Sales Leads: Booking Business in a Tough Economy

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Sales Leads Booking Business in a Tough Economy

• Presented By
• Stephen D. Sperandio, Sales Operations Manager
  North of Boston CVB
• Pilar Garro, Site Manager, Beauport, Sleeper
  McCann House, Gloucester
• Jan Young, Corporate Sales Manager, Salem
  Waterfront Hotel Suites

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Seminar Objectives

• Gain an understanding of where leads come from
  and how to work with them.
• Discover the best way to follow-up and qualify
  leads.
• Learn ways to work with your CVB partners to
  create attractive proposals for planners.
• Learn about the deadly mistakes of leads and how
  to avoid pitfalls.
• Learn how to cultivate partnerships once you have
  booked the sales business.

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What is a lead?

• A sales lead is the identity of a person or
  entity potentially interested in purchasing a
  product or service, and represents the first
  stage of a sales process.
• -Websters Dictionary

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• Part I
• Working with your CVB to generate sales business

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Where do CVB Leads Come From?

• Familiarization Tours (FAMs)
• Website Inquiries
• Tradeshows
• Discover New England (DNE)
• Massachusetts Office of Travel Tourism
• Inquiries/Walk-Ins
• New England Society of CVBs

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What is NESCVB?
NESCVB member bureaus provide a variety of FREE
Services to Trade Show Marketers, Corporate Event
Planners, Corporate Event Marketers, Meeting
Planners, and Event Planners
Notify hotels/venues of your meeting /event
requirements and have them forward rates and
availability directly to you. Coordinate site
visits to New England hotels, function facilities
and recreational locations. Share our
knowledge of New England meeting facilities,
support services and events. Suggest and
assist in planning special free time activities,
spousal tours, pre/post convention activities and
more...
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The Lead Process What are the steps?
Does this make sense for my business?
Distribute to CVB Members
Qualify Leads
?
No
Yes
Proposal
Contract
Site Inspection
Regional Tour
Notify CVB
NBCVB Lead Sheet
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Examining a Lead from your CVB
National Tour Association Lead 2008 Show Name
Karen Salamon Company Green Springs Tour,
Inc. Address 2202 Pine Valley Drive City/State/Zi
p Timonium, MD 21093 Phone [phone] Fax
410-560-0648 E-mail greenspringstours_at_comcast.net
Comments Mostly students-looking for new ways
to package Boston - needs guides, Panera Bread
and other meal options-Essex Shipbuilding
Schooners- open to any ideas.
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• Nursing Alliance Show 2008
• (Attended by NESCVB)
• Company Name Pediatrix Medical Group
• Contact Name Susan Reinarz, RN, MSN, NNP-BC
• Address 1325 Pennsylvania Ave, Suite 740
• City/State/Zip Fort Worth, TX 76104
• Phone [phone]
• E-mail susan_reinarz_at_pediatrix.com
• Comments
• Group would love to be in Boston but cant
  afford it looking for nearby alternatives 800
  attendees September meeting.

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How can the CVB help you with your
leads/proposals?

• Arrange for Site Inspections
• Provide pictures for your proposals
• Visitor Guides, Maps, and Brochures
• Assist with Regional Tours/I-Fams
• Suggest member services to partner with

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• How Do I Generate My CVB Sales Leads into Profit?

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• Participate in the CVBs FREE monthly Sales
  Meeting
• Utilize your CVB Sales Team
• Attend networking events mixers
• Participate in Industry Trade Shows
• Work your Sales Leads IMMEDIATELY!
• ASK QUESTIONS

CVB Sales Meeting blue, the Inn on the Beach
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• Part II
• Sales Leads Attractions

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Where can Attraction Leads Come From?

• North of Boston CVB
• Chamber of Commerce
• Massachusetts Office of Travel Tourism(MOTT)
• Destination Marketing Organizations
• Local Accommodations
• Attractions Website (Inquiries)
• Word of Mouth
• Niche Markets
• Visitor/Welcome Center

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What Do I Send out to Lead Prospects?

