Vendor Updates


2020 Fall
Arlington, VA

The desire for humans to gather, meet and connect is part of our DNA. That desire to connect will continue to drive demand for group business which is needed to advance hotels back into profitability. To that end, asset managers and management companies must exhibit, and in turn demand, certain behaviors from their sales and marketing leadership at the property level. Those who exhibit these traits will come out of this crisis on top.

Instill confidence – Do you personally have confidence in the future and does your team exhibit the same? Confidence is recognizing the challenging circumstances and believing in your team, your customers and your ability to serve them better than any of your competitors. That confidence should extend to your safety procedures, processes and the belief you can and will protect your guests, your staff and anyone who utilizes your property. 

Look beyond the RFP – Demand is not going to invent itself overnight. It’s going to need a little coaxing, and nothing replaces an effective sales team to prime the demand pump in the next 12-18 months. Is your team waiting on inbound RFP’s? If so, you’re going to have a long wait. Meanwhile your competitors will be out there, hustling business and relationships away from your hotel.

The path to profitability is in Group – You have an opportunity right now to reevaluate your sales staff and determine if you have the right people to excel in a “hunting” sales environment. If you don’t, then it’s time to find a sales leader to build a small but highly effective team. If you want to make it to breakeven levels, and then to profitability, you need group business. Today the only realistic path to these levels is to prospect. Your sales team needs to hunt for that business and bring it back home. 

Invest for success – Now is the time to reinvest in your sales process by giving your sales team the prospecting tools they need to identify leads. This is not about the people (and you need those salespeople), this is about the tools they need to do their jobs. Expecting them to hunt for new business from your CRM is tantamount to sending them into the woods unarmed.

Now is the time to set the bar higher. Create a sales team of high performers and incentivize them to hit new and different sales goals. Sales teams are competitive by nature, so use that to your advantage. If you do it right, you will be one of those companies looking back with pride and profit.

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