Sales & Marketing Management - January/February 2008 - (Page 5)
EDITOR’S LETTER WWW.SALESANDMARKETINGMANAGEMENT.COM GROUP PUBLISHER DANIEL J. CORCORAN (646) 654-5107 (646) 654-7367, Fax Daniel.Corcoran@nielsen.com ADVERTISING SALES National Sales Director JASON WAFALOSKY (610) 792-2481 Jason.Wafalosky@nielsen.com Las Vegas Travel Sales Manager PETER V. EDMUNDS (714) 963-3499 Peter.Edmunds@nielsen.com Account Executive MIKE GANGEL (646) 654-5318 Mike.Gangel@nielsen.com Do clean cars make better workers? Like most of you, I’ve had good bosses and bad ones. Some taught me so much that I would have walked through brick walls for them, while others were so misguided that they drove me into a room with rubber walls. But no boss of mine, no matter how wonderful, has ever washed my car before—something I’d pay quite handsomely to see. Too bad I don’t work for Harrah’s Entertainment,because a handful of their salespeople have witnessed that very thing. In Q3 2007, after being given an especially rosy revenue prediction by his team, Jordan Clark (VP of Las Vegas sales with Harrah’s) laughed and made a promise:“If you hit that number, I’ll wash all of your cars in the parking lot—and buy you lunch so you can watch me do it!” Seventeen shiny sedans,convertibles and SUVs later,Clark had kept his promise. The team beat their forecast and was rewarded by watching the boss scrub grills, wash windshields and buff fenders. Clark, along with colleagues Michael Massari (VP, meeting sales and operations) and Don Ross (VP, meeting operations)— the three executives featured in this month’s cover story on page 18—know a thing or two about effective management and motivation. “Teamwork” is an overused buzzword to many of today’s workers, so if you want them to buy into the concept, you’d better be able to demonstrate how they benefit from it. The trio from Harrah’s have surely accomplished that feat, based on the way they successfully molded seven formerly competing sales teams into a single, high-performing unit. Whether or not Clark’s promise to his team had any direct impact on the achievement of the sales goal is impossible to know. But I can guarantee watching their boss back up his words with elbow grease had a positive impact on the entire Harrah’s team from that day forward. The fact that Clark kept his promise by taking time out of his schedule to wash cars surely earned him a lot of credibility with his team—the kind that pays off long into the future in terms of employee morale and retention. Scrubbing the dirt off of of a few whitewalls is a small price to pay for that kind of return. MARKETING Group Marketing Director/Travel and Performance Group SHEREEN ABUZOBAA (703) 488-2809 Shereen.Abuzobaa@nielsen.com Marketing Director/Travel and Performance Group ROBERT KUWADA (646) 654-5159 Robert.Kuwada@nielsen.com Senior Marketing Manager JENNIFER PEPPER-STAM (646) 654-7263 Jennifer.PepperStam@nielsen.com PRODUCTION Group Production Director BERRYL SCHIFFER (646) 654-7302 Berryl.Schiffer@nielsen.com Production Director PHYLLIS JEFFERSON (646) 654-7297 Phyllis.Jefferson@nielsen.com TRAVEL AND PERFORMANCE DIVISION Group President BILL COOKE General Manager RHONDA LINOVITZ Sales & Marketing Management is published by Nielsen Business Media, Inc. Nielsen Business Media President: GREG FARRAR Senior Vice President, Human Resources: MICHAEL ALICEA Senior Vice President, Finance: DEREK IRWIN Senior Vice President, Travel, Performance, Life Sciences & Marketing Services: WILLIAM J. COOKE Senior Vice President, Marketing & Media: SABRINA CROW Senior Vice President, Film & Performing Arts: JOHN KILCULLEN Senior Vice President, Music & Literary: JOHN KILCULLEN Senior Vice President, Corporate Development & Planning: THOMAS KUCZYNSKI Senior Vice President, Retail: DAVID LOECHNER Senior Vice President, Online Media: LINDA MCCUTCHEON Senior Vice President, Building Design: JOE RANDALL Senior Vice President, Central Services: MARY KAY SUSTEK Vice President, Licensing & Events: HOWARD APPELBAUM Vice President, Marketing Services: DREW DESARLE Vice President, Manufacturing & Distribution: JENNIFER GREGO Vice President, Audience Marketing: JOANNE WHEATLEY FINALIST FOR THE 2005 JESSE H. NEAL NATIONAL BUSINESS JOURNALISM AWARD FOR BEST SINGLE ISSUE, AND WINNER IN 2004 FOR BEST REGULARLY FEATURED DEPARTMENT WINNER OF NATIONAL AND REGIONAL EDITORIAL AWARDS AT THE 27TH ANNUAL AMERICAN SOCIETY OF BUSINESS PUBLICATION EDITORS AWARDS COMPETITION 2004 WINNER OF TWO REGIONAL DESIGN AWARDS FROM THE AMERICAN SOCIETY OF BUSINESS PUBLICATION EDITORS Michael T. McCue Editor-in-Chief michael.mccue@nielsen.com JANUARY/FEBRUARY 2008 SALES&MARKETING MANAGEMENT www.salesandmarketingmanagement.com 5
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Table of Contents for the Digital Edition of Sales & Marketing Management - January/February 2008
Sales & Marketing Management - January/February 2008
Contents
Editor's Letter
Brian Tracy University
Sales
Marketing
Management
Cover Story: Everything Happens in Vegas
Boosting Your Brain
Loyalty Goes Global
Swell Your Sales
Training
Technology
Incentives/Motivation
Travel/Meetings
Excerpt
The Way I See It
Sales & Marketing Management - January/February 2008
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