If you’re still following the mantra of “business as usual” you’re soon going to be a business that is anything but usual in a way that you aren’t going to like…. What do I mean by that?
Assess your current business process
“If you always do what you’ve always done, you’ll always get what you always got…” No truer place does this ring true than in business. On the surface that might not seem so bad. You’ve been successful with a particular approach, why not continue doing business that way?
Peeling back the layers of complexity you’ll quickly find that with the rapid acceleration of technology development, if you aren’t adapting to these advances in business, you will quickly be left behind. Take a moment to review the tools your team is currently using. Do they meet the needs of an organization looking to grow their market share? Are you connecting with the expanding millennial demographic who grew up in a technology sandbox and expect their prior experiences to be reflected in today’s business world?
Let’s discuss three key areas that you should consider in your business.
- Doing business on their terms
Once upon a time it was completely normal have a sales office with a 9am-5pm schedule. Such is not the case in today’s world. With so many people expected to deliver more work with less time, both business and casual planners are frequently working non-traditional hours to keep up with their workload. Are you providing them with options to connect with your organization and book business? Are you easy to do business with? It’s a fair statement to say that those who are connecting with planners in the ways that are most convenient for both them and their organization are the ones that will gain dominant market share.
- Delivering world class service
Let’s say you’ve provided planners with the access needed to book and win their business. Are you well positioned to meet, and even exceed, their expectations for event delivery? Considering that happy customers are likely your largest marketing opportunity, what are you doing to ensure each group’s satisfaction and engagement? In a world where social networking has the potential to deliver so much value, make sure that once you have a group engaged they are singing your praises online. This will help create an added level of visibility, credibility, and growth for your organization.
- Increasing collaboration
We live in a time where access to information is readily available at everyone’s fingertips. That holds true when working with planners during event preparations: leading up to their event, onsite, and post-event. I remember vividly the first year that I planned the Newmarket Customer Conference. The hotel sent us our final bill in a 3” three-ring binder and it was shipped to us via FedEx a month after the conclusion of the event. At the time, that was in fact top-notch service. Today, I’m not so sure how I would respond to such a package. With the solutions available in today’s business world, are you delivering these details electronically and promptly? Your planners certainly expect this level of service.
These are just a few areas for consideration. My suggestion is that you review your entire business operations and understand where you can implement process efficiencies to improve interaction between your venue and planners. We know there is a lot of information to consider. We’d like to invite you to join us for a complimentary webinar presentation to learn more about the latest industry trends and their impact on hospitality organizations like yours. Gain insight into the latest solutions that Newmarket has developed to help you address consumer needs and stand out from your competition.