The Importance of Sales Manager Retention — and Why You Should Ask Them What They Want

Sales managers are often the face of your hotel to planners, corporate buyers, and groups—yet they’re also some of the most overlooked when it comes to support, development, and long-term engagement.

If your hotel is experiencing sales turnover, ask yourself:

❓ “When’s the last time we asked our sales managers what their goals are?”
❓ “Do we train them for more than just the product we sell?”

The Missing Piece: Training & Development

Most sales managers are onboarded quickly and pushed into the sales funnel—but without an ongoing investment in training, they may never fully develop into the strategic sellers you need.

Key Development Areas

• Advanced sales strategy (beyond RFPs and site tours)

• Emotional intelligence and client communication

• Social selling and LinkedIn personal branding

• Contract negotiation and risk assessment

• Understanding pace reports, forecasting, and revenue goals

• Public speaking and presentation skills for trade shows

When you train them like they’re future Directors of Sales or GMs, they start acting like it—and they’re more likely to stay.

Ask Them What They Want

Don’t assume all sales managers want to be Directors of Sales or GMs.

Some goals might include:

• Becoming a national account director

• Specializing in event sales or corporate verticals

• Transitioning into marketing or revenue strategy

• Creating content to build their brand alongside your hotel’s

➤ Have you asked?

A simple 1-on-1 or anonymous survey could uncover what’s motivating—or frustrating—your sales team.

Final Thought

Retaining great sales managers isn’t just about pay—it’s about respect, recognition, and opportunity.

“If you're not developing your sales team, you're developing your competition’s.” – Russell of Hotels