A Bridge: The Next Steps After Winning the Business

How to Cultivate Client Loyalty so Strongly, the Competition Becomes Irrelevant.

Building a Bridge Takes Time and Effort but The Rewards Are Long Lasting

Winning a new piece of business is a wonderful moment. The emails, the calls, the back-and-forth negotiation all lead to that simple but powerful confirmation: “We’d like to move forward with your hotel.”

The Top Rung Belongs to Those Who Show Up Consistently

Exceeding Expectations, Communicates Long-Term Commitment

Many sellers stop there. But the best sellers, especially in secondary markets know this is only the beginning.

Once the contract is signed, the real work begins. This is the moment when trust is either cemented or slowly eroded. It’s when your client learns who you truly are as a partner. This is the very time when you should step forward to deliver more attention, more care, and more follow-up than originally promised. In hotel sales, the booking may win the revenue but the relationship you cultivate wins future success with the customer.

1. Deliver on the Promise, Immediately and Consistently

Your first responsibility after winning the business is simple: reassure your client that they made the right choice.

That means:

·         A quick, warm follow-up thanking them for the opportunity.

·         Setting expectations, timelines, contacts, and processes.

·         Making sure your operations team is aligned and ready to deliver.

·         Offering yourself as the single point of calm if anything changes.

·         Checking in consistently to ensure all their needs are being met by your organization.

The seller who delivers exactly what was promised is appreciated. The seller who delivers more than promised is remembered.

2. Stay Close Without Hovering

Clients do not want to be overwhelmed, but they do want to feel supported. The balance between being present and being intrusive is delicate.

Meaningful touches may include:

·         A scheduled call to set the stage for what’s to come.

·         A pre-arrival check-in.

·         A post-stay follow-up.

·         A note before busy seasons or annual events.

·         A congratulatory message at a professional milestone

·         A personalized message acknowledging something meaningful in their business.

·         An immediate response, if for some reason the client reaches out to you rather than your operations’ team member.

These small actions communicate: “I’m here, I’m paying attention, and I care.”

3. Become the Person Who Makes Their Job Easier

Every client has pressures, deadlines, and challenges. When you anticipate their needs, you become invaluable.

Examples include:

·         Understanding their invoicing preferences

·         Anticipating operational challenges

·         Offering proactive solutions before issues arise

Ease builds loyalty. Loyalty builds repeat business.

4. Build a Relationship Beyond the Transaction

Clients are human first. They remember authentic connection.

This includes:

·         Recognizing professional milestones

·         Understanding communication preferences

·         Staying visible on LinkedIn

·         Demonstrating genuine interest in their world

A seller becomes a trusted partner when the client thinks, “I know exactly who to call.”

5. Turn Clients Into Advocates

Delighted clients advocate for you naturally.

Encourage advocacy by:

·         Asking for feedback

·         Showing appreciation

·         Sharing improvements

·         Being transparent and solution-oriented

Referrals are earned through trust, not requests.

6. Grow the Relationship Over Time

Once the initial business is secured and executed well, meaning your client looks good internally and their organization receives more value than expected, the relationship will expand naturally.

This may look like:

·         Additional group opportunities

·         Corporate travel partnerships

·         Annual recurring events

·         Multi-property introductions

·         Being the client’s “first call” for travel needs

Never stop showing up with consistency and professionalism.

In Closing

Once again, the booking or winning the initial business is merely the beginning. What matters is everything that follows.

When you deliver flawlessly, anticipate needs, and treat your clients as valued partners, you build a bridge that lasts through turnover, budget cuts, economic downturns, shifting markets, and even competitor intervention.

A bridge built on trust becomes the pathway to future business.

A bridge built on care keeps clients by your side.

A bridge built on consistency becomes your greatest advantage.

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