2022 Might Seem Uncertain. Here’s How to Prepare You and Your Group Sales Team For Success in the New Year.
The disruption the hospitality industry has experienced over the past two years has been dramatic, to say the least. Decimated revenues, furloughs and layoffs, and the level of uncertainty has taken its toll on sales teams. Now, as the industry re-shapes itself, there are new rules of engagement to ensure success for hoteliers and their sales teams. As the tide for group business turns, prepare for new possibilities ahead. If you build a solid selling routine supported by the right tools and training and combine that with a strong sales team that understands today’s market landscape, you will avoid getting left behind as the recovery heats up.
Planning for sales team success in 2022 starts with these four basic selling disciplines. When you follow these steps, you ensure a proven process that will deliver results every time.
It’s important to remember that planning for success is intentional, just like strategic selling. You won’t reach your goals by responding to inbound requests or trying to beat the clock with an RFP response. But you can build a repeatable sales pipeline based on strong customer relationships by understanding the accounts that are right for your property and that optimize your revenue. You do that with data-driven targeting and account nurturing that goes beyond opportunistic lead responses. But first, it all starts with setting your goals.
These steps will get you started on your 2022 road to success:
- Set a Weekly Goal for Yourself
Set a reasonable, achievable sales goal and follow through. Those that do are 10 times more successful than those who operate without defined goals.
For example, set a goal of spending at least 60 minutes each week looking for new business, such as by using the Knowland platform, and calling 5 new prospects. By setting a very reasonable goal, you will find it easy to achieve it and can modify your goal each week accordingly. The more you achieve it, the higher you will set your goal. You’ll be beating your quota in no time! - Share Your Goal with Someone Else
Create an accountability partner by sharing your sales goal with someone — it doesn’t have to be your boss — and keeping them apprised of your progress. Choose someone who will help keep you motivated on a daily basis. And celebrate even the little wins.
- Write It Down
It’s one thing to speak your goal, it’s another thing to put it in writing. Only 3% of people actually write down their goals. Those that do are 30 times more successful at achieving them than those who don’t.
This is a great opportunity to use your Knowland Top Opportunity Report to write down (or print out) your top 10 accounts for the week. This is basically your call list — simple and fast. You know who you’re going to call and with the detailed booking analysis in Knowland, you know all the account preferences, their booking history and how your property fits into their event profiles. You’re tee’d up for great conversations that often result in site visits or virtual tours, and ultimately proposals.
And during this step, you can even create a competition within your sales team to see who achieves their written goals first. Small weekly contests help motivate the team for the long run. - Stay Engaged and Be Consistent
Your prospective customers want to hear from you — often. Keep your prospects informed on what is happening at your property. Give them the latest information to feel safe and well served at your hotel. Have a clear, concise handout to share that explains all your COVID protocols, facility restrictions or amenity limitations so there are no questions unanswered. Show them examples of like events and share photos of how meetings are happening safely at your hotel. Don’t think any detail is too small. Explain how you facilitate every aspect of the meeting, the property follows all brand safety protocols and cleanliness guidelines — all to ensure guest safety and deliver the best overall guest experience.
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To learn more about Knowland solutions and how they can help ensure success in 2022, schedule time with a Knowland meetings and events data expert today.
