Visit the MPI blog on Dec. 7 for Part 2.

Reactive selling.

We feel your pain. Phone rings, you answer. Maybe. You have 1,000 things going on—maybe you are multitasking. In your mind you are thinking, “I have so much to do, I need to get off this call. Why are they asking so many questions; can’t they just look at the website? They have most likely been on every website in my competitive set and more. They probably won’t book. It has been six minutes and they still have questions. How will I ever make my quota, let alone my commission?”

This is what the planner is hearing: “I am too busy to help you. Can’t you just look online. No, I do not want to take the time to start a relationship. Everyone has special needs. My numbers do not match your revenue manager’s.”

We get it. Here is what is really going on. The hospitality sales executive (HSE) is a fish out of water. The HSE may be the last person standing—maybe the sales team has been reengineered. The HSE may have been deployed to a different market segment, so the HSE is hearing government planner speak or, worse, SMERF speak, instead of corporate planner speak. Maybe the HSE works for a management company and is used to selling one brand and is suddenly tasked with learning the infrastructure of two other brands. 

Putting on the rose-colored glasses, the planner is on a brand-new learning curve. How odd to get voice mail in a sales department instead of a coordinator. The planner has developed their grove with resources, suppliers and friends. With huge restructuring, many of the planner’s trusted resources are gone. The foundation for building their meetings and events is razed. The planner is looking to build new relationships with meeting partners and wondering if they are reliable, trustworthy and understand what they are really looking for. 

Take a deep breath and remember that we are in the hospitality industry. No one gave us a playbook on what to do next; we are all still punting. Time to make lots of new friends and learn about new technology, contract clauses and engaging our participants in a hybrid world.

With a focus on the guest experience, together we can meet the needs, budget and goals and objectives of our stakeholders. 

Not courting.

Would you marry a guy who never sent you flowers and chocolates?

In-bound sales calls are almost like a cash register ringing. The HSE has the opportunity to set themselves apart by answering the phone and being alert and attentive. This is the time to be a matchmaker with the planner, not a data dumper. HSE, think of it as a first date: Talk about the planner and engage them in a conversation; you want to make a great first impression.

Chances are the planner has been to your website, the websites of your competitive set and the website of every city in your competitive set. They know about your rates, amenities and COVID policy. They know if you have a shuttle, the distance from the airport and food and beverage options in a three-mile radius. Most hotels offer a complimentary breakfast, are pet friendly and have a pool, a fitness center and an airport shuttle.

Learn about them. What is the planner’s fantasy date? Talk about the implied needs and talk about the meeting professional.

Address only the topics the planner brings up. If the planner does not ask about the spa or golf course, there is no need to talk about them. Talk about your largest revenue generator: your guest room. What will the guest, the planner’s client, experience once they walk into the guest room? 

Describe an exceptional area on your property that would showcase a rare view and be a match for the opening reception.

Ask the planner if you can describe the guest rooms to be certain you are a fit for what they’re looking for. Is it going to be the brand the planner and participants have come to expect, familiar amenities, good lighting, ample working space with lots of plug-ins at desk level for devices? Ask, “Will this work for you?”

Are you a luxury resort property? Say to the planner, “Would it be all right to describe the guest room experience? I want to be sure I am meeting your needs and the expectations of your participants.” Will the guest walk in the room to 1,000-count sheets, incredible views, soaking tubs with TV in the bathroom, shoes returned polished in the next day and muffins and juice in the gym?

HSE, this is the time to use your wild card. Describe an exceptional area on your property that would showcase a rare view and be a match for the opening reception. HSE, say, “I just thought of the perfect alcove for your opening reception; would it be all right if I described it to you because I know it is exactly what you are looking for?” A meeting professional would not be able to find that rare function space on the website.

Discuss the meeting space—are there windows, built-in sound, a screen? Close to the restrooms? All on one floor and neutral tones? This is where the meeting professional will use their site-selection checklist to collect data. Where will they feed everyone, have a general session and showcase sponsors and exhibitors. HSE, say, “Let me describe our meeting space; I want to be certain it works for you!”

HSE, your job is to make it the perfect match for what the meeting planner is seeking.

Thinking that cold calling doesn’t work. (There is gold in the phone.)

People want to give you money. Planners are planning meetings and events and have budgets. It’s time to uncover the hidden planner—you know the one, the assistant to the CEO who plans the board meetings, the sales coordinator who is planning the new product launch, the human resources assistant who is planning the holiday party or the special event coordinator who is planning the board retreat and gala at the same time—plus a few education days.

