In this post, we're exploring sales for hospitality PLACEs. Specifically, account-based selling. Which, admittedly, sounds tedious. But account-based sales is an industry term that just means “building relationships” -- aligned relationships with people. This is where account-based selling (ABS) really shines. There’s casting a wide net, as a strategy, and then there’s what we’re talking about here -- cultivating a garden. How can you, as a venue, go about nurturing connections with those clients who truly resonate with what your PLACE has to offer? How do you transform your PLACE from a hidden gem into an iconic community hub? Here we go...
The Definition: What is Account-Based Selling?
Account-based selling (ABS) is an intentional strategy where marketing and sales teams work together to create tailored experiences for high-value accounts. Unlike the old spray-and-pray method, an ABS program focuses on the potential customers who are most aligned with your PLACE—the clients who will genuinely benefit from what you do, and who, in turn, will bring energy and value into your space.
Key Components of ABS
- Targeting High-Value Accounts (aka targeted approach): It starts with identifying the clients that are the best fit for your PLACE. The ones who are most aligned with your values, your story, and your offerings. This is where it is super important to know you’re story and why it could matter to the people booking events (aka corporate event planners.) In marketing terms this is known as an ABM strategy. (Account-based marketing)
- Personalized Content: Crafting messages that speak directly to these clients. We’re talking about real connection here, not just cookie-cutter sales emails. Show them that you understand their specific needs and desires.
- Cross-Functional Collaboration: Marketing, sales, and guest services working in harmony to create a thoughtful experience. An intentional experience. ABS is like a relay race for your team—every handoff matters.
- Data-Driven Insights: Using data to listen and understand. Find the patterns in behavior, learn from what works (and what doesn’t), and continuously refine your approach.
Why PLACEs Should Use Account-Based Selling
Let’s make this real. Imagine having just two high-value accounts. These clients book two events per month at your PLACE. If each event brings in $5,000 (aka “average deal size), that’s $10,000 per month per account—or $20,000 total from just these two relationships. Over the course of a year, that’s $240,000 in revenue. And this is only the direct financial impact.
But here’s where it gets even better. Each event brings new people into your PLACE—guests who share their experience, who post photos, who tell their friends. These events create a ripple effect. Word-of-mouth, social buzz, organic marketing—all this comes from doing what you do best, and doing it for the right people. It’s about creating an experience so compelling that your clients become your greatest advocates. Large organizations know all of this and so have specific roles for account management.
By adopting ABS, independent and one-of-a-kind PLACEs can enjoy several benefits:
- Stronger Client Relationships: Focusing on fewer but more aligned clients allows for deeper, more meaningful connections. It shows clients that your PLACE is really a PARTNER in creating something memorable.
- Increased Revenue: Targeting key accounts leads to better bookings. Period. Boom. Mic drop. When you take time to understand what your prospective people need -- and discover that you can truly meet their needs and help them -- then the sales process becomes less of a process and more of a relationship. Higher conversion rates, larger deals, and more repeat business.
- Improved Client Experience: When your team is aligned and working towards the same goal, your PEOPLE will feel it. They get a consistent experience from start to finish, encouraging loyalty and word-of-mouth referrals.
Real World Example: The Herb Farm
Let’s take The Herb Farm—a charming independent restaurant in Woodinville, Washington—and imagine how we could build an account-based selling strategy around its stunning offerings. The Herb Farm is all about experiences. We’re talking multi-course seasonal tasting dinners, exclusive wine pairings, and immersive storytelling that brings farm-to-table to life. Imagine leveraging these experiences to bring in high-value clients—corporate teams craving a memorable off-site retreat, or individuals wanting a one-of-a-kind celebration.
Where do we begin? We'd start by identifying key potential accounts. Think local tech companies, especially those that value employee recognition and grounded team-building experiences. Or maybe it's a company that has sustainability and environmentalism as a core mission. From there, we'd design a messaging campaign that is tailored just for them—highlighting the The Herb Farm’s offerings, the warm hospitality, the sense of escape, team-building or sustainability.
This is where the magic happens: it's not just about the offer; it's about making every interaction personal. Marketing tells a story with rich visuals and content that make them feel like they're already there. Sales works closely with decision-makers to understand their needs. And service? They're the final, unforgettable touch. Smooth transitions between these teams ensure the experience starts before anyone even arrives at The Herb Farm. You make it magical from start to finish.
Done right, this approach not only transforms high-value leads into actual bookings through personalized messaging, but it also strengthens The Herb Farm’s reputation. It makes them more than a PLACE to eat—it makes them a PLACE where relationships are built, where people return because they feel known, welcomed, and wowed.
Getting Started with ABS
To introduce ABS at your PLACE, follow these steps:
- Identify Target Accounts: Look at your current clients and find patterns in their industry, size, or booking habits that suggest high-value opportunities. Who are the people that love what you do and want more of it?
- Create Personalized Campaigns: Develop marketing that speaks directly to these clients’ pain points and goals. Make it about them. Make it personal, demonstrating a deep understanding of their needs and aspirations.
- Encourage Cross-Team Collaboration: Marketing, sales, and guest service must work hand in hand to deliver a unified experience. No silos here—everyone plays a role in creating magic.
- Use Technology for Insights: Leverage CRM tools and data to track progress and continuously refine your approach. The more you know, the better you can serve.
The Challenges
Implementing ABS isn’t without its challenges. Personalized campaigns take time, and coordinating multiple teams requires effort. A dedicated sales team is ideal, as are collaborative marketing efforts, both reliant upon good customer support and experience teams to address customer needs. But the rewards—meaningful client relationships, increased revenue, and a PLACE that feels alive—far outweigh the difficulties.
It’s quality over quantity; connection over transaction.
If you're ready to take your PLACE to the next level, Venue Prosperity Group is here to help. We specialize in building aligned sales strategies that transform PLACEs into iconic community hubs. What we do:
- Resource Management (Save you time!)
- Coordinate the Complexity (Save you energy!)
- Measure success (Save you wasted marketing dollars!)
CLICK HERE! Let's work together to create something truly remarkable.
The wrap-up: Account-Based Selling is ideal for your PLACE!
Account-based selling is about more than just standing out—it’s about creating alignment. It’s about building real, lasting partnerships with those who see the value in what you do and want to be a part of it. By focusing on ABS, marketing departments in PLACEs can elevate their client relationships and transform into community mainstays—PLACEs where people not only want to gather but want to keep coming back to, again and again.