Howard Feiertag

Howard Feiertag
Howard Feiertag

Howard Feiertag is on the faculty of the Department of Hospitality and Tourism Management at Virginia Tech, Blacksburg, Va.

Stories by Howard Feiertag

Product knowledge a must to close the deal

Many hotel operators and hotel owners would be surprised to learn that so many hotel sales executives, even those with a good deal of experience, lack a whole lot of knowledge about their own product. There are even some GMs in the same boat. The whole idea behind being a great salesperson is to know everything there is to know about all the aspects of the product you are selling.
In the business of sales, it is more than just “Get out and bring ’em in.” We have to be sure that those we “get in” come back for another visit. We will all agree that the repeat guest costs us less than getting a new guest. Do they all come back? Of cou

Successful service recovery is key to customer retention

In the business of sales, it is more than just “Get out and bring ’em in.” We have to be sure that those we “get in” come back for another visit. We will all agree that the repeat guest costs us less than getting a new guest. Do they all come back? Of course, not! But, we want to be sure that we do not lose them because of a “service recovery” situation. That is, did something happen during the visit that made the guest unhappy? And, what we did to resolve it?
A perfect combo for making perfect sales

A perfect combo for making perfect sales

Nothing is better than a partnership accomplishment—and it works that much better in the hotel business. Marketing gets to let people know about the product; sales brings in the business; and operations delivers the product. That’s how it works. So, let’s think about how to make it work better to improve profitable sales.

Use a sales action plan to boost room rates in 2012

It is time to do our marketing plans again, with sales and marketing directors dusting off last year’s plan to figure out what needs to be done to improve business next year. It seems that the top priority may be gathering the information to help determine what could be done, and what will be the strategies to improve average daily rate.
The first step in understanding this business of prospecting is to be sure we know what the term refers to in our hospitality industry.

Proper prospecting prevails in producing profits

The first step in understanding this business of prospecting is to be sure we know what the term refers to in our hospitality industry. There is so much confusion among hotel properties as to how managers and salespeople interpret the term “prospect.” So often we hear comments such as, “I just got a good lead for business.” Well, was it a lead or a prospect? Let’s explore some easy and clear definitions. Because when we talk about “prospecting for business,” do we really means looking for leads or actually finding prospects?
Product knowledge is a competitive advantage

Product knowledge is a competitive advantage

To be effective in sales, all staff need to be knowledgeable about everything available in their facility. This means knowledgeable about not only the physical property, but also services available both on- and off-site. Sales staff need a property fact sheet. Each member should refine their fact sheet by conducting a physical inspection of the facility and asking questions of key staff members. Pertinent information would include the following: