The term “relationship data” might sound a bit intimidating at first, but it’s simpler than it seems – and far more powerful. For hotel group sales managers, it’s the key to unlocking deeper connections with clients and driving meaningful results.
NB: This is an article from SalesAndCatering
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While traditional metrics like revenue and booking patterns are important, relationship data goes beyond the numbers. It’s about understanding what really matters to your clients and using that knowledge to build stronger, lasting partnerships. In fact, 82% of sales professionals say building relationships is the most important part of selling and the most rewarding part of their job.
Relationship data helps you see your clients as more than just entries on a spreadsheet. It captures the details that don’t always show up in standard reports, giving you insights that can take your client relationships to the next level. Sure, knowing a client’s spending patterns or booking history is useful, but it’s only part of the picture. To truly stand out, you need to dig deeper and understand the human side of the relationship.
On the business side, relationship data includes the information you collect about what works and what doesn’t – like which event packages clients love and which ones they consistently pass on. These insights allow you to fine-tune your offerings, ensuring you deliver exactly what your clients need. For instance, think about how major hotel chains use loyalty program data. If a company regularly books your meeting spaces for corporate events, you can proactively share updates about new venue features or exclusive packages tailored to their needs. This type of personalized communication keeps clients engaged and shows them you’re paying attention to what matters to them.
But it doesn’t stop there. Relationship data also captures the personal touches that make all the difference. It might be as simple as knowing the decision maker’s preferred communication style or understanding the values and mission of their organization. These details allow you to connect on a deeper level, building genuine relationships that go beyond transactions. When you take the time to show you understand what makes your clients unique, you’re no longer just another hotel – they see you as a trusted partner in their success.
