#Eventprofs: Time to Get Some Backbone? When Getting a NO is Better than a MAYBE

In the meetings industry, "selling" means finding and connecting with prospects who need a solution to solve a problem.  Sometimes the prospect clearly knows what their problem is ("I need someone to book and manage my conference"), and even what the solution looks like.  At other times they may not know what the problem is, never mind how to make things better.

We research and diagnose, so that, hopefully, we have a solution that the prospect values enough to buy.  Our job then turns to moving prospects through the decision making tree as efficiently as possible.  This means getting "yeses" of course, but also getting "no's".  And this is where too many meeting professionals get bogged down; we put up with too many "maybes" or worse yet, we put up with silence.

I hear it all the time when hoteliers, DMO reps and even third-party planners complain that their prospects take too long to make decisions.

In an industry that too often just aims to schmooze and please, maybe it's time we get some backbone.  Whether we are selling hotel inventory, the rental of goods or our time to plan events, the longer we dwell in maybes, the less time we spend closing and getting things done.

So what's the answer?  Ask questions: What are your decision criteria?  How will you know when a solution is the right one?  And when you get a "maybe" or "not now, later" be bold and ask, "What will be different in (whatever time frame) that you don't know now?" That last question is a valuable one I learned from sales expert Colleen Francis.  

Of course no single questions will ever be the silver bullet, but a mindset of inquiry is what appears to work best, in my experience.

Now I'm not suggesting you do this right after you send the first proposal.  But after a reasonable number of attempts, it's time to put your foot down.

And if silence is all you hear, try this:  

• First, when you ask, expect an answer.  It's a metaphysical mystery to me, but when I expect to get an answer, I do.  When I think I won't, I often don't.  
• Next, nicely but firmly, force an answer.  My favourite is, "Mr. Prospect, we had agreed to discuss your proposal by the end of last week.  Since we have not connected I suspect that you have found another provider, or that you no longer need our solution.  Either way, unless I hear from you by X, I will assume our proposal is not what you wish to proceed with.  I hope we'll have the pleasure of working together at some other point in the future..."

For those who think this approach may be too harsh, consider this: getting a "no" means you can move on.  And moving on may just be the most productive action you can take.

Is Your Inbound Marketing Mindset Dooming You to Fail?

There's no denying the shift the meetings industry has experienced in the last few years about the way meeting planners want to hear from, and interact with, suppliers.  Like me, you've probably seen and even participated in debate over whether "cold calling" is dead.

While the days of "dialing for dollars" are long gone, I respectfully submit that anyone who thinks the phone is an archaic means of communication is sadly mistaken.  Very rare are those for whom ONLY blogging and posting on social media will bring all the business that they need.

A successful inbound marketing strategy with some elements of outbound activity will even out the ups and downs of the sales cycle.  And yes, this may mean using the telephone.  

Except that now, using the phone looks like this:

• With abundant information available online, you can build a list of prospects and approach them intelligently -- not "cold calling" but "warm calling";
• With a regular lead nurturing program, where you have your prospects' permission to maintain contact via email, you can place smart follow-up calls whenever a prospect clicks on a link to download or access an educational resource you have produced;
• Calling someone to reconfirm they will be attending your event or meeting you at an industry tradeshow (something that mitigates no-shows!).

Smart outbound activities may also sending them the odd mailing or handwritten note. If you think I'm kidding on the snail mail bit, check out this blog from my friend and meeting planner extraordinaire, Sandy Biback.

Inbound marketing without outbound activity is like expecting to meet Mr. Right with online dating, without going out on any dates!  It's possible, but likely a recipe for failure.  But your odds will be better if you are willing to maintain the relationship proactively too!  

Hospitality Exhibitors – Stop Wasting Your Time!

It surprises me that in 2012, with all of the technology out there to help , too many hospitality sales and marketing managers still do not take the time to research contacts before they start marketing to them.

I recently participated in an association industry conference, by attending both as a delegate and exhibiting at the tradeshow.  A few days after the conference ended, I received the post-show delegate list, including both suppliers and professionals who attended.  This was at 3:00 PM in the afternoon.

By 11:00 PM that night, I had received an email from a fellow exhibitor.  The email thanked me for stopping by the booth.  Here is what is wrong with the scenario:

1. The email I received was generic.  Knowing about various technologies, it was clear to me that this particular supplier simply uploaded the spreadsheet into their email software, sent the message to themselves, and blind copied everyone on the list.  There was NO personalization (i.e. Dear Meagan).  It was “Thanks for stopping by the booth”, and “Here are seven reasons to book a meeting with us”.
2. I did not stop by their booth.  Although it was clear to me how and why I got this email, I have no idea who this person is.  While they did not personalize the message, and the tone of the message was general in nature, it was not unpleasant.  This person was definitely trying to be friendly, but it didn’t appeal to me because we  had never met.  And I am positive that there are more people on the list just like me.
3. I am a supplier.  Not only did I not stop by their booth, I did not go to any booth, other than to wave at fellow colleagues who were at the show as well.  I have no business for this person!!!

