Group Sales - How to Negotiate and Present Your Destination

Updated: Jan 23, 2019

There’s no such thing as a born salesperson. Great sales reps make it look easy, but superior performance usually indicates a salesperson has taken the time to hone their skills and is constantly iterating to better help their prospects.

It Takes Skill

One of the key skills of a successful sales-person is the ability to identify your prospects business pain and distinguish it from their run of the mill business problems. If a step of their process is a slight annoyance, who cares?

Pain isn’t getting a cut on your arm -- pain is your leg falling off. A true business pain is discussed every day in the executive office and the boardroom. Someone has probably set aside a budget to solve it. If it’s a critical factor to their business success, you’ve discovered a real business pain.

As a sales rep, you need to build trust with your prospects. Buyers need confidence that you understand their problem (the pain!) and have the resources to solve it. But your relationship doesn’t end after the sale -- you are ethically required to live up to your promise.

It Takes... Hacks

The tourism industry is not apart from any other sales team. If your DMO has a groups sale team, or sales manager, who is responsible for presenting the destination to potential buyers (student groups, bus groups, FAM trips) and attends ABA, NTA, or international conferences they probably do this: travel with hundreds of brochures and a visually stunning website, but showing 500+ things to do in a overwhelming pool of content.

Does that sound effective?

Even with skill, and with an innate ability to recognize the prospect visitor desire and "pain", how could this sales manager filter through all the information and give a clear must-do list for this group? Sounds like a near-impossible task? Think again.

Santee Cooper Country, a small community in South Carolina, is delivering their destination content to potential visitors using their new Trip Planner. That is correct - a trip planner. The word has been around for year and many DMOs have some sort of itinerary list or suggested trips being offered to visitors. These are usually rarely updated and contain a few paragraphs of content.


Santee Cooper's Trip Planner is going against the current. By utilizing a destination content manager SaaS they create interactive itineraries, with a Google-enabled map view. The route has directions and each stop on the map displays the business Facebook Page, with their latest posts and recent information.

The idea is to create personalized custom itineraries that are sharable with your potential buyers. If you have a FAM trip coming this Spring - create their itinerary, share the link and the information online. Everything is interactive.

Or instruct your group to go to the DMO website Trip Planner and create their own experience.

You've got the skills. The hacks are available. The opportunities are endless.

More information about the ImGoing Destination Content Manager SaaS - Trip Planner:



1611 Union Street

Brunswick, Georgia



Tel: 912-267-1558







©2018 by ITI DIGITAL