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Director of Sales
Billy Casper Golf
Sebring, FL, United States
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The Director of Sales and Marketing is responsible for generating revenue through the sale of golf outings, banquets along with the creation and management of a large client database and development and execution of a comprehensive sales plan along with marketing the club. He or she will generate sales leads within the communities surrounding the facility through active and passive means, track all leads and contacts, and engage in outbound sales efforts, to include cold calling and targeted sales campaigns. The Director of Sales will meet or exceed outing and banquet, revenue budgets at the club while completing all required sales activities, and database growth and management objectives.
• Acquiring new opportunities to fill unutilized or underutilized sellable days, or to replace lower revenue yield business with higher revenue yield business
• Identifying and targeting existing outing and banquet groups in order to increase share of market
• Retaining and rebooking existing events to maximize revenue yield potential per sellable day
• Increasing yield for each event through up-servicing and promotion of ancillary products
• Utilizing salesforce.com daily to build and maintain a lead/group/opportunity database
• Tracking all communications with leads, groups, and opportunities in salesforce.com
• Scheduling all future communications and meetings with leads, groups, and opportunities in salesforce.com
• Responding to all incoming leads within a 24-hour period and scheduling and performing routine follow-up until the lead is converted to an opportunity or no future opportunity exists
• Implementing a minimum of two (2) direct marketing campaigns per quarter to an external database of at least 500 new leads, for a total of 2,000 prospects per year
• Attending a minimum of one (1) networking event per month to increase awareness of the clubs’ offerings and to generate new leads
• Hosting a minimum of two (2) new lead/future opportunity educational event seminars per year and two (2) existing group appreciation day/event per year (not the same event, or all at the same club)
• Scheduling and hosting prospect meetings, course tours, and/or trial rounds at times convenient to the prospective customer, to include evenings and weekends as required.
• Provide on-site visibility and support for key events as deemed beneficial to providing high customer confidence and satisfaction.
• Managing a club-specific budget of complimentary foursome certificates used as a means to build relationships, win business, and reward clients
• Register for “Google alerts” within market and for all competitive courses to identify and pursuing target groups/events and monitor competition and community group outings/events
• Networking with club members, customers, existing group contacts, and the community to maximize referrals of leads
• Following-up within at most ten (10) days after each event with a satisfaction survey/thank you note and offer for renewal to every group contact
• Tracking and administration of outings customer satisfaction feedback
• Manage administrative, logistical, and sales metrics/reporting by utilizing salesforce.com per BCG’s policies and procedures
• Understanding of the overall market and each club’s unique selling position, competitors' strengths and weaknesses, economic trends, and supply and demand
• Work with GM to share consumer feedback and to ensure high levels of customer satisfaction and repeat/referral business.
• Develop and manage the event booking process by scheduling all outings, pricing and preparing outing proposals, preparing contracts, collecting signed contracts and deposits, providing event details to Operations Team, and (when necessary) following-up with Event Contact on event day
• Participate in weekly BOE meetings to ensure event requirements and details are communicated to operations team.
• Review and improve individual sales efforts by participating in monthly meetings with the operations and marketing team, as appropriate. Discuss leads, open opportunities, and closed opportunities to understand why groups are booking or not, cancelling, where leads are coming from, and ideas to generate leads
• Prepare a bi-weekly summary of the overall market, closed won, closed lost, open opportunity pipeline, lead generation progress, and forecast for next 30 days for each club
• Maintain real-time records of revenue projections for outings and banquets per month and to budget for current and ensuing calendar year.
• Participate in monthly BCG sales training calls and BCG annual sales training meeting
• Execute the course-specific marketing plan for sales within the Club’s Business Plan
• Implement and support all sales and marketing initiatives as requested