The job of Sales Manager as seen by Caroline Liger
Caroline Liger has been Sales Manager at Vatel Bordeaux since September 2021. Discover her career and her vision of the profession.
Her career
After her studies, she had the opportunity to work in London as a Chef de Rang. On her return to France, she aimed to broaden her skills in the hotel and restaurant industry. Caroline therefore did a work-study program in reception in a hotel in the airport area where she “loved the customer contact and the administrative and organizational part of the reception”. At the end of this experience, she continued in a newly opened Resort where she stayed for 14 years as a receptionist, 1st receptionist and then sales representative. In order to move into a managerial position, she had to change companies and that’s when the opportunity for Vatel Bordeaux presented itself.
“It was a new challenge for me, especially for the relationship with the students who do their professional practices with me, different from the one I have with the professional speakers.”
Her position and missions at Vatel Bordeaux
Caroline is in charge of the marketing of the various meeting and catering spaces to business or leisure group customers.
She produces quotes for the services offered by the various departments: meetings, seminars, banquets, lunch and dinner cocktails, after-work events, etc. She also takes care of the organization and coordination of events with the various departments of the restaurant as well as the reception, the animation of commercial meetings, once a week, based on the commercial schedule and the function sheets.
Once a quarter, she organizes a more global meeting with the head chef and the dining room manager with whom she works in close collaboration. Several points are discussed: upcoming events and the turnover achieved on the part she markets.
In close collaboration with the accounting department, it also manages invoicing, which includes sending invoices, monitoring payments and reminders if payment has not been made on time.
Caroline sees her work as lively and animated because human interactions are privileged, and they are not only done by phone or email. In this profession, mutual aid is essential between colleagues.
“Having real contact with the person is essential to facilitate the exchange!”
The sales department and professional practices
In addition, Caroline welcomes and trains 3rd year Bachelor students to become salespeople in the hotel and restaurant industry.
The idea is to allow students in professional practices to increase their skills over the course of the year. At the beginning, the students will make function sheets and invoicing to then make quotes and acquire autonomy. What is interesting for Caroline when she works with students in professional practice is to see their evolution. She likes to be able to pass on her knowledge to them. Welcoming a person in practice all year round allows you to build a lasting bond.
“I like to connect with students and keep in touch with them, so I can follow their progress in the world of work.”
The hotel and restaurant sector
After starting as a waitress and then as head waiter in London, Caroline wanted to continue her career in the hospitality sector while changing her perspective when she returned to France.
“I liked this contact with customers, but the restaurant itself didn’t mean much to me anymore. So, I wanted to stay in this environment but no longer work in a restaurant on the operational side.”
At the end of a year of additional mention in reception in a hotel, Caroline was hired at the Golf du Médoc as a receptionist. This opening of a **** hotel with spa and golf course was a big challenge for her. This is how she was able to evolve from receptionist to Sales Representative. These various experiences are real assets in her daily life.
“This allowed me to do operational work and to understand the problems of my colleagues in the field.”
The advantages of the job
“I love the contact with customers and my colleagues! Each case for me is a challenge”
Build customer loyalty is a mission accomplished by Caroline for Vatel Bordeaux every day. The customers are satisfied with both the service and what Caroline and her colleagues offer in terms of service and cuisine. She has had nothing but good feedback and that’s the most gratifying thing for her.
Her greatest achievements
Within the Golf du Médoc Resort, the hotel served as a “base camp” for the Belgium national football team. Caroline had coordinated the privatization and was in contact with the staff of the football team: an important project over 1 month.
At Vatel Bordeaux, Caroline has also been able to organize interesting and varied events. For example, she cites great performances such as the Gault & Millau welcome for the 2023 young talent endowments, a very nice event orchestrated by Caroline in December. She also took care of the organisation of a lunch for Intercereals, which brought together the major players in the cereal sector in New Aquitaine.