Senior Sales Manager - Sawridge Inn Edmonton South, Alberta
Top Benefits
About the role
Hotel Equities, a multi-award-winning hotel development and hospitality management company, is currently searching for a remarkable Senior Sales Manager for the Sawridge Inn Edmonton South in Edmonton, Alberta Canada.
Job Purpose:
POSITION SUMMARY:
THIS POSITION MANAGES ACCOUNTS TO ACHIEVE GUEST SATISFACTION AND TO SOLICIT PAST AND NEW BUSINESS TO ENSURE ALL REVENUE GOALS (I.E., ROOM NIGHTS, ADR, REVPAR, ROOM RENTAL, ETC.) ARE ACHIEVED OR EXCEEDED. LEADS THE DEVELOPMENT AND SOLICITATION OF BUSINESS FROM ALL MARKETS TO ENSURE THE NECESSARY ADVANCE BOOKINGS NEEDED FOR A SUCCESSFUL AND PROFITABLE OPERATION FOR THE HOTEL. WORKS AS A TEAM MEMBER AND MENTORS OTHER SALES AND CATERING STAFF. THE SENIOR SALES MANAGER IS A CAREER SALES PROFESSIONAL AND A TOP PRODUCER WITH HOTEL SALES WHO HAS DEMONSTRATED THROUGH PERFORMANCE A COMMITMENT AND EXPERTISE IN DIRECT SALES.
ESSENTIAL JOB DUTIES AND RESPONSIBILITIES:
THE POSITION REQUIRES THE ABILITY TO PERFORM THE FOLLOWING ESSENTIAL JOB FUNCTIONS, WITH OR WITHOUT REASONABLE ACCOMMODATION:
COMPREHENDS THE OVERALL MARKET INCLUDING COMPETITORS, ECONOMIC TRENDS, SUPPLY AND DEMAND.
VERIFIES THAT BUSINESS IS BOOKED WITHIN HOTEL PARAMETERS
IMPLEMENTS PROCESS IMPROVEMENTS AND BEST PRACTICES.
WORKS WITH OTHER SALES TEAM MEMBERS TO ACHIEVE PERSONAL AND TEAM RELATED REVENUE GOALS
VERIFIES THAT BUSINESS IS TURNED OVER PROPERLY AND IN A TIMELY FASHION FOR QUALITY SERVICE DELIVERY.
HANDLES ALL GROUP BUSINESS FROM HOTEL’S TOP ACCOUNT.
MEETS AND EXCEEDS ALL REVENUE GOALS.
ASSISTS IN IMPLEMENTING SPECIAL PROMOTIONS RELATING TO DIRECT SALES SEGMENTS, EX: PARTIES, SALES BLITZES.
ASSISTS IN THE PREPARATION OF REQUIRED REPORTS IN A TIMELY MANNER.
MOVES THROUGHOUT PROPERTY TO CONDUCT SITE INSPECTIONS. MAXIMIZE REVENUE BY SELLING ALL FACETS OF THE HOTEL, BOTH ORALLY AND IN WRITTEN FORM TO PREVIOUS, CURRENT AND POTENTIAL CLIENTS.
HANDLES ACCOUNTS DETAILS SO THAT ALL PERTINENT ASPECTS OF SOLICITATION AND CLOSING ARE COMPLETE AND DOCUMENTED.
COMMUNICATES WITH OTHER DEPARTMENTS TO ENSURE PROPER HANDLING AND SERVICING OF ACCOUNTS.
TRAVELS LOCALLY TO CONDUCT OUTSIDE CALLS, PROMOTE THE HOTEL AND REVIEW COMPETITION READER BOARDS TO DEVELOP LEADS.
TRAVELS OUT OF TOWN TO SOLICIT BUSINESS.
CREATE, MANAGE, AND POT CAMPAIGNS ON ALL SOCIAL MEDIA.
PREPARES INFORMATION FOR, MEET WITH AND ENTERTAIN CLIENTS AS DEEMED APPROPRIATE BY POTENTIAL BUSINESS FROM THAT ACCOUNT.
REPRESENTS HOTEL AT TRADE SHOWS AS SPECIFIED BY CORPORATE TRADE SHOW ATTENDANCE GUIDE. SET UP EXHIBITS INVOLVING BENDING, STOOPING, LIFTING AND READING OVERHEAD.
