Beverly Clark Hospitality Training Newsletter

May 2010 | Vol 3 Issue 5


	In this Issue • The Season of the "Upsell" • "Strategic Partnerships" • Private Club Marketing • People in the News • Upcoming Webinars • Certification • Subscribe to Newsletters • Newsletter Archive • What Do You Want to See? Meet Lynne • Editor in Chief: Lynne LaFond DeLuca

The Beverly Clark Hospitality Training Newsletter provides catering professionals with the ongoing tools and resources they need to meet the challenges they face and assist them in finding solutions with not only the wedding market, but all aspects of their business, including corporate markets, social catering, sporting events such as golf and tennis tournaments and charitable events.


	Tools
	The Season of the "Upsell" Well, the year may be almost half over, but contrary to popular belief, the wedding selling season is not! Typically, the time to book the bulk of your current year’s weddings is immediately after Christmas and New Year’s Eve, and then again after Valentine’s Day (popular times to "pop the question"!) Depending on where your business falls in the bride’s "booking process", most of the weddings for the year may be already booked. For example, if you are a jeweler, bridal shop, wedding planner or location venue, the bride will book you as soon as she is engaged. So, you will be contacted earlier in the year. If you are a bakery, florist or photographer, it will be a little later. In either case, just because we are half way through the year doesn’t mean your job as a sales person is over. Far from it! Now is the season of the "upsell". Basically, there are three ways to grow your wedding and event revenues: Increase the number of weddings and events you do Increase the size of the event Increase the per-event revenue (upsells!) Depending on your specific business, you have to have creative ways of increasing the services you provide or increasing the "experiential factor" of what you offer in order to have an enticing upsell offering. Venues have lots of opportunities for upsells with food (don’t just think salad, entree, and dessert) beverage, linens, lighting, china, glass & silverware, and many partnerships with various vendors. You can even take the popular format of a bridal show, and create an evening of "Extra Special Touches" showcase. Invite all of your booked and tentative brides to an evening that showcases every possible (well, almost!) upsell you could offer, and provide her with a clip board and "order form" as she walks in. Beautiful table linens with over the top centerpieces, upgraded wines and hors d’oeuvres, late-evening snack ideas, entertainment options such as lighting and dancers, etc. Ask each vendor who participates what their ultimate upsell would be and showcase it! Usually, sometimes the "sell" is as easy as making the suggestion... Whatever your industry, you now have the opportunity to go back to the bride now that she is further along in her planning and has seen and heard many more things, and offer the "extras" that will increase her wedding experience for not only her and her groom, but all the guests in attendance. She just may be looking for that personal or whimsical touch to add something extra special to her day. You, as the expert in your industry, are in the best possible position to offer it to her. >> Print this article "You don’t have to be great to get started, but you have to get started to be great." - Les Brown


	Tactics
	The Strategy behind "Strategic Partnerships" When you hear the term "strategic partnerships", what do you think of? By definition, a strategic partnership is "a type of contractual alliance between two commercial enterprises that is not a formal legal partnership". Simply put, two or more people or businesses are saying "hey, let’s help each other out"! In the special events industry, these partnerships can take your business to a whole new level. This past week, I hosted a webinar on strategic partnerships and how they can benefit each of us. Here are a few of the highlights: Build your partnerships in "layers" - start with referral list recommendations. This allows you to get to know someone and them to get to know you before committing to an actual partnership. As with any business or personal venture, it is always best to surround yourself with the absolute BEST people and businesses you can (you’ve heard the old saying about hiring - always hire someone smarter than you). Same principle. Your brand and your reputation will be at stake once a partnership is forged, so it is imperative that your new partners align as closely as possible with your values, branding and business strategy and that they bring their own impeccable brand and reputation to the table. To take it to the next level, that’s when you start to consider and define some strategic partnerships. This is a more exclusive relationship, where both parties benefit and it allows you to really make a statement to a new market or clientele about your business and sometimes open up new markets as well if you have expanded your brand or offering. Questions to ask yourself about potential partners: Who Complements Your Business? When determining the most creative and productive potential partners, there has to be a strategy as to why you partner with someone. Choosing a complimentary business is one of the most important factors. Your choices should not be direct competition, or someone who offers the same type of product as you, but someone who satisfies a completely separate need of your current clientele. Where are Your Opportunities for Growth? What would improve your place in the market? More creativity? More business savvy, follow-up, service details, etc.? Look for partnerships that can help you elevate your current overall standing. Who Has a Similar Client Profile? If you are appealing to a low to middle market and your partner books only very high end, this will not be a good match, unless you create a different level to your product or service. What you offer to a low, middle or high end market should not be the same product. You can never be all things to all people and you should not try. You can, however, develop different products to appeal to those markets, as long as your core strengths are consistent (think Martha Stewart and her partnership with K-Mart). Referrals from Clients - asking current clients who else they do business with is another tactic for finding good partners. You can ask your client who else they doing business with that provides an exceptional product or service. You know that you would already have the same client base, and then it’s up to you to determine the compatibility and potential. Once you have answered these questions and identified some good partner possibilities, you are on your way. From there, together you can build your marketing, prospecting and revenue increasing strategies. If you are interested in more information on this topic, you can view the entire recorded webinar which is available on the website at: www.beverlyclarktraining.com/learningcenter >> Print this article "Positive self-direction is the action plan that all winners in life use to turn imagination into reality, fantasy into fact, and dreams into actual goals." - Denis Waitley


