Selecting Achievers

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I didn't coin the term, Gerry Bell did. Selecting Achievers is one heck of a program, and one that I use (at least pieces of it) regularly...in hiring, making friends, even choosing a new shoe store or restaurant. The basic premise is that you need to get people to tell the truth. What a concept. It sounds obvious. But, it's rarely accomplished, especially in the hiring/interviewing process. Both sides are so busy telling each other how great they are, how interesting the job is and how much they've accomplished, that they forget that hype doesn't get the job done, or make the partnership work, or the marriage last. Honesty and action do...

While Dr. Bell's program is quite effective (again, I'm a huge fan) in ferreting out truth, like anything, it has a couple of disadvantages...the length of the interview process and the lack of a means to see the person in action. I understand the premise that the more time you invest up front, the less you'll find out about each other after it's too late. But, ten, twenty or even fifty hours of interviewing is extremely difficult to coordinate, especially in an operating hotel environment. And, even once you gain a mutual trust, you still haven't experienced the delivery of the goods...so to speak. So, I've habitually shortened the process, knowing the risk. I've had very open and honest sessions up front, pouring out my soul (this is a great way of getting the same in return) and then getting all parties involved into the game as soon as possible to see how things really work. It's worked about 85% of the time, which is a far better record than I had before I adopted his approach.

I was reminded about all of this three times over the weekend:

1. During conversations with two prospective associates...who are by the way no longer prospective...they're in the club. Congrats Debbie and Bridget...and thanks for all of your candor!

2.-3. As I began my morning 20 minute speed reading ritual, I saw two posts on  my Daily Read list which marvelously exemplified what I'm referring to here. Aki and Alex over at Ideas In Food gave us  a real-life example of how getting someone into the game reveals more than you could ever hope to learn in an interview. And, that really popular (and smart) fellow who writes about Purple Cows wrote this piece, offering this solution to the time consuming interview process...stop doing it! A radical departure from most HR programs to be sure, but once you understand (and accept) their rationale, I think you'll concur that there's some merit to this approach, enough to give it a try anyway.

Look at it this way (hey, the season's underway, so, you , might as well get used to it)...you can spend all your time hyping your team and that 6'5", 240 lb. freshman QB sensation...and it won't matter. What matters is getting him into the game, and seeing what the team can actually deliver. This is the point where the real truth gets told , and passion clearly reveals itself.

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Rising Above

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If you're going to rise above the clutter, you'll need to make some sacrifices...and take some risks. And yes, it will probably cost more. But, in the long run, if you share your efforts with the right audience, you WILL beat your competitor(s).

I'll spare you my own example, and point you to Seth who makes the point quite well using us (hotels) and his breakfast.

And, yes, I know I reference Mr. Godin on a regular basis...he's a smart guy and I'm still catching-up on a back-log of his posts. So, there's probably more to come.

If you're in the USA, have a safe and enjoyable holiday weekend. Drive carefully...if you can afford it.

The Long Run

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Consider this...a good story lasts a long time. And, a great story is often timeless. Your story won't appeal to everyone. But, if it's good (or great), it's going to resonate with a specific group for a very long time...which is far more valuable than getting a bunch of attention up front, only to let people down with mediocrity once they pass through the front door.

The Hangar Hotel in Fredericksburg, Texas is using just this approach...a story built around aviation. While the new La Quinta Inn & Suites isn't. I wonder which one has a better chance of still being around 50 or 100 years from now?

P.S. Visit The Long Tail for a better and more in-depth review of this concept.

Marketing

I just finished reading some dueling commentary by Darren and Kathy about who should produce instruction manuals, marketing or techies. Both make excellent points. Kathy suggests we inject some of the artfulness from the pre-sale side of the equation (fancy brochure) into the back-end (user manual). Darren responds that people don't want to be "resold" (my quote, not his) once they've already bought...just tell us how it works. And, hire better tech writers if the manual stinks.

Again, Kathy and Darren are very clever...and, I happen to agree with both of them. Marketing happens all of the time...from the moment the idea is set in motion (when you present it to your team) until the instant when the product/service dies...on the shelf and in the minds of the user.

Marketing is the process of creating images which result in feelings, about you and your product. That's it in a nutshell. So, anything you do or create whether it be on the front-end or the back, is marketing...and extremely important.

So, think about who you're promoting the next time you wear that Jeff Foxworthy T-shirt.

