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Planners' page
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Nancy Foy is currently the Director of Meeting Services for the American Contract Bridge League, an association with over 160,000 members. She has been planning successful citywide meetings for over
16 years. Her expertise in large-scale
planning has derived from a veritable
encyclopedia of learning experiences.
She enjoys traveling and states that her
favorite aspect of travel is the time she spends in hotels.
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Successful selling: A buyer's point of view
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For meeting planners, there's almost no one more important to them at a hotel than a sales contact. Therefore, it's imperative that hotel sales representatives know, understand and show an interest in a group and its business. Here are five points that every salesperson should "check off" to ensure not only a successful meeting, but also an enduring relationship with meeting planners:
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Do your research In one major destination, my group split a block between a third and fourth hotel. We didn't need both, but the sales contact at one hotel had gone through the trouble of researching our group, understood it was not a typical "convention" and reviewed our RFP thoroughly before we ever made a site inspection. When he moved to another hotel and I made a site inspection, he remembered those details from the first time we met. This is the kind of person with whom a planner wants to do business. |
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Follow up After a site inspection for a meeting, the first question a salesperson will usually ask is "What will it take to bring your meeting to our hotel?" The salesperson should listen for the answer and respond. If a planner says the most important thing is to have two days for movein instead of the one day available, either work it out or call the planner and describe your efforts to work it out even though the extra day is not available. Sometimes an extra effort to make accommodations, even if they don't work out exactly as requested, may cause a planner to go back and rethink their request. Whatever the answer, let the client know you are paying attention to their concerns. |
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Be creative The long stay and demographics of my group make getting the lowest room rate possible a key concern. One hotel offered a discount if guests prepaid their entire stay. This option posed little risk to the hotel and some of our attendees were able to take advantage of the savings and stay longer than originally planned. The hotel sold extra room nights, my association brought in additional revenue and everyone came out a winner. Had the salesperson not thought creatively, I doubt we would have been able to seriously consider the hotel with their normal group rate. |
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Show an interest Yes, meeting managers really do appreciate a lunch or dinner, but it's the extra attention to the associations or businesses we represent that planners remember. When I'm back in the office after a meeting, it's nice if a national sales rep will call to see how it went, even if it wasn't at their hotel brand. One salesperson asked me to answer survey questions to help him understand how my organization makes money from our meetings. Now he can be more knowledgeable when we speak and can respond with examples of how the hotel can help. |
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Know your client Find out something about your guest. An array of gifts in the room to make a meeting planner comfortable may be thoughtful, but it isn't a necessity. Some simple, thoughtful gestures can make a difference: a quiet room provided at the end of the hall, an alert desk clerk who recognizes the planner's name at check-in or a thoughtful restaurant hostess who seats the planner away from the main entrance and knows to offer tea, not coffee. If you know your client, you can alert the rest of the staff to help you sell and resell your hotel. |
Don't expect your sales contact to read your mind. Honesty is still the best policy. If they offer something you don't want or need, don't accept it just to sweeten the pot. If you're willing to give something back, you may end up with exactly what you need. And, when your sales contacts do their research, follow up, demonstrate creativity and interest, and get to know you personally, let them know how much you appreciate it -- and give them your business.