Getting Your Unfair Share this RFP Season
At Gillis Sales, we know that winning new business starts with understanding both where we’ve been and where we want to go. Phyllis Tess, Gillis’ new Enterprise Consultant, recently shared her insights on how to grow business from Global accounts. It all starts with the RFP Process.
Phyllis believes, “The #1 key to shifting market share with National & Global Accounts is through the RFP process. With a WIN rate of 44%, we can realistically expect to win 15-20% of RFPs for accounts hotels are currently not preferred because you are competing against multiple vendors.”
Here are some of Phyllis’ best practices to set hotels up for success this RFP season:
RFP Best Practices
- Research the Client:
- Before crafting your RFP proposal, take the time to research the client, their industry, business challenges, and goals.
- Tailor your proposal to demonstrate how your solution meets their specific needs. Showcasing that you’ve done your homework sets you apart from competitors.
- Thoroughly understand the audience and decision criteria, which may require deeper conversations with the local company contacts.
- Review historical data & confirm that there is still a need in the future.
- Align All Stakeholders:
- Ensure brand, client, and hotel strategies are cohesive.
- Know your competitors as well as you know yourself.
- Understand the brand and/or the clients’ maximum number of new hotels they will allow you to present.
- Choose wisely.
- Utilize Consultative Selling:
- Provide compelling business cases that make it hard for National Sales Teams to say no.
- Include a competitive pricing strategy that includes the total cost of stay and not just rates.
- Customize your solution and get a little ‘creative’ with your storytelling by:
- Avoiding one-size-fits-all approaches.
- Addressing pain points directly.
- Highlighting the unique value you will offer, like time saved for travelers.
- Use case studies, testimonials, or previous project success stories to reinforce your capability and narrative.
Finally, Phyllis emphasized one crucial point in the RFP Process: always submit, even if you don’t meet all key criteria. She asserted, “Never assume that your competitor can provide all of these. Let the client refuse you, do not refuse the client!”
Wishing you many WINS and successes this RFP season!
