From College to Account Director: Loni Bernhard

Last week I interviewed a sales executive, we decided to continue the trend. This week I interviewed Loni Bernhard, Account Director at a national hotel and resort chain.

SPI: Hi Loni. Thanks for meeting with us. Last week we interviewed a sales executive who’s been in sales for the past 30 years. This week we wanted to interview a younger sales professional, to get a different side of the story. How long have you been in sales?

Loni: I’ve been in sales for eight years, shortly after finishing my Bachelor’s degree in 2002. I studied advertising in college, but I decided that sales is my passion.

SPI: So you studied advertising in school. Have you had any formal sales training?

Loni: Yes, I have. I believe sales training is crucial to developing your abilities as a sales person. Sure, you learn a lot in the field, but sales training courses help hone your sales skills and knowledge. I also participate in continuing education for sales training annually.

SPI: Over the course of the last eight years I’m sure you’ve grown a lot as a salesperson, from starting fresh out of college to becoming an Account Director. Do you have a sales philosophy?

Loni: People buy from people. There’s no way around that. I know the Internet has changed the way people interact, but we still need to develop relationships based on trust and integrity. That is where you will find your most lucrative opportunities.

SPI: What would you recommend for people who want to go into hotel sales?

Loni: You will have to start as a sales coordinator to learn the business. Do as much as you can for your Manager and ask lots of questions. Continue to improve your customer service skills and you can move up very quickly in hotel sales.

It’s an exciting industry. My job takes me all over the country, and I get to meet some really wonderful people.

SPI: What’s the biggest challenge you’ve encountered in sales?

Loni: Like I said earlier, the most important part of sales is building relationships. I feel confident in my ability to do so; however, I have to say that the “down” economy has been my biggest challenge. And that is something that’s difficult to navigate, despite how skilled you are at building relationships, and no matter what field you’re in.

SPI: What do you do to continue to improve your sales skills?

Loni: I take online courses, read sales books, and take classes. My company provides access to all these things, and I seek it out on my own, too.

Also, I belong to professional associations that are constantly working to provide their members with valuable information.

I also try to learn from those around me, both clients and sales mentors.

SPI: Loni, thank you so much for taking a moment to talk to us! We really enjoy speaking with professionals across the country to find out what inspires you to grow as a salesperson.

Loni: Thank you!