	Announcement
	Beverly Clark Hospitality Training Expands, Forms Strategic Partnerships with Industry's Elite One of Beverly Clark Hospitality Training's niche markets is specializing in catering and golf tournament training for the private club industry, and it brings us great pleasure to announce our new strategic partnership with handpicked professionals from the private club industry. All of the professionals were previously affiliated with ClubCorp and collectively represent over 145 years of serving ClubCorp and its members. Working for a leader in the club industry served as a perfect springboard for the entire team. Now back together again, we are collaborating on a customized and progressive approach to servicing private clubs. New partners and consultants include: Private Club Marketing, Inc., an international company specializing in marketing strategies for private clubs. Private Club Marketing's team combines two powerhouse minds in the private club world, Eva Mangas Nightingale and Zack Bates. Combined, they have more than 30 years of experience in member relations, retention, sales, marketing and graphic design to bring its clients strategies and products to assist in establishing member connections and traditions. Private Club Marketing offers support in member retention planning, marketing and communication, member profiles/surveys, private events, management, operations and food & beverage strategies. PrivateClubMarketing.com Michele Carroll is a founding partner of Triumph Golf and is an expert in creatively increasing membership and revenue in all areas of the private club industry. Michele has led industry-leading private clubs such as Pinehurst and had a portfolio of over 130 clubs with ClubCorp. TriumphGolfLLC.com Triumph Golf, whose leadership team includes Jim McTeigue, former SVP of ClubCorp's Golf and Country Club Division; Michele Carroll, former SVP for ClubCorp; Billy Sitton, former VP of operations for ClubCorp and Managing Director of ClubCorp International; and Michael McTeigue, who specializes in new and emerging companies. These golf industry veterans join forces to rescue troubled golf and country clubs. TriumphGolfLLC.com Henslee & Huguely LLP is a legal consulting firm focusing on membership and other legal issues affecting private clubs and resorts. Partners Tom Henslee and Rand Huguely along with Dick Cassidy have a combined 53 years of experience in the golf and private club industries. HHClubLaw.com Beverly Clark Hospitality Training is proud to be affiliated with these outstanding performers in the private club industry as we can now offer extremely comprehensive consulting and training to clubs. We look forward to a long and fulfilling relationship.

People in the News!

Congratulations to our new
Beverly Clark Certified Wedding Professionals:

Mark Argotsinger,, Deer Creek Golf Club
Binta Patrick, True Blue Bay Resort

As well as gaining their certification, they now have the right to use a logo with their new designation on all marketing materials.

Every great salesperson in the special events industry, whether new or seasoned, has passion!

Passion for the industry
Passion for the event
Passion for the outcome
Passion for creating unforgettable experiences!

What drives your passion?

Share it here


	What Do You Want to See?
	Send us your ideas for future newsletters and topics and we'll do our best to accommodate your request. >> Submit Your Ideas and/or Subscribe to our Newsletter


	Webinar Series
	#9 Maximizing the 2010 Holiday Season Join us Online on July 21, 2010 at 11am PDT/1:00pm CDT/2:00pm EDT (approximately a one-hour duration) Topics will include: Marketing Streams and Timing, Increasing the Value of Your Product or Service, Securing Dates Early, Upselling the Extras. To register or for more information >> Please visit our Learning Center #10 Wine Sales and Upselling Join us Online on Sept. 22, 2010 at 11am PDT/1:00pm CDT/2:00pm EDT (approximately a one-hour duration) Topics will include: Pairing with Menus, Conducting Proper Tastings, Upselling to the Next Tier (or two)! To register or for more information >> Please visit our Learning Center #11 Preparing for the 2011 Wedding Season Join us Online on Oct. 20, 2010 at 11am PDT/1:00pm CDT/2:00pm EDT (approximately a one-hour duration) Topics will include: Trend Alert - What's on the Horizon for 2011, Making the Most of Your Advertising Dollars, Multi-Cultural Wedding Opportunities, Your Annual Wedding Marketing Plan - New Ideas! To register or for more information >> Please visit our Learning Center Recorded Webinars: Increasing Your Wedding & Special Events Revenues Maximizing the 2009 Holiday Season Wine Sales and Upselling Preparing for the 2010 Wedding Season Building the Perfect 2010 Special Events Marketing Plan Attracting the Destination Wedding Market To register or for more information >> Please visit our Learning Center


	Certification
	Are you a Certified Wedding Professional? Brides today are looking for true specialists that can handle every aspect of their wedding with ease and professionalism - someone they can trust. A "Beverly Clark Certified Wedding Professional" designation and logo on your marketing materials and website is a clear and immediate indication that they are talking to the best in the business. 100% online, you work at your own pace from any computer. The Beverly Clark Wedding Professional Certification Course is a "must-do" for anyone looking to provide an overall improved experience for their brides and increase their wedding revenue at the same time. Don’t let another wedding go by without becoming a certified expert! "I want to be a Certified Wedding Professional!"


	Connect with Lynne
	BeverlyClarkTraining.com


	About Lynne
	Editor in Chief Lynne LaFond DeLuca Lynne is the Sr. Vice President, Business Development and Education for Beverly Clark Hospitality Training. She is a highly regarded speaker in the special events industry and has written for industry publications including Boardroom and Catering magazines. Lynne has trained people around the world in the art of catering industry sales and operations. She has an absolute passion for what she does and for helping the people that she works with in the hospitality industry to perform at their maximum level. lynne@beverlyclarkenterprises.com More info on having Lynne as a Guest Speaker at your next industry event or sales meeting, please visit >> Beverly Clark Hospitality Training


	Resources
	Beverly's Advertising Resources Contact a Beverly Clark Representative about advertising on one of our websites. A strong internet marketing presence is a MUST today! T \| 800.933.3434 E \| info@beverlyclarkenterprises.com For information on advertising in this newsletter please go to our: >> Newsletter ad information


	Credits
	Top photo courtesy of Creative Photography