Key Responsibilities and Required Skills for Group Sales Manager

🎯 Role Definition

Are you a strategic sales leader with a talent for building relationships and closing deals? This role requires a highly motivated and ambitious Group Sales Manager to join our thriving team. In this pivotal role, you will be the driving force behind our group sales strategy, responsible for identifying new market opportunities, cultivating a robust sales pipeline, and securing profitable business from the corporate, association, and social event sectors. You will act as a brand ambassador, showcasing our unique offerings and creating unforgettable experiences for our clients. If you excel in a fast-paced, target-driven environment and have a passion for creating winning sales strategies, we want to hear from you.

📈 Career Progression

Typical Career Path

Entry Point From:

Group Sales Coordinator or Executive
Senior Sales Manager (in a smaller property/organization)
Event Manager or Catering Sales Manager

Advancement To:

Director of Sales
Director of Sales & Marketing
Regional or Area Director of Sales

Lateral Moves:

Business Development Manager
National Account Manager
Revenue Manager

Core Responsibilities

Primary Functions

Proactively prospect, solicit, and qualify new and existing group sales accounts to meet and consistently exceed revenue targets through strategic outreach, including cold calling, outside sales appointments, and targeted networking.
Design, develop, and implement comprehensive strategic sales plans and initiatives to drive group revenue growth and achieve or surpass established departmental and company-wide objectives.
Cultivate and maintain strong, long-lasting professional relationships with key client stakeholders, including corporate meeting planners, association executives, and third-party booking agents, to foster repeat business and loyalty.
Skillfully negotiate and finalize group sales contracts and agreements, ensuring all terms and conditions are favorable to the organization while meeting client needs and adhering to company policies.
Plan and conduct compelling site inspections and familiarization (FAM) tours for prospective clients, effectively showcasing the venue’s unique features, amenities, and service capabilities to secure new group bookings.
Respond to all incoming group sales inquiries and leads in a timely and professional manner, effectively managing the sales funnel from initial contact to contract execution.
Maintain a deep understanding of market trends, competitor analysis, and industry developments to identify new business opportunities and maintain a competitive edge.
Represent the company at industry trade shows, networking events, and client meetings to promote our brand, generate leads, and solidify our market presence.
Collaborate closely with the Marketing department to develop targeted sales collateral, promotional campaigns, and digital marketing strategies aimed at the group market segment.
Achieve and exceed monthly, quarterly, and annual sales quotas and key performance indicators (KPIs) as established by sales leadership.
Prepare and deliver persuasive sales presentations to potential clients, clearly articulating the value proposition and benefits of hosting their event at our venue.
Manage a portfolio of key accounts, serving as the primary point of contact and ensuring exceptional service delivery and client satisfaction.
Work in tandem with Event Management, Catering, and Operations teams to ensure a seamless transition from the sales process to event execution, guaranteeing a high-quality client experience.
Accurately forecast future group sales revenue, booking pace, and pipeline activity for senior management review and strategic planning.
Utilize CRM software diligently to manage all sales activities, track client communications, and maintain an accurate and up-to-date database of leads and accounts.

Secondary Functions

Generate and analyze sales reports to track performance against goals, identify trends, and inform strategic adjustments.
Assist in the creation of the annual departmental budget and business plan, providing insights on market potential and revenue projections.
Mentor and provide guidance to junior sales team members, fostering a collaborative and high-performance sales culture.
Participate in regular sales and revenue strategy meetings, contributing insights and recommendations for maximizing group occupancy and rates.
Handle and resolve client concerns or issues during the sales process to ensure a positive resolution and maintain a strong client relationship.
Contribute to the organization's data strategy by ensuring clean and accurate data entry within the CRM.
Collaborate with business units to translate data needs into engineering requirements for better sales analytics.
Participate in sprint planning and agile ceremonies if the sales team operates within such a framework.

Required Skills & Competencies

Hard Skills (Technical)

CRM Proficiency: High proficiency in CRM software (e.g., Salesforce, Delphi, Amadeus Sales & Event Management) for pipeline management, tracking, and reporting.
Sales Analytics & Reporting: Ability to generate, analyze, and interpret sales reports, booking pace data, and market intelligence to make data-driven decisions.
Contract Negotiation: Proven ability to draft, negotiate, and execute complex sales contracts and agreements, with a solid understanding of key legal and financial terms.
Forecasting & Budgeting: Strong financial acumen, including experience with revenue forecasting, budget management, and understanding P&L statements.
Property Management Systems (PMS): Familiarity with hospitality-specific PMS and sales & catering systems is a significant plus.

Soft Skills

Relationship Building: An innate ability to build genuine rapport and establish long-term, trusting relationships with clients, partners, and internal teams.
Negotiation & Persuasion: Exceptional influencing and closing skills with a proven track record of securing large-scale, profitable contracts.
Communication: Superior verbal, written, and interpersonal communication skills, with the ability to present and articulate value propositions effectively to diverse audiences.
Strategic Thinking: The capacity to see the big picture, develop long-term sales strategies, and adapt to changing market conditions.
Resilience & Drive: A self-motivated, tenacious, and goal-oriented mindset with the ability to thrive in a fast-paced, high-pressure, target-driven sales environment.
Problem-Solving: Proactive and resourceful in identifying and resolving client issues and overcoming obstacles in the sales process.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree in a relevant field or an equivalent combination of education and professional experience.

Preferred Education:

Bachelor's or Master's Degree in a relevant field.

Relevant Fields of Study:

Hospitality Management or Hotel & Restaurant Administration
Business Administration or Management
Marketing or Communications

Experience Requirements

Typical Experience Range: 5-7 years of progressive experience in a hospitality sales role, with a demonstrated history of meeting or exceeding sales goals.

Preferred: 7+ years of experience specifically in group sales within a hotel, resort, convention center, or similar venue, including at least 2 years in a leadership or senior capacity. A verifiable track record of closing six-figure deals is highly desirable.