This week's freebie: Put those cold calls on hold. Instead, personalize the group sales process with intentional social selling.
For years hotel sales managers have leaned on old-school sales tactics to engage with meeting planners, primarily cold calls or cold emails that run the risk of annoying the planner or getting deleted.
However, today's meeting planners are relying less on hotel sales teams to help find venues and more on their own online research and planner network.
Encourage your hotel sales team to embrace the digital for future relationship-based selling. Recent studies show that 82% of B2B buyers say vendor social media content has a sizeable impact on their buying decisions.
Also, LinkedIn research shares that B2B buyers are 5 times more likely to engage with sales representatives who offer new insights about their industry.
Through social selling, your hotel sales managers can effectively build relationships and nudge leads along the sales process with relevant, helpful and UNSELFISH social media interaction.
Make sure your hotel's personality and culture are embedded into every interaction. Spend some time with the group sales managers on how to best communicate that, while also allowing them to share their individual personalities.
2941 W. Cypress Creek Rd
Fort Lauderdale, FL 33309
Dave Spector is a Partner in Tambourine, a 34-year old marketing technology firm specializing in driving demand, revenue and direct website bookings for tourism and hospitality clients around the world. The firm has offices in Fort Lauderdale, New York City and Bogota. Prior to Tambourine, Dave was chief marketing officer for a global software company, managing an annual marketing budget of $15 million dollars across 17 countries. Earlier in his career, Dave was a founding member of two start-ups that eventually become thriving public companies whose current revenues today exceed $300 million dollars. Dave lives in Delray Beach with his wife and daughter who constantly remind him that he knows very little about anything!
Partner: Tambourine Hotel Marketing