Hotel Sales Training Lessons Learned From A Top-Tier Real-World Practitioner

While being a sales trainer for a diversity of lodging providers certainly keeps me in touch with what’s going on in the profession of hotel sales these days, I always capitalize on every opportunity to gain insights from real-world practitioners. One such opportunity recently presented itself when I caught up with Jennifer Daudi, Chief Executive Officer of Invigorate Hospitality, which offers remote sales support to a long and diverse list of hotels across virtually all major brands. Besides overseeing her team of expert salespeople, Jennifer herself has decades of experience in the hospitality industry and seems to truly love sales as much as I do. She was gracious enough to answer a few questions for me, and here are the highlights from our conversation.

Jennifer, before launching Invigorate, you worked in hotel sales and rose to top levels such as VP of Sales & Marketing. What are some of the differences and challenges in today’s hotel sales environment?

The most significant difference I see in today’s hotel sales environment is the increased need for urgency and proactivity. Sales professionals must nurture client relationships more than ever before, and it’s imperative to be hungry for business.

Moreover, I’ve noticed a decline in the personal touch that was once more common. Due to the rise of remote work for both clients and sales teams, in-person breakfasts or lunch meetings are harder to arrange. Everyone seems busier than before, which makes it even more important to differentiate yourself from the competition.

Another major shift is how many leads one single piece of business generates. Rather than calling directly or sending direct email inquiries, buyers can go onto these planning sites and easily push out an RFP to a long list of properties, so we’re all left chasing more leads than ever.

What does it take to stand out from the competition these days?

To differentiate yourself exceptional service must be at the forefront, starting from the initial conversation, all the way through to the after-stay follow-up. Personalization is key: from the moment you engage with a client, your outreach should reflect research and knowledge of their unique needs. At Invigorate, our goal is to always reach out with a phone call first, in order to gain a meaningful conversation and stand out from everyone else. After the call, whether you make contact or not, there should always be a follow-up email. Clients can tell when they’re receiving automated or generic emails, so taking the time to tailor your messages also makes a difference.

Providing competitive rates is essential, but it’s equally important to offer meaningful concessions when necessary, such as room upgrades, complimentary perks, and special amenities, especially if you are in a highly competitive market. Acting swiftly is also critical. Respond to leads as soon as you receive them or at a minimum, within four hours. It is important to follow up diligently to show that you value the client’s time and business. For branded hotels, incorporating loyalty programs into your offers is another effective way to attract and retain clients.

What methods of follow-up does your organization use?

We take a multi-channel approach to follow-up, utilizing various mediums to keep communication effective and personal. As mentioned, we start with a direct phone call to establish a connection and discuss the client’s specific needs. This is followed by a detailed email to document the conversation and provide a reference point for future interactions. Everything is tracked in our CRM system to ensure nothing slips through the cracks.

We also leverage LinkedIn and other professional platforms to send personalized messages, and even voice messages through LinkedIn, which is an underutilized feature that has proven to be highly engaging. For harder-to-reach clients, we might send video messages. Sometimes, we even send a virtual coffee gift card to break the ice and foster a more informal interaction.

For ongoing engagement, we send periodic updates, special offers, and “check-in” emails to stay top of mind.

What is your typical cadence of follow-up?

Our follow-up process begins immediately after receiving a lead. Once again, it’s essential to make first contact as soon as possible. Following the initial communication, we typically send a reminder after 2-3 days. If we still haven’t heard back, we re-evaluate the client’s timeline and the urgency of their decision-making process. While no one appreciates a salesperson who calls too often, letting too much time pass can also cause you to lose momentum. Striking the right balance based on client needs and competitive insights is key to success.

How do you train your staff to personalize their sales conversations?

Personalization begins with research. Everyone at Invigorate is trained to gather detailed information about the client’s business, preferences, and goals before initiating a conversation. When engaging with clients, we all focus on using their names and referencing relevant aspects of their company to build a genuine connection.

One core practice we emphasize is listening. At Invigorate Hospitality, we ask at least three questions before discussing our services or the hotel. This approach allows us to gain valuable insights, tailor our responses accordingly, and demonstrate a genuine interest in the client’s needs.

How important is it to have a good CRM these days?

A reliable CRM system is indispensable in today’s fast-paced sales environment. It helps streamline client interactions, track sales activities, and manage relationships efficiently. By keeping a detailed record of client communications and interactions, our CRM enables us to stay organized, follow up proactively, and make data-driven decisions that ultimately enhance the client experience.

Does your sales staff also provide prospecting for your hotel clients? If so, what are some training tips you can share?

Yes, all Sales Directors actively engage in prospecting for our hotel clients. We focus on researching prospects thoroughly and approach each one with a tailored, compelling pitch. Quality always outweighs quantity in our prospecting efforts.

We also emphasize the importance of using CRM tools to manage leads and prospecting activities. Through consistent follow-up, active listening, and adaptability, our sales professionals can deliver personalized value propositions that resonate with prospects and convert many of them into long-term clients.

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.