Sales Auditing
The objective of a sales audit is to determine the effectiveness of a property’s group sales program and to offer suggestions on improvements for a better return on investment and ways to provide better customer service.
It is designed to find out if sales activities are supporting the property’s long-range marketing goals and the level at which they are currently being accomplished.
This is done by an examination of the various revenue producing areas of a property and the performance of the personnel responsible for each area. Part of the review and analysis may be done in advance of a visit.
The time required to complete an audit is determined by how extensive an audit is desired and what areas of the property need to be examined.
The examination may be conducted only on the operation of a sales department or it may include as many other departments as you feel necessary. Harvey is Gold Certified by the MSPA-NA (formerly known as the Mystery Shopping Providers Association of North America) as a mystery shopper.
INITIAL INQUIRIES
- Room reservations
- Selling ability and closing
- Group booking procedure
- Event catering
INITIAL FOLLOW UP REVIEWS (OFF SITE)
- Marketing Plan / Action Calendar
- Sales Activity Reports
ON SITE REVIEWS
- The General Manager’s procedures
- General Manager’s job descriptions for sales personnel and related staff
- Front Office and Reservations Manager’s policies and procedures
- Director of Sales systems for selling
- Interview Sales personnel regarding their duties
- Random selection and analysis of files (correspondence, proposals, follow up)
- Observation of sales staff meeting, internal communications and sales activities (may include sales calls with staff)
- Determine how leads for new business are developed
- Review market mix to maximize revenues
- Analyze advertising effectiveness
- Public relations efforts
- Analysis of catering/banquet department effectiveness
- Examine a la carte sales for improvement potential
- Observe on-site visit of prospect (if available)
- Examine performance standards for key personnel
- Comparison shop property and competitor evaluation
A written, diagnostic report, in narrative form, covering each area examined is provided.
The report reviews findings and identifies improvement opportunities in key sales areas.