Launched in January, this advanced program for hotel meetings sales staff is already on track to train more than 400 graduates before the end of the year. Designed by SDTA Senior Vice President of Sales and Service Margie Sitton specifically for hotel sales managers, directors of sales, and general managers, the certificate program provides graduates with an actionable plan for selling their property, neighborhood, and the destination to ensure meeting planners considering San Diego receive the highest level of professional engagement with San Diego’s hotel sales teams. In a series of three-afternoon presentations, candidates learn how to speak with one unified voice to set the San Diego experience apart from its competitors and how keeping a customer-first mindset will ultimately lead to higher conversion rates.

“When meeting planners come to San Diego, we want them to have the absolute best possible experience from start to finish, from the DMO level to the property level,” says Sitton. She notes that the program focuses on “story selling,” which encourages sales staff to use creativity when talking to clients about both their property and the local community. “Learning the art of story selling isn’t just a benefit to the sales person – it’s also about bringing value to the customer.”

“The story selling approach was a great way to address the eventual rut that most salespeople will find themselves in,” noted a recent graduate. “I have already seen a difference in my ability to sell my property with more confidence and better connect with the customer.”

To keep the program in line with best practices across the industry, Sitton enlisted the help of Terri Roberts, Destinations International Director of Training and Communications. Roberts has more than 25 years of hospitality industry experience and provides unique insight into customer’s expectations. Class topics include: “Selling San Diego: One Message, One Voice, One Brand,” “Story Selling Approach to Fuel Site Experiences that Win Business,” and “Cultivating Creativity and Putting Your Skills to Work.” Each session accommodates 40–50 participants. Five sessions have been completed so far this year, with three more sessions scheduled throughout 2018, enabling the entire hotel sales community to participate.

San Diego Meeting Certified is powered and funded by the Tourism Marketing District‘s Experience San Diego: Destination 2040 initiative. It is supported by a wide cross-section of organizations including San Diego Hotel-Motel Association, local chapters of Hospitality Sales & Marketing Association International and Meeting Planners International, and the School of Hospitality at SDSU.

Happiness is calling in San Diego. For more information on San Diego’s offerings, including exciting vacation packages and valuable coupons for attractions, restaurants and more, visit the San Diego Tourism Authority’s website at www.sandiego.org.