1. KNOWLEDGE
1.1. HOTEL PERFORMANCE KPIs
1.1.1. Business Plan Strategy by QTR (Occ, ADR, RevPAR, F&B, Rentals)
1.1.2. Mix of Sales (MOS) Market Segment Goals
1.1.3. Top Producers: LNR / Base Contract Tracking
1.1.4. Group Goals by QTR: Group Pace Tracking
1.1.5. Neighborhood STR Performance & Ranking
1.2. COMPETITIVE DIFFERENTIATION SWOT
1.2.1. Essential Critique on Location / Product & Services / Pricing Models
1.2.2. Public Pricing & Hotel Positioning
1.2.3. LNR / Volume Account Pricing & Contract Terms
1.2.4. Group Pricing & Contract Terms
1.2.5. Banquet Event F&B Pricing & Contract Terms
1.2.6. Sales Department Relationship
1.3. REVENUE MANAGEMENT
1.3.1. Market Price Positioning
1.3.2. Rate Plan Yield Options
1.3.3. Hot Dates / Seasonality
1.3.4. Booking Window / Pick Up Trends
1.3.5. Schedule of Reports (Daily/Weekly/Monthly)
1.3.6. Perfect Sell Checklist
1.3.7. Brand Certification on PMS
1.3.8. Brand Certification on Price Optimization Tools
1.3.9. Brand Certification on Channel Manager & Connections
1.4. BRAND TRAINING
1.4.1. Brand Product / Features / Amenities / Target Markets / Messaging
1.4.2. Frequent Traveler Award Program Member & Account Perks
1.4.3. Global Sales, Group Sales & Key Account Departments
1.4.4. Hotel Profile / Website Content Marketing
1.4.5. Custom LNR & Group Marketing Pages & URL
1.4.6. Brand Field Marketing Options
1.4.7. Brand Social Media Partnership Policies
1.4.8. Brand Preferred Marketing Partners (AAA, AARP, TripAdvisor)
1.4.9. Brand Collateral Creation & Asset Library
1.5. PROFESSIONAL DEVELOPMENT
1.5.1. Strategic Planning / Balancing KPIs
1.5.2. Organization & Division of Duties
1.5.3. Workplace Emotional Intelligence
1.5.4. Generational Communication Differences
1.5.5. Growth Mindset
1.5.6. Work-Life Balance
1.5.7. Culture & Accountability
1.5.8. Organizational Tools for Personal Accountability
1.5.9. Communication Tools
1.5.10. Mentoring & Coaching
2. CONNECTION
2.1. GUEST REVIEW ENGINES
2.1.1. Brand.com (Medallia GuestVoice)
2.1.2. Google (Medallia & Unique Google Platform Facets)
2.1.3. TripAdvisor (Medallia & Unique TA Extranet Facets)
2.1.4. OTAs (Medallia & Unique Extranet Facets)
2.2. RFP / SALES LEAD ENGINES
2.2.1. Brand Direct: SMERF Group, Cvent, Meeting Broker
2.2.2. Brand Partners: Cvent Transient, Lanyon
2.2.3. Hotel Planner / Wedding Wire / Knot
2.2.4. City, County or State Tourism Listings
2.2.5. Agencies: Travelience, Helms Briscoe, Corporate Lodging
2.2.6. Sports Specialists: Team Travel, Halpern Travel, Book My Group
2.2.7. Govn't Engines: ELA, FEMA, CWT Sato, FedRooms
2.3. BOOKING CHANNEL ENGINES
2.3.1. Booking.com (Priceline, Agoda, Kayak, OpenTable)
2.3.2. Expedia Partner Central (Hotels.com, Orbitz, Travelocity, Hotwire, Wotif, Trivago, eBookers.com, VRBO, CheapTickets)
