Hey there, hotel sales rockstars! Let’s talk about inbound leads. Your team is probably drowning in RFPs from online platforms – that’s the reality in today’s market. These days, with a few strokes at a keyboard or taps on a smartphone, one planner’s RFP immediately sends 10 or more salespeople scrambling to reply. That’s great news, right?  More potential business! But are you actually converting those leads into booked events?  Or are you just adding to the noise with the same old generic proposals everyone else is sending?

In today’s world, personalization is key. Now is the time to adopt fresh sales habits tailored to today’s evolving sales landscape. So, let’s ditch the outdated tactics and dive into four ways to make your hotel stand out from the crowd and reel in those lucrative group bookings.

1. Personalize, Personalize, Personalize (Seriously!)

Forget being the first to respond. The idea of being first has been oversold by tech companies pushing sales automation to the point that it has become somewhat of an urban legend.  Instead, focus on being the best.  Meeting planners are screaming into the void, tired of receiving cookie-cutter PDFs or links to online proposals that ignore the details they painstakingly included in their RFPs. Unfortunately, brands seem to be buying into these myths too.

• The Tactic: Customize your response to show you read the RFP. Reference specific details, like the event theme or a particular request they made. Don’t rush to be the very first; take a little more time to customize and contextualize the response, while still replying to the same day or next. If more time is needed, or if you must comply with a brand requirement, send an initial reply indicating your full proposal will follow shortly.

• The Example: The Rosewood Hotel Georgia Hotel might say, “We noticed you’re planning a ‘Roaring Twenties’ Gala! Our ballroom would be perfect, and we even have a vintage cocktail menu we can customize with Pre-Prohibition Cocktails!”

2. Ask Smart Questions

Don’t be a robot. Pick up the phone and/or send an email to further discover their needs. Most planners will recognize that salespeople who ask intelligent questions are detail-oriented and thus more likely to help collaborate on a smooth-running meeting or event.

• The Tactic: Avoid annoying “textbook” questions such as “Walk me through your ideal meeting….” Instead, ask questions that shows you read the RFP.  For example: “I just had a couple of quick questions so that I can respond more precisely, such as about the theme for your closing reception.” If no phone number is provided, ask these questions via email.  In either case, if they do not reply right away, proceed with the initial proposal knowing that you have at least stood out by taking this extra step.
• The Example: An independent boutique hotel could ask, “I saw you’re prioritizing local vendors. We partner with several amazing caterers in the area who specialize in farm-to-table cuisine. Also, did you know we have a speakeasy on site that is reminiscent of the 1920’s.  Would you like some recommendations?”

3. Confirm, Confirm, Confirm

Don’t assume your proposal landed safely. A quick follow-up to confirm receipt shows you’re on the ball and genuinely want their business.

• The Tactic: After responding, reach out a day or two later to confirm receipt, rather than relying on app tracking and/or an Outlook delivery receipt. In a practical sense, this is necessary because many emails are accidentally deleted by recipients who read emails on multiple devices, but it also once again shows prospects you have astute attention to detail and want their business bad enough to go after it.
• The Example: The Prestige Vernon Lodge & Conference Centre sales manager might call and say, “Just wanted to make sure you received the proposal for your regional conference. Also, I wanted to let you know about a promotion going on this month. Do you have any initial questions?”

4. Follow Up Like a Pro

Based on in-person sales process assessments, the majority of hotel salespeople do not follow up more than once after their initial response to the inbound lead. One reason may be that they have not organized their sales CRM’s “task list” or “lead stream” function. Yet tenacious and personalized follow-up shows interest in hosting the meeting or event.

• The Tactic: Follow-up at least two times beyond the initial response. Use a “tech for touch” approach and personalize follow-up messaging. Vary your medium from voicemail to email, or really stand out by sending personalized video email messages. Rather than using a generic, “I’m just following up to see if you have any questions” statement, express interest, commitment, and gratitude such as: “We would be grateful for the opportunity to host your important (event or meeting) and our entire team is committed to ensuring its success.”

• The Example: Send a quick video highlighting a recent successful event you hosted, or share testimonials from satisfied clients, such like the Edgewater Hotel in Seattle.

The Takeaway: Be Human!

General Managers and Directors of Sales take note: training your sales teams on these tactics isn’t just about filling rooms.  It’s about building lasting relationships and creating a reputation for exceptional service.  Sales teams, it’s time to ditch the generic templates and embrace a more personalized, proactive approach.  Implement these strategies, and you’ll not only win more group business but also build a loyal customer base that keeps coming back for more.

So, what are you waiting for? Start personalizing those proposals and watch your bookings soar!

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