7 Important Things Hotel Salespeople Should Do With Every Inbound Lead

As demand improves for most hotels, the volume of incoming sales leads for groups, events, and functions continues to increase, especially with the ever-increasing number of online platforms for planning events and meetings. 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. Here are some essential “best habits” from KTN’s hotel group and event sales training workshops and conference presentations to help everyone embrace new sales habitudes for a new sales habitat.

1) The first and most important habit for responding is to personalize the reply and contextualize the wording of the proposal or response. Now, I am sure many readers are thinking that #1 should always be responding promptly. 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. Unfortunately, brands seem to be buying into these myths too.

However, meeting planners I have spoken with say that too many salespeople do not pay attention to details they have carefully included in RFPs. Instead, they simply reply with a generic PDF or a link to an online proposal. Instead of rushing to be the very first, take a little more time to customize and contextualize the response, while still replying 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.

2) 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. Avoid annoying “textbook” questions such as “Walk me through your ideal meeting….” Instead, ask questions that show you actually 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.

3) Confirm receipt of the proposal. 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.

4) Make it easy to meet and have a real conversation. Rather than saying, “Call me if you have any questions…”, send a link to an online scheduling app such as Calendly. Include an explanation such as: “It would be wonderful to connect for a brief conversation so I could learn more about your program and walk you through these options. Let me know some days and times that work for you, or just click on my link to grab a time on my calendar.”

5) Respond even if you are sold out and the dates are indicated as “not flexible.” When I conduct KTN’s “sales process assessments,” looking at the timeliness and personalization of actual responses sent by the sales teams, I sometimes see that there was no reply whatsoever.  When I ask, “Why not?” salespeople often say, “Well, I didn’t reply because we are sold out for their dates…” Instead, always reply even if you are sold out and even if the sender says their dates are not flexible. For one, it shows goodwill and creates a positive first impression for future business. Secondly, it may turn out that other hotels are also sold out and therefore the prospect will have to become “date flexible.”

6) Respond even if your rates are above their stated budget. Similarly, another reason salespeople give me for not responding is that the planner indicated they are looking for rates well below the hotel’s range. Again, a personalized, prompt reply will create goodwill for future business. Secondly, it may turn out that the other hotels are also charging rates that are higher than what the RFP states, so the planner eventually realizes they will have to increase their budget.

7) Follow-up at least two times beyond the initial response. Based on my 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.

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.”

Doug Kennedy is President of the Kennedy Training Network, Inc. a leading provider of hotel sales, guest service, reservations, and front desk training programs and telephone mystery shopping services for the lodging and hospitality industry. Doug continues to be a fixture on the industry’s conference circuit for hotel companies, brands and associations, as he has been for decades. Since 1996, Doug’s monthly training articles have been published worldwide, making him one of the most widely read hospitality industry authorities. Check out his monthly webcasts at www.KTNwebcast.com or visit www.kennedytrainingnetwork.com.