I'm a bit old fashioned when it comes to communication. I think there's no substitute for a warm handshake with a smile and genuine conversation. I don't do emails. I prefer to talk on the telephone or write handwritten notes.
The hotel business is a people business. Most of our guests want a pleasant greeting when they're checking in or a helping hand with their luggage. It's about the one-on-one experience. And for our most frequent guests and clients, it's about building a relationship, anticipating their needs and selling our group customers the way they want to be sold.
We opened a hotel in Lincolnshire, Illinois, and I visited the hotel a few years after it was opened and I asked them how the sales process was going. Well, the manager of the hotel said, "My sales manager went in to see a major client last week. When he walked into the office, there was the sales manager from the Residence Inn and the sales manager from the Courtyard. It seemed like all three of our brands were there to compete for the same piece of business. Of course, when I talked with our customer, he said, 'I don't like to be sold this way. Have one person represent Marriott for all your brands.'"
So that's why we're rolling out what we call Sales Force One. That allows our sales people to create a one-on-one customer relationship and represent all our brands with an individual customer. This means our sales teams - no matter where they are - will have access also to the information about that particular customer and our meeting planners will not have to continue to inform the latest sales person about who they are and how much business they give us.
We're using technology to help us keep track of all this good information, but it will never be a substitute for the one-on-one personal experiences between our guests and our employees. But, it certainly can enhance that one-on-one experience.
I'm Bill Marriott and thanks for helping me keep Marriott on the move.
Sales Success Is About Relationships





I'd like to share with you a wonderful story that took place at the Long Beach Marriott. In December, my family was returning from a San Diego vacation. Our flight left at 11:00 a.m. out of Long Beach, and we returned the rental car, unloaded about 15 bags, and proceeded to the checkout. To my horror, the flight was actually scheduled for 3:00 pm rather than 11:00 am. Jet Blue would not even allow us to check our bags until 1:00 pm. And, the only airport restaurant was closed for renovation.
We were a large group: four adults and four kids. And the kids were cranky. We desperately rushed to the Alamo counter, but although we had only returned the car several minutes earlier, they would not allow us to repossess it. We had to gaze at it longingly through the parking lot fence. Naturally, there were no other cars available. We were stuck. My brother, who had driven up with us, offered to stay and chauffeur us around to find something to do for 4 hours. We couldn't all fit in his car, so I went scouting with him.
After a false start at a small roadside diner with an alarming-looking clientele, we tried the Marriott. They were still serving breakfast, so my brother ferried everyone to the Marriott restaurant. We felt much better after a full meal: however, there were still a few hours to kill. The kids had seen the indoor pool, so I asked at the front desk if we could pay for a day-pass, since we were not registered guests.
To my great delight, the woman at the front desk, who only gave her first name as Vichaka, gave us keys to the pool area, offered to let us store our luggage in the checkroom, and signed us up for a van to the airport. My brother was allowed to go home, and the rest of us (those with bathing suits), spent the rest of the time in the pool (those without merely lounged). The kids were thrilled, and before we knew it, it was time for our flight.
We are so grateful to Vichaka and the Marriott for turning a stressful situation into a fun pool party before our long flight. My husband and I do a fair amount of traveling, and we will certainly use the Marriott as our favorite hotel from now on. Thanks Long Beach Marriott!
Posted by: Renee Colwell | 01/23/2008 at 07:03 AM
Mr. Marriott, I think you should start sponsoring work visas to qualified International students so that they can stay and work in the U.S after graduation. This will solve the problem of needing more workers in the hospitality business in the USA. I myself have had 3 internships with major hotel companies (Marriott, MGM Grand, Starwood) and got a job as a management trainee now with Marriott for 1 year. I speak 5 languages fluently and I don't think you want to lose qualified people that can be a valuable resource to your company.
