John MacMullen, Senior Director of Business Development at Benchmark Resorts & Hotels by Pyramid Global Hospitality, has worn both hats: seller and planner.
That gives him an edge and a message:
If your sales team is still treating meeting planners like just another line item in the pipeline, you’re doing it wrong.
“True partnership requires perspective,” MacMullen says.
And that perspective starts by thinking like a planner, even if you’re not one.
Let’s break down what meeting planners actually want from their hotel sales partners, and how sales teams can rise to meet them.
Stop the Pitch, Start the Partnership
A common disconnect in hospitality group sales is the illusion of partnership, when in reality it’s a transactional pitch.
MacMullen says, “As a meeting planner, you really need to understand that when the salesperson is delivering their pitch…they’re bringing more than just availability and rates.”
The best salespeople know their property inside and out, not just what’s beautiful in the brochure, but what breaks down behind the scenes.
And meeting planners? They want you to tell them both.
“You tell them the good, bad, and the ugly,” MacMullen explains. “Here’s what we can do to make this exceptional…here are some challenges…here are some deficiencies.”
Honesty earns trust, and trust creates long-term business.
Why Planners Don’t Want to Be Psychic
Meeting planners already carry the weight of hundreds of details. They shouldn’t have to guess whether your ballroom fits their AV setup or whether your kitchen can accommodate simultaneous plated service for 400.
MacMullen adds, “Not every meeting planner is gonna have all the right answers or have even thought of some of the questions you may come up with. Your job is to really think for the meeting planner.”
Sales teams need to step up their question game.
Not just “How many rooms?” but “What does success look like for your client?” or “What logistical challenges have you faced in past events?”
These aren’t just planning questions; they’re trust-building questions.
Kill the Handoff Culture
There’s a notorious saying in hospitality: “Sales sells the dream, and services deliver the nightmare.”
MacMullen’s response? “Personally, I hate that saying. But I will tell you that was true for quite some time.”
The old model where sales fades into the background post-contract isn’t just outdated, it’s a liability. MacMullen champions full lifecycle engagement: “Any great resort, their sales team is in lockstep with their conference planning team, period.”
That means