Capturing Your Backyard Business

1. Capturing Your Backyard Business Climbing to New Heights

2. Capturing Your Backyard Business • The Backyard Rules • Who’s in My Backyard? • Know Thy Neighbor • War Board Strategy: Retain and Shift Share • Tools for the Backyard

3. The Backyard Rules The Rule of AHA! • Attitude- Your driving force to succeed! • Humor – The key to making others comfortable around you. • Action- Walking your talk.

4. Who’s in my Backyard? • Identify your Target Area • Cultivate Hit List – retain and shift • Use New and Existing Tools

5. Who’s in my Backyard? • Hotelligence • Delphi or Sales Pro • Internet- www.zapdata.com • www.googleearth.com • www.superpages.com • www.yahoo.com

6. Who’s in my Backyard?

7. Who’s in my Backyard?

8. Who’s in my Backyard?

9. Who’s in my Backyard? • Looking for Hot Prospects?? • Work smarter than your competition • Keep it simple • Remember that your best new prospects are your present clients! • They know you • They like you • You have established a rapport and confidence • Priority of the Backyard -Retain and Share Shift

10. Know Thy Neighbor • Get in the Hood! • Put your feet on the street! • Network more than you have ever networked! • The single best way to build NEW relationships, is through existing relationships.

11. Know Thy Neighbor • Guard your present clients with your life! • Invest time and resources in the relationship. • Question: What would happen if you lost two of your top 10 clients to your competition?

12. Know Thy Neighbor • It’s the relationship, NOT the price! • When business isn’t expanding, competition will try to steal them with lowering price. • Your biggest opportunity is to build a relationship with value Question: What new ways have you created to build relationships?

13. Know Thy Neighbor • Learn the joy of rejection! • Develop your “personal kevlar” by making calls in the backyard. • More people will be saying “No!” to you Get over it!

14. Know Thy Neighbor • Regain the tenacity you had as a 4-year-old in the grocery store asking your mom for a candy bar, and not taking ”no” for and answer! • How tenacious were you then? • Ask yourself, “Am I giving up too soon?”

15. Know Thy Neighbor • Work while others sleep- the earlier you rise the better chance you have of beating the competition. • It’s not up to your company (hotel), its up to you! • Take responsibility and ownership to lead your team members – set goals to retain and share shift!

16. Retain and Shift

17. Retain and Shift • Create a War Board • Recommend 2 Accounts per person • Owned Account / Aspirational Account • We need to determine the total value of the account in estimated room nights and revenues.

18. Retain and Shift • How Well Do We Know Our Neighbor? • All types of business using hotels • Most important needs for each type of business • All decision makers • Reasons for hotel selection • Works across all segments; • Group • Transient • Catering

19. Retain and Shift • Inspire Healthy Competition • Review the War Board weekly and share progress among the team • Discuss how your Backyard approach is working • Follow Up, Follow Up, Follow Up-Close the loop to close the sale!! • Create an internal “fun” incentive for the department. • Movie tickets, Starbucks, or Lunch with the GM • Reward Success

20. Tools for the Backyard • Who to call in your backyard? Suggested Market Segments Contact within Organization Suggested Qualifying Questions • Backyard Qualifying Form

21. Capturing Your Backyard Business Questions ???

22. Table Exercise Table Exercise: • As a group, select one Market segment from the Who To Call Document. • Using one of the Internet mapping sites you learned, find backyard businesses for each of your hotels in that market segment. • Report out on the market you chose and one NEW backyard account in that market for each person.

23. Capturing Your Backyard Business Keep Climbing to New Heights!!!!