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The Art of Recovery

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The art of recovery is truly an art, and not to be taken lightly. Mistakes lead to opportunities...a chance to show how smart you are...or, sometimes how dumb. Starbucks recently fell victim to the mass production of an e-mail coupon intended as a benefit for their employees (and their families). Well, as you could of guessed (and they should have), the benefit quickly outgrew its intended audience. So, what did Starbucks do? They posted this sign in their stores...

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As Seth points out, this is not the way to fix a problem you created...it sends the wrong message, and offends people, especially those loyal to you (like me).

It's just like this sign Holiday Inn posted in their rooms (previous post)...

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Think before you leap.

People and Trust

Consider this…everyone is smarter than you at something. And, you can get more things done, and get them done much better when you do things collectively with others. In other words, the best ideas, products, companies, etc., aren’t the result of one. The key is to find the right people, who aren’t afraid to think, even differently than you…and to find people you can trust. Groups of people who don’t trust each other focus too much on what’s not getting done, who’s to blame and who gets credit instead of the matter at hand…moving the project, organization or idea forward. Trust allows people to focus on the goal and enjoy the ride. The lack thereof is a major distraction, and leads to a lot of second guessing.

As we prepare to launch a new and improved Memorable Solutions network, most of my time over the last few weeks has been spent on this very subject…putting things into place to allow a trustworthy group of professionals to flourish. And, just about the time I think I have it figured out, I meet someone who outthinks me…which leads to a rework of the plan. Some would complain…I think it’s perfect, exactly what I envisioned, great people all around me, spending more time thinking about how to create something amazing instead of worrying about who’s trying to get the biggest share of the pie.

Hotel Conversions

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Converting an existing building into a hotel is not for the faint of heart. Number one, it’s darn expensive. And, number two, which likely leads to number one, the process is full of surprises.

The best case scenario is that you are changing something that already smells like a hotel, a hospital, apartment building, etc., and that it’s been around for less than twenty years. The next best option is that you’re renovating an existing hotel to dramatically change its identity and/or condition. The more you stray from either of these scenarios, the more costly the project, and the more important the next paragraph becomes.

When you buy a property with the prospect of converting it into a hotel, you are not buying an office building or a warehouse…you’re buying an opportunity to create more value. And, that value almost always depends on two things: location and story. Location is extremely important if you’re going to ride someone’s coat tails…take the Hilton Austin Airport for example. This property was converted from an Air Force command post (once instrumental in running Operation Desert Storm) and is now the only hotel located on the airport. While more costly than building a new structure, the obvious intent was to secure the location as well as preserve military history…both elements give the hotel a significant advantage over the competition. However, as I’ve said before, the best prospect for success is to have your own story, and preferably one that’s already built-in. That’s why historic buildings in high profile areas are such popular conversion properties…the stories are often timeless, making their value far greater than the initial purchase price of the building. If you’re lucky enough to find a reasonably priced, run-down castle on the Cliffs of Dover, I’d say you have a pretty good shot of seeing a respectable return, no matter how many change orders you see from your contractor.

Again, conversions are costly. Consequently, they take more time to pay-off. So, be sure the initial evaluation considers more than the sticker price of the real estate and the expense of getting it to meet code. The intrinsic value is what drives demand…and revenue. If that’s not obviously superior, don’t spend too much time on how much it’s going to cost.

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The Front Line

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A very relevant post by Seth...Receptionists.

I've been ranting about this same subject for years...our industry doesn't perform so well when it comes to investing in the people who really make our business go...those on the front line. We notoriously pay just enough to keep warm bodies in positions which ironically get the most guest touches of anyone on the staff. I know leadership and experience are valuable and that some properties are exceptions. But, there is definitely an inequity in a good chunk of our industry. How much do you pay a front desk agent, a housekeeper, a steward? Do they particpate in an incentive plan, profit sharing or some other reward for performance program? We need to rethink our compensation models...for the most part they're broken, paying people for function vs. great service. If you pay people just enough to keep positions filled, it's likely you're going to receive performance that's "just good enough" to get by.

Spend more on people than anything else and show them you care...it works better that way.

Story Building

The power of a story rests on believability…a combination of remarkability, authenticity and how many people are willing to buy into the idea.

I see a lot of hospitality marketing focused first on how many people they can attract vs. clearly understanding and defining the story they can tell. The result is almost predictable…a flood of gimmicks, lies and attempts to be many things to a mass of people.

