Hotel Group Sales Webcast by Kristi White, VP, Project Management, Knowland
featuring Gretta Brooks, CEO & Founder, and Andrea Christopherson, Chief Innovation and Engagement Officer from SalesBoost
In our February 17th webinar, engagement pros Gretta Brooks, CEO & Founder, and Andrea Christopherson, Chief Innovation and Engagement Officer from SalesBoost, a leading, on-demand, skill-based learning and coaching platform had a candid conversation with Knowland’s Kristi White on how to grow sales in 2021, despite the smaller sales teams most hotels have in place today.
We can honestly say this was one of the most well-received webinars we have had thus far. Comments from participants said it all:
“Best discussion and panel I’ve watched in a year. Brilliant and thank you! You are a major reason I renew my Knowland account”
“Agreed, one of the best ones yet, a lot of good nuggets.”
“Great job ladies, couldn’t agree more! Start hunting!”
There was a lot to unpack in the discussion and we encourage you to listen in. Here’s a few of the topics they touched on:
Changing strategies and new approaches to conducting outreach through targeted prospecting. The market has shifted and will continue to do so. Many companies have streamlined, and sales teams are finding that if they do research to identify the proper contacts by using tools such as Knowland, it can be easier to reach executives and decision makers. Gretta and Andrea noted that people are more open to talking to hotel sales teams because they are anxious to identify solutions that will help them come together. In fact, many are still working from home and may actually be itching to speak with someone.
Sales prospecting was lost for a time. Today it needs to be a key element in securing new business and filling the group sales pipeline. Gretta noted that the key focus in prospecting should be relationship building, problem solving and finding creative ways to connect. It’s also crucial that you become comfortable with technology and use it to your advantage. Adapting to automation while nurturing prospects is paramount to success.
Schedule time for research and outreach, get it on the calendar and hold yourself to it. Busy work is tantamount to standing still and gets in the way of results. Instead fill the time with tangible activities that will result in demonstrating to meeting planners that you understand their needs and upcoming activities. Leverage tools like the Knowland platform to narrow down your target list and focus your efforts on learning more about specific companies and their past booking behaviors so you know who to call first and what to say.
Show off your staff and your property’s assets. The reality is many people are still afraid to travel. Your staff is phenomenal and has gone to great lengths to take the necessary precautions for guest safety. Don’t forget to use social media and personal videos that demonstrate your team’s efforts. Guests and planners will appreciate seeing the steps your team has taken to provide a safe, clean and welcome environment.
Go after obvious targets and pay attention to the news cycle of your current market. Consider what is happening in your local community. Don’t forget that power and heating companies, national guard personnel, healthcare worker and families looking to visit relatives housed in nursing homes will need somewhere to stay while in town. Find out why people are traveling and reach out to sources in the community to ensure they are aware that you can provide them with rooms and meeting spaces while they are in your town.
These topics and much more were discussed in detail. It’s time to re-engage your sales team!
Listen to the entire episode here.