ASSISTS WITH ORDERS AMENITIES FOR MEETING PLANNERS OR VIP’S.
INCREASES VISIBILITY OF THE HOTEL BY ACTIVELY PARTICIPATING IN THE COMMUNITY.
KEEPS IMMEDIATE SUPERVISOR PROMPTLY AND FULLY INFORMED OF ALL PROBLEMS OR UNUSUAL MATTERS OF SIGNIFICANCE.
PERFORMS ALL DUTIES AND RESPONSIBILITIES IN A TIMELY AND EFFICIENT MANNER IN ACCORDANCE WITH ESTABLISHED COMPANY POLICIES AND PROCEDURES INCLUDING SAFETY PROCEDURES AND LOCAL, STATE AND FEDERAL LAWS AND REGULATIONS.
AT ALL TIMES PROJECTS A FAVORABLE IMAGE OF THE HOTEL GROUP & HOTEL TO THE PUBLIC.
OTHER DUTIES
PLEASE NOTE THIS JOB DESCRIPTION IS NOT DESIGNED TO COVER OR CONTAIN A COMPREHENSIVE LISTING OF ACTIVITIES, DUTIES OR RESPONSIBILITIES THAT ARE REQUIRED OF THE EMPLOYEE FOR THIS JOB. DUTIES, RESPONSIBILITIES, AND ACTIVITIES MAY CHANGE AT ANY TIME WITH OR WITHOUT NOTICE.
REQUIRED SKILLS / ABILITIES:
THE INDIVIDUAL HOLDING THIS POSITION MUST POSSESS THE FOLLOWING KNOWLEDGE, SKILLS AND ABILITIES:
KNOWLEDGE OF TRAVEL INDUSTRY, CURRENT MARKET TRENDS AND ECONOMIC FACTORS.
KNOWLEDGE OF GROUP SALES PROCESS AND HOW TO CLOSE A SALE.
EXTENSIVE SKILL IN DEVELOPMENT AND DELIVERY OF SALES PRESENTATION.
ABILITY TO LISTEN EFFECTIVELY AND TO SPEAK ENGLISH CLEARLY TO COMMUNICATE WITH CUSTOMERS AND TEAM
MEMBERS AND PREPARE WRITTEN COMPLEX REPORTS OF ROOM AVAILABILITY AND REVENUES GENERATED.
MUST HAVE COORDINATING SKILLS AS PERTAINS TO DETERMINING TIME, PLACE AND SEQUENCE OF OPERATIONS OR ACTION.
BASIC MATHEMATICAL SKILLS AND CONSIDERABLE SKILL IN THE USE OF A CALCULATOR TO PREPARE MODERATELY COMPLEX MATHEMATICAL CALCULATIONS WITHOUT ERROR.
ABILITY TO ANALYZE INFORMATION AND MAKE EFFECTIVE JUDGMENTS.
ALL TEAM MEMBERS MUST MAINTAIN A NEAT, CLEAN AND WELL-GROOMED APPEARANCE (SPECIFIC STANDARDS AVAILABLE).
IN ADDITION TO PERFORMANCE OF THE ESSENTIAL FUNCTION, THIS POSITION MAY BE REQUIRED TO PERFORM A COMBINATION OF THE FOLLOWING SUPPORTIVE FUNCTIONS, WITH THE PERCENTAGE OF TIME PERFORMING EACH FUNCTION TO BE SOLELY DETERMINED BY THE SUPERVISOR BASED UPON THE PARTICULAR REQUIREMENTS OF THE HOTEL.
TRAVELS TO INDUSTRY‐RELATED TRADESHOWS IN VARIOUS DESTINATIONS AROUND THE WORLD.
PARTICIPATES IN KEY ORGANIZATIONS AS RECOMMENDED BY GM & RDO's
OTHER DUTIES AS ASSIGNED BY THE GM and RDO's.
PARTICIPATE IN MANAGER ON DUTY PROGRAM.
EDUCATION / EXPERIENCE:
2+ YEARS HOTEL SALES EXPERIENCE.
PROOF OF AUTHORIZATION/ELIGIBILITY TO WORK IN CANADA
HIGH SCHOOL DIPLOMA OR EQUIVALENT.
