Think about why your property holds post-cons—and be honest. Is it so department heads can hear great things about their staff? Is it because it’s part of the post-event phase—it’s just something you do? Or is it because you truly want your client’s feedback so you can make things better for them and other groups in the future?

If you are holding post-cons for the first two reasons, don’t bother. They too are a waste of time.

If you think you want your customer’s honest opinion about your property, staff, processes and service, then you need to know the right way to ask for feedback—and more importantly—how to react when the feedback isn’t positive.

In her book, Silence Isn’t Golden: How to Unleash the Real Power of Feedback, Chris Clarke-Epstein talks about the predictable pattern people go through when receiving feedback. By keeping these stages in mind, it will help you react more positively in future situations.

1. Surprise or shock: “Every attendee you encountered during the program had positive things to say about the property and staff. How could the planner have a list of so many issues?” According to Clarke-Epstein, “this is the perfect stage to do nothing.” Just listen.

2. Anger: “We have an award-winning hotel and the highest occupancy in the area, we didn’t do anything wrong.” It’s okay to feel angry, just keep it to yourself and don’t take it out on the person giving you feedback.

3. Rationalization: This is the time where you start to make excuses: The planner’s expectations are too high. He just doesn’t understand how we do things. We are doing the best we can with limited staff. Clarke-Epstein suggests you “work to separate defensive statements from legitimate factors.”

4. Acceptance: Be open to the information that was provided to you and ask clarifying questions if necessary. You may not agree with them, and they may not be right, however they are still the customer.

The important thing is to make this a safe place for your client. Even if you decide in your mind, “this group isn’t worth the trouble. We don’t want them back anyway,” no good will come out of becoming defensive or attacking the planner. Be gracious, take in the information and use it to improve your property for other groups.

1. Double check your invitation list
Unless it is an overnight event and you are providing transportation and lodging, make sure you are inviting only local customers. I am based in the Phoenix area and have been invited to luncheons in DC and ballgames in various cities around the U.S. Sure, I can just toss or delete the invitation—which I do—but why make a customer think you aren’t on top of things? If you know a specific customer travels frequently to your area, send them an invitation with a personal note that says “I know you live in Phoenix, but if you happen to be in our area...”

2. Make it easy to RSVP
Allow the client to simply respond to the email or include a hotlink to respond “yes” or “no.” Don’t make them fill out a complicated form to say they aren’t coming. If you want to get updated information from them (title, address, etc.) give them the option.

3. Details, details!
Provide as much information as possible in the invitation (or a confirmation letter well in advance of the event.) Is there a dress code? What is the agenda? Are there specific parking instructions? Are guests allowed? What costs are being covered? Remember, we are planners and we like and need details!

4. Follow up with those who have special needs
If you ask registrants if they have special dietary or other needs, do something with the information! Share it with the hotel or venue, find out what accommodations will be made, and let the attendee know. I attended a client event a few years ago and indicated on my registration (where asked) that I require gluten-free meals. When I arrived at the event, no arrangements had been made and I was on my own to track down a chef who could let me know what I could and could not eat.

5. Make attendees feel appreciated, not sold to
Sure, you want to get future business from the attendees—just don’t make it so obvious. I attended a client dinner for a major hotel company a few years ago. At each course, the hotel representatives moved to sit with another client so the salesperson and client could each be exposed to the maximum number of people throughout the evening. It was nice that the clients didn’t have to move, but all night long I got asked by my new tablemates, “So, do you book meetings in XYZ city?”

6. Keep the good vibes flowing
Hopefully, your attendees had a great time. You want them to keep those positive thoughts in their mind. Send a link so they can download (for free) photos taken at the event, or a follow-up video recapping the fun time everyone had. And review your mailing list so you don’t send the follow up to people who did not attend.

As with any event, put yourself in the attendees’—your client’s—shoes and think about their experience. What kinds of things have you appreciated or disliked about customer events you’ve attended in the past?

Sure, I’ve been in touch with the national sales manager from your company and spoken with someone else with your property, but not you. You are my contact. You are the one who sent me the proposal. You are the one who gets the credit if I book. I have not heard from you. Do you even want my business?

Incidentally, your competition has been in touch and has made that very clear.

Hope to hear from you soon.

You’ve heard me comment about calls from sales managers pressuring me to make a decision or send back my contract. This is the other end of the extreme.

Within a day or two after sending a proposal, call (unless the RFP specifically states no phone calls) or send an email to the prospective client. Thank them again for considering your property, ask if the proposal was received and let them know you are available if they have any questions or need more information. Keep it low pressure—no questions about decision dates, site inspections, etc. Just a simple follow up to express your sincere interest in their business.

What are your best practices after you send a proposal?

As a planner, statements like this from a salesperson always come across as negative to me and elicit one of two reactions.

1. Of course you don’t know, how could you?
2. Why don’t you know? It was in my RFP (or other document, file, etc. that you have access to)

What should you say instead? How about:

“What percentage of your attendees share rooms?”  If I say “None. They all prefer to stay on their own” then there is no need to tell me about your 100 double/double rooms. It’s not a feature I am interested in.

“What type of projection do you use in your general session room?” or “Do you use rear-screen projection?” I may not have used rear-screen in the past due to space issues. It’s okay to mention your capacity. Just don’t spend a lot of time.

“Do you have a preference as to the location of your opening reception—indoors or outdoors?” On this question, take into account the time of year. I conducted site visits for a July dinner in Phoenix and was surprised at how many venues touted their outdoor space. Thanks, but no thanks!

