As Buyer Frustration With Sales Tactics Seems To Grow, Humanizing Is The Answer

It's a time for new ideas, new competitors and new blood in corporate travel. That means new people on both the buyer and supplier sides, but mainly the latter. It also means a learning curve.

Several travel buyers speaking with The Company Dime noted an uptick in rookie mistakes by salespeople. They portrayed some as egregious, but not all buyers blame the individual. Meanwhile, sales folks have complaints of their own — identifying the right decision-maker at a prospect being No. 1. 

The headaches and challenges wind up excusing behavior that . . .

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Jay Campbell

Author: Jay Campbell

Jay Campbell in 2004 created travel business newsletter The Beat, in 2006 co-founded Travel Procurement magazine and in 2010 integrated them with Business Travel News. He served as editorial director until 2013. Jay made his travel industry media debut in 1993 at the Air Travel Journal of Boston while earning his undergraduate degree in journalism at Boston University.


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Lisa SimpkinsMike MacNairSudarshan Jagannathan Recent comment authors
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Sudarshan Jagannathan
Sudarshan Jagannathan

Nice one! We had this topic at the GBTA Ladders recently and our team proposed an app that rates and ranks buyer and supplier behaviour and performance through the RFP process, based on 3 tenets: transparency, relationships and data. It serves for creating a history of factors that lead to a decision — whether relationship-based or data-based — and enables folks to treat those applications accordingly.
#corproatetravelorblackmirrorepisode :).

Mike MacNair
Mike MacNair

Very good insights. It’s the most complex sale it’s ever been. Customers are the most educated they have ever been. I would add that many RFPs extract the ability to do most of this. Finding a way to get the data you need AND build trust around the effectiveness and creativity of the supplier to solve your problems involves more interaction, more time answering questions and more data exchanges. There are many pieces to this complex puzzle these days.

Lisa Simpkins
Lisa Simpkins

Very spot on article and discussion here. Love it!