I shudder to even think that this same person probably has uploaded this same spreadsheet into their CRM and now I’m going to start getting more useless information from them…

Can you imagine what the messaging could have looked like if it had been delivered to the right contacts, by doing some research first?  Here is, in my opinion, what should happen:

1. This sales manager should have started by sorting by company name, and removed the obvious suppliers.  This will eliminate your competition right away so that they do not see what you are up to for post-show marketing!
2. Next, I would have removed the companies who you are not sure whether they are suppliers or not.  Set them aside.  EVERYONE has a website these days, look them up.
3. Take a look at what is left, and filter out some of the prospects even further.  If you are located in Ontario, and the prospect is a provincial association in BC, there is very little chance (at best) that they can bring a meeting to your property.  They don’t want your emails, unless they actually stopped by your booth and said they have potential for you.
4. Every industry show I have attended, exhibitors collected business cards from booth visitors.  Take them out of the general email equation, and send them a personal message, thanking them for their time at the show, and following up on the conversation you had with them.  Provide them with the specific information they were looking for, and put them in your lead generation funnel.
5. Yes, you can send a general email to everyone left on the list, but use some sort of personalization.  There are hundreds of variations of online software out there that can insert a first name into your email, so that at least it looks like you were thinking specifically of them.

I followed these steps myself; it took me about 30 minutes, not including the research that I need to do on those I am not sure about.  Sounds easy?  That’s because it is.  And you will not upset people who don’t need your information in the meantime.

New or Used? Finding the Right Data for the Job

This post is by Nicholas Button, Business Development Specialist / Data Coordinator at Greenfield Services Inc.

If your company is launching a lead generation campaign, one of your first decisions is where to source the data.

And as that conversation unfolds, you may find yourself in one of those rare situations where trying to breathe life into your old data can lead you astray.

It may be tempting to recycle information by updating contacts from your own database. But it is possible that this data became old for a reason, because those contacts and organizations no longer are suited to your destination or hotel.

But if you invest a bit more by researching newer, specific data, you get to decide exactly the type of business you want to attract and gather brand new, information on a new group of prospects. My own experience is that online list building and competitive research, followed by phone lead generation, can produce fresh, solid leads.

Platforms like LinkedIn, Facebook, and Twitter reduce the time it takes to prospect by making it easier than ever before to track down the right contact. Often when you have the wrong contact name, the gatekeeper may become suspicious of your call, making it more difficult to get to the right contact.

Online data gathering also involves compiling a history of the each target organization’s events. Painstaking research means precise results—so if you’re looking for medical associations with 500 to 600 participants looking for a hotel in Florida, that’s the list you get. The result is a more efficient, streamlined call where the contact needn’t spend their valuable time explaining their event history. This can lead to better relationships, more qualified leads, and a stronger possibility of your customers coming back to you.

In the end, the appreciation and new business you earn will more than outweigh the extra cost you incur by buying your data fresh, rather than using the data from your existing database.

Image: FreeDigitalPhotos.net

Hiring a Student for your Prospecting?

At this time of year many organizations turn to students to staff their various departments.

While I am never really surprised when a hotel Director of  Sales & Martketing tells me that they are looking to hire a student to help with their prospecting efforts, I do wonder whether they realize what they may be in for.

After all, would a Chef consider hiring a student with no cooking experience to cook up a VIP dinner?  The same might be said for putting an inexperienced individual on the phone to develop new business relationships with prospective clients.

Yet I realize it is often because of budgets that this choice is made -- and often it's because the General Manager or Hotel Controller won't free up the funds. So if you are looking to hire a student to help you with prospecting efforts this summer, I recommend you keep the following in mind:

Be clear on the qualities and characteristics that you are looking for an individual in this capacity.  What makes a good prospector? Someone with the gift of the gab? Or someone with good listening skills? Given a choice between the two, I would argue good listening skills.

While it may be tempting to get an extroverted, fast talking individual, it may be wiser to look for someone who is a bit more reserved, yet inquisitive and focused on finding worthwhile information. After all the relationship building process will fall back to your sales managers. Find someone who loves to uncover information rather than someone who loves to talk.

Provide this new team member with a very clear picture of the information you require and expect from online research or from a phone call. Give them examples of a lead; have them review your target market descriptions, or better yet, work out a Perfect Customer profile with them. Have them understand what customer conditions or needs must exist for a worthwhile business relationship to be undertaken with a meeting professional.

