The Importance of a Solid Sales Process at Capstone Hospitality
In the competitive world of private club membership sales, having a robust and well-defined sales process is not just a luxury but a necessity. Adam Shamsie, VP of Sales at Capstone Hospitality, provides insights into the intricacies of managing and auditing sales processes to ensure consistent follow-up and maximize potential sales.
Consistent Follow-Up: The Cornerstone of Success
A critical aspect highlighted by Shamsie is the importance of consistent follow-up. At Capstone Hospitality, sales representatives are expected to reach out to new leads immediately, primarily through a phone call, followed by an email if there is no response. This immediate action sets the tone for further interactions. Shamsie emphasizes a two to three-week cycle for non-responsive leads, with about 10 to 12 touch points within this period. This rigorous follow-up process ensures that no lead is left unattended, increasing the chances of conversion.
Measuring and Auditing Sales Processes
To maintain high standards, Capstone Hospitality conducts monthly audits of their sales processes. Shamsie explains that around the first of every month, they review the previous month’s leads and evaluate the sales processes, assigning grades to identify areas of improvement. This regular assessment helps in pinpointing where the sales representatives excel and where they might need additional coaching. The audits focus on ensuring that the follow-up is consistent throughout the entire sales cycle, not just in the initial stages.
Tailoring the Approach: Understanding Different Markets
Understanding the nuances of different markets is another key factor in refining the sales process. Shamsie points out that sales tactics need to be adjusted based on the geographical location and the demographics of the prospects. For instance, the approach to a potential member in New York might differ significantly from one in Georgia. This adaptability is crucial for effective communication and closing sales.
The Role of CRM Systems
Capstone Hospitality leverages powerful CRM systems to track and manage sales activities. These systems provide visibility into the sales process, allowing managers to monitor follow-ups and ensure adherence to the prescribed procedures. This technological support is invaluable in maintaining consistency and identifying patterns that can lead to improved sales strategies.
Continuous Improvement through Constructive Criticism
Constructive criticism plays a vital role in enhancing the performance of sales representatives. Shamsie advocates for regular coaching sessions where specific examples are discussed to address shortcomings and suggest improvements. This approach is not about pointing out failures but about helping the sales team transition from good to great. The focus is on refining techniques, improving organizational skills, and adapting to different selling environments.
Adaptability: Selling to Different Generations
As the market evolves, so do the prospects. Shamsie notes the importance of adapting the sales process to cater to different generations. Whether selling to baby boomers, Gen X, millennials, or Gen Z, the sales tactics and communication styles need to be tailored accordingly. Understanding the unique preferences and expectations of each demographic helps in crafting a more effective sales pitch.
Building a Strong Foundation for Success
In conclusion, the success of membership sales at Capstone Hospitality hinges on a well-structured sales process, consistent follow-up, and the ability to adapt to different markets and demographics. By regularly auditing and refining their sales strategies, and providing constructive feedback to their team, Capstone Hospitality ensures that they not only meet but exceed their sales targets. The insights shared by Adam Shamsie underline the importance of having a solid foundation in place to build a successful sales operation that can adapt and thrive in a dynamic market.
If you’d like a free audit of the membership sales process at your club reach out to our Director of Business Development, Ben Getman, to schedule a call today!