An example of the “let’s try this” approach is the media hyped Smells campaign. Pump some aroma therapy into the lobby air and people will be so moved that they come back and tell all their friends. Obviously, this didn’t take long to think-up (or, at least I hope it didn’t).

Most really good stories aren’t made in a day, or on some agency white board. They evolve over time from hard work and passionate people who are willing to take risks, experiment and even fail. Sometimes, you’re fortunate to ride the coat tails of someone else’s story…like history. If you build a property next to The Alamo or on Biltmore Estate, I bet history is a significant part of your marketing. On the other hand, if you’re starting from scratch, be sure to spend a great deal of time on crafting your message around something that’s real and truly remarkable…like The Inn at Little Washington, where you go for the dining experience first, and everything else second.

Be sure you know exactly what you are, what you’re capable of and most importantly, who will enjoy your story…before you write the media and sales plans. And, most of all, don’t make things up just to get more people interested. That just leads to distrust, a lack of respect and eventually, less sales.

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Why Stories Matter

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Here's an excerpt of a great Ad Age article which precisely drives home my point about why stories matter...

Today's traditional brands are under growing pressure as cheaper alternatives and look-alike products invade the global marketplace. A brand is no longer just a matter of top quality or great design. Physical and rational attributes are easy targets for copycats. Companies that want to maintain brand status in the future must justify to consumers what makes them so special. Does your company have an original story to tell? A story that is so honest, captivating and unique, that we are willing to pay a price premium to become part of it?

Click to read the entire article

Thanks to Chris of Magellan Strategy Group for the pointer.

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Sales Job

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Telemarketer


Most people will tell you that “sales” is a tough job. Not really. It just depends on how you define “selling”. If you believe sales is the act of trying to convince someone you’ve never met to buy a product or service they have never heard of…that’s extremely challenging. But, I don’t call that selling. I call that a waste of time. It hardly ever works. And, in the process, you end-up alienating the vast majority of the people you reach. That’s what makes cold calling, junk mail and most of advertising such a dreadful experience…for everyone involved. Just remember the last time you hung-up on the late evening telemarketer.

Sales is not about forcing a non-buyer to be a buyer. It’s about making people feel comfortable…with you, and the idea of purchasing something they are already interested in. In a recent post, Seth points out that sales is an art form…I completely agree. Do the wrong things…and you never get past hello. Make people feel at ease and earn their trust…and you’ve got a real chance.

Stories Need Refurbishing Too

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Sometimes a story gets stale. And, when it does, you can either start over, add some flavor…or both. Take Pensacola, Florida (I spent my teenage years there) which has long been anchored around one story…Go Navy…and to a much lesser degree, a really nice beach with very mediocre amenities. For the last twenty or so years, the city has naively clung to the smoldering Navy theme while purposely neglecting the development of the true prize, the fabulous beach. They let the USS Lexington and a mock-up fleet of Christopher Columbus ships sail away to Corpus Christi, and watched areas like Destin and Panama City charge full-steam ahead to become the north Gulf Coast’s premier vacation destinations. Well, after a couple of nasty hurricanes, the wake-up call has finally been heard. Pensacola literally has a clean slate…and, it’s time to rebuild. But, unlike in years past where the focus was simply to put buildings back, the town has finally recognized the need for an overhaul…not only of the structures themselves, but the story altogether. They’re adding chapters like Oriskany…bravo! And, as far as amenities, there’s a plan for much more there too…1,200 rooms, shopping, recreational components, water parks, etc. It sounds like their headed for a first class family destination. About the only thing missing is Disney World…who knows, maybe that’s coming too.

When your planning renovations or a rebuild, be sure to check the heart and soul as well as the bricks, mortar and F,F&E. While not as clearly visible, those pieces tend to fade and wear over time as well.

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Aroma

Call it what you want…hip, trendy…or the start of a new fad. But, no matter how you slice it, when you pile stuff on just to be different, it means your story’s worn out…or, you never had one to begin with. It means your grasping…and hoping your idea can attract enough attention to get the needle to move just enough to keep your job until the next quarter. I call it a gimmick.

Try this one on…

Here’s a short piece of the story…

Starwood Hotels has been working for about seven months to roll out lobby scents in about 600 hotels, a brand-building exercise that the company hopes will boost guest loyalty.

Great products and experiences are interesting, authentic and they make people feel special. And, at the root, they’re remarkable…all by themselves. Trying too hard to make-up for something your not is expensive, a waste of time and often delays the inevitable…failure.

I can’t wait to see how this one turns out…but, I don’t think it passes the sniff test.