FOUR-YEAR COLLEGE DEGREE PREFERRED, HOWEVER ANY COMBINATION OF EDUCATION AND TRAINING WITHIN HOTEL SALES MAY ALSO BE CONSIDERED.
PHYSICAL REQUIREMENTS:
THE INDIVIDUAL HOLDING THIS POSITION MUST BE ABLE TO EXPLAIN AND DEMONSTRATE THAT HE OR SHE CAN PERFORM THE ESSENTIAL FUNCTIONS OF THE JOB, WITH OR WITHOUT REASONABLE ACCOMMODATION, USING SOME OTHER COMBINATION OF SKILLS AND ABILITIES:
PROTECTION FROM WEATHER BUT NOT NECESSARILY CHANGES IN TEMPERATURE.
WHILE PERFORMING THE DUTIES OF THIS JOB, THE TEAM MEMBER IS OCCASIONALLY REQUIRED TO STAND; WALK; SIT; USE HANDS TO FINGER, HANDLE, OR FEEL OBJECTS, TOOLS OR CONTROLS; REACH WITH HANDS AND ARMS; CLIMB STAIRS; TALK OR HEAR. THE TEAM MEMBER MUST OCCASIONALLY LIFT OR MOVE OFFICE PRODUCTS AND SUPPLIES, UP TO 20 POUNDS.
MUST BE ABLE TO FREQUENTLY MOVE FREELY ABOUT THE OFFICE, AND MAINTAIN MANUAL DEXTERITY TO ACCESS COMPUTER VIA KEYBOARD AND OPERATE OFFICE EQUIPMENT, SUCH AS TELEPHONES, COPIERS, FAX MACHINE, COMPUTER SYSTEMS ETC.
AVAILABILITY TO WORK A VARIETY OF HOURS, VARIED TASKS UNDER VARIED CONDITIONS IN ACCORDANCE TO BUSINESS LEVELS.
THIS POSITION REQUIRES UP TO 50% TRAVEL. FREQUENTLY TRAVEL IS OUTSIDE THE LOCAL AREA AND OVERNIGHT.
MUST BE ABLE TO MEET DEADLINES AS REQUIRED, MEET MULTIPLE DEADLINES AS BUSINESS DEMANDS
MUST BE ABLE TO EFFECTIVELY INTERFACE AND COMMUNICATE IN ENGLISH WITH PUBLIC AND TEAM MEMBER’S DAILY.
MUST BE ABLE TO COMMUNICATE EFFECTIVELY IN A POSITIVE/UPBEAT FASHION UTILIZING ENGLISH; BOTH ORALLY AND WRITTEN.
MUST EXHIBIT POSITIVE INTERPERSONAL SKILLS WITH FOCUSED ATTENTION TO GUEST NEEDS AND VARIED BUSINESS CONTACTS.
HEARING AND VISUAL ABILITY TO OBSERVE AND DETECT SIGNS OF EMERGENCY SITUATIONS AND TO ACCESS AND ACCURATELY INPUT INFORMATION USING A MODERATELY COMPLEX COMPUTER SYSTEM.
OSHA LAWS REQUIRE THE USE OF PERSONAL PROTECTIVE EQUIPMENT (PPE) WHEN PERFORMING WORK DUTIES THAT HAVE THE POTENTIAL OF RISK TO YOUR HEALTH OR SAFETY.
NORMAL ROUTINE INVOLVES NO EXPOSURE TO BLOOD, BODY FLUID OR TISSUE, BUT EXPOSURE OR POTENTIAL FOR EXPOSURE MAY OCCUR.
Job Types: Full-time, Permanent
What we can offer you:
- Salary range from 65K to 75K annually
- Dental care, Extended health care, Life insurance
- On-site parking
- Paid time off
- RRSP match
This position is eligible to participate in the Sales Incentive Plan
Work Location: In person
About Hotel Equities
Hotel Equities (HE) is an award-winning hotel development, ownership and management company. For over 30 years, our team has collaborated with premier brands and entrepreneurial owners to deliver best in class results. HE is hyper focused on managing upper midscale and full-service hotels in the U.S and Canada. Whether we’re executing ground-up development, re-positioning a property or managing one of the 250+ hotels in our portfolio, HE provides the highest and best value for owners, while prioritizing guest satisfaction and profitability. Over 4000+ dynamic HE associates execute on our mission daily; to make a distinctive difference in people's lives.
