Hotel and Travel Tech Sales Must Adapt as Buyers Conduct Extensive Pre-Sales Research, Utilize AI Tools
💻 Hotel and travel technology buyers conduct in-depth research before contacting sales. They use LinkedIn, podcasts, AI, and trade articles, creating shortlists prior to demos. Companies must adapt sales processes to a more informed buyer, emphasizing concise demos and valuable content. Sales often join late in the buyer's journey, necessitating a focus on understanding implementation and integration. Trust and familiarity, built through content and reputation, precede sales calls, challenging traditional sales and marketing attribution models.
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