What is the definition of a SMERFE sales manager?

Well, to understand what a SMERFE sales manager is, we first need to know what the letters mean.

S = social

M = military

E = Education

R = Religious

F = Fraternal

E = Entertainment

Some basic examples of SMERFE Clientele that I would classify are:

Social: family reunions, wedding groups, traveling sports teams, funerals

Military – Meetings, Programs, FEMA, Government

Education: events, conventions, non-profit organizations, seminars, tours and student trips

Religious – Conventions, Meetings, prayer groups

Fraternal – Schools, Colleges, Universities, Fraternities

Entertainment: entertainment groups, tours and trips

SMERFE Sales Managers need Personality.

A SMERFE sales manager must be friendly, caring and dramatic. They are creative, fun and get along with everyone. They must be very patient and more forgiving than any other position. They are very different from a corporate transient or corporate group sales manager.

To be a good SMERFE sales manager, you must develop a good relationship with your customers. Get to know them and find out what their needs are now and in the future. Always make them your first priority. Make them feel at home in your hotel.

Make appointments with other Group Sales Managers, request to meet with them and ask them to refer you to your inquiries and customers. It doesn’t always work, but if you don’t ask, you’ll never know.

Always introduce yourself as the Group Sales Manager. Ask if it would be beneficial for both of you to start a referral program. Who is going to say no? Their titles are the same, making them equal in status, and any referrals you ultimately receive can only mean more business for your hotel.

Knowing what it means to be a SMERFE commercial is your first step in making your hotel stand out from the rest.