Most hotel sales teams start with energy but don’t have the patience to see a sale through to contract.  They email, pitch, and move on.  As British Columbia’s tourism rebounds this Spring, it’s time to slow down and build relationships that last.  Real success in hotel sales doesn’t come from fast talk.  It comes from listening, learning, and showing up consistently.

Selling is a lot like dating.  You wouldn’t talk about yourself for an hour on a first date.  You’d ask questions, listen, and find out what the other person needs.  Sales work the same way.  People don’t buy from the person who talks the most.  They buy from the one who understands them.  This season, fall in love with your sales process again, one built on trust, not pressure.

Listen First

This is where many hotel sales teams get it wrong.  You might be proud of your renovated lobby, rooftop patio, or new bedding, but those things matter later.  First, find out what your client actually needs and wants for their group.

A prospect doesn’t care about thread counts.  They care about their problems: finding space for a retreat, booking room blocks, or pleasing a demanding boss.  You can’t help unless you know what’s stressing them out.

Ask simple questions.

“What’s taking up most of your time right now?”

“What makes planning your events most stressful?”

“What would make your next booking easier?

You’ll get different answers depending on the client’s schedule.  A planner from Cranbrook might say most venues still struggle with hybrid events.  A Victoria team might complain that hotels can’t handle last‑minute changes.  Your job is to listen, not pitch.

Rejection will happen.  Don’t take it personally.  Each “no” teaches you something.  Track objections and look for repeats.  If three Kelowna clients mention parking, note it down.  That’s insight, not failure.

And play the long game.  Not everyone will book right away.  Keep the relationship warm.  Share a useful article or a tourism update. Check in when their business changes.  Show that you care beyond the sale.  That’s how trust builds.

Do the Research

Before you reach out, do your homework.  Learn about their business, their role, and what’s changing in their world.  In BC’s Spring 2026 market, corporate meeting demand is rising again, especially for leadership retreats and incentive travel.  Different sectors are moving at different speeds.  Know which ones are planning events and which are waiting.

When you reach out, don’t lead with “I’m calling from [hotel name] about our meeting space.”  Try: “I helped another BC company plan their spring retreat.  They had similar scheduling issues.  I’d be happy to share what worked for them.”  That line shows you solve problems instead of selling space.

Before making recommendations, qualify the lead.  Use the BANT method: Budget, Authority, Need, and Timing.  Who decides?  What is their budget?  When do they plan to book?  Someone planning a September conference has different needs than someone looking at February 2027.

When you’re ready to talk about solutions, avoid listing features.  Talk about the outcomes.  Use the FAB model:

• Feature: Flexible meeting space.

• Advantage: Quick room reconfigurations.

• Benefit: The event stays on schedule and saves hours of setup.

• Clients care about benefits, not specs.

Handle Objections Calmly

Every salesperson hears “too expensive.”  But that phrase isn’t the end, it’s a chance to talk about value.  Ask, “What’s the cost if this problem stays unsolved?”  You shift the focus from price to impact.

When someone says, “Send me more information,” don’t fire off a brochure and disappear.  Ask what they’re most interested in first.  You’ll save both of you time and make the follow‑up stronger.

If they say, “We’re happy with our current provider,” treat it like an opening, not a wall.  Ask, “What could they do even better?” or “What would make you consider another option?” Sometimes a small pain point today becomes an opportunity tomorrow.

When a client says, “I need to think about it,” don’t push.  Ask, “Is there something specific you’re unsure about?”  Often, they’re hesitating over one issue: a date, a term, a small detail. Find it and fix it together.

Close with Confidence

When it’s time to close, make it easy. Try the assumptive close: “Let’s hold your spring dates for next Tuesday’s site visit, morning or afternoon?” It keeps things natural and moves the deal forward.

Or use the sharp‑angle close: “If I can include free parking for your group, can we confirm today?”  It gives them a small win and helps you get commitment.

But remember, closing isn’t the end.  It’s the start of something bigger.  After the event, follow up.  Ask how things went.  Share insights for next time. Continue adding value even when no deal is on the table. That’s how you turn first‑time bookers into repeat clients.

Build Relationships That Last

As Spring unfolds and hotels across BC compete for business, the winners won’t be the ones with the lowest rates or the newest renovations.  They’ll be the ones who treat people like partners.  Listen more, talk less, and focus on helping clients succeed.

Good selling is steady, personal, and based on trust.  Be patient.  Stay curious.  Keep refining your process with what each prospect teaches you.

Love your sales routine the way you’d nurture a relationship; by listening, caring, and showing up, again and again.

Because the best clients, like the best relationships, are built on understanding and consistency.  When you put the time in, they’ll come back; not because of fancy amenities, but because you made them feel heard.

For more sales advice, contact Brent O’Connor – brent.o@telus.net