Hotel Sales Manager and how to find Group Business….
I’m a SMERFE Sales Manager at a mid-scale airport hotel, newly renovated, 5 miles south of a Major City. We offer over 300 rooms, restaurant, bar, business center, 13,000 square feet of flexible meeting space and over 1,100 spots for secured parking that we own and operate.
The property was a dog and a lot of our regular group accounts were lost to competition over the years. It has been a challenge to win these clients back. Depending on how bad we want them, depends on how low we go on our rate. Mostly every time, if I under ball I will get them back for a try but that is not my first quote.
I have taken the time to shop call my competition. Now I know how they are selling and what they are quoting. Knowledge is everything and you are much smarter during negotiations.
You all know rate is a huge part of the buy decision. To lure them more, we give a comp room for who ever during the duration of their program. We have plenty of rooms available on any date next year. So we can take base business. If you have bookings, make sure you cap your group rooms so the property maximizes in revenue over those peek dates.
Gas prices are up, travel is down, the economy is lost and we vote for a new president this year. Take all you can get if it makes sense for your property and budget.
I have called, emailed and mailed letters to old clients that we had lost. Almost every one of them I either matched the rate of my main competitor based on who they tell me they have spoken with. Or I drop the rate a couple bucks down and they usually gets them. That might not be the best advise or make sense to your property, but for my type of hotel, it’s working. I spend 30% of my time working on this business with about a 90% return.
Some things I make sure I do is keep in touch with these clients and keep to my promises. If these clients are traced properly, you will not waste time calling too early to follow up or calling too late.
Some basic examples of SMERFE Clientele that I would categorize are:
Social – Family Reunions, Wedding Groups, Traveling Sports Teams
Military – Reunions, Programs, FEMA, Government
Education – Events, Conventions, non profit, student tour and travel
Religious – Conventions, Meetings
Fraternal – Schools, Colleges, Universities, Government
Entertainment – Entertainment Groups, Tour & Travel
SMERFE Sales Managers need Personality.
A SMERFE Sales Manager is friendly, caring and dramatic. They are creative, fun and get along with everybody. The personality is very patient and forgiving then any other position. They are much different from a Corporate Transient or Corporate Group Sales Manager.
I am at an airport with the best transportation to and from the airport….with the Secured Parking Business we have over 17 shuttles. It gives us a unique niche in the market.
The property is located near a major city that offers many tourists attraction. And I need new Group Business. I have begun a mini soliciting program to all of the city’s venues. I’m setting up appointments with their Group Sales Managers to meet with them and ask them to refer me to their inquiries and clients. It’s working.
They are excited to meet with me and I have had no problem getting an appointment. I need them, they need me. I’m even getting referrals and other names of other Group Sales Manager’s at other venues. I asked if I could use her name and she said yes. Make sure you always ask first.
I think part of my success rate to get appointments is that I introduce myself as the Group Sales Manager. I ask “would it be beneficial to both of us to begin a referral program.” Who’s going to say no? Our Titles are the same making us equal in status. No I have not booked anything as of yet. I only begun and I have met with only 2 of my 30 or so that I am reaching out to.
However the response is great and I have qualified potential. I will be EXTRA SURE to keep in touch and nurture the ones that I find the most return.
I’m going to give it some time to build the relationship. In the next month I will know their birthdays, their family and personal life….I’m going to make them a friend. I will do everything it takes to be their “GO TO” Sales Person.
My advice to the Hotel Sales Manager’s who are trying to find more Group Business, I recommend you look right in your back yard. I’m sure no matter where you are located, there has to be something there that will draw out group business.
Take a look at your past business. Is there anyone who you can rebook? Give them a call, qualify them. Google sporting events, convention business and overall trends of the market. The business is there, you have to work hard to find it. Get Competition Reader Boards. Drive through their parking lot on a Saturday night to see what’s going on. Get friendly with you competition Group Sales Manager’s. Who do they refer? Any other hotels in your family or brands that you can reach out to for referrals?
There is Group Business in each market. Exhaust every resource and you will succeed.
Good Luck!
Pure Energy
