Hotel Sales 101

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Course features
  • Author: hotelladder.com
  • Level: Foundation +
  • Study time: 5-7 hours
  • Video time: 4 hours
  • Assessment: Yes
Course overview
Learn Pipeline Management & Strategic Selling
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Certification included
Sales drives group, corporate, and high-value business—yet most revenue and marketing professionals misunderstand how hotel sales actually works. Sales 101 builds fluency in pipeline management, negotiation frameworks, CRM systems, and account development. Understand sales economics, how sales integrates with revenue and distribution strategy, and how to collaborate effectively with commercial teams.

What You'll Learn

Sales Fundamentals & Pipeline Strategy

Understand sales' role in the commercial ecosystem and how it differs from revenue management and marketing. Learn pipeline management methodology, CRM best practices, and sales performance metrics that connect to P&L. Learn anout lead qualification frameworks and prospecting strategies across corporate, group, leisure, and bleisure segments.

Negotiation & RFP Conversion

Decode group and corporate pricing principles, RFP response strategy, and proposal development that differentiates your property. Learn negotiation frameworks focused on value creation, not just discounting. Understand what sales can and can't control in pricing decisions and how to coordinate effectively with revenue management.

Relationship Management & Technology

Develop fluency in strategic account management, trade show strategy, FAM trip execution, and building long-term client relationships beyond entertainment. Understand the sales tech stack—CRM platforms, automation tools, AI-powered prospecting—and how sales technology integrates with other commercial systems to drive performance.
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Who This is For

Perfect for
  • Revenue analysts and managers needing needing to understand sales pipeline dependencies and group business impact
  • Distribution and marketing professionals coordinating with sales teams
  • New sales coordinators building strategic foundation
  • Operations managers transitioning into commercial roles
  • Marketing coordinators building sales awareness

Not ideal for:
  Experienced sales directors (likely too foundational)
  Those seeking tactical scripts without strategic context
  People wanting pure negotiation tactics without commercial integration understanding

Why Sales Fluency Matters

If you're in revenue management:

You can't make informed displacement decisions, evaluate group business properly, or forecast accurately without understanding sales pipeline dynamics, lead qualification, and conversion timelines. Sales fluency makes you a better revenue strategist.

If you're in marketing:

Understanding the sales funnel, account development cycles, and relationship management helps you coordinate demand generation with sales needs. You can't support sales effectively without knowing how they actually work.

If you're in distribution:

Sales drives corporate and group business through specific channels (GDS, direct corporate). Understanding sales strategy helps you optimise distribution for B2B segments appropriately.

For hotel organisations:

Commercial teams with sales fluency make better group business decisions, avoid channel conflict, and collaborate more effectively across all commercial functions.

What's Included?

Pipeline Management & Strategic Sales

Expert Video Instruction

Strategic teaching from 20+ years managing and coordinating with sales teams across independent properties, branded hotels, and management companies.

Implementation Toolkits

Lead qualification framework | RFP response checklist | Proposal development template | Account management planning tool | Sales performance dashboard template | CRM evaluation guide

Real-World Case Studies

See how independent properties, branded hotels, and convention hotels apply sales strategy across different market segments and business models.

Digital Certificate

Professional completion certificate validating sales fluency for career development discussions.

Lifetime Access

Purchase once, access forever. Return as sales landscape evolves and your career advances.

Framework™ Pathway

Counts toward three-course prerequisite for The Hotel Profit Engine Framework™ certification.

What Makes This Course Different

Built for Non-Sales Professionals

Designed specifically for revenue, marketing, and distribution professionals needing sales fluency—not sales specialists needing advanced closing techniques.

Commercial Integration Focus

Sales taught as integrated commercial function coordinating with revenue management, distribution, and marketing—not as isolated relationship-building activity.

Economics and Metrics Emphasis

Learn to evaluate sales performance through pipeline health, conversion rates, and revenue contribution—not just "relationships" and "activity."

Honest About Sales Limitations

Addresses what sales can and can't control in pricing, the tension between sales and revenue management, and how to navigate those dynamics productively.

Technology and Process Focus

Modern sales requires CRM discipline, automation, and data-driven decisions. We teach the process and technology that professional hotel sales organisations use.

Relationship Building

Move beyond "wining and dining" to understand how strategic account management, value proposition development, and long-term partnerships actually work.
pricing

The Investment

Build sales fluency that transforms how you evaluate group business and collaborate across commercial functions. Choose single course for targeted development or complete bundle for comprehensive cross-functional mastery.

Single Course

A one-off payment of £97

Complete Accelerator Bundle

A one-time payment of £297 (all five 101 courses - Save £188)

Money Back Guarantee

Complete Module 1. If it doesn't meet expectations, request full refund within 14 days.

Frequently Asked Questions

I'm not in sales. Is this still relevant?

Absolutely—that's who it's designed for. Revenue managers, marketing professionals, and distribution specialists need sales fluency to make integrated commercial decisions.

Is this too basic for someone with sales exposure?

It's intermediate-level strategic understanding. Not "how to make a phone call" basics, but not ultra-advanced negotiation tactics either. Most commercial professionals underestimate how much strategic sales knowledge they're missing.

Will this teach me to close deals?

You'll understand how sales professionals approach deals, build pipeline, and create proposals—but this isn't hands-on sales execution training. It builds fluency to collaborate with sales teams or make strategic sales decisions.

How does this connect to revenue management?

Sales generates group and corporate business. Revenue management evaluates whether that business should be accepted based on displacement and opportunity cost. Understanding both creates better commercial decisions.

Do I need sales experience to take this?

No. It's designed for commercial professionals from other disciplines. Basic hotel understanding is helpful.

Can I apply this immediately?

Yes. Every module includes frameworks and tools you'll use in your current role—whether that's better collaboration with sales teams, evaluating group business proposals, or understanding pipeline health.

Does this count toward Framework™ certification?

Yes. Sales 101 is one of five Accelerator courses. Complete any three (including this one) to qualify for The Hotel Profit Engine Framework™.

Ready To Build Sales Fluency?

Stop viewing sales as "just relationship building." Start understanding how pipeline management, strategic account development, and negotiation frameworks drive profitable business mix.

 Single Course: Perfect if you're targeting specific sales knowledge gaps
 Complete Bundle: Best value if you're building comprehensive cross-functional fluency (required for Framework™)
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Hotel
Marketing 101

See how demand generation connects to channel strategy and direct booking economics
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Hotel
Distribution 101

Understand distribution strategy, connectivity and channel mix
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Hotel Revenue Management 101

Understand how distribution channel mix impacts pricing strategy and forecasting
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Hotel Commercial Tech 101

Dive into connectivity, channel managers, and other distribution technology

Brilliant Course

Easy to follow, nice exercises. It is actually good to cover the basics of hotel marketing, even if you are not an absolute beginner, and especially if you are self taught.

Josh Stobard

Recommended

I really would recommend this course to everyone interested in hotel marketing and willing to work on their skills. The course is oriented to being effective with hotel marketing.

Helen Red

Very Helpful

I have completed this course and now I know the basic fundamentals of Marketing which are highly important for a success in hotel commercial teams.

Nick Jonas

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