Marketing to small hotels in the UK

[EvanD]

I have a small startup that's developing a hotel property management system PMS for small hotels and b&b's.

I also realise that the task of selling the solution is very difficult, I plan on cold calling and door to door product demonstration. Product will be ready to show in a few weeks time. Will be finished in 2+ months.

I do not plan on using adwords as I feel its going to be very costly for the conversions.

Would direct mail work for a b2b software product?
Any advice welcome.

 

[andrewcakebox]

Are you on LinkedIn? Take some time to build up your profile on there and connect with c-level execs in the hotel industry. You can make a list of the hotels you want to target and do a search for those companies on LinkedIn.

There are lots of opportunities to be found on there. Build relationships with them and try to arrange meetings with them. If you've got some promotional tools you can email them with, that would put you at an advantage

P.S. if you're using LinkedIn, make sure you have a profile picture so when they come to view your profile they can put a face to the name. Hope this helps.

 

[EvanD]

Thanks for responding

I'm not a fan of Linked In to be honest with you, I think its kinda creepy that you can see who views your profile...

My problem is that small hotels and b&b's dont really use linked in, so I believe more traditional methods might be a better fit.

 

[Alan]

Whilst not a great fan of exhibitions, I have feeling they might be worth a try for your sort of product, a quick google and I found this http://www.acumenedge.co.uk/the-bed-and-breakfast-show

 

[HooktoWin]

Hi Evan,

Cold calling and door to door demonstrations can (and does) work. The problem is the cost.

Unless these hotels are actively looking for your product or service, you're likely to be seen as a pest. Your approach will instantly scream "salesman" and their defenses will go up.

It's (much) easier to make the sale when you're viewed as an equal. So what kind of marketing accomplishes that?

Teaching.

These hotel customers have problems. Filling their rooms, repeat visits, getting customers to pay full price, upselling, etc.

If I ran a small hotel and you told me your hotel PMS could fix these problems you'd have my full attention.

Here's how I'd do it.

Step 1: create something to solve my customers problems in the form of a guide, tool, article, e-mail course etc.​

Step 2: create ads that agitate their problem and present my solution.​

Step 3: post-my ads on sites that allow me to segment and target my customers specifically (e.g. facebook ads, LinkedIn ads, banner ad/display networks).​

Step 4: send prospects to a webpage where they can download, save or view my offer in exchange for their e-mail address.​

Step 5: sign-up prospects who are ready to buy, continue sending helpful and valuable emails to those who aren't ready to buy. Continue marketing until they sign up or unsubscribe.​

Rinse and repeat.​

If you feel LinkedIn is creepy, choose another system or platform that gives you the same degree of focus. Focus your attention on hotel owners and/or decision-makers.

You can do it!

 

[HooktoWin]

On a side note, llocally's advice on marketing at conferences was excellent. Here's what I've learned about taking this approach.

1. Paying for a booth, ad, or sponsorship can work. It takes longer and involves more work though.
2. Speaking or presenting at these conferences attracts a lot of attention all at once.

Option #2 will always be my ideal choice. Here's why.

• It instantly and automatically positions you as an expert.
• It creates implied competition between hotel owners (especially if you have a limited or exclusive offer).
• It's cheaper and the return on investment (when done well) is much, much higher.

Cheers!

 

[EvanD]

Some excellent advice!

You managed to bring up one of my fears which is public speaking, that really would be an ideal way to get authority status. I need to work on my skills in that area.

I think a booth is a good way to go when the product is ready and working, or should I think more lean startup and get the booth anyway when its not quite finished with no customers... oh the decisions.

As regards to teaching, its a hard subject to tackle. I think this is a good option to combine with guest posts on popular websites.

Hotels are actually a very uncompetitive business, I know that sounds weird? But nobody is going to see you making good profits and decide to build a hotel down the road like they can with 99% of other businesses.

Teaching about the digital side is probably the best way to go here I think, websites and marketing.

Thanks for the advice guys

 

[directmarketingadvice]

Would direct mail work for a b2b software product?

Yes. That would be the first marketing channel that I'd consider for this.

Of course, it won't be successful unless you're solving a very real problem these hotels have - and solving it in a way that's easy, unique, and produces value that far outstrips the price of the system.

Steve

 

[EvanD]

I agree that the software needs to be great, I believe it will be. I will do some user testing soon around some local hotels to get their thoughts and to build some small interest

 

[TheHun]

If I were you, I would also put my brain on the question: What makes me/my program different from all the other programs that serves the same problem?
First, your prospect will want to know this and second, if you put this straight in your head, then you will have a leverage over them.