Senior Sales Manager - Sawridge Inn Edmonton South, Alberta
Top Benefits
About the role
Hotel Equities, a multi-award-winning hotel development and hospitality management company, is currently searching for a remarkable Senior Sales Manager for the Sawridge Inn Edmonton South in Edmonton, Alberta Canada.
Job Purpose:
POSITION SUMMARY:
THIS POSITION MANAGES ACCOUNTS TO ACHIEVE GUEST SATISFACTION AND TO SOLICIT PAST AND NEW BUSINESS TO ENSURE ALL REVENUE GOALS (I.E., ROOM NIGHTS, ADR, REVPAR, ROOM RENTAL, ETC.) ARE ACHIEVED OR EXCEEDED. LEADS THE DEVELOPMENT AND SOLICITATION OF BUSINESS FROM ALL MARKETS TO ENSURE THE NECESSARY ADVANCE BOOKINGS NEEDED FOR A SUCCESSFUL AND PROFITABLE OPERATION FOR THE HOTEL. WORKS AS A TEAM MEMBER AND MENTORS OTHER SALES AND CATERING STAFF. THE SENIOR SALES MANAGER IS A CAREER SALES PROFESSIONAL AND A TOP PRODUCER WITH HOTEL SALES WHO HAS DEMONSTRATED THROUGH PERFORMANCE A COMMITMENT AND EXPERTISE IN DIRECT SALES.
ESSENTIAL JOB DUTIES AND RESPONSIBILITIES:
THE POSITION REQUIRES THE ABILITY TO PERFORM THE FOLLOWING ESSENTIAL JOB FUNCTIONS, WITH OR WITHOUT REASONABLE ACCOMMODATION:
COMPREHENDS THE OVERALL MARKET INCLUDING COMPETITORS, ECONOMIC TRENDS, SUPPLY AND DEMAND.
VERIFIES THAT BUSINESS IS BOOKED WITHIN HOTEL PARAMETERS
IMPLEMENTS PROCESS IMPROVEMENTS AND BEST PRACTICES.
WORKS WITH OTHER SALES TEAM MEMBERS TO ACHIEVE PERSONAL AND TEAM RELATED REVENUE GOALS
VERIFIES THAT BUSINESS IS TURNED OVER PROPERLY AND IN A TIMELY FASHION FOR QUALITY SERVICE DELIVERY.
HANDLES ALL GROUP BUSINESS FROM HOTEL’S TOP ACCOUNT.
MEETS AND EXCEEDS ALL REVENUE GOALS.
ASSISTS IN IMPLEMENTING SPECIAL PROMOTIONS RELATING TO DIRECT SALES SEGMENTS, EX: PARTIES, SALES BLITZES.
ASSISTS IN THE PREPARATION OF REQUIRED REPORTS IN A TIMELY MANNER.
MOVES THROUGHOUT PROPERTY TO CONDUCT SITE INSPECTIONS. MAXIMIZE REVENUE BY SELLING ALL FACETS OF THE HOTEL, BOTH ORALLY AND IN WRITTEN FORM TO PREVIOUS, CURRENT AND POTENTIAL CLIENTS.
HANDLES ACCOUNTS DETAILS SO THAT ALL PERTINENT ASPECTS OF SOLICITATION AND CLOSING ARE COMPLETE AND DOCUMENTED.
COMMUNICATES WITH OTHER DEPARTMENTS TO ENSURE PROPER HANDLING AND SERVICING OF ACCOUNTS.
TRAVELS LOCALLY TO CONDUCT OUTSIDE CALLS, PROMOTE THE HOTEL AND REVIEW COMPETITION READER BOARDS TO DEVELOP LEADS.
TRAVELS OUT OF TOWN TO SOLICIT BUSINESS.
CREATE, MANAGE, AND POT CAMPAIGNS ON ALL SOCIAL MEDIA.
PREPARES INFORMATION FOR, MEET WITH AND ENTERTAIN CLIENTS AS DEEMED APPROPRIATE BY POTENTIAL BUSINESS FROM THAT ACCOUNT.
REPRESENTS HOTEL AT TRADE SHOWS AS SPECIFIED BY CORPORATE TRADE SHOW ATTENDANCE GUIDE. SET UP EXHIBITS INVOLVING BENDING, STOOPING, LIFTING AND READING OVERHEAD.
