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Capturing Your Backyard Business. Climbing to New Heights. 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. The Backyard Rules. The Rule of AHA!
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Capturing Your Backyard Business Climbing to New Heights
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
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.
Who’s in my Backyard? • Identify your Target Area • Cultivate Hit List – retain and shift • Use New and Existing Tools
Who’s in my Backyard? • Hotelligence • Delphi or Sales Pro • Internet- www.zapdata.com • www.googleearth.com • www.superpages.com • www.yahoo.com
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
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.
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?
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?
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!
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?”
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!
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.
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
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
Tools for the Backyard • Who to call in your backyard? Suggested Market Segments Contact within Organization Suggested Qualifying Questions • Backyard Qualifying Form
Capturing Your Backyard Business Questions ???
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.
Capturing Your Backyard Business Keep Climbing to New Heights!!!!