Have them work out a script with you. With the understanding of course that no call will never go according to script. But having prepared questions is essential to successful making calls.

Pay careful attention to their introduction. Make sure that they properly identify themselves and the purpose of their call and ask for permission prior to continuing the conversation. Having the caller recognize upfront that their prospecting call will be an interruption helps ease any potential tension with the prospect. This may sound something like this, "Mr. Planner, my name is Doreen and I'm calling from Greenfield Services. I know you weren't expecting my call. Did I catch you at a bad time?" Having an introduction that decidedly does NOT sound like a telemarketing or prospecting call is another secret to success.

Depending on the data you provide to your student, ensure that they conduct the proper research. If the information comes from your own CRM, they need to know where to find any history or past relationship information so that they can execute the call accordingly.

And if you're having them work from a cold list, teach them how to look up crucial information on a website. If the prospective organizations are associations, most would have some meeting history on their website. If they are a third-party meeting planner, some of that information also may be gleaned from their website. Of course if this is for a corporate organization, the information may not appear anywhere on their website, but it may be in other sources such as LinkedIn Events (look under the “More” section in the LinkedIn tabs). If the information isn’t readily available, you may need to brainstorm with your student and come up with a list of the TYPES of meetings that different corporate organizations could be holding (e.g. pharma accounts will have physician consultation meetings, continuing medical education meetings, etc.).

Outline clear expectations for your student in terms of call volume, call completions, and pace. Since online research may be required, how many calls you expect them to do per hour? How many of those will lead to completions versus voicemail, numbers not in service, and other dead ends? How will they handle gatekeepers? Will they leave messages, and if so will they call back the students or the sales manager?

Call metrics are difficult to establish because they depend on the quality of the data and the market that is being targeted. Under normal circumstances however, a professional prospector may be expected to perform according to the following metrics;

• Complete an average of 4 to 6 records per hour, assuming up to three attempts per record. This accounts for the need to circumvent voicemail, absences from the office, et cetera.
• Over the course of the day this may mean an average of 28 to 42 completed records. Of course, since multiple attempts will take place, in the early days of a prospecting campaign, completions will be much lower.  But completions should pick up after the first couple of weeks.

Prospecting is such a grueling task, and that’s why most salespeople hate it.  So how will you supervise this youngest member of your team and keep him/her motivated? Don't forget that their ego may still be fragile depending on the level of experience they have working in this capacity. They may find rejection hard to take; even experienced sales reps have a hard time with rejection (click here for some of our own Greenfield staff tips on keeping a positive focus). How will you make sure that a student is prepared for this?

Hiring a student may be a less expensive option from a monetary standpoint, but be prepared to invest time in their development and ongoing progress. On the upside, with the proper guidance, your student may turn out to be a star performer you would want to hire on your sales team permanently.

Eventprofs: Looking for a Supplier or a Partner?

The other day I received an email from a hotel director of sales & marketing requesting a “price list” for our group lead generation services.  I responded that, while we have project investment guidelines, fees may vary widely, depending on the nature of the data, the timing of the project, whether it is just a calling campaign or whether there is an email component, etc. 

I asked the person to have a conversation, so we could discuss what they needed exactly. Unfortunately, my request was flatly denied, “Please send via email the pricing for the request below, as well as any recommended strategies, if you are interested in being included in the bid process for this project.”

Wow!  I was really taken aback.  I wondered how this DOSM would feel if a planner called their sales office and asked for “a rate” for a group, but was not willing to provide a time of year, the size of group and other requirements such as F&B and meeting space.  Would they just quote a group rate?  I doubt it.

This was especially disappointing since I had a few prior conversations with this person over the last 18 months.  I thought we had established an understanding that marketing services must be tailored to individual property or destination needs.  From our experience, cookie-cutter does not translate into success.

Lesson learned?  As much as it saddened me, I let this one go.  If I could not have a conversation to discuss where they were at, how could I recommend a strategy?  In the long run, my gut told me, they probably would never be happy.  They were looking for a vendor and we were looking to be their partner.  We were simply not a good fit.

I concluded that whether you are on the supply side of the meetings industry – a hotel, a CVB or a meeting services provider – or on the buying side, you must be clear about whether you are looking for a commodity or a customized solution.  And in the end, the way we treat others often will be reflected in how we get treated ourselves!

Meetings Industry Sales Reps Who Still Believe in Santa

This ISN'T an April Fool's post.  In a recent e-newsletter I wrote about a hotel sales manager who was looking to buy a list from us.

He was looking to organize a lunch in the Toronto area, and he wanted to have 50-100 new qualified meeting planners so he could “educate them” (his words, not mine) about his company’s wonderful hotels.

