Conference Sales Manager of Hospitality Persona

Role of The Conference Sales Manager

Job Title(s): Conference Sales Manager, Event Sales Manager, Corporate Sales Manager
Department: Sales & Marketing
Reporting Structure: Reports to the Director of Sales or General Manager
Responsibilities:

• Developing and implementing sales strategies to secure conference and event bookings.
• Building and maintaining relationships with corporate clients, event planners, and organizations.
• Conducting site visits and presentations to showcase venue capabilities.
• Collaborating with other departments (catering, AV, operations) to ensure successful event execution.
• Managing proposals, contracts, and negotiations to close sales.
• Analyzing market trends and competitor offerings to identify new opportunities.
  Key Performance Indicators:
• Number of conference bookings secured.
• Revenue generated from conference and event sales.
• Client satisfaction and feedback scores.
• Conversion rate from leads to bookings.
• Average lead response time and follow-up efficiency.

Additional Persona Notes: Focuses on maximizing venue utilization, enhancing client relationships, and improving sales processes. Utilizes CRM software for lead management and tracking sales performance.

Goals of A Conference Sales Manager

Primary Goals:

• Increase overall conference bookings and revenue.
• Enhance customer relationships and improve client retention rates.
• Develop and implement effective marketing strategies to attract new clients.

Secondary Goals:

• Streamline the booking process to improve efficiency.
• Expand partnerships with local businesses and vendors for enhanced services.
• Gather and analyze client feedback to improve service offerings.

Success Metrics:

• 15% increase in conference bookings year-over-year.
• 20% improvement in client retention rates.
• 30% increase in leads generated through marketing campaigns.
• Reduction of booking process time by 25%.
• Positive feedback from 90% of clients post-event.

Primary Challenges:

• High competition in the hospitality market for conference bookings.
• Difficulty in accurately forecasting demand and occupancy rates.
• Managing client expectations while adhering to budget constraints.

Secondary Challenges:

• Limited resources for marketing and promotional activities.
• Maintaining relationships with vendors and service providers.
• Adapting to changes in client preferences and industry trends.

Pain Points:

• Struggling to keep up with new technology solutions for sales and lead tracking.
• Experiencing stress from tight deadlines and last-minute changes from clients.
• Finding it challenging to deliver personalized experiences amidst high volume bookings.

Primary Motivations:

• Securing lucrative bookings for conferences and corporate events.
• Building long-lasting relationships with clients and event planners.
• Enhancing the venue’s reputation as a premier destination for events.

Secondary Motivations:

• Achieving personal sales targets and contributing to team success.
• Staying updated on industry trends and competitor offerings.
• Providing exceptional customer service to ensure repeat business.

Drivers:

• Desire to create memorable experiences for conference attendees.
• Passion for networking and building professional connections.
• Commitment to continuous improvement in sales techniques and strategies.

Primary Objections:

• Budget constraints from clients.
• Competition from other venues or locations.
• Concerns about the flexibility of event space.

Secondary Objections:

• Uncertainty about the venue’s reputation and past events.
• Concerns regarding availability of desired dates.
• Client preferences for unique or unconventional venues.

Concerns:

• Ensuring a seamless experience for attendees and organizers.
• Managing last-minute changes or requests from clients.
• Maintaining high standards of service and hospitality.

Preferred Communication Channels:

• Email for client correspondence and official communications.
• Phone calls for immediate follow-ups and relationship building.
• Social media platforms like LinkedIn for networking and industry updates.
• In-person meetings for negotiations and building strong client relationships.
• Webinars and virtual meetings for remote client interaction and presentations.

Information Sources:

• Hospitality industry publications and journals for trends and insights.
• Trade shows and industry conferences for networking and learning.
• Online forums and communities focused on conference planning and sales.
• Webinars and training sessions on sales techniques and tools.
• CRM and lead tracking software for best practices and updates.

Influencers:

• Industry leaders and keynote speakers at conferences.
• Successful conference planners and event organizers.
• Sales and marketing experts specializing in the hospitality sector.
• Technology vendors offering innovative solutions for sales and event management.
• Professional associations in the hospitality and event planning fields.

Key Messages:

• Drive successful events through strategic venue selection.
• Foster long-term relationships with clients and partners.
• Utilize data-driven insights for tailored event solutions.

Tone:

• Professional and persuasive.
• Approachable and friendly.
• Confident and knowledgeable.

Style:

• Direct and impactful.
• Informative yet engaging.
• Customer-focused and solution-oriented.

Online Sources:

• MeetingsNet
• Eventbrite Blog
• Skift
• Social Tables
• MPI (Meeting Professionals International) Resources

Offline Sources:

• Industry trade shows and expos.
• Networking events and local hospitality associations.
• Conferences and training workshops for sales professionals.
• Client site visits and meetings.

Industry Sources:

• National Association of Professional Women (NAPW).
• American Society of Association Executives (ASAE).
• Hospitality Sales and Marketing Association International (HSMAI).
• Local chambers of commerce.
• Industry-specific publications and journals.