A Common-Sense Approach to Reaching the Key Decision-Maker of a Global Sales Account

I’ve touched on The 5 Key Audience Groups for Business Travel Sales, and conducted a little deeper dive into #4 The Local Office Contacts.  In honor of GBTA this week, I think it is only appropriate that we talk about #1 The Key Decision-Maker (in most cases they are known as The Travel Manager). 

We’ll look at this audience group in the context of a global or national account only.  Look for a future post on key decision-makers of more accessible accounts. 

Those hotel sales managers that work for a large chain may be thinking, “whoa…I can’t go there.”  You may have been warned not to go near the Travel Manager.  Does this sound familiar?  “So-and-so has requested that all communication come from the global account representative” or “Please send all requests or correspondence for So-and-so through your global account representative.”  I’ve seen this go two different ways:

1.       The sales manager heeds this warning, and takes a complete hands-off approach letting nature take its course.

2.       The sales manager ignores this warning and reaches out to the decision-maker (usually due to some pressure internally) only annoying said decision-maker and making the global account rep, the brand and the hotel look really bad. 

Both of these are not intentional, but tragic mistakes.  In the first, the sales manager is assuming that their global rep will do all the work for them.  As my driver’s ED instructor used to say back-in-the-day “When you assume you makes an ass out of you and me.”  The global sales rep will not tell your story the way you tell your story.  They may not even know you have a story!  They cannot possibly know your reality, and you will be leaving business and revenue on the table.

In the second example, the sales manager is putting the hotel and the company both at risk.  Decision-makers are intensely busy, and when vendors ignore their request of how they wish to be contacted the risk is high to become black-balled.  Don’t make the global sales rep back-pedal and apologize.  Just follow the rules. 

So, am I speaking out of both sides of my mouth, or what?  Nope.  Surprisingly, there is an easy middle-ground filled with common sense. 

Communication should go through the global sales representative, but don’t expect that person to know the key driving factors as to why the account should choose your hotel.  Feed them the info EXACTLY how you want the client to see it. 

But first… 

Think of the global sales representative as the gatekeeper.  They have to protect the brand’s image and reputation with the client, so they are not just going to throw every question, concern or piece of info at the client.  Believe me, there have been many irrelevant, untimely, and just plain poor sales presentations that have been inadvertently skipped over or lost (by accident of course!).  There is a lot of revenue at stake on a grander scale than just your hotel.  So, share your compelling story in company-speak first.  Give them the reality from your property’s perspective with data + insights.  Always include data.  Nothing speaks louder than the hard numbers to back you up.  Then, ask the global sales rep for their thoughts and insights and couple their knowledge with your property needs to create that compelling presentation! 

Send your global sales rep exactly what you want the client to see.  Notice:  this means you will send a completed presentation or offer to the global rep who will in turn simply forward it as is to the client.  Don’t make it difficult for your global sales rep to send the info.  Collaborate with them on how and when the piece should be sent.  The info should be concise, accurate, and relevant to the client’s needs with a call to action.  If you do this well, you will not only win over the client, but also gain the respect of a very important colleague…your global sales rep! 

Not to mention, the global sales rep could end up giving you the green light to reach out directly to the decision-maker.  If you partner with them and show that you know your stuff…they may just open that door for you to connect directly.     

Lastly, always establish a next-step with your global sales rep to get feedback from the client on the offer, and determine the next move.