I used to think it was just hotel, CVB and other meetings industry suppliers who are looking for the "perfect" list, when I came across a blog by marketing consultant Dawn Westerberg who wrote B2B Marketing – Finally An Email List Of People Who Are Ready To Buy!  I guess it’s not just hospitality sales reps who are guilty of this mindset. There are more B2B salespeople who think this way too.

If there was a silver bullet, I’m sure someone would have found it by now.  The harsh reality is that sales is hard work.  So why do sales reps insist on looking for the “perfect list” like spoiled 4th-graders clinging to the belief in Santa Claus?

Here are some thoughts.  Perhaps:

·     It's easier to hunt for the “perfect list” than it is to cleanse a database and re-qualify dormant accounts.

·     It's easier to search for the “perfect list” than to execute a lead generation program . Yes good, old-fashioned, picking-up-the-phone-and-calling-prospects to see if there is a possibility of doing business.

·     It's easier to dream of the “perfect list” than to build a lead nurturing program and relationships with prospects. To come up with meaningful information that helps prospects do a better job, creates value and trust.

·     It's easier to shop for the “perfect list” than to create a system that will gradually attract one; an inbound marketing system that uses strategic search engine optimization, content development and social media to drive inbound traffic and capture interested prospects.

·     It's easier to look for the “perfect list” than it is to research one. Online list building is not a mysterious function that requires a special skill. But it does take time and dedication. The payoff though can be sizable.

Sorry if the above sounds like a tirade.  But I’ve had it with people who want to take the easy way out. Building long-lasting relationships with meeting and event planners is hard work.  It takes research, persistence, and a genuine willingness to help. To top it off, you have to be organized and have a systems-oriented mindset.   Anything less is like believing in Santa Claus…

Phone Lead Generation Advice for Meetings Industry Suppliers

AUTHOR: Tanya Rolfe, Business Development Specialist at Greenfield Services.

A bit camera-shy, Tanya only agreed to have her photo taken in disguise… We’re just glad she’s so at ease on the phone!

Like most of us; I wasn’t born with a phone to my ear. I was actually quite uncomfortable when I made my first prospecting call.

Now that I’ve been doing it for a while; I thought I would share a few of my favorite tips and best practices that helped me to find my comfort zone.  I hope they help you as much as they did me.

1. Ask permission: Whether they are expecting your call or not people appreciate it when you understand their time is important. Ask them when a more convenient time is to have the conversation and set a reminder in your calendar. 
2. Be prepared: Ensure you know something about your prospect’s company…look up their website to learn more about them and/or the kinds of meetings & events they plan and where. It can make for a more natural conversation. 
3. Be more prepared: Know your stuff! There are always objections as to why a prospect may not be interested…but are they founded or assumptions? Knowing what the common objections are ahead of time and being able to address them can often help to overcome them.  
4. Ask questions: Don’t be afraid to ask…There are certain things we may not be comfortable asking for example; you may not like to ask about their budget or who approves contracts or even why they choose one hotel over another. Just remember; they gave you permission to speak with them and if they think it’s not your business…the worst that can happen; they won’t answer. 
5. Active Listening: Once they have answered a question don’t ask it again. If you’re unsure of their point; ask for further explanation. Don’t just repeat the question. 
6. Never multitask: Give the prospect your complete attention, Pencils and pens are quieter than keyboards. Jot down notes as the conversation progresses so that you can jog your memory once you’ve gotten off the phone. Even if you’re only leaving a message don’t get distracted by something else. If a smile can be heard over the phone… 
7. Never Interrupt: When you ask a question don’t assume you know the answer. Interrupting and over-talking is not only rude but think of all the things you may not learn as a result. If you let the contact speak freely; it will often trigger their memory, perhaps about lead for another event all together.   
8. Honesty: When you don’t have the answer…say so. Most people would rather hear, “I don’t know but I can find out and get back to you.” 
9. Follow through: When you’ve made a promise…keep it! If you’ve offered to email or call with more information; make sure to do it in a timely fashion. 
10. Staying in touch: If you’ve set up a phone appointment…be on time! If you aren’t able to reach them at the fixed time; leave a message apologizing for missing them and letting them know that you will try again and when. 

Remember that you’re just talking to people and try to let the conversation flow as naturally as possible. It really just boils down to polite respect.  

Listen while Prospecting for New Business

Last week I got my first prospecting call from an organization looking to see if we hold meetings or events outside of my immediate area.  While I am sure the owners of our company get these on a regular basis, I was surprised to hear how the call went.

The introduction was perfect. I was even asked if I was caught at an appropriate time.

But the rest of the conversation went something like this:

Prospector: I was wondering if your company held any offsite meetings outside of the Alexandria area?

