“What Makes Your Business Successful?” Bill Marriott’s Answer Might Surprise You

Bill Marriott, Jr.

Legendary leader, Bill Marriott, Jr., was asked that question at a recent conference.  His answer was brief:  “Communication, Communication, Communication.” I had the opportunity to speak at the same conference in New York with Mr. Marriott.  As a former television reporter, my instinctual “need to tell the story” role kicked in and I took note of lessons learned by listening to this leader.

Lesson #1: Mr. Marriott’s quick answer, “Communication, Communication, Communication” was not edited or analytical.  It was his first thought, spoken with such conviction that there was no doubt how much he values communication.  The majority of us use too many words to make a point, cluttering up the message.  Leaders and managers often fall into what I call “CEO speak” with strategic talk answers when asked straight forwards questions.  Mr. Marriott captured the audience’s attention right at the beginning in just three words.

Impression: Have you ever met someone you instantly liked and trusted?  That would describe your first impression of Mr. Marriott.  You want to sit down with him over a cup of coffee and just listen.  He projects humility, likability and authenticity.  You get the feeling that if he said he wanted to do business with you, it would be a done deal.  The 72 year old’s  enthusiasm for business is only rivaled by his passion for people — a winning combination.

Lesson #2: “I’m pretty good after the first five or ten minutes of my presentation” is a common theme with executives and sales presenters.  The downside is that people don’t wait that long to form an impression.  In fact, it takes only a matter of seconds to form a visual impression and about 30 seconds once you start to talk.  Mr. Marriott created a likable impression just by being himself.  Your goal is to let the audience see the real you right up front.

Surprises: First, he has a good sense of humor and doesn’t take himself too seriously.  Second, his genuine warmth and concern for his employees and customers was the common thread throughout his talk.

Lesson #3: We’ve all met, or read about, abrasive CEOs in high places who are out of touch with the people who make the business happen.  A likable personality is hard to beat.  Anyone who isn’t striving to become more likable is losing opportunities to build loyalty and develop business.  It doesn’t mean likable people won’t have to deliver bad news or make tough decisions, but their popularity will continue to build loyalty.

Team Success: He used examples of communicating throughout his talk.  “You need to communicate with your employees and your customers often.  You have to get there and find out what the hell’s going on!  Employees are always glad to see me–at least so far!”

Lesson #4: Don’t just give lip service.  By noon on the day of his talk, Mr. Marriott had already visited four Marriott properties.  You can’t manage your business effectively sitting behind your desk.

Leadership Philosophy: Mr. Marriott emphasized, “We believe in our people.  We take good care of our people.  We believe in training and providing opportunities.  More than 50% of our senior managers come out of hourly ranks.  If you treat your people right, they will treat your customers right and your costumers will come back.

You have to define the problems, get your people thinking about the problems in order to work through the issues.  Challenge and encourage them to keep working hard to figure out how to get things done.  Don’t signal what you think until you get answers from them, because then it becomes the boss’ problem.

Most successful CEOs break down the barriers to communication, barriers to the red tape and the barriers to getting things done.  I guess I’m known for pushing hard to make decisions.”

Recession: Marriott is not recession proof.  Discretionary travel is off.  People are cutting back on weekend leisure and pleasure travel.  Group business, meetings and conventions are sustaining Marriott’s hotel business.  “I’ve been through about eight of these recessions and downturns.  It’s trouble and it’s tough.  Maybe it will take a year and a half or two years, but we’ll come out of this.  We’ll get through it.  We always do.  And when we do, we’ll be stronger.”

Lesson #5: Attitude is everything.  Mr. Marriott spoke about the recession outcome with confidence and optimism.  When you talk with your clients and customers, if you don’t believe what you are saying deep down, neither will they.  More than ever, your clients are looking to you not only to help them, but to reassure them.  Realistic optimism spoken with confidence.

What Keeps Him Awake at Night: “Airlines keep me up at night.  About 80% of our customers fly to our hotels.  If people can’t afford flights, or airlines go out of business, flights become unavailable and they can’t get to our hotels.  About one third of flights going to Hawaii have been canceled, with two airlines going out of business.  Marriott is teaming up with other brands, such as Expedia.”

Growth Areas: “South East Asia, China, Latin America and the Mideast.  We’re tripling our rooms in the Mideast and doubling them in South East Asia in the next five years.  We can’t grow fast enough outside the United States.”

Lesson #6: If what has worked in the past isn’t working in today’s economy, think of areas where you can expand or reach out to new clients, customers and markets.  I never heard Mr. Marriott say that they were reducing rates or cutting back on service.  In fact, they are communicating more than ever with customers to meet the specific needs of their hotel guests.  Have you talked with your clients and customers to learn how you can be of service to them in other areas?  I’ve heard some people in the financial industry say that they dread talking with their clients.  This is the time to take a proactive approach with your clients.

Marriott’s Strategy: “We decided a long time ago, if we are going to grow our business, we are going to do it with other people’s money.  We only own 5 hotels out of the 3,050 hotels.  Our money comes from managers fees, franchising our name and managing other people’s properties.”

Lesson #7: Is your past business model fitting with what is happening today?  Most of us in business will need to make adjustments, explore options for growth and look for new opportunities to be viable in today’s economy.

Best Advice: “Communicate.  You just can’t communicate often enough in these times.  You need to communicate, and communicate often, to let people know how things are going.”

Lesson #8: The tendency for leaders and managers is to keep employees in the dark about the direction of the company, changes and concerns.  Choosing not to communicate with your clients creates additional problems such as speculation and fear.  Morale plummets and production and performance often decreases when people are uncertain about their jobs or the company.

Little Known Fact: Mr. Marriott’s parents started with an A&W Root Beer stand in 1927 with $5,000 of borrowed money.  The Marriott philosophy of believing in your people and treating them right began with his mom and dad.

Gold Star Action: It doesn’t matter what business you’re in, if it has anything to do with people, learning how to become a good communicator is your strongest personal asset.  You just have to look to three of our Presidents:  Ronald Reagan, Bill Clinton and Barack Obama.  Communicate with your clients, customers, staff, employees and your teams.  Even if you don’t have all of the answers, people respond positively to the personal touch.  My definition of a good communicator is not someone who can speak articulately or deliver facts and figures.  A great communicator connects with the audience of one or one million.  Ask people questions and listen to learn.  Talk with people, not to them.

Up next, CEO Earvin “Magic” Johnson

Stay tuned!

Judyth

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