Posted by: B | 01/18/2008 at 01:55 AM
Dear Mr. Marriott. Me and my wife are loyal owners in the Vacation Club owning five weeks in the system. I totally agree with you sales is all about relationship. But as some countries, like ours, have a rule of non-family names and as my wife is the primary owner I very often find my self in a strange situation in the Marriott hotels as I am totally unknown in the systems. Why is it not possible for both of us to be known in the system even if we do not have a family name. By current system Marriott is braking its own mission to make people away from home feel welcome and among friends
Posted by: Ragnar | 01/14/2008 at 05:41 AM
I live in Richmond, VA and I am wondering why you are selling the Marriott in our downtown area. Our newspaper, Richmond Times Dispatch, didn't state a reason.
My family is quite loyal to your brand. My son worked for Marriott for 4 years while in college and we have a time share at Ocean Watch in Myrtle Beach. Your brand has earned our trust where ever we travel. So, we want to thank you for still caring about your guests' comfort and welfare. It is truly becoming harder and harder to find the excellence you provide anywhere else.
Posted by: Jackie | 01/07/2008 at 07:44 AM
Greetings Mr. Marriott, I enjoyed reading your post on Marriott on the Move. I am an American Indian artist and recently did a painting depicting four riders on horseback charging forward with an air of enthusiasm and called On the Move. Good energy crosses all cultures and endeavors in a meaningful way. My best to you.
Posted by: Dana | 01/06/2008 at 04:28 AM
ive always wondered how marriott managed to handle so many brands at one time. now i know!
synergy seems to be the IN word, not only in the tourism industry.
cheers
Posted by: mihir | 01/04/2008 at 06:15 AM
Although I'm all for being personable and affable in a sales/customer transaction, as a customer I can say I honestly despise the current corporate speak use of the term relationship. It's very nearly offensive it's so disingenuous. I have a relationship with my family; I have a relationship with my friends; I even have a relationship with my colleagues. But I do not go into any sort of business transaction looking for a relationship. It's ridiculous, and it actually cheapens the true meaning of the term. If I come to you for business of any sort, I expect to be treated with respect and for there to be a simple and mutually beneficial transaction....you get my money, I get your product/service. That simple.
Posted by: Randy | 01/04/2008 at 01:26 AM
Dear Mr. Marriott,
A truly splendid insight into business etiquette and the know how's of respecting business clients Mr. Marriott. Nothing will have the ability to replace the personal aspect of any business transaction. I don't mean to be philosophical but in my personal opinion we are sociable beings in our nature and this is reflected in our personal and business habits. Seclusion in all its aspects paralyzes us with handicap and may lead us towards a fatal ending. That is why and on a business level securing transactions through interacting with other parties and human beings will be the only business ethic that will prevail in our commercial world as long as we tread the grounds of our globe. Everything starts with a hand shake, a guest welcoming in a hotel, an acquaintance, a friendship, an intimate relationship, a social introduction within a work team, and a business call. It is an excellent and universally acceptable physical way to say Hello and paves the way for verbal communication. Furthermore a personal touch will always leave the long and sound impression any sales person will ever wish to leave on a client. The proper words that convey the business information, the dialogue and convincing sentence usage that will pull the client towards the service marketed, the professionalism in conduct and appearance that will reflect the professional business atmosphere of the hotel, and last but not least, the closing handshake that seals the deal and leads to step two of the process which is signing the business contract. Paperwork comes after to only confirm and instigate what any two parties have agreed upon in their business discussion. Your right Mr. Marriott, no successful business deal can be done via the internet or electronic world. It's just too dry of a world for man in his many social needs and life aspects to flourish in.
Posted by: Feras Werr | 01/04/2008 at 01:13 AM
Bill,
I am complete agreement about face to face sales vs. phone or email communication. Last year you started an email concierge service that I thought was a fantastic idea and I had hoped it would have been expanded upon. I have not seen it for awhile and was wondering if it was discontinued. As a frequent guest, I get to know the lay of the land and to find out what properties can do special things for me. I have my favorite properties but if they all had my likes and dislikes ahead of time such as the email concierge service, it would greatly reduce the issues that we all have at different properties around the country. I look forward to becoming Lifetime Platinum here in 2008. I already have several months of reservations planned for teh year and look forward to one day meeting you personally when I am in DC.
Sincerely,
David Snyder, Platinum Elite Member for 13 years.
Posted by: David Snyder | 01/03/2008 at 05:33 PM