ASSISTS WITH ORDERS AMENITIES FOR MEETING PLANNERS OR VIP’S.
INCREASES VISIBILITY OF THE HOTEL BY ACTIVELY PARTICIPATING IN THE COMMUNITY.
KEEPS IMMEDIATE SUPERVISOR PROMPTLY AND FULLY INFORMED OF ALL PROBLEMS OR UNUSUAL MATTERS OF SIGNIFICANCE.
PERFORMS ALL DUTIES AND RESPONSIBILITIES IN A TIMELY AND EFFICIENT MANNER IN ACCORDANCE WITH ESTABLISHED COMPANY POLICIES AND PROCEDURES INCLUDING SAFETY PROCEDURES AND LOCAL, STATE AND FEDERAL LAWS AND REGULATIONS.
AT ALL TIMES PROJECTS A FAVORABLE IMAGE OF THE HOTEL GROUP & HOTEL TO THE PUBLIC.
OTHER DUTIES
PLEASE NOTE THIS JOB DESCRIPTION IS NOT DESIGNED TO COVER OR CONTAIN A COMPREHENSIVE LISTING OF ACTIVITIES, DUTIES OR RESPONSIBILITIES THAT ARE REQUIRED OF THE EMPLOYEE FOR THIS JOB. DUTIES, RESPONSIBILITIES, AND ACTIVITIES MAY CHANGE AT ANY TIME WITH OR WITHOUT NOTICE.
REQUIRED SKILLS / ABILITIES:
THE INDIVIDUAL HOLDING THIS POSITION MUST POSSESS THE FOLLOWING KNOWLEDGE, SKILLS AND ABILITIES:
KNOWLEDGE OF TRAVEL INDUSTRY, CURRENT MARKET TRENDS AND ECONOMIC FACTORS.
KNOWLEDGE OF GROUP SALES PROCESS AND HOW TO CLOSE A SALE.
EXTENSIVE SKILL IN DEVELOPMENT AND DELIVERY OF SALES PRESENTATION.
ABILITY TO LISTEN EFFECTIVELY AND TO SPEAK ENGLISH CLEARLY TO COMMUNICATE WITH CUSTOMERS AND TEAM
MEMBERS AND PREPARE WRITTEN COMPLEX REPORTS OF ROOM AVAILABILITY AND REVENUES GENERATED.
MUST HAVE COORDINATING SKILLS AS PERTAINS TO DETERMINING TIME, PLACE AND SEQUENCE OF OPERATIONS OR ACTION.
BASIC MATHEMATICAL SKILLS AND CONSIDERABLE SKILL IN THE USE OF A CALCULATOR TO PREPARE MODERATELY COMPLEX MATHEMATICAL CALCULATIONS WITHOUT ERROR.
ABILITY TO ANALYZE INFORMATION AND MAKE EFFECTIVE JUDGMENTS.
ALL TEAM MEMBERS MUST MAINTAIN A NEAT, CLEAN AND WELL-GROOMED APPEARANCE (SPECIFIC STANDARDS AVAILABLE).
IN ADDITION TO PERFORMANCE OF THE ESSENTIAL FUNCTION, THIS POSITION MAY BE REQUIRED TO PERFORM A COMBINATION OF THE FOLLOWING SUPPORTIVE FUNCTIONS, WITH THE PERCENTAGE OF TIME PERFORMING EACH FUNCTION TO BE SOLELY DETERMINED BY THE SUPERVISOR BASED UPON THE PARTICULAR REQUIREMENTS OF THE HOTEL.
TRAVELS TO INDUSTRY‐RELATED TRADESHOWS IN VARIOUS DESTINATIONS AROUND THE WORLD.
PARTICIPATES IN KEY ORGANIZATIONS AS RECOMMENDED BY GM & RDO's
OTHER DUTIES AS ASSIGNED BY THE GM and RDO's.
PARTICIPATE IN MANAGER ON DUTY PROGRAM.
EDUCATION / EXPERIENCE:
2+ YEARS HOTEL SALES EXPERIENCE.
PROOF OF AUTHORIZATION/ELIGIBILITY TO WORK IN CANADA
HIGH SCHOOL DIPLOMA OR EQUIVALENT.
