Marketing and Sales

If the above two quotes are correct then marketing and sales should hardly be any work, yet we know it is. At Triage we believe it is because these disciplines are often divorced from each other, frequently divorced from the actual operation and between them sacrifice the overall vision at the altar of numbers.

Why Marketing and Sales?

The above diagram shows the way the thought process should go when creating a strategy to achieve a vision and indeed how the operational elements should interact with each other. It does not matter which part is the starting point as long as the process continues going round - refining and improving, all involved keep communicating and marketing comes before sales.

The Reason

Until the product is defined and the image created how can sales sell? What is it they are selling? However, this is not a blank cheque for marketing as everything it does must have results that in some way contribute to the hotels' profit. Their activity must have a call to action of some kind no matter how subtle.

Who is the customer?

The second question to consider in marketing and sales is who is the customer? Who has to buy into the vision?

Apart from the potential guest the list is long; the staff must, the suppliers must, the tourist boards must, the local authority must, indeed all the stakeholders in the business whether directly or indirectly must be encouraged to ‘get’ the vision.

As it is the staff who have to deliver on the vision communicated by the marketing and sold at a value by the sales team they must understand it so they can deliver on it. Thus marketing and sales should influence human resource policy. From the type of people being recruited to the types of job they are doing and where the emphasis in those jobs lies.

If the product or service "fits" the staff then the guests experience will be equally seamless.

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