My reply: Not regularly.  Let me explain – we are a market research and business development firm for the hospitality industry.  Our clients are like you – and come to us when it comes time to fill their funnel with new leads to continue to nurture.  We are their lead generation firm.

Prospector: (Pause) Would it be OK to send you some information by email?
Really?  Did you not hear what I just said?

There are several things I can address in this lead generation scenario, but my top two are:

1. Did the prospector even look at our website?  While a call may have still been warranted (as they are told to call everyone on the list, I’m sure), the prospector did not seem to have any idea of what our company did.  Research is key.
2. I raised an objection, and it was not heard.  I clearly told the prospector that we are lead generators ourselves, and that we do what she is doing every workday.  She acted like she did not even hear me, which makes me believe that she was literally working off a piece of paper.

I said that I was willing to receive information by email should they wish to send it through. While I did not get the information I agreed to, I think it may be time to approach this organization regarding a customized lead generation program.  We are in a position to help this organization grow their lists of conference attendees, and generate qualified leads for them.

The simple solution to cold calling

This article was written by Nicholas Button, one of Greenfield's Business Development Specialists.


In the hospitality industry cold calling is a necessary part of the sales process. Some people have some trouble in this area. They try to come up different techniques. They obsess about when to call, where to call, who to talk to.

As a Business Development Speciality for Greenfield Services, prospecting is what I do for a living. My philosophy about doing business development over the phone is summarized by Occams Razor which states that the simplest answer is most likely correct. Let me explain.

The simplest and probably most important thing that you have to remember when phoning prospects is that they are just people. It doesn’t matter if you’re talking to the CEO of a Fortune 500 company, or the Administrative Assistant for a company with three employees. They are essentially the same. They expect to be treated with respect, and to be spoken to as if they are the most important person you will speak with (and they are correct). If you can envision that the person you’re talking to is the lead to end all leads, it will come through in every nuance of your voice. Then half the trouble with cold calling is already behind you.

The other half of the trouble, the simple yet deceptively difficult part. You have to sell yourself to the contact. In an initial cold call, you are not really selling a product or a venue. You are selling yourself as that product or venue’s representative. In my experience it doesn’t matter so much what you are trying to sell if the person is already sold on you.

How you can accomplish this is not something you can be trained about, or told how to do it simply because it will vary for every person and sometimes every situation. You will know when you have found it however; as soon as you feel more confident, you will see a marked increase in your results.

So just remember: simplicity is key. Talk to your clients like you would want to be treated if the situations were reversed. You know what works for you when sales people call, use that to sell yourself to your clients. Occam’s Razor says the simplest answer is usually correct; we have all been told to treat people like we expect to be treated, I doubt there is a simpler way to call on a new prospect.

Is It Time To Have Another Look At Sales Appointments?

2012 is fast approaching and in the last few months you have had to plan out your Sales & Marketing activities for the year.  Are Sales Appointments on your action plan?

We have organized many “sales blitzes” for hotel and CVB clients.  Over the last two years, we have seen a steady increase in the number of prospects and the number of call attempts it takes to secure one appointment.  In 2008, it typically took 15 qualified records to book one appointment.  In 2011, we saw this number increase to as high as 30 records prospected per appointment.

This trend is consistent with the “crazy-busy” behaviors that Jill Konrath describes in her book, SNAP Selling; Speed Up Sales and Win More Business from Today’s Frazzled Customers.  Prospects shy away from the face-to-face meeting with suppliers that they were not familiar with because they have too many conflicting priorities.

Even established clients are too busy to see their reps unless they have a compelling problem to solve immediately!  Long gone are the days when a sales rep could pick up the phone just a week or two prior to their sales calls.

The irony is that once you do see a prospect in person, it means they are more likely to want to do business with you.  Here are a few ideas to get to these prospects that may not be comfortable (yet) with a personal sales call:

• Consider a Breakfast & Education Session (or, a Lunch & Learn).  Pick a hot topic, secure a guest speaker, and start promoting the event.  Initiate the nurturing process by sending strategic marketing emails regarding the event to contacts you would like to see have their meetings or events at your facility/destination.  Getting several planners in one room for this education session (and, as the sponsor, taking a few minutes to chat about what you can offer) is less threatening in a planner’s eye than having the supplier (or a delegation of salespeople!) come  to their office.
• In our October 2011 issue of Greenfield Insights (our monthly newsletter), we spoke about one smaller destination that we helped secure registrations for a Breakfast & Education Session, and we were the guest speaker too!  There were 15 planners in the room who provided positive feedback, and one in particular had no idea that the city had enough meeting space for their conference – the destination sales reps were thrilled with this approach!
• If you are not sure who to invite, or how to grow your list of potential attendees, invite some of your key clients and ask them to bring a planner friend from another company.  Not only will they bring attendees with them, they will be big supporters in promoting your hotel/destination to others who have yet to bring you business.  Reward them for bringing that colleague just as you would reward them for a referral.