Lucky for you, these hidden planners don’t know where to start; they call hotels and venues and caterers looking for information but lack the skill set to plan the meeting or event as a process or system.

Time to get out the PHONE and start looking for your gold. I like to look for rubies, myself. 

Outgoing calls are tough. I love to make cold calls, but many do not. 

Thinking in terms of lead generation makes it so much easier. It’s time to put on your cupid mindset, just to check to see if it is a fit, not to make a sale.

Don’t know where to start? This is where many freeze and pray an RFP comes in, the same FRP that is going to 15 other properties. I suggest past business, list of top 100 employers in the state, membership lists from industry organizations, lost business, top local non-profits and top associations.

Schedule a two-hour block for a day or two to create a hit list of your top 100 prospects. I like to use an Excel spreadsheet and put first name, last name, company, title, phone, email, notes and a space for a tag. Excel is so easy to load into most CRM systems. So far so good?

Outgoing calls are tough. Thinking in terms of lead generation makes it so much easier.

Get out your calendar and schedule a two-hour block to dial and smile in your marriage broker mindset. Pick up that phone; I promise there is gold in the phone. 

Call and ask the operator who plans meetings and events for the company. Or ask for the CEO and the assistant will guide you to the right department. Or ask for human resources or marketing and ask who plans meetings or events for the company. Trust me, you will be eventually be guided to the correct name and more. 

What to say is another place where many salespeople freeze. Try this script but make it your own: “My name is Lucky, I am with the Royce hotel, we have 200 guest rooms and my largest meeting space is 5,000 square feet. Would this be a fit for something you are working on? Can I send some information? Would you like a salesperson to follow up? When? Thanks.”

That is it. The whole call will last just under 90 seconds and then you can breathe. Just jot down your notes, trace to follow up and send out the information requested. Not in? No need to leave a message till the third call attempt.

Viola, you are done and on to the next. Remember, you might be the angel someone is praying for. A hidden planner, someone new to the industry or someone redeployed and now tasked with planning a meeting or event with no play book. You got Lucky, called on the right day, at the right time and got the right person and made the perfect match.

How is your sales lead nurturing system working for you?

We are a high-tech world driven by algorithms, data and revenue management. Hotels are often challenged with building a pipeline of qualified leads using old and irrelevant information. A sales lead nurturing process is usually designed for venues that have sales staff but lack the time, resources or experience for effective follow up. How is your CRM working for you? How are you utilizing your CRM system?

1.     Develop your lead suspect data base. You may be in the weeds right now, but this may not be the case in the future. Consistent lead generation is critical to healthy group business. You must have a clear system to qualify leads.

2.     Nurture your leads carefully. Match messaging to preferences to increase likelihood of conversion.

3.     Set realistic timelines. Pay attention to how quickly leads progress through each phase.

4.     Coordinate the buying cycle with your sales cycle. Your nurture campaigns should accurately reflect each market’s position in the buying cycle. Remember that if you don’t know, just ask!

5.     Create a template and system for RFP responses. You must nail down how you respond to RFPs.

6.     Evaluate and adjust. Mine your results and data for trends and response. This analysis will optimize your overall lead generation and conversion process and in return you will find a few rubies.

Does this sales lead nurturing system look familiar? Is it providing the pipeline you want? Perhaps you took training in the lead nurturing process? Did you see the salesperson from your competitive set at the same training? Have you taken the time to implement what you learned?

Do you drill down and look at the data? Perhaps in your mind you do. The reality is today, sales teams have been right sized and combined. You most likely barely have time to react and return the calls that are coming in. Are you too busy selling that filling the pipeline for the future has become a goal instead of a task?

There really is gold in the phone. Call and make new contacts. Start a new network of potential new clients. Talk to them and see what their needs actually are and if you can make a fit for the future. It may seem scary and uncomfortable at first. Reaching out with a high touch to build a rapport will leave suspects and prospects with a human touch. Your voice, anticipatory service and customer service will remain in the prospect’s mind long after that e-mail is deleted. Consistent and persistent wins!

Visit the MPI blog on Dec. 7 for Part 2, featuring “Stay home. I live in a good three-mile zone, how about you?” “Once, twice, three times I love you, but really it is 7 before I know your name.” and “Are you a solo entrepreneur and wondering what a sales team is?”

Photo by Maxim Ilyahov on Unsplash