2.3.3. Hotel Tonight
2.3.4. Dayuse
2.3.5. Park & Fly / Park, Sleep & Fly
2.4. MARKETING ENGINES
2.4.1. Brand Field Marketing
2.4.2. Agency Campaign Options: Kodi, Sojern, OTA
2.4.3. Regional / State Sponsored Tourism Channels
2.4.4. Travel Association Websites: TripAdvisor/AAA/AARP
2.4.5. Local Attraction & Business Partners
2.5. INDUSTRY & COMMUNITY RELATIONSHIPS
2.5.1. Guests (Frequent Travelers, Long-Term Stays, Corporate/Group/Event Contacts)
2.5.2. Chamber of Commerce
2.5.3. Convention & Visitors Bureau
2.5.4. Tourism Boards
2.5.5. Town & City Offices
2.5.6. Community Clubs, Organizations & Groups
2.5.6.1. Lions Club, Kiwanis, Masons, Local Creatives
2.5.7. National, State & Local Associations
2.5.7.1. AH&LA, ABA, IFA, etc.
2.5.8. Social Media Local Groups & Pages
2.5.9. Brand Associations & Councils
2.5.10. Regional Cooperatives
2.5.10.1. PHG Colleagues & SMEs
3. RHYTHM
3.1. COMMUNICATION
3.1.1. Staff Huddles
3.1.2. Sales Related Coaching
3.1.3. Liaise with Operations to ensure Sales Promises are Delivered as part of a Cohesive Guest Experience
3.1.4. Online Posts on Social Media & Guest Reviews
3.1.5. Guest Arrival, In-House & Post Stay Materials
3.2. SALES ALIGNMENT & CADENCE
3.2.1. Associate Orientation / Onboarding Schedule
3.2.2. Associate Weekly Activity - Sample Schedule
3.2.3. AM/PM Huddle Communication
3.2.4. Leadership / BEO Meeting
3.2.5. RM Meeting
3.2.6. Sales Strategy Meeting
3.2.7. EOM Property Financial & S&M Report Packet
3.3. SALES PROCESS & SKILLS
3.3.1. Reservation Training & Site Tours
3.3.2. Inquiry & Lead Fundamentals: Qualification, Presentation & Next Steps
3.3.3. Sales Call Fundamentals: Client Research, Call Prep & Presentation
3.3.4. Rate & Demand Calendar Pricing for Hotel, F&B & Venue Rental
3.3.5. Art of the Proposal: Targeted, Concise & Memorable Presentation
3.3.6. Account Qualification Process / Compelling Business Case Presentation
3.3.7. Sales Contracting: Group, LNR & Base Accounts
3.3.8. Client Negotiation: Wish, Want, Walk Principles
3.4. SYSTEM PROFICIENCY / REPORT PRODUCTION & ANALYSIS
3.4.1. CRS Platform used for Group & Volume Accounts, Bookings & Revenue PACE
3.4.2. CRS Platform used for Client Sales Activity Task Tracking, including Goldilocks
3.4.3. CRS Platform used for Marketing Activity Task Tracking
3.4.4. Sales Strategy Cover Sheet used for BiWeekly Meetings Discussion
3.4.5. Leadership Cover Sheet - Critical Sales Components Items Included
3.4.6. BEO / Group Resumes used for Internal Communications
3.4.7. PHG Dashboard Engagement - including 30-60-90 Forecasting
3.4.8. PHG SharePoint Folders used for Reporting & Marketing Assets
3.4.9. Month End Financials with Sales Recap & EOM Report Packet
3.5. PHG TOOLS & DELIVERABLES
3.5.1. Annual Business S&M Plan
3.5.2. BiWeekly Sales Strategy Meeting Cover Sheet
3.5.3. Revenue Tools: Topline, Forecasting, Perfect Sell, Displacement, Group Ceiling Calendar
3.5.4. Goldilocks: Sales Lead Generation Program
3.5.5. PHG Property Digital Audit
3.5.6. Client Cycle: Sales Call Prep / Qualification / Saturation
3.5.7. Prospecting: Who to Call On - By Target Market Segment
3.5.8. Contracts & Contract Clauses