Sales calls still play a vital role in your business development arsenal.  But salespeople need to be much more diligent about creating trust and uncovering opportunities to meet face-to-face.
How will you be meeting new contacts in 2012?

Competitive Research & List Building – Can You Afford NOT to Do It?

Do you know what groups are having their meetings at destinations or hotels within your competitive set?  This knowledge can assist your DMO or property to draw business your way.   The list of who has been to such-and-such (competitive) hotel could be a very worthwhile one to be prospecting!

Greenfield has executed many projects that combine both online market research and lead generation efforts and we’ve found that, on average, up to 10% more leads can be generated this way.

The first lead generation project was completed for an independent resort property.  We conducted this in two phases – first, we conducted online research on their competitors to see what groups were advertising a meeting/event at these competitive hotels. We located the contact information on the organization’s website, along with the name of the event planner (if readily available).  We then contacted each organization to determine if the hotel we were representing would make sense as an upcoming meeting destination. Results were very positive:

• We were making a “warm call”.  Because they had met at a competitor’s we knew they were qualified for our hotel client.  They were likely to be resort users, and be able to afford our client’s rates.  Clients were much more responsive when we referenced past events.  We were also able to ask more probing questions: “I was just on your website, and saw that your 2010 conference was held at XYZ hotel, did you find that it was successful?  What made you decide to hold it there?  Have you ever considered our property as a meeting destination?”
• Proof is in the results:  An investment of $6,500 for this particular project, we generated over 80 new business leads, representing over 28% of the records we gathered and prospected.  These leads represented over 21,000 total potential room nights for total potential revenue of $3,000,000.  Now that’s lots of business for their sales team to pursue!

Another recent competitive research project was city hotel looking to see what their competitors are quoting for Corporate Rates.  The hotel director of sales identified 75 companies for us to represent as mystery shoppers in calls to five of their closest competitors.  We picked specific dates and asked what their availability was, along with the rates and inclusions for each account.   The resulting report enabled our hotel client to make educated decisions about what corporate rates should be proposed for 2012.  They were also able to assess what inclusions should be offered, ensuring they were positioned with the greatest competitive advantage possible.

The type and depth your CVB or hotel requires may vary, but in the end devoting time to online and competitive research will help you gain market share and grow your business!

Outsource your Hotel Group Lead Generation or Keep it In-House?

Obviously, we would like you to outsource your Lead Generation efforts. It’s our business. But I have been reading up on this particular topic, and feel I should explain why it makes sense:

• There is a dedicated team working for you. While you may hire a coordinator or assistant to help you in the Sales Department to conduct Lead Generation, often their goals will shift. They will need to assist with contracts, follow-up with existing contacts, preparation for tradeshows/upcoming events, and servicing those contacts who are bringing a group to your city/property already. Realistically, how often are they able to spend daily on the phone generating new business for you? Probably not as much as you hope. Outsourcing provides an option where the team is doing nothing but lead generation on your behalf.

• Depending on the level of commitment, outsourcing can help you nurture the relationship until it is Sales-Ready. One of our largest clients uses our services to conduct lead generation on their behalf all year long. It takes a team of 3-4 employees on average per month who generate new leads, and nurture the relationship until it is time for the hotel to submit a proposal. The turn-around for this based on their definition is that the prospect wants to hear from a Sales Manager at the hotel within a 24-hour window of time from our last contact point. Between the initial contact and that point, we are sending newsletters, following up with calls to ensure that they have from us what they need, etc. We have been given personal email addresses with our clients’ network and use this to continue our communication.

• Outsourcing can help provide better results. Yes, your in-house person is on-site, but as mentioned above, will easily get distracted with other tasks needed to be taken care of on a daily basis. A blog posted by The Fearless Competitor, Jeff Ogden in February 2011 states that outsourcing can provide over 40% better results than in-house lead generation. Some of the top rated reasons for this are “Clear Client Profiling, Follow-up and Feedback, Multi-Channeled Approach and Less Cost.”

Just ensure when conducting your research that you try and select a company that is an expert in your market. Do they know your business? How much initial training will be needed to get them up and running? Ask for references if you can. It will help you make the right decision when it comes to growing your business.

Hospitality Prospecting - Cold Calling Made Warm.....

One of the earliest lead generation projects that I worked on was one that made me feel I was truly successful. In this project the client allowed for extra time in the budget for us to gather group history for each association. This entailed going on their website and looking at where the group had been in the past.