• 3 Easy Steps
• Step 1 Introduction E-Mail
• Step 2 One page Profile/Information Sheet
• Step 3 Phone Call Follow-Up

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Building Long-lasting Relationships

• Follow-Up
• Send a Thank You Note
• Include them on future mailings
• Surveys Find out what makes them come back

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What if a group/planner has not returned in a
year or two?

• Send an invitation
• Offer a reduced rate
• Remind them why your attraction is worth visiting
• Whats New

Dont Worry..Be Proactive in these tough times!
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Creating Leads

• Promote, Promote, Promote
• Create your own Sales Leads!
• Strut your stuff!
• Bring Business Cards Brochures EVERYWHERE
• Think about your demographics
• Work with your CVB
• Network, Network, Network

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• Part III
• Sales Leads Properties

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Where do hotel leads come from?

• North of Boston CVB
• Greater Boston CVB
• Massachusetts Office of Travel Tourism
• Hotel Intel
• Networking
• The Internet (Website Inquiries)
• Industry Trade Shows

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Hints on Qualifying Leads

• Know what leads serve your property best
• Know your business, what is your unique selling
  proposition?
• Know your competition and keep on top of market
  volatility
• Ask Who, What, Where, How
• Know what companies are recession proof.

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• Bloody Monday Over 71,400 jobs lost
• Seven companies announce massive job cuts in a
  scary start to the week.
• - 1/26/2009, CNN.com

U.S. business climate worst in 27
years -1/25/2009, Washington Post
Layoffs Mount As Recession Gets Worse-
1/23/2009 NPR Radio
Bank failures to flare up in '09 This year
compares only to the Great Depression and the
savings and loan crisis. - 1/25/2009, New York
Times
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Know What Companies are Recession Proof

• Computer/IT/Web Development
• Criminal Justice/Police/Security
• Education
• Energy
• Environmental
• Health Care Medicine
• Psychology/Counseling/Substance Abuse Treatment
• State and Federal Government

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Prospect, Prospect, Prospect

• Get out on the road
• Attend Industry Trade Shows
• CVB Sales Meetings
• Follow-Up
• Network, Network, Network

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• Deadly Lead Mistakes!
• How to Avoid Pitfalls

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• Dont be afraid to ask your contact to please
  call you before signing a contract with another
  venue, so you can counter offer.
• Once youve been asked to send a contract, stay
  in touch with a client, Visitor, tour planner
  Relationship building is key!
• Dont assume your client received your contract.
  Call, make sure and ask if they have any
  questions?
• Tickle yourself when the contract is due and call
  if it has not been returned. Do not forget about
  keeping in touch, you may end up loosing the
  business.

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• Remember to
• Never ASSUME Anything.

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Show Interest

• When you do talk, do not over load your contact
  with too much information.
• Have a short punch line that wraps up your
  hotels assets fitting in with the clients needs.
• Benefits Features

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What are your Next Steps?

• Partnering
• Attend the Packaging Promotion Seminar Today
• Ask questions of us!

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• Sales Leads
• Quiz Show

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Topic CVB Sales Leads

• Name two of the eight places of where CVB Sales
  Leads come from?

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Topic Attraction Sales Leads

• Name something that you should include in an
  e-mail that you send out to your prospects?

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Topic CVB Sales Leads

• What is the most important thing to do when
  qualifying a Sales Lead from the CVB?

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Topic Hotel Sales Leads

• Name three of the nine companies that are
  recession proof?

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Topic Attraction Sales Leads

• If a group/tour planner does not return in a year
  or two what is one of the ways to attract them
  back?

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Topic Hotel Sales Leads

• What is the name of the program in Google that
  allows you to target companies and see whats
  new?

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Topic CVB Sales Leads

• Why is important to notify the CVB when you book
  a lead?

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Topic CVB Sales Leads

• What does NESCVB stand for and name one thing
  that the organization does?

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Topic Attraction Sales Leads

• What is Step 2 in the three part process of
  contacting prospects?

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Topic CVB Sales Leads

• If you are working on a Sales Lead from the CVB
  what is the last step in the process once you
  have booked the business?

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• FINAL QUESTION

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RECORD YOUR ANSWER