When you ask sales leaders what’s most important about replying to inbound requests for proposal and inquiries, the majority will mention some version of “responding promptly.”
Perhaps this is as a result of the urban legend being oversold by the tech companies looking to automate the RFP response process, may of whom cite unsubstantiated research saying that those who respond are the most likely to get the deal. Yet when I talk to real-world planners, many cite a top frustration being when salespeople do not fully read inquiry details, when proposals have incomplete information, or when they receive generic, boilerplate proposals with irrelevant content.
Besides anecdotal feedback I hear, I often observe firsthand the many opportunities being missed to send more personalized proposals with contextualized content. As part of the pre-work for our KTN sales training, I often ask new clients to share samples of actual proposals recently sent, along with copies of the original inquiry documentation received.
All too often, what I find is that hotel group and event salespeople reuse generic templates, plugging in only the most basic details such as name, event name, dates and prices for the inventory of rooms and/or space requested.
Sometimes this information is dropped into a lengthy document sent as a PDF, or it is included by way of a link to an online proposal containing generic information, images and features. Other times, the basics are simply dropped into a letter format and sent on digital letterhead without any images whatsoever.
For those who are happy to live off of recurring business and taking orders from those who are pre-sold based on their own online research, this approach is satisfactory. If you want to continue to get the same business you've always gotten, do the same things you’ve always done.
However, if you are looking to increase market share and seek out “new, future, repeat business,” then a great starting place is looking at the proposals being sent not only to those who inquire, but also to leads sourced through proactive prospecting. Here are some suggestions.
First, take a look at what you have been sending out from “eyes” of those receiving it, considering that they probably already visited your website prior to inquiring. What value did you bring beyond rehashing what they already saw?
Consider a mystery shop of your area competitors, or perhaps even of those outside your competitive set. Use the same RFP for all properties, then take a close look at what you get back from each. Did any respondent stand out? If so, what can you learn and incorporate?
The most important paragraph is the first one! Make sure the first sentence reflects something specific that you spoke with them about. You DID speak with the prospect before responding, right? Continue on to paraphrase and restate a few specifics of their needs.
If prospects decline your phone call, or do not respond to emails and in-platform messages requesting more details within one business day, your first sentence can say you are sending “initial” details and that you would love to connect further so you can send a more detailed response.
If you find yourself out of the office or super busy, send an initial response acknowledging the inquiry and promising a full response within a specific, reasonable time. This is better than rushing through a generic proposal.
If the RFP is unclear, or lacking key details, respond with questions before submitting your proposal.
Delete any details from your template that are not relevant. This is especially necessary for full-service hotels and resorts, but also for midscale hotels. Examples include:
- If your hotel has an outdoor fire pit, grill, rooftop seating area or an outdoor pool, but their requested dates are the dead of winter, delete it!
- If the group or event has their own private, group meals, don’t send all the menus and information regarding the restaurants.
- If the group is requesting all double-doubles, don’t include descriptions, pictures and rates for king / queen rooms.
- If the group is arriving on buses, don’t mention the airport shuttle service or free parking.
Check your proposal template for “we have…” and “we offer…” language and change it to “you can enjoy…” and “your participants (or guests or attendees) will receive…”
End your proposal with a personal commitment, offered with gratitude and humility, and always leave the next step on your to-do list. “Thank you again for the your inquiry. I am grateful for the opportunity to share this bid and personally committed to ensuring the success of your (event, meeting…) Let me know what else we can do on my end. I will follow-up as well to see what we can do to win this opportunity.”
Doug Kennedy is president of the Kennedy Training Network, Inc. Contact him at doug@kennedytrainingnetwork.com.
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