Effective Strategies to Secure and Win RFPS for Hotels and Destinations Keith Johnston PlannerWire.net
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Effective Strategies to Secure and Win RFPS for Hotels and Destinations
Keith JohnstonPlannerWire.net
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ABOUT ME
How do I know what I know
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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
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YOUR CURRENT SITUATION
A look at what many hotels and destinations do to win RFPs
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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
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YOU NEED A NEW EQUATION
Winning RFPs is the easiest thing to do if you are securing good RFPs
ON TARGET 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
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LOSE THE BAD HABITS
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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 -
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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 RFPsYou cannot build a house with just a hammer
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“Relationships! We all got ‘em, we all want ‘em. What do we do with ‘em?”
--Jimmy Buffett
A relationship is the most important tool to secure and win RFPs
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Patience and Understanding
The keys to a successful sales relationship
Honesty
Peer to Peer Interaction
Respect
Trust
ON TARGET If you are not building relationships, you are losing RFPs to hotels and destinations that are.
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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 moreA planner will fight to give you the businessA planner will be more honest about the RFP process
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This process is good but slow
How do you start the relationship?
You can meet planners at industry eventsYou can meet planners on site inspections
There is a better way
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ATTACK SOCIAL MEDIA
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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 needAllows you to be in contact with hundreds of planners on a daily basisA planner will buy from who they know
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Destinations use social media
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Destinations use social media
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Destinations use social mediaPartnering with sites with a strong social media presence is very effective
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Hotels use social mediaThis 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)
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Planners use social mediaThis is the Twitter page of Mike McCurry of Experient
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Planners use social mediaMPI Chapters use social media effectively to reach and educate their members and other planners
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If you are not using social media, you are losing RFPs to hotels and destinations that do
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ANSWER WHAT YOU CAN WIN
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Stop answering RFP’s that you will not win
Planners price point is too low
Identify if the meeting planner is fishingProgram does not fit your property
Concentrate on RFPs that are in your sweet spotRespond to ALL RFPs (even those you turn down, explaining why you are not submitting)
ON TARGET If you are wasting time on RFPs that you cannot win, you are losing the time to properly win GOOD RFPs
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CONFRONT THE MEDIA
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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.
ON TARGET You must confront the media issues facing your destination because other destinations are using it against you to win RFPs
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DRESS FOR SUCCESS
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Question
Would you let this man operate on you? Then why
would you book a resort destination from this man?
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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 worldLeave the suit at home, it makes Americans uncomfortable (suits usually mean bad news)
Sell me your destination by what you wear
ON TARGET If you are not dressing for success, you are losing the battle with other destinations and properties
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Stop Answering BAD RFPs
The Wrap Up
Eliminate Bad Habits
Build relationships
Confront the American Media
Dress for Success
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THANK YOU
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QUESTIONS -
Contact Me:
Twitter: @plannerwire
Facebook: fb.com/plannerwire
LinkedIn: KeithGJohnston
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