FOUR-YEAR COLLEGE DEGREE PREFERRED, HOWEVER ANY COMBINATION OF EDUCATION AND TRAINING WITHIN HOTEL SALES MAY ALSO BE CONSIDERED.
PHYSICAL REQUIREMENTS:
THE INDIVIDUAL HOLDING THIS POSITION MUST BE ABLE TO EXPLAIN AND DEMONSTRATE THAT HE OR SHE CAN PERFORM THE ESSENTIAL FUNCTIONS OF THE JOB, WITH OR WITHOUT REASONABLE ACCOMMODATION, USING SOME OTHER COMBINATION OF SKILLS AND ABILITIES:
PROTECTION FROM WEATHER BUT NOT NECESSARILY CHANGES IN TEMPERATURE.
WHILE PERFORMING THE DUTIES OF THIS JOB, THE TEAM MEMBER IS OCCASIONALLY REQUIRED TO STAND; WALK; SIT; USE HANDS TO FINGER, HANDLE, OR FEEL OBJECTS, TOOLS OR CONTROLS; REACH WITH HANDS AND ARMS; CLIMB STAIRS; TALK OR HEAR. THE TEAM MEMBER MUST OCCASIONALLY LIFT OR MOVE OFFICE PRODUCTS AND SUPPLIES, UP TO 20 POUNDS.
MUST BE ABLE TO FREQUENTLY MOVE FREELY ABOUT THE OFFICE, AND MAINTAIN MANUAL DEXTERITY TO ACCESS COMPUTER VIA KEYBOARD AND OPERATE OFFICE EQUIPMENT, SUCH AS TELEPHONES, COPIERS, FAX MACHINE, COMPUTER SYSTEMS ETC.
AVAILABILITY TO WORK A VARIETY OF HOURS, VARIED TASKS UNDER VARIED CONDITIONS IN ACCORDANCE TO BUSINESS LEVELS.
THIS POSITION REQUIRES UP TO 50% TRAVEL. FREQUENTLY TRAVEL IS OUTSIDE THE LOCAL AREA AND OVERNIGHT.
MUST BE ABLE TO MEET DEADLINES AS REQUIRED, MEET MULTIPLE DEADLINES AS BUSINESS DEMANDS
MUST BE ABLE TO EFFECTIVELY INTERFACE AND COMMUNICATE IN ENGLISH WITH PUBLIC AND TEAM MEMBER’S DAILY.
MUST BE ABLE TO COMMUNICATE EFFECTIVELY IN A POSITIVE/UPBEAT FASHION UTILIZING ENGLISH; BOTH ORALLY AND WRITTEN.
MUST EXHIBIT POSITIVE INTERPERSONAL SKILLS WITH FOCUSED ATTENTION TO GUEST NEEDS AND VARIED BUSINESS CONTACTS.
HEARING AND VISUAL ABILITY TO OBSERVE AND DETECT SIGNS OF EMERGENCY SITUATIONS AND TO ACCESS AND ACCURATELY INPUT INFORMATION USING A MODERATELY COMPLEX COMPUTER SYSTEM.
OSHA LAWS REQUIRE THE USE OF PERSONAL PROTECTIVE EQUIPMENT (PPE) WHEN PERFORMING WORK DUTIES THAT HAVE THE POTENTIAL OF RISK TO YOUR HEALTH OR SAFETY.
NORMAL ROUTINE INVOLVES NO EXPOSURE TO BLOOD, BODY FLUID OR TISSUE, BUT EXPOSURE OR POTENTIAL FOR EXPOSURE MAY OCCUR.
Job Types: Full-time, Permanent
What we can offer you:
- Salary range from 65K to 75K annually
- Dental care, Extended health care, Life insurance
- On-site parking
- Paid time off
- RRSP match
This position is eligible to participate in the Sales Incentive Plan
Work Location: In person
About Hotel Equities
Hotel Equities (HE) is an award-winning hotel development, ownership and management company. For over 30 years, our team has collaborated with premier brands and entrepreneurial owners to deliver best in class results. HE is hyper focused on managing upper midscale and full-service hotels in the U.S and Canada. Whether we’re executing ground-up development, re-positioning a property or managing one of the 250+ hotels in our portfolio, HE provides the highest and best value for owners, while prioritizing guest satisfaction and profitability. Over 4000+ dynamic HE associates execute on our mission daily; to make a distinctive difference in people's lives.