Designating roles and incentivizing success on the sales team

BY KRISTINE HUFFMAN

Throughout 2024 , Pulse will feature interviews and insights about front desk and frontline roles , highlighting opportunities for career development within the spa industry .

AS MANAGING DIRECTOR , CONSULTING , FOR ARCH AMENITIES GROUP , Carol Stratford uses her strategic expertise to help businesses improve their market positioning , service offerings and operational efficiency . She drives client success through tailored consulting services , emphasizing branding , guest experience and wellness program optimization .

In the January / February

JobWise installment , Stratford shared information about assessment profiles as one tool for creating a culture of career advancement in the spa industry .

Kristine Huffman for Pulse : Earlier this year , you shared your experience using the Predictive Index ( PI ) to help select your sales team based on identifying optimal personality traits for their job duties . Let ’ s pick up from there and talk about what you do with those people once you ’ ve got them . Carol Stratford : We established two roles within the reservations center . The real go-getters who fit the profile of a true salesperson did the initial reservation calls . We set up an incentive program for them , because their profiles indicate they ’ re motivated by rewards . That , along with having the right call flow , helped improve conversion rates .

The activity planners were great at building relationships . These calls were longer and based on getting to know what the guests want to experience at the property . They had a higher base pay , and not as much of an incentive , because it wasn ’ t monetary rewards that motivated them . It was more about creating relationships and having consistency in their jobs .

You want your top salespeople to handle the initial call because they excel in creating a sense of urgency and driving decisive action . They should be assertive , emphasizing the need to act quickly rather than giving the caller time to ponder . Convey the urgency by highlighting the

exclusivity and limited availability of your rooms : “ These rooms are in high demand , and one is available during your stay . I strongly recommend securing it now !” Get the caller to make a commitment to come .

And you can see why , when planning the entire stay , it ’ s important to spend time with them . This allows them to book various activities and services in advance , ensuring a well-organized and enjoyable visit .

It was not only driving revenue for the resort , but also helpful for operations . If we know people are coming in and doing certain treatments and activities , we can plan the staff for that .

24 PULSE n SEPTEMBER 2024