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Sales or Consulting?. Key Insights to Building Better Partnerships. As presented at DMAI’s Convention Sales Forum. DMO Sales Professional’s Evolving Role…. 2013---. Our Actions. 2012-2013. Our Roles. 2011-2012. Our Value. Our Promise. Supported by. opportunities. Order-taking

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Presentation Transcript
slide1
Sales or Consulting?

Key Insights to Building Better Partnerships

As presented at DMAI’s Convention Sales Forum

slide2
DMO Sales Professional’s Evolving Role…

2013---

Our Actions

2012-2013

Our Roles

2011-2012

Our Value

Our Promise

Supported by

slide4
Order-taking

Neutral

Passenger

slide6
On Autopilot

What happens when: the DMO Sales Professional jumps directly into the destination sale?

jumps directly into destination sale
Jumps Directly into Destination Sale…

What Happens?

Relationship undefined

Expectations not set

Everyone works on assumptions

Planner’s DMO experiences (destination to destination) not uncovered

DMO value proposition isn’t clarified/unified or reinforced continually

slide8
On Autopilot

What happens when: the DMO sales professional simply passes on the RFP exactly as presented?

takes lead at face value
Takes Lead at Face Value…

What happens???

Consultative advice not offered

Best match potentially not made

Planners see no difference between DMO and other channels

Incomplete or inaccurate information passed on

RFP may not contain planner/meeting intel needed

DMO is not perceived as a superior lead generator

Business lost when a need/objection is not uncovered and met

slide10
On Autopilot

What happens when: a planner asks the DMO sales professional for their opinion and they remain neutral?

remains neutral on giving specific advice and recommendations
Remains Neutral on GivingSpecific Advice and Recommendations

What happens?

No value add in involving DMO

RFP distributed to hotels that don’t match needs

Everyone wastes time

Distrust or adversarial relationships created

No ability to connect planner to other planners with similar meetings/successes

slide12
On Autopilot

What happens when: the DMO sales professional solely leaves it up the hotels to book your business

leaves it up to the hotel s to book the business
Leaves It Up to the Hotel(s) to Book the Business

What happens???

Lower conversion rates in the destination

Less loyalty by planner to destination

Less credibility/respect from the hotel community

slide14
Autopilot

What happens when: the DMO sales professional does not stay involved after the business in contracted

destination definite business falls off the radar
Destination Definite Business Falls off the Radar

What happens???

Loss of relationship with planner

Lack of destination loyalty for future meetings

No proactive problem solving

Less respect and credibility with hotel community

No transfer of meeting intel destination to destination

Less industry loyalty

slide16
Inquisitive

Consultative

Driver

slide17
DMO Sales Professional’s Evolving Role…

2013---

Our Actions

2012-2013

Our Roles

2011-2012

Our Value

Our Promise

Supported by

ad