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E=MC2 & Independent Hotels
September 17, 2008
Serge Asensio, Managing Director of The Topline Group LLC offered one of the most ingenious analogies I've heard in years at the HSMAI Sales Strategy Conference last week. He used Einstein's formula for Energy equals Mass times Speed to explain the approach independent hotels need to take when competing with chain properties.
The energy required to move (or make decisions) for a larger mass (or company) is much greater than the energy needed to move (or make things happen) for a smaller mass (or independent company). Einstein's vision can describe the quickness and speed to market that independent hotels can utilize when trying to compete with larger hotel companies with greater distribution.
The approval process to begin a marketing campaign might only take the approval of one person and a 10-minute meeting for an independent. The decision, on the other hand, for a chain may take weeks of debating and a committee to endorse.
The big guy doesn't always have to win!
Posted by Bart Berkey on September 17, 2008 | Comments (2)
In response to: E=MC2 & Independent Hotels
Bob Gilbert commented:
Bart, I agree that the analogy was a great one - especially going into an economic environment where the ROI is being questioned on everything. Sales and marketing people need to think smart and allocate their time proportionately to the size of the account or the business at hand. I think the "einsteins" of sales are going to be the superstars of the future...and will never have to let the economy worry them about their job security. Bob Gilbert HSMAI
In response to: E=MC2 & Independent Hotels
Captain commented:
The formula for smaller or independant operations actually goes more like this: E=MC2-OI, with "OI" being "Owner's Interference", which usually voids the advantage of being a smaller operation.