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Sales or Consulting?

Sales or Consulting?. Key Insights to Building Better Partnerships. As presented at DMAI’s Convention Sales Forum. DMO Sales Professional’s Evolving Role…. 2013---. Our Actions. 2012-2013. Our Roles. 2011-2012. Our Value. Our Promise. Supported by. opportunities. Order-taking

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Sales or Consulting?

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  1. Sales or Consulting? Key Insights to Building Better Partnerships As presented at DMAI’s Convention Sales Forum

  2. DMO Sales Professional’s Evolving Role… 2013--- Our Actions 2012-2013 Our Roles 2011-2012 Our Value Our Promise Supported by

  3. opportunities

  4. Order-taking Neutral Passenger

  5. Grooved Behavior

  6. On Autopilot What happens when: the DMO Sales Professional jumps directly into the destination sale?

  7. Jumps Directly into Destination Sale… What Happens? Relationship undefined Expectations not set Everyone works on assumptions Planner’s DMO experiences (destination to destination) not uncovered DMO value proposition isn’t clarified/unified or reinforced continually

  8. On Autopilot What happens when: the DMO sales professional simply passes on the RFP exactly as presented?

  9. Takes Lead at Face Value… What happens??? Consultative advice not offered Best match potentially not made Planners see no difference between DMO and other channels Incomplete or inaccurate information passed on RFP may not contain planner/meeting intel needed DMO is not perceived as a superior lead generator Business lost when a need/objection is not uncovered and met

  10. On Autopilot What happens when: a planner asks the DMO sales professional for their opinion and they remain neutral?

  11. Remains Neutral on GivingSpecific Advice and Recommendations What happens? No value add in involving DMO RFP distributed to hotels that don’t match needs Everyone wastes time Distrust or adversarial relationships created No ability to connect planner to other planners with similar meetings/successes

  12. On Autopilot What happens when: the DMO sales professional solely leaves it up the hotels to book your business

  13. Leaves It Up to the Hotel(s) to Book the Business What happens??? Lower conversion rates in the destination Less loyalty by planner to destination Less credibility/respect from the hotel community

  14. Autopilot What happens when: the DMO sales professional does not stay involved after the business in contracted

  15. Destination Definite Business Falls off the Radar What happens??? Loss of relationship with planner Lack of destination loyalty for future meetings No proactive problem solving Less respect and credibility with hotel community No transfer of meeting intel destination to destination Less industry loyalty

  16. Inquisitive Consultative Driver

  17. DMO Sales Professional’s Evolving Role… 2013--- Our Actions 2012-2013 Our Roles 2011-2012 Our Value Our Promise Supported by

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