Effective strategies to win rfps for hotels and destinations

Effective Strategies to Secure and Win RFPS for Hotels and Destinations
Keith Johnston
PlannerWire.net

About me
How do I know what I know

I currently consult with corporations and associations that are looking to build effective online strategies using social media to promote meetings and events
Keith Johnston
I have been in the meetings industry for 15 years
I have worked with clients including The Economist, Cisco Systems, Microsoft, Pepsi Cola, The State Bar of California and many more companies and associations
I am a board member of the Chicago Chapter of Site International
I have brought many programs to Mexico where thousands of my attendees have had amazing experiences
Today, we are talking about strategies to secure and win RFPs
Publisher and Chief Writer for the Industry Blog PlannerWire.net

Your current situation
A look at what many hotels and destinations do to win RFPs

Getting RFPs from a CVB or other destination organization
What are you currently doing to secure RFPs
Sending Brochures?
Making Phone Calls
Relying on technology solutions that deliver RFPs
Attending some industry events
This is OK, but it is also the reason you lose RFPs

You need a new equation
Winning RFPs is the easiest thing to do if you are securing good RFPs

Forward Thinking + Strategy = Quality RFPs
Quality RFPs convert faster to a sale
The most effective strategy to winning RFPs is to start long before a planner ever sends you the RFP

How do you secure and win quality RFPs
5 Simple Ideas

Lose the bad habits

Be 100% clear about numbers in the proposal
Get out of bad habits to win RFPs
Return the RFP on time
Return the RFP according to instructions
Do not try and hide or bury costs
Do not try and deceive
SPELL EVERYTHING OUT
Biggest Problems Meeting Planners “Know” They Have with the RFP process -

Winning and securing RFPs is more than a technology solution.
Technology is a tool; you should have many tools in your toolbox to get good RFPs
You cannot build a house with just a hammer

A relationship is the most important tool to secure and win RFPs
“Relationships! We all got ‘em, we all want ‘em. What do we do with ‘em?”
--Jimmy Buffett

Patience and Understanding
The keys to a successful sales relationship
Honesty
Peer to Peer Interaction
Respect
Trust

If you are not building relationships, you are losing RFPs to hotels and destinations that are.

When you have a relationship
A planner will give you more information than they give others
A planner will let you revise the RFP
A planner overlook simple mistakes
A planner will choose your property even if it costs more
A planner will fight to give you the business
A planner will be more honest about the RFP process

This process is good but slow
How do you start the relationship?
You can meet planners at industry events
You can meet planners on site inspections
There is a better way

Attack social media

Use social media to find and interact with planners
Social Media is an untapped market for most hotels and destinations
Hotels and destinations that are using social media properly are winning RFPs
Social media builds HONEST relationships with planners
Twitter, Facebook and LinkedIn are all you need
Allows you to be in contact with hundreds of planners on a daily basis
A planner will buy from who they know

Destinations use social media

Destinations use social media
Partnering with sites with a strong social media presence is very effective

Hotels use social media
This is the Facebook page of the Atlantis in the Bahamas (if 1% of the 200,000 fans are planners, that leaves 2000 meeting and event planners)

Planners use social media
This is the Twitter page of Mike McCurry of Experient

Planners use social media
MPI Chapters use social media effectively to reach and educate their members and other planners

If you are not using social media, you are losing RFPs to hotels and destinations that do

Answer what you can win

Stop answering RFP’s that you will not win
Planners price point is too low
Identify if the meeting planner is fishing
Program does not fit your property
Concentrate on RFPs that are in your sweet spot
Respond to ALL RFPs (even those you turn down, explaining why you are not submitting)

If you are wasting time on RFPs that you cannot win, you are losing the time to properly win GOOD RFPs

Confront the mediA

Facts and figures are confusing
Violence and H1N1 issues in the case of Mexico
Confront the media head on
Americans are the smartest stupid people in the world
Stick to simple to understand narratives
Other destinations should do the same – The Gulf Coast, Japan, etc.

You must confront the media issues facing your destination because other destinations are using it against you to win RFPs

Dress for success

Question
Would you let this man operate on you?
Then why would you book a resort destination from this man?

Khakis and a simple button down are perfect
Wardrobe has a lot to do with winning RFPs
American Meeting and Event Planners are more casual than in other parts of the world
Leave the suit at home, it makes Americans uncomfortable (suits usually mean bad news)
Sell me your destination by what you wear

If you are not dressing for success, you are losing the battle with other destinations and properties

Stop Answering BAD RFPs
The Wrap Up
Eliminate Bad Habits
Build relationships
Confront the American Media
Dress for Success

THAnk You

QUESTIONS -
Contact Me:
PLANNERWIRE.NET
keith@plannerwire.net
Twitter: @plannerwire
Facebook: fb.com/plannerwire
LinkedIn: KeithGJohnston

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Effective strategies to win rfps for hotels and destinations

by Keith Johnston on Aug 05, 2011

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Effective strategies to win rfps for hotels and destinations — Presentation Transcript