Lead Generation: Top Ten Myths and Corresponding Truths

By Jim McAvoy Founder & President, JWMcAvoy & Company Ltd. | August 28, 2011

Merriam-Webster dictionary defines myth as a traditional story of ostensibly historical events that serves as a popular belief or tradition, which is unfounded or a false notion. There are many myths related to the world of lead generation, and they often trigger feelings of anxiety in sales professionals-those who work in the hotel/hospitality industry are not immune.

Given the importance of generating unsighted and organic revenue in this continued challenging economy, I will identify the myths and reveal the corresponding truths in a "Top Ten" list-giving you the edge and insight you will need to intelligently approach business prospects.

Based on almost twenty-five years of hands-on experience in the field of sales and lead generation, my compilation of myths and subsequent truths will be helpful as you continue to grow your respective pipelines to meet your revenue commitments.

Myths exist for a reason. They often prey on our insecurities or lack of knowledge in a specific area. As you walk through the following myths and truths, understand why each myth is out there. With that comprehension, adopt the power of the reality to go after business prospects with confidence, strength, and ultimately success.

Myth #1: It is extremely rare for C-Level executives to personally answer their own telephone calls.

Truth: While the myth holds true most of the time, executives often answer their own calls when their assistants are not at their desks. The best times to call are between 7:30 and 8:00 a.m. and between 5:00 and 6:00 p.m., periods when assistants are typically not in the office to intercept calls.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.