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Managing Expectations for Hospitality Lead Generation Campaigns

Sales Funnel
My job entails working with our clients to set up their project.  In doing so I often find myself clarifying expectations and discussing the anticipated results of the lead generation effort.

Yes, the main part of our role is to conduct solid days of prospecting.  We find new business opportunities for our clients, and our team commits to conducting 8-hour days of prospecting on their behalf.

However, to manage expectations, we have to set them up at the outset.  Our clients need to know what to expect from us in connect rates, lead averages, and overall interest levels.  So, here are a few things I provide clients so they understand what to expect.

Unless you plan on calling each person on your list until you do have a conversation (good or bad), no list is ever 100% reachable.  In hospitality lead generation campaigns, we typically see an average of 65-70% connect rate, resulting in either a positive outcome (potential business) or a negative result (no interest).  This percentage is based on 3 to 5 call attempts, though it will vary widely depending on the management level targeted (the higher up the corporate ladder, the harder executives are to reach), and the quality or age of the data. 

It would be great to get a lead out of every contact; but from a goals perspective, it is not feasible.  When I say lead, I am referring to a prospect who can consider your hotel or resort, and has provided specifics on an event.  AND they are interested and would like to continue to hear from you.  With this type of project, we see  average lead rates between 2-5%, which varies depending on the type of hotel and destination, as well as the types of clients we are calling upon.  It can be higher; but this is the typical range we have experienced.
Some contacts may not be able to provide meeting or event specifications at the time of the call, but are interested in your facilities or destination.  We deem these "interested prospects" and always recommend that these be placed on a regular nurturing list to receive an e-newsletter, promotional mailings, etc.

This follows our Funnel Activator philosophy which says that most new business relationships must be built over time, increasing trust with each interaction.  Typically, if the list we are working with is relatively good, we expect to produce an additional 5-10% of contacts who are interested in continuing building a relationship with the supplier.

So, if you were working with a list of 1,000 records, you could expect to finish with 650-700 definitive outcomes, 20-50 leads, and 50-100 additional contacts interested in receiving information about your company.

How does this line up with what you are doing?