Do you Have a Strong Sales Strategy for 2020?

According to HVS, occupancy is going to be relatively flat in 2020 with less than a 1% increase in ADR. Although we cannot control the economic cycle or the labor shortage in the hospitality industry, we can instead make gains by controlling how we show up and what we do from a sales perspective.

As hospitality professionals, we need to take the front seat when it comes to our sales approach. Here are two tips on how to be successful in 2020.

1. Change Your Mindset 

Hunting and farming are both critical to a hotel’s success, and in a perfect world, hotels would have the time and resources for both. With the current economic forecast, hotels need to have the mindset of a hunter in a market where there is more supply than demand. This year, hotels will need to focus on hunting and shifting business from their competitive set. If your primary focus is farming, for example:  waiting for the phone to ring – it will result in price dropping and relying primarily on third party channels to build your base.

Tip number one: Shift your mindset to that of a hunter rather than a farmer to shift business from your competitors.

2. Provide Value 

According to CSO Insightsonly 53% of salespeople are meeting or exceeding their sales targets. This percentage has continued to decline over the last five years. Informed buyers are not waiting for salespeople to call; they are perfectly comfortable shopping and buying online. As a result, you need to be able to answer the following question every time you pick up the phone or send an email: What additional value am I adding that they cannot get online?” If you do not know the answer, then you are probably going to be the easiest salesperson to get rid of.

Today’s informed buyer can be 60% of their way through the buying process before they ever interact with a salesperson. When this happens, the conversation becomes transactional rather than consultative. If you can show your value by being consultative and relevant, you will be able to come into the buying process sooner and rise above the noise and your competition. In fact, according to CSO Insights, 90% of prospects are willing to engage sellers earlier in the process if they can add value.

Tip number two: Provide value when you connect with your prospects by understanding what your product or service enables them to do. 

Take a moment and reflect on the following:

  • Does your current sales strategy have a hunting mentality?
  • Are you providing value or just “smiling and dialing” hoping to stumble across a piece of business?

Successful hotels in 2020 will be those who can be proactive and jump into the driver’s seat by hunting strategically for new business and showing up in a more relevant way.

For a more in-depth look at this topic, listen to the Gillis Sales Podcast episode: Do you have the right sales strategy for 2020?

Sales are the lifeblood of all organizations. No business has ever succeeded without sales but knowing where to start can be overwhelming. The good news is, we can teach you how to do it OR we can do it for you. Interested to learn how we can help you? Contact us today for a complimentary sales consultation:

Some of Our Clients

Proudly Serving Clients throughout US & Canada

“Before working with Gillis Consulting, the sales efforts were left to the responsibility of each hotel general manager. With daily and continuous competing priorities, our general managers were not always able to complete consistent efforts in prospecting for new business. Since introducing with Gillis, we have a consistent, full-time sales efforts! This pressure has been removed from our general managers giving them more time and energy to focus on continuing to run award winning properties and taking care of our team and our guests. The biggest benefit to partnering with Gillis is we do not have to manage our sales personal. In the event of vacations, turnover, as an example, Gillis ensures someone is available to our hotels to continue our sales efforts and cycle with no down time. We also don’t have to manage training, expense accounts, or reporting and software. We have recommended Gillis’ sales solution to three other hotels who since have also successfully joined the program.”
Tyson Ghostkeeper -

Director of Operations, Mouallem Management Group

“We had the good fortune of engaging Gillis after years of managing our sales effort inhouse. They came highly recommended through brand leadership and seasoned sales professionals – and they haven’t disappointed. Despite only a few months into our relationship, they have had an immediate impact on our hotels and key account relationships. The Gillis team has already established themselves as one of our most valued and trusted advisors and partners. They have always displayed the professionalism, passion and accountability demanded by their profession. The Gillis team is well prepared, highly engaged and goal orientated. To this end, they have solidified accounts, delivered new bookings and helped to diversify our business drivers. As a result, they have earned the deep respect and trust of our organization. I would not hesitate to recommend Gillis for any organization that requires the highest levels of sales performance, execution and professionalism.”
Perry Batke -

CHA, General Manager, Denham Hospitality Organization

“When we made the decision to lock arms with the Gillis Sales team, we were a relatively new property in a rural tertiary market. In the midst of an economic downturn, with limited ability to attract a qualified onsite sales manager, we decided to try this sales approach to increase our revenue. Once we found the right staff fit from the Gillis team we were able to experience greater success in sourcing out and securing business for the hotel. Some of the advantages of using Gillis has been the quality of skilled individuals that have been able to support our onsite sales team. I have greater confidence in knowing that sales efforts are happening and being executed in a professional manner and above all have appreciated the learning that has transpired because of this association. I would certainly recommend this program if you have experienced any of the challenges that we have. The management team is committed to ensuring the success of the program and have given our property the best that they have to offer.”
Jacquie Corkery -

Owner/General Manager, Best Western Plus

“When we made the decision to give Gillis a try we were struggling, particularly with getting groups to stay at our hotel. However, since we teamed up with Gillis, we have not experienced any problems. We have been using Gillis for almost two years now and we have seen a huge impact on our business. It has been such a pleasure working with Gillis. I absolutely love our salesperson; we have a great connection. I know I can reach out to him anytime I need to, he knows my goals, where I need to go, what budget I must meet, and he works hard to help me meet them. No matter who we work with on the Gillis team, they are always understanding of what we are looking for and trying to achieve. They really work with our goals. I would absolutely recommend their sales support services. We came into the program willing to give it a try and see if we can get a return on our investment. We were able to get our ROI and then some, resulting in us making the decision to stay in the program. I am not sure how we did it so many years without Gillis.”
Nicki Moser -

General Manager, Best Western Plus

“Before working with Gillis, we were not in a good situation. We were not able to respond to many of the leads that came through RFP, Nexus or hotel direct.  As a result, we lost a lot of business. After we joined Gillis, they took charge of everything. They have helped us understand our market and obtain base business in terms of groups. This really helped us to be #1 in the market, which we will be closing the year as such. The Gillis sales support services are customized and tailored to the needs of hotels. We are a hotel that has a HIGH volume of direct leads, and we tailored the program for a lead only model. This has allowed me to focus my time in other areas, such as operations, yielding rates, better understanding my market, training and coaching my staff, and ensuring that our revenue is in line with our strategies and goals. I would recommend this program to anyone and everyone! It is very cost-effective. If I had to hire a Sales Manager to do the same work that Gillis does, it would have been at a much higher salary. In addition, we are receiving the same level of commitment and service from our Business Development Manager that we would from a Sales Manager.”
Vandana Kumari -

General Manager, Best Western Plus

“Tammy Gillis and her organization have been nothing short of amazing! We have seen an approximate ROI of 10x at our BW PLUS hotel as well as a ROI of 4-5x at our BW hotel. The sales team is so dedicated, passionate and driven to deliver revenue to hotels. I just wish we started sooner with Gillis!”
Hitesh Patel -

President, Colorado Hospitality, Inc.

Contact Us for a Complimentary Sales Consultation

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Sales is the life blood of your organization.

No business has ever succeeded without sales. Knowing where to start can be overwhelming.

The good news is, we can teach you how to do it OR we can do it for you.

Our services will help you sell more rooms, stand out and succeed in a competitive market, and train your staff to implement sales more effectively.

Interested to learn how this applies to you? Contact us for a complimentary consultation.