Hiring the right group sales manager is critical for tour suppliers. Here’s what hotels, attractions and DMOs need to know before making that hire.
If you’re going to make an impact in the group tour market, a good sales manager is a key component to your strategy. Tour companies like to work with someone they know. Let’s be realistic. They may be placing 40 or so of their customers in your hands. There’s a good chance that operator has never visited your business. They want to know and be comfortable working with the company, and have confidence in the group sales manager to deliver a great experience. So, how do we go about becoming “someone they know?”
Why Group Business Requires a Long-Term Commitment
For a company that’s new to the group travel segment, it begins with a commitment to group business. An owner cannot go into tour & travel with the attitude “Sure, getting some bus business would be nice.” Success will not come overnight. While the industry is in the midst of change towards shorter booking windows, some groups are still booking up to 18 months in advance. Group business is a long-term commitment for your business and you must be all in.
Hiring an Industry Veteran? Do Your Homework
Once in it for the long run, there are a few things to look for in a potential employee. If fortunate enough to attract an industry veteran, check their references closely. There’s a reason they are leaving/have left their current employment. Take with a grain of salt the promise of immediate business from their contacts. It just doesn’t work that way. This is a close-knit industry, so search beyond their standard three references to get a feel for how they operate. Talk to tour companies that bring business to your area — they will often shoot straight. Check their LinkedIn profile — do they switch jobs every two years? If that’s their track record, you have little chance of sustained success with this individual.
The Case for Hiring Someone New to Group Sales
With the employment situation being as it is, there are a lot of newbies entering the field of travel and some of them may make excellent candidates for your business. What they lack in contacts, they make up for in enthusiasm and technical aptitude. Social media and computer skills are second nature to this generation. A quick scan of the major association trade shows and conferences indicates that many employers are “going young.”
Key Traits to Look for in Any Group Sales Candidate
When looking at candidates new to group sales, look for previous business-to-business service-oriented sales experience. Personality is perhaps the best trait — outgoing, wants to meet and can travel. This is not telesales or email blitzes! If you are talking with a Gen Z candidate, are they mature beyond their age? This is important, as many customers are in their 50s and 60s. If they’re not comfortable working with an older generation, they likely won’t stick.
Do they play nice with others? There are numerous calls for partnerships in your community. Do they have any travel restrictions? Sales blitzes and marketplace attendance are necessary, and if they don’t have the ability to pick up and go, you won’t be represented at these key events.
Up Next: Learn how to build a group sales strategy that works >>
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