Director of Sales

The purpose of your job is twofold: 1.) To position your hotel in the marketplace in a way that clearly meets the needs and wants of guests and clients and offers a distinct competitive advantage; and 2.) To sell this product and service in a way that is profitable to the hotel. Your performance will be measured by the attainment of financial goals and an assessment of how well you perform in the key result areas of marketing, management, direct sales, administration, yield management, and leadership. You are in charge of all the hotel’s possible sources of top line revenue.

Major Areas of Accountability

MARKETING

Your marketing objective is to ensure the hotel is appropriately positioned in the marketplace and that pricing, promotion, and public relations are in line with that positioning. Ensure hotel strategies meet guest needs and owner’s objectives.

1. Planning/Strategy Development • Market Analysis: Complete the market research and analysis for the hotel’s strategic planning sessions. • Marketing Plan: Complete the annual marketing plan and expense budget. • Pricing: Conduct competitive price shopping and analyze rate denials to ensure hotel is appropriately priced for all seasons and market segments. • Problem Solving/Proactive Management: Identify critical marketing issues and develop appropriate plans to react to changing market trends and conditions. • Initiative/Creativity: Take initiative; develop new approaches, markets, and solutions.

2. Advertising/Promotion • Advertising Effectiveness: Foster an effective partnership with ad agencies or outside suppliers. Plan, set objectives, communicate results, and evaluate goals. Maintain a good expense/return ratio within budget guidelines. Ensure ad campaigns are well targeted, well executed, support hotel positioning, and are shared with the hotel staff and the corporate office. Take advantage of corporate advertising resources, local CVB, local Chamber, free listings programs, and other resources. • Public Relations: Develop a public relations effort to support the hotel’s marketing priorities and generate incremental revenues for the hotel.

   1. Market Knowledge • Structure programs according to the needs, preferences, and buying patterns of the hotel’s guests and clients. Know the strengths and weaknesses of primary and secondary competitors and use this information to enhance the hotel’s competitive position.

   2. Distribution Channels • Be knowledgeable of how various distribution channels function (such as airline, CRS Systems, hotel website, and convention bureaus) and use them well.

MANAGEMENT

This position provides direct oversight of the Catering Sales Manager.

1. Goal setting • Establish realistic performance expectations. • Help sales managers develop a step-by-step plan to meet their solicitation and revenue goals. • Maintain activity/productivity results.

2. Training • Encourage the sales team to seek continued learning opportunities through seminars, trainings, and/or conferences.

3. Coaching/Counseling • Provide specific performance-related feedback. • Recognize results in a timely fashion. • Take timely and appropriate corrective action.

4. Communication • Communicate effectively to the sales team, the operation team, other departments, the corporate office, and clients.

DIRECT SALES

In sales, you need to lead by example, be a superb salesperson, and teach others to be the same.

1. Personal Selling • Achieve your personal sales goals and quotas.

2. Sales Technique • Ensure correspondence is benefit-oriented, comprehensive, professional, timely, and addresses client needs. • Use and train others to use win/win negotiation techniques.

3. Account Services • Provide clients with a level of service from the sales department that meets or exceeds their expectations. • Maintain strong relationships with key accounts. • Maintain an effective trace system and follow up on your commitments to clients.

4. Market Coverage • Allocate territories and market segments appropriately. • Personally manage key accounts and ensure an effective account management program is in place for the sales team. • Develop new business through prospecting and establishing new account goals. • Identify lead sources for use by the sales team.

5. Community Involvement • Participate in community and trade organizations that benefit the hotel.

ADMINISTRATION

As an administrator, you need to create and maintain a professional, organized, effective department.

1. Time Management • Allocate your time well in order to meet time commitment and deadlines. • Focus on priorities!

2. Personnel Administration • Comply with legal guidelines and established personnel policies. • Complete performance appraisals on a timely basis.

3. Operations • Contribute to the effective operation of the hotel as an active member of the EC team. • Respond to requests for information from peers, upper management, and ownership. • Stay focused on proactive direct sales and out of hands-on operations unless instructed by the upper management team.

4. Office Policies and Procedures • Adhere to policies and procedures. • Maintain a well-organized sales office. • Maintain proper record-keeping, documentation, and reporting in accordance with GWH sales systems standards. • Ensure the sales team understands the service standards and strives to meet those standards in all client contracts. • Lead effective and useful weekly sales meeting. • Assist Catering Sales Manager on coordinating the sale of function space and control of the function booking program to prevent revenue displacement.

REVENUE MANAGEMENT

Forecast accurately and plan in advance. In collaboration with the revenue team, structure pricing that fluctuates with demand and control inventory and group allotments. Maximize rate whenever possible and discount selectively as needed to create the most favorable impact on overall room sales.

1. Understand and apply revenue management philosophy to rates, room inventory, and selling strategies used by the sales team.
2. Take an active role in overall revenue forecasting, rate setting, and reservation selling strategies.
3. Help teach the reservation team to sell and provide positive reinforcement for their efforts.
4. Oversee all revenue management efforts.
5. Meet weekly with the Hotel Revenue Management Team.

LEADERSHIP

Set an example. Be a mentor for your staff. Be a force for positive change and growth.

1. Lead by Example • Apply a win/win problem-solving approach. • Take the initiative to improve situations or relationships. • Exhibit a positive attitude. • Be a part of the solution. • Show enthusiasm for tasks. • Be ethical and use good judgment. • Be decisive and willing to take appropriate risks.

2. Personal Development • Convey self-control. • Commit to personal and professional growth. • Learn from mistakes, take ownership of errors or shortcomings, and do not blame others. • Be responsive to feedback and coaching.

RESULTS

Your financial results will be the result of planning, action, talent, and hard work.

1. Achieve planned hotel revenues.
2. Assist and impact all hotel revenues.
3. Maintain departmental expenses.
4. Achieve your personal sales goals and quotas.
5. Achieve market goals using the STAR report.

Qualifications:

• Bachelor of Science in Business/Marketing or relevant experience/education preferred. • Hotel Management or Sales experience required. • Professional experience in customer service required. • Working knowledge of Microsoft Office required. • Experience using a Property Management System (PMS) or Sales Management platform preferred.