Mark Kuta is an award winning author and business sales guru.
His book Think like a CEO has inspired and informed many within the world of sales to boost their careers.
However, his latest venture is an audio book, Sell in the USA, focused on non-US businesses who want to do business in the United States.
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It covers everything from the key points about America's history, to how to uncover and sell to Americans.
Each chapter has American business sayings, as well as an easy to tell joke.
Kuta says, “Imagine someone in Dubai doing business with an American and they say, ‘I don't believe this deal is over because the fat lady isn't singing.’ Their American partner will laugh, and say, ‘Where did you learn that?’ That's relationship building that drives business in the American Way.”
With this in mind, Kuta has prepared seven key points to keep in mind for hotels in the region looking to attract business from the US.
1. Understand Americans – This goes without saying, but what I mean here is to not just communicate with Americans but understand what ‘makes us tick’. Our history has led us to be risk takers. This history is evident even today and our culture sets us up to be independent. It is important to tie where we came from to how we act. The entire first CD of Sell in the USA addresses this.
2. Focus on efficiency – Americans are focused on efficiency. We value efficiency in the hospitality industry because we have come to expect it. I travel around the world, and stay in hotels in many different countries. I am used to checking into – and more importantly out of – hotels efficiently.
I was recently in a top European hotel chain that took ten minutes to check out and get my receipt. In the States the receipt is under the door. Is there a way that you can copy this efficiency, or attempt within the limits of your accounting system to increase efficiency? For example, if you are not set up to allow for a receipt under the door, what about running the bill and going up to the room to go over it with your guest, having them sign it the evening before so they can walk out in the morning?
Innovative thinking in the international hotel industry should first and foremost focus on efficiency when dealing with the US businessman.
3. Bring the US hotel experience to your client – I have seen hotels invest in everything from marble floors to chandeliers when they could have gotten much return on investment with a portable coffee maker in the room. Even Motel 6’s have this, and whether or not this is a local custom, it should be for your US businessmen customers. A $20 US investment – even if you have to place it in the room only for US businessmen – will be worthwhile. Does your locale have English newspapers? Most Middle Eastern cities have a history of commerce, and a strong background in English. Put one in front of the door so your US businessman can read it in the morning.
This strategy dovetails well with a strategy that seeks to help the US businessman enjoy the uniqueness of your locale. After reading the local English paper for two to three days you are much more likely to get your guest interested in non-business related activities.
4. Train the staff. Then train them some more – The first step that I do when consulting with companies is to require that its entire team get on the same page. If I am consulting on C-Level sales, every one of its key managers must read Think Like a CEO to get on board with the programme. The team ideally is cross functional so that the business strategy of selling high can be embraced.
For a hotelier that wants to attract US businessmen, this means getting the entire staff to get on board with the program. If you want to capture the US businessman market, then everyone needs to listen to Sell in the USA. It is an audio book so you can listen to it when you are commuting into work, and you can listen to it over and over until you understand the concept that you are listening to. Without an understanding of Americans, and how we do business, the strategy won’t resonate.
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