Be direct in your questioning to better understand my needs or—better yet—do some research before we meet. By preceding your benefit statement with a passive qualifier simply shows you're following a sales script.

I don’t know if this post was helpful to you. If it was, please leave a comment ... just kidding!

Some of the questions included:

What is the purpose of the meeting?
Why are you meeting? What is the primary purpose(s) for bringing the group together?

What are the top critical buying factors?
If all things are considered equal, i.e.: all hotels have comparable rates, dates and space available … what would be the factors most critical to a positive decision? What factors would push the decision one way or the other?  

What other cities are being considered and why?
How are you evaluating those destinations in comparison to our city? This will help prepare the hotels to highlight benefits of our city in comparison to the competitive city(ies) being considered.

For another site search, a hotel sales manager set up a phone appointment with me to ask similar questions. Although the call took 45 minutes, I was impressed with the fact she wanted to be prepared—and be able to prepare the rest of her staff—to deliver a relevant site inspection and make the most of our face-to-face time together.

You have impressed me and raised my expectations by sending me the questionnaire or spending time with me on the phone. Don’t stop here. Your next step is to do something with the information. Tell me and show me specifically how your property can meet my needs and you will have delivered a more effective site inspection. No Magic 8-Ball needed!

What are some other questions you can ask (or have asked) a potential client prior to a site inspection?

I called Bob back and left a “thanks, but no thanks” voicemail. We have selected our a/v company for our convention. Conversation over.

As a sales professional, wouldn’t you like the opportunity to at least talk to the planner and get on their list for next year? Bob won’t get that chance. But you can.

At a recent NSA meeting, author, speaker and strategist Jill Konrath shared a simple three-step process to help you leave more effective voicemail or email messages so you will get a return call.

Step 1: Establish Credibility
The first words out of your mouth should not be: “Hi Ms. Planner, my name is Sally Smith and I am the new west coast sales manager for the XYZ Hotel in Burbank.” Yawn. I don’t care. I’ve deleted your message already.

Each time we walked to a different location in the hotel, he had a number of photos from past events to help me visualize what was possible in each space.

When I returned to my office I realized that I had a better feel for what it would be like to hold my meeting at that hotel than the others I visited. I know the photos shown to me at just the right time had a lot to do with it.

I remember a few occasions back in my hotel sales days, when I asked the banquet set-up crew to set a room for a site inspection. Those days are over. And no need to pull out the enormous photo album from the sales and catering office to show pictures of past special events. When was the last time that was updated anyway?

Consider the possibilities. Get together with your conference services department and each time you do something unique for an in-house group, snap a picture so you’ll have it in your library.

During the site, if the potential client wants a copy of the photo for future reference, you can send it to them in an instant.

Is your property remodeling? Upload pictures of the renderings on your device. I did a site recently at a hotel that was adding a lot of new space. As we walked through the property, the sales manager would stop at a certain location, show me a picture on her iPad and let me know what the space would look like after the redo.

What are some useful ways you’ve used an iPad or other mobile device—or seen it used—during a site inspection?

Would you walk into a car dealership and purchase a vehicle without doing research, making sure it met your lifestyle and your budget? Would you buy a house without checking into the neighborhood and nearby schools?

So why would you expect your clients to make a major decision, such as the location of their annual convention, without taking some time to ensure it aligns with the meeting’s goals and objectives and is the right fit for the organization and its attendees?

The end of quarter and end of the year can bring out the worst in some hotel sales people trying to “make their numbers.”

A fellow planner was telling me about a site search he recently conducted for a client. The group was looking at two hotels which had very comparable space and proposals.

The end of the quarter was drawing near and it was evident both sales managers were trying to close the contract, however they went about it in different ways. Sales manager A mentioned to the planner that although he was getting some pressure to have the contract signed by the end of the quarter, he understood that the decision process was complex and that he would work with him.

Sales manager B was not as understanding. Although the planner was proactive keeping both properties up-to-date on the decision-making progress, sales manager B asked the planner "Is your client clear on the fact that our rates, concessions and offer is only good if the contract is signed by both parties by the end of this month?  We don’t have a lot of time left to make this happen…" In addition, this sales manager called their representative from the local convention & visitors bureau and asked them to put pressure on the client.

Guess who got the business?

Planners are already under a lot of pressure. Respect that, look at the overall big picture and it will pay off ... I promise.

When have you experienced a high-pressure sales situation and what were the results?

Take some extra time. Read through your profile, have a friend or coworker review your profile and then read through it again. Then click “save.”

One of the first places I click is the photo tour. It helps me get a feel for the properties to determine which ones I’d like to visit on a site inspection. Makes sense, right?

So why is it that so many hotel websites use completely insignificant photos to portray some of the most important features of their property?

For instance, the photo representing one hotel’s fitness center showed a sweaty woman leaning against a wall holding a towel and a water bottle. What I really wanted to see was the health club itself and it’s equipment.

It seems there is always a close-up shot of several people sitting around a table laughing to represent one of the food and beverage outlets. That photo could have been taken anywhere—including the lunchroom at my office! I want to see a full shot of the restaurant. Is it fancy? Is it casual?

And what is the purpose of showing a picture of a banquet place setting? Or the chef? I would like to view as many pictures of your meeting and event space as possible, including the prefunction. I assume hotels use nice place settings and couldn’t care less how the chef looks.

Are hotels trying to be artistic with these photos? Artistic doesn’t sell—at least with me. I want to be informed and to know what to expect, so that the only surprises I receive during the site inspection are positive ones.