Sales Manager

Job Title: Sales Manager – SMERF Market

Location: Encore Hospitality

Reports to: General Manager or Director of Sales

Employment Type: Full-time

Shift: [Variable Shifts, Including Weekends and Holidays]

Salary: [Competitive and based on experience]

Job Overview:

The Sales Manager – SMERF Market is responsible for generating group room revenue and maximizing hotel profitability through the solicitation, development, and management of Social, Military, Educational, Religious, and Fraternal (SMERF) business. This position focuses on building strong relationships within the local and regional community, identifying new group opportunities, negotiating contracts, and ensuring exceptional service delivery from initial inquiry through event completion.

Key Responsibilities:

Sales and Revenue Generation:

• Develop and execute strategic sales plans targeting SMERF organizations, associations, clubs, reunions, educational groups, faith-based organizations, military groups, and fraternal organizations.

• Identify, solicit, and secure new group business opportunities while maintaining and growing existing accounts.

• Generate group room nights, meeting space revenue, and ancillary hotel revenue through proactive sales efforts.

• Conduct outside sales calls, prospecting activities, networking events, trade shows, and community engagement initiatives.

• Negotiate group contracts and pricing agreements while ensuring profitability and adherence to hotel revenue strategies.

• Monitor market trends, competitor activities, and community events to identify potential business opportunities.

Account Management:

• Serve as the primary point of contact for assigned SMERF accounts and organizations.

• Develop long-term relationships with key decision-makers and event planners.

• Conduct site tours, client presentations, and hotel showcases for prospective groups.

• Maintain detailed account records, sales activities, and production reports within CRM systems.

• Follow up with clients after events to ensure satisfaction and identify future booking opportunities.

Collaboration and Communication:

• Work closely with operations, catering, revenue management, and front office teams to ensure successful group execution.

• Participate in weekly sales strategy meetings and revenue discussions.

• Coordinate with marketing teams to develop promotional materials and campaigns targeting SMERF audiences.

• Communicate group requirements effectively to all hotel departments to ensure seamless event execution.

Reporting and Administration:

• Prepare regular reports detailing sales activities, booking pace, production, market intelligence, and revenue performance.

• Maintain accurate forecasting of group business opportunities and expected revenue.

• Ensure all contracts, proposals, and correspondence comply with company policies and brand standards.

• Participate in budgeting and annual business planning processes.

Qualifications:

• Bachelor’s degree in Hospitality, Business Administration, Marketing, or a related field (preferred).

• Minimum of 2-3 years of hotel sales experience, preferably with group sales or SMERF market experience.

• Proven ability to meet or exceed group sales revenue goals.

• Strong negotiation, presentation, and relationship-building skills.

• Proficiency in hotel sales systems, CRM platforms, and Microsoft Office Suite.

• Knowledge of local community organizations, associations, and group travel markets is preferred.

Key Competencies:

• Results-oriented with a proactive and strategic sales mindset.

• Strong networking and business development skills.

• Excellent verbal and written communication abilities.

• Superior organizational and time management skills.

• Ability to manage multiple accounts and priorities simultaneously.

• Commitment to delivering exceptional customer service and client satisfaction.

Work Environment:

• Primarily office-based, with frequent local travel for client meetings, networking events, site visits, and community engagement activities.

• Regular attendance at evening, weekend, and holiday events may be required to support client needs and business opportunities.

Benefits:

• Competitive salary and bonus potential.

• Health, dental, and vision insurance.

• Paid time off and holidays.

• Opportunities for professional development and advancement.

• Participation in company incentive and recognition programs.