If you have been in the hotel business long enough, you probably remember the good ole’ days. You know, the days when we could build a new hotel, open the doors, and just sit back while guests flood in. Now you’re probably thinking, “Aren’t those days gone?” Well, I’m here to tell you they aren’t gone, but they have changed. What has changed are the doors that need to be opened. Today we need to open the doors of the businesses that will supply us with rooms. There is only one thing in our way: the “Gatekeeper.”
Lately, you may have noticed that these protectors of the doors you seek to open are not actually who you thought they were. You make your appointments, pick up a nice gift, meet them at the designated time, and give them every reason in the world that they should stay with you and not that nasty neighbor down the street. They smile, tell you how grateful they are that you stopped in, and sign your lovely piece of paperwork called the LNR. Everything is great, right? Well, maybe not. What you don’t know is that they have done the exact same thing with every other property in town. Now all you have is your beautiful LNR and shrinking market share.
If this story sounds familiar, you are not alone. It is happening to everyone and every property. I can’t tell you that I know how to stop this vicious cycle. I wish I could. I would make millions writing books about it, not writing blogs. What I can do is tell you that if this is happening to you, you may want to ask yourself if you spoke to the right person after all. What I have noticed, especially in these difficult times, is that the Gatekeeper is just that; a Gatekeeper. The gates being kept lead to the doors and those doors to these companies are the ones we are truly trying to open.
By now you are probably thinking that I tipped a bit too much of that sweet nectar know as Kentucky Bourbon. Well, I haven’t. Just ask Dave, GM at the Toledo Staybridge. He spent months trying to crack the door at Johns Manville. Or ask Jessica and Madeleine at the Erie TPS. They spent just as much time trying to land LORD. In both cases, the Gatekeepers weren’t the people they needed to talk to. They needed the financially responsible individuals who stood inside the doors. They needed the people who could force the hotel policy at the company. Once we contact the right people, we are where we want to be. Inside the door, holding a LNR that means something and garnering room nights.
So, the next time you are out making sales calls, ask yourself if you are talking with the right person; because if you open the right door, they really will come.
Jim Butler’s [CLIC] Live Interview: Why you don’t want to miss Meet the
Money®
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Meet the Money® is the gateway to hotel finance and investment
opportunities. It is now less than one month away. In this interview, Jim
Butler speaks ab...
1 day ago