Hold the phone: The marketing tactic accom should be dialling up

Put those cold calls on hold. Instead, personalise the group sales process with intentional social selling.

For years accommodation 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.

How can your property’s sales managers tap into this trend?

Encourage your sales team to embrace the digital for future relationship-based selling. Recent studies show that 82 percent of B2B (business to business) buyers say vendor social media content has a sizeable impact on their buying decisions.

Also, LinkedIn research shares that B2B buyers are five 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.

This includes:

  • Offering solutions to problems that event planners divulge on social channels like LinkedIn or Facebook groups
  • Answering event-related questions about your destination
  • Interacting one-on-one with leads, either through direct messages or commenting on their posts
  • Leveraging social channels to research clients’ background, such as college attended, volunteer work, and passions to further personalise your outreach
  • Providing destination suggestions that are helpful for those planning group activities and on-site events
  • Publishing thought-leadership articles or videos on your industry
  • Keeping in touch with old sales leads for potential repeat business

Make sure your accommodation’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.

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