It was unbelievable the difference it made in each conversation. There was an honest connection made with every meeting planner I spoke to, like I hadn’t experienced on projects prior to that one. Mind you I was still quite “green” at the time and had very little experience in Lead Generation.

So it was quite literally the perfect way for me to learn exactly how I wanted to handle each prospecting call going forward. It also helped me feel at ease with the people I was speaking with, I didn’t feel like I was going into the call “blind”.

All of a sudden I was more comfortable on each call. I had planners telling me how it was such a refreshing change to have someone show that kind of initiative. How they appreciated that I had taken the time to research what the organization was about and the details of their meetings & events. It made them feel like I thought they were important enough to take the extra time.

I remember speaking with this one lady in particular; who was so impressed that I had gone the extra distance. She told me that normally she planned her events 2 years out but wanted a call back even sooner because I made her feel important.

Such a simple thing like taking a few minutes to look at the companies’ website, follow the links to their events page, gather the details of their conferences or AGM and just being a little bit more prepared for each call.
You know what they say…

"Do unto others"…People want to know they matter and they want you to…

• Be polite 
• Engage

• Recognize/ Retrieve (background information)       
• Empathize                                              
• Acknowledge/Ascertain (that information is correct/don’t assume) 
• Listen

Managing Expectations for Hospitality Lead Generation Campaigns

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?

Generating Leads: Is it Really Luck, or is it Skill?

The month of March contains one of my favourite celebrations – St. Patrick’s Day!  And what are the Irish famous for?  Luck of course!  When it comes to what we are doing for a living here at GREENfield, we believe it’s not so much luck as it is skill and preparation.

Sure - - it is highly probable that some of your prospecting calls generate leads because “you were at the right place at the right time”.  However, there are many other factors involved.  I thought I would share what I consider some necessary steps in generating a G.R.E.A.T. Lead.

Get ready – do your research.  In the meetings industry, it can go a long way to solidifying the relationship going forward when you have put in the time in advance (i.e. I was on your website and saw that your last annual meeting was in Vancouver – how did that event go?)

React.  Be in the moment – listen to what the contact is saying and be ready to respond.  Tune in to their personalities so that the conversation is as productive as possible (i.e. If they are the type of person who provides – although informative – short and sweet answers, don’t drone on for 20 minutes before you actually include them in the conversation).

Earn respect (and give it).  You may not be talking to the decision-maker on the first call.  The influencer or “gatekeeper” to the decision-maker is just as important to have conversations with in the beginning, as well as throughout the process.  Asking for their input and assistance may be the difference to getting the introduction to the decision-maker in the first place.

Address Objections.  One of our Sales Trainers, Colleen Francis, has taught us the following model: Stop – Acknowledge – Ask.  You may uncover that the reason for the objection is not as big as they think, and you may get the business anyway.  Stop and hear the objection – Acknowledge that you heard what they are saying – Ask questions to clarify.  It gets them talking.  It doesn’t work every time, but it shows you respect their position.

Take the time – secure commitment, send the information, thank them for their valuable time and trace the follow-up.  Make sure that you trace it for when they want to hear from you.
Other than that – remember that confidence is probably the most important thing of all.  Believe that you have the right to ask for the information, because if you waver, it gives them an 'out'.
Ádh mór ort! (That's how they say "good luck" in Ireland!)

Hearing No Objections while Prospecting?

My job here at Greenfield involves getting our team ready for lead generation projects for hotel, CVB and other meetings industry clients. Recently while speaking with a Sales Manager for a destination, I asked her what some of the standard/typical objections were that she faced when she made her prospecting calls.

To my surprise she answered, “I don’t get objections – there are none”.  I was so stunned I didn't know how to respond (and for those who know me, this should surprise you).

I was surprised because objections are such a natural evolution of the prospecting process.  To not encounter any is unimaginable to me. Maybe in this case, the Sales Manager did not want to look weak or unprepared for the question I posed in front of our team.  I do believe though that this is an old-fashioned way of thinking – and it will make prospects hang up the phone.

When I asked the same question of another destination rep he said, “The biggest object we hear is the driving time from the closest airport to our destination.”  And when asked how they handle this, the response was, “By informing the contact that the highway has been extended, and comparing it to a drive in their local region – i.e. it may be a 90-minute drive to our destination from the airport, but that time is similar to rush-hour traffic in Toronto from many outlying areas.”  For our team, this was a GREAT start to come up with talking points in order to effectively address the objection!

While no one will ever be able to get around every objection, being prepared for them is a critical element for success when prospecting.

Remember:  Listen to what they are saying (and not saying).  And, as Colleen Francis, one of our Sales Trainers, always says: STOP.  ACKNOWLEDGE.  ASK.  Hear them out, acknowledge what you heard, and ask another question to further clarify – it will help you get around the objection, and may ultimately give you what you want – new business.

