November 7, 2017 • By tambo
Hotel group sales teams need better digital skills to capture more deals. Advances in digital have dramatically altered the ways group planners/buyers do business. Today, B2B customers are doing 80% of their pre-purchase research in the digital world. Meeting planners/buyers are relying far less on hotel salespeople for information, instead choosing to educate themselves on potential venues via the web and peer referrals. These clients no longer want cold calls, or even emails; 90% of C-level executives claim to never respond to these tactics, according to Salesforce. Quite simply, hotel salespeople have to adapt… and quickly. Traditionally, hotel sales teams use classic old-school textbook techniques, relying heavily on relationship selling and cold calls to book business. At branded hotels, sales teams often receive very little digital help or “air cover” from their corporate parents (other than lead flow). While Independents tend to be a bit more resourceful, since they’re wholly responsible for leads. But both hotel types need to enhance their digital skills, to keep up with the latest evolution of B2B buyers. Here are the three most effective ways hotel salespeople can elevate their digital game: 1. Get Data The first step of a digital sales effort starts with conducting digital research, to obtain key information about both your customers and competition. Discovering where to go on the web and various databases to research potential clients and do your homework on prospects’ needs should be done before you engage with those prospects. Take some time to read their blogs, LinkedIn pages, website and other “digital footprints.” You can also employ affordable, easy-to-use tools to better understand prospects’ profiles and behavior. Helpful tools include:
- LinkedIn Sales Navigator – LinkedIn’s subscription-based sales tool helps sales reps target buyers and companies, with features to save leads and create various contact lists. The system contains an algorithm that helps find the best potential leads for each user, while sales research and insight tools help reps study their prospective clients. Communication tools are also built into the software, and it seamlessly logs and imports sales activity to and from CRM systems.
- Knowland Group Data – Knowland Group’s market intelligence products help sales reps find targets that meet their group revenue maximization goals, understand trends in the market and tap into undiscovered opportunities. Their data includes planner buying behavior, group booking patterns and market benchmarking, as well as actionable leads, educational resources and an archive of lead contact data.
About TambourineTambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com
Business, Direct Bookings, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, Uncategorized