In my interactions with clients within the hotel sales training industry I’ve noticed a big uptick in the demand for group bookings and events. This somewhat expected surge from pent-up demand post-COVID has led many to revise their sales targets even further for 2024/25. Given the uncertainties in the world, it’s evident that a proactive sales strategy is crucial to achieving these heightened objectives.  This presents an opportunity for sales teams to develop effective more selling techniques.

Through my observations I’ve identified a trend I refer to as “sales stagnation,” where sales teams have grown overly dependent on leads.  Sales managers often choose to reply through the channels where questions are asked, making sure that they engage with customers promptly and in a way that fits a very standardized situation.  For example, an inquiry from a digital event platform (Cvent or Lanyon) might receive a bid response while direct emails may only get a standard PDF brochure or online proposal.  Unfortunately, due to the volume of leads received, there’s often very little effort, sales teams don’t try and make any personal connections with potential clients or tailor proposals according to their specific requirements.  Feedback from event planners frequently points out missed opportunities where important details in requests for proposals (RFPs) are overlooked by sales teams.

While there appears to be a flow of leads, at hotels indicating increased business activity this may not necessarily reflect the true situation.

The convenience of platforms enables the distribution of RFPs leading to increased competition and a lower chance of successful conversion. Additionally, as revenue managers strive for rates, event planners and buyers actively seek out deals presenting an opportunity for sales leaders to introduce fresh and effective sales strategies within their teams.

Below are some recommended practices;

1. Personalize Your Approach; Upon receiving a lead make contact through a phone call (not by text-unless specifically requested!) to introduce yourself briefly and ask questions that showcase your understanding of the client’s requirements. This approach demonstrates consideration for the planner’s time.  Also, it sets your proposal apart from others.
2. Follow up; In case your call goes unanswered.  If your sales manager reaches voicemail, leave an upbeat and concise message (remember to always smile when talking, your voice inflects up in doing so).  Follow up with an email reiterating your queries.  If there is no response send a customized proposal based on information ensuring the initial sections reflect your grasp of the event details.
3. Fine Tune Proposals: Tailor your proposals, by eliminating content and focusing on showcasing amenities and services that align with the client’s needs and schedule. Every aspect of the proposal, including visuals, should directly cater to the client’s preferences.  Make sure to get a confirmation; Whether you respond via email or an event platform always ask the recipient to confirm they’ve received your message to prevent it from getting lost or marked as spam.
4. Show your dedication to serving them; Conclude your message with a statement expressing your commitment to earning their business. Avoid phrases. Instead, tailor your closing to show genuine interest in their specific needs.
5. Stay persistent with follow ups; Apart from the replies follow up least two more times using different methods like phone calls or emails to keep the conversation going.
6. Promote real time engagement, Whenever transition email exchanges into conversations using platforms like Zoom or Teams. The acceptance of video calls has grown significantly making them an excellent medium for building connections.
7. Allocate time for outreach; Establish intervals for actively seeking out new prospects. Use the insights gained from lead research to apply these sales practices. 
8. By embracing these tactics hotel sales teams cannot just react to the trends – also establish a groundwork, for long term prosperity in a market that is growing more competitive.