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

"As a management company with 4 smaller hotels in busy transient markets, we have struggled to keep our sales and marketing costs relative to the size of our hotel.  The cost and time invested in attracting, training, and retaining good salespeople with the current job climate can be not only daunting but frustrating with turnover.  With varying demand in the market, a sales manager needs to recognize when to take the business, and when to say no to it.  The right rate, at the right time!

We have solved all these problems through turning this demanding role in 3 of our hotels over to Gillis Sales.

Gillis is a trusted, credible partner who has supplied me with experienced professionals who know the fastest route to the business I need.  This has become our most effective resource, and I 100% recommend the Gillis solution to my colleagues."
Patti Barker -

Vice President of Hospitality, Metropolitan Hospitality Management

We have the pleasure of working with Gillis Sales, and couldn’t be happier with the results. Their expertise in the hospitality industry, combined with their innovative sales strategies, have delivered exceptional revenue growth for our property. I highly recommend Gillis Sales to any hotel looking to boost their sales and increase their bottom line. Their commitment to excellence and personalized approach make them a valuable partner in the competitive world of hotel sales.
Preena Patel -

Preena Patel, Administrative Director,  A-1 Hospitality

"The math is simple: Gillis equals heads-in-beds!

The sales pro's at Gillis have been instrumental in building occupancy at Motel 6 and Studio 6 hotels in Canada over the past several years.  Working collaboratively with owners and managers, Gillis takes the time required to find and convert prospects to guests.  Gillis provides a best-in-class solution for hotels that don't have a dedicated, well-trained sales team."
Irwin M. Prince -

Irwin M. Prince, President & COO, Realstar Hospitality

“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

“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

800.296.2962 |


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.