I’m privileged to travel across the country to different hotels and hotel management companies giving training seminars on winning hotel sales techniques. I utilize the latest data, technology, strategies and platforms to inform my clients on the best method to increase profitability and sustain sales growth. I love what I do. I have a passion for what I do. I believe that any person or organization that embraces what I practice can experience the success I’ve had for the past 25 years. But it took a visit to a restaurant on Saturday to remind me of three things I know I possess but can be a challenge to teach.

I met my best girlfriend from my hometown in Santa Monica, CA for a girls’ weekend at the beach. Saturday night I invited one of my partners to join us for dinner at The Lobster, a wonderful restaurant located at the entrance to the Santa Monica pier. We had a small table positioned on the patio by the elevator, which placed our dining experience in the middle of a high traffic area. However the view of the beach, the pier and the amazing sunset made up for any inconvenience.

The food was exceptional, the service spot on and the conversation enlightening. But what made this meal a truly memorable experience was our server Julia. It was who she was that made me think of the three traits it is difficult to teach.

Personality
Julia was effervescent without being over the top. She possessed a great sense of humor. Her quirky way of presenting herself won us over right away. We couldn’t help but like her. That’s charisma. And that’s hard to teach.

Fulfillment
Julia gave the impression that she genuinely enjoyed her job. She enjoyed people. She enjoyed being herself and she was passionate about the food and the drink she served. She never appeared as though she was just going through the motions. How do you teach a sales person to appear fulfilled by their job?

Confidence
As busy as she was, in as difficult a section as she had, being in a high-traffic, high-demand area of the restaurant, she never appeared flustered. As a matter of fact the busier it became the more relaxed she appeared. Julia was a server totally comfortable in her own skin. We had absolute confidence in her because of the way she carried herself. We felt completely at ease in her presence. Now that’s a trait every salesperson needs.

So beyond the metrics, techniques and technology, we must still use our human traits to sell to other humans. We must employ these skills to make our clients or potential clients comfortable, confident and willing to engage in a human interaction. In short, we must be ourselves so that they may be themselves!

Toni Jacaruso, CEO of Jacaruso Enterprises Inc.

May 14, 2021