Attila

 

[Chris Ashdown]

Where and how do you competitors sell their product

I would go the email list route with a link to a time limited version for them to download. Email lists are easy to buy from good companies at fair rates, and easy to monitor responces and if unopened then resend etc

 

[Carl Barlow]

A customer of mine sells product to bars and hotels. He does a good mixture of email marketing, PPC and cold calls which works really well for him.

The advice from hooktowin was great though, most software need some sort of education to inform the customer that they actually need the solution!

 

[TheHun]

A customer of mine sells product to bars and hotels. He does a good mixture of email marketing, PPC and cold calls which works really well for him.

The advice from hooktowin was great though, most software need some sort of education to inform the customer that they actually need the solution!

Yeah, educating the target market is always a good strategy. It is also part of email marketing.
On the other hand, it will only work if you can position yourself as the expert, otherwise why would anyone listen to you (and opt-in to your email list). That is where, I think, cold calling lets you down. It is difficult to tell people that the expert needs cold calling...

Attila

 

[StevePoster]

I have a small startup that's developing a hotel property management system PMS for small hotels and b&b's.
I also realise that the task of selling the solution is very difficult, I plan on cold calling and door to door product demonstration. Product will be ready to show in a few weeks time. Will be finished in 2+ months.
Any advice welcome.

There is always a hard task to be known in your respective field and its an investment that will take time in the progress. Door to door product demonstration is an effective way to market your product and services. Try also using different mediums in the internet to widen your site's solution's influence for the targeted users.

 

[telemax]

Cold calling and door to door demonstrations can (and does) work. The problem is the cost.

Unless these hotels are actively looking for your product or service, you're likely to be seen as a pest. Your approach will instantly scream "salesman" and their defenses will go up.

The OP rings/ knocks on the door of a small hotel

'ABC from XYZ ltd, we are a team App developers who specialise in hotels. I've not spoken to you before is that ok?'

99% will say 'fine'

'On a scale of 1 to 10 how do you rate your current systems?'

Then shut up and let them talk.

There are loads of other questions eg

What do you like about them?
What doesn't it do that you would want it to do in a ideal world or money no object?

These are all designed to get people talking, you taking notes on what they want and need and their budget? For example you might find out that they want something that they perceive as very expensive but you offer for a lot less.

This is why you need to know the benefits of what you are selling. If you don't know what makes your package unique, everything you say will be falling on deaf ears!

 

[TheHun]

The OP rings/ knocks on the door of a small hotel

'ABC from XYZ ltd, we are a team App developers who specialise in hotels. I've not spoken to you before is that ok?'

99% will say 'fine'

First, I think your scenario is a decent one. Such an opening could absolutely work, however, it will not give the OP the expert position I was talking about. With this approach, the OP will tell that he is the "new kid on the block" which is absolutely honest and honourable but it will not make him the point of reference that he would need to be.
This scenario will not help him much when the objections start to pop up or at the closing.

Secondly, I was doing cold calling for years, but on the phone, not in person and also not in the UK. So, I will not argue with your experiences about the reception. I, still, can't help to make one remark: I would be very much amazed to learn that your 99% estimate is not overly optimistic.

Attila

 

[Chris Ashdown]

Sorry but where is this all going, we have no idea of what knowledge the OP has of running hotels but can presume as he has made a software application he has done his research.

Why on earth would you cold call hotels and Bed and Breakfast companies doing maybe two or three a day and if software needs a expert to sell or explain how to use it then it.s crap software

Somehow Microsoft never came and visited me to sell Office or Project manager

 

[telemax]

when the objections start to pop up

Attila

He's in no way saying that he is the new kid on the block, he's saying that 'he's not spoken to him before'.

Objections are always in any sales process and can be turned around in any dialogue. eg

Prospect ' We are happy with our current system'

OP, 'That's excellent, what do you like about them?

 

[telemax]

Sorry but where is this all going,

We are trying to help.

 

[TheHun]

Sorry but where is this all going,

OK, I think we have showed the OP that there are various methodologies or approaches in sales (as in every other area in life). Some believe in cold calling others not so much.

The point is, there are multiple ways he can take and it is him who should carefully study these and then decide which one to take.

Attila

 

[Lucie@MightyOak]

Unannounced visits to business owners is a tricky one - some don't mind and some just don't appreciate it so be careful.

Direct Mail would work very well (in my opinion) as long as the mail out is personalised and not a "round robin" kind of send out. If it looks like junk mail then it won't be read - if you put some time and effort into it the results will speak for themselves.

Best of luck

Lucie
Mighty Oak Marketing