This document provides guidance on direct sales strategies including mentality, attitude, prospecting, objectives, execution, and increasing traffic. It emphasizes maintaining a positive attitude and balanced mentality. Prospecting involves mapping target areas and researching key contacts. Objectives should be specific, time-sensitive action plans updated frequently. Execution is critical - following through on leads by making calls and setting up meetings. The sales funnel concept outlines prospecting, cultivating relationships, positioning solutions, and closing deals. Increasing traffic involves utilizing all marketing tools like social media, third-party websites, reviews, brand marketing, and special promotions.

1. Direct Sales
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Mentality, Attitude & Objectives
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Prospecting & Lead Generation
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Execution: Making the calls-‘Pounding the Pavement’
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Getting Results: Following through on leads
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How to Increase Traffic

2. Mentality
Find your happy median
• course of action or condition that is between two
extremes
• a satisfactory compromise between two things that
are related in such a way that one increases as
the other decreases
Always stay positive:
• Keep moving forward
• Stay fresh & don‟t get stuck on one thing
• Imagine the outcome „see it‟
Be Optimistic but Realistic:
• Don‟t lean too far towards one side or the other
• Stay balanced & focused
• Your hotel may not be your brand‟s top priority
• Understand how your hotel is being marketed
• Be aware of all specials (local or national)

3. Attitude
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It all starts with YOU & YOUR STAFF
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Ask additional questions to get as much information as possible.
If you‟re not in a good mood, your sales effort will reflect that.
Attitude reflects not only you but your company & business
You depict the atmosphere & outcome by your attitude
Smile: Even if you‟re on the phone, smile! Make them feel your passion

4. Prospecting & Lead Generation
Game Plan
• Map out your target areas & market
• What business are you going after?
Research
• Use your online resources
• Find key departments & contacts
Organize
• Assign specific areas or projects to certain
days of the week
• Accountability: Time sensitivity & Urgency!

5. Objectives
What is your plan? What is your Goal?
Action Plans: Revisit & Update them frequently
• Specific & Time Sensitive to stay on track
• Accountability: Who is it assigned to? Deadline?

6. Objectives
State your overall GOAL at the top of each Action Plan
Action Plans:
• Update your Actions Plan as the year goes on
• It will help when you do them for the next year
• Realistic? Too much, not enough?

7. Execute!
Execution is 70% of the work! Anyone can do the research
Keep Notes, Stay Organized & Focused
Send yourself „email alerts or reminders‟
The worst feeling is losing a sale that you knew about but
forgot about or didn‟t follow up with.

8. Sales Funnel
• Simple Process that has many components to it
• Understand the concept & you‟re GOLDEN!
• If the process is used incorrectly it will hurt your
business & end result.
• Know who you‟re dealing with & what your plan is.

9. Sales Funnel Breakdown
Prospecting:
Identifying the right clients & opportunities
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Know who/what type of client you are looking for
Spend the right amount of time of appropriate leads
Cultivating:
Building relationships & understanding client needs
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Listen to their needs, comments & reviews
Build off of their recommendations
Positioning:
Showing your value by developing solutions
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A business that listens is a successful business
Being open to new ideas brings the guest closer
Closing:
Delivering a „win-win‟ proposal
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“A Sales is always made” Either they sold you on why they don‟t
want to do business or you sold them on your business”
Find a common ground that makes both happy!

10. Getting Results: Following Through
Closing the Deal
Anyone can look up information online
The key to success is actually „taking the next step‟
Make the Call, Set up the Meeting, CLOSE!
Set „Time-Sensitive‟ goals to have tasks completed
Anyone can ignore or delete an email
Make your sales effort original & sincere

11. Increase Traffic
Utilize all forms of guest traffic
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Social Media: Facebook, YouTube, Company Website
Personalize each effort with something „interesting‟
Think of something that will attract attention
Keyword search, Slogans, Pictures & Videos
Specials, Promotions, Giveaways
Search for your hotel online & see what you find?
Make sure all information is up to date & accurate.
Think Big! Think like a guest! Think Fun!

12. Increase Traffic
Are you using all of your marketing tools?
• 3rd Party Websites
• Are you managing your online reviews & comments?
• Is your hotel being represented correctly?
• Pictures, Amenities, Services all current & correct?
• Social Media
• Are you staying „plugged-in‟ with your audience?
• If you have a Facebook Business Page are you posting „useful‟
updates that will keep your audience interested?
• Tip: Post 1 interesting or useful link at least once a week.
• It doesn‟t have to be hotel-related.
• Post something about an upcoming event or sale in your area
that guests may benefit from.
• Brand Marketing
• What can you get out of your brand (Local or National Level)
• Most Brands have Marketing Links that provide unique
marketing material catered to your specific hotel.

13. Helpful Links
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http://www.salesattitude.co.uk/
www.empowernetwork.com
http://www.presentation-process.com/concept-visualization.html#.UYw1ubXvu68
http://www.onlinemarketingconsultantnyc.com/521213/2012/08/14/4-facebookmarketing-promotion-ideas.html
http://smallbusiness.chron.com/different-ideas-selfpromotion-business-25600.html
http://www.profitablemedia.com/defining-the-sales-funnel-maintaining-control-ofyour-sales-pipeline/
www.getlisted.org
www.inspiredbusinessmarketing.com