

IMAGE PHOTOGRAPH 1

Develop the presentation in writing. Let's pretend you've just developed a new corporate travel program that includes several features designed to attract business travelers at a special discounted rate. The marketing team developed a flyer that you can use to directly sell the program to local companies.

Before you do, take the time to develop your presentation. I like to develop presentations in group settings in which everyone contributes their thinking as to the features and benefits that should be included in the presentation.

In addition, make sure to read these articles:

  • National Car Rental Associate Wins Prestigious Award;IBTM Recognizes Gail Strickland...
    • Business & News Editors LOS ANGELES--(BUSINESS WIRE)--Aug. 16, 2000 Gail Strickland, CCTE, account manager in Southern California for National Car Rental, a division of ANC ......
  • HAVE YOU GOT THE MIX RIGHT?
    • Over the years I've discovered many clues that gave me the impression that in the minds of many people in our industry roomnights for individual ......
  • A prescription for a marketing turnaround
    • IMAGE PHOTOGRAPH 2 Dr. McCarthy: Protect your ADR, add value Q: Hotel X is a three-star, full-service property with significant meeting space. It has traditionally ......
  • Myth busting
    • HEADNOTE The public isn't willing to completely give up what they consider to be a birthright: vacation. Things aren't always as they seem, a fact ......
  • Touch base with all important contacts
    • IMAGE PHOTOGRAPH 2 McCarthy: Develop additional relationships. McCARTHY ON MARKETING For every decisionmaker you call on within a company or organization, there are three, perhaps ......
  • Good reporting is a marketing must
    • Years ago, I worked in a hotel sales department where the only report on our effectiveness came at meetings when the general manager would occasionally ......
  • A positive attitude is a must
    • IMAGE PHOTOGRAPH 2 McCarthy: It doesn't help to lose your patience. McCARTHY ON MARKETING During periods like this, when getting back to normal occupancy and ......
  • Don't let hospitality die
    • While technology is clearly the hot subject in our industry, we can't let it replace the cornerstone of our businesses: hospitality. Many indicators point to ......
  • Tell salespeople how important they are
    • I want to give hotel salespeople a little pat on the back, because I think they need it. Why? Quite often, my observation is that ......
  • Stamp out communication by interruption
    • Sorry to interrupt, but ..." "Could I talk to you for a second?" "I know you're busy, but..." "Could you spare a couple of minutes?" ......
  • Commitment to rates is crucial
    • What percentage of hotel sales people, when told by a prospect that the rate is too high, lower it immediately or say they will check ......
  • Establish marketing responsibilities first
    • Any discussion of marketing responsibilities should start with a clear definition of marketing, such as "the blending and controlled supervision of all efforts that affect ......
  • A new look at competitive pricing
    • HEADNOTE McCARTHY ON MARKETING Because it's something we face every day, price resistance is one of mv favorite subjects. This month, I'll explain an approach ......
  • What kind of GM am I?
    • During seminars I conduct for salespeople and directors of sales, I often hear the comment, "1 wish our CAM could be here to hear this." ......
  • Power of the third party
    • The addition of third-party endorsements to your written and verbal presentations can make them more powerful than ever before. Add them to your repertoire and ......
T T T
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