Prospecting: How a Die Hard Fan Finds Her Man!

When making group lead generation calls, what should you do when your contact is no longer there?

This happened to me the other day: I was trying to reach one of my meeting planner contacts but her name was no longer in the auto directory. There was no way to reach a live person without a proper name. What was I going to do? How do I get to the receptionist? Is there a receptionist?

I went to the website to see if I could find a name for anyone within the company. I thought if I could get a name, any name I may at least be able to reach a voicemail hit "0" and hopefully speak to a real live person.

Luck was on my side; on the website was a listing of Executives. Not that I had high expectations that any of these names were of people who were involved with planning offsite meetings and events. I decided on the name of the Vice President of something or other.

So I called the number again, dialed # for the directory and punched in the numbers that corresponded with the letters of his name. To my surprise a voice came on the line saying “John speaking” I began by introducing myself and the hotel I was representing and then explained my dilemma. I told him about going to the website and finding his name and thinking, “Hey if John McLane can’t help me, who can?” after we both chuckled, I said, “I bet you get that a lot.” To which he admitted he did but it broke the ice. I went from talking to the VP of can’t remember what, to speaking with John. (For those of you who don’t know, John McLean is the name of Bruce Willis’ character in Die Hard!)

And just as I had hoped, he came to my rescue. Giving me some details of the meetings that he oversees and let me know when they would be ready to look at planning for 2011. He recommended I call back him back at a later date and offered to introduce me to the person who handles the logistics at that time.

It’s such a great feeling to make a real connection. This is the kind of call I like to keep in my pocket so that when I’m having a slow or frustrating day, I can pull it out and smile.
Yippee-ki-yay…

Getting connected…

Talking on the phone for a living is not everyone’s cup of tea. Sure it sounds easy, just about anyone can pick up the phone. But how do they sound? Would you be nervous? Would you get tongue tied?

It’s true I have a call outline for every project I work on. But you can’t follow a script when you’re talking to real people.

What happens if the contact asks a question that isn’t rehearsed? And if I wrote something that sounds natural coming out of my mouth that doesn’t mean that ten other people could say it fluidly. That’s why I like a call outline that gives me the flexibility to make it my own.

But my job is more than that. I have to be able to pick out the most important things while weeding out the extra bits. I have to be able to jump from one line of questioning to another because that’s just how the conversation makes sense. And I have to make it sound like I’m not checking off boxes as I ask each question.

Not only do I have to connect with the contact, but with the person they are. Rapport is a big part of what I do every day. Sometimes you connect through humour other times it might be empathizing with a struggle the planner is having, which in turn could give you an opportunity to help them.

You have to be good at dealing with all types of personalities and knowing the differences between them. For example if you’re speaking with someone who is very laid back and has a lot of time to go into detail, you have to be ready to take the time. On the other hand if you’re speaking to someone who is reluctant, you have to be accepting of that and help them to elaborate in a way that isn’t offensive.

Something I like to do is research each project I’m working on to have a better understanding of what I’m promoting. This makes it easier for me to speak comfortably on the phone. But at the same time I have to be willing to admit my shortcomings and know when to say, “I just don’t know, but let me find out and get back to you with that answer.”

The important thing to remember is; you’re not just talking on the phone. You’re building relationships.

Objections? Overruled!

Can we possibly anticipate every objection? No, we can’t, but we can at least be prepared. Start with what you know. I ask myself “What would I object to?”  By being able to answer my own questions, I have a head start. I also take note of the objections I hear and work out an answer after I get off the phone.  That way I have a good response on hand for the next time it comes up.

What ever the objection, there is nothing wrong with asking for clarity. Let’s say you get a flat out refusal that they could never consider your property. There is no shame in asking why. So many times I’ve had calls completely turn around just because I asked, “may I ask why?”

A good example of this would be a call I had the other day. I was working on a project for a hotel group, and the person I was speaking with thought I was referring to one particular property. The objection turned out to be a misunderstanding!

Remember, objections aren’t always founded. Perhaps the planner only plans one event per year or their meetings are fairly small. Assure them, all events are important regardless of size and frequency. How can you go wrong by making your prospective client feel important?

Then there are the times when the meeting planner is “just blowing you off” because they’re not taking you seriously. Be prepared to prove you have credibility. I like to know something obscure or unique about the property I’m talking about, and often that helps me pique a planner’s interest.

There are also times when even though you’ve asked for permission and it’s been granted, you can hear impatience in the person’s voice. This might be a good time to ask what the most important things are they look for when considering a venue. I’ve had success with this as it gave the planner a chance to elaborate on what they look for and me the chance to prove my interest as well as their importance.

Not every objection can be overturned, but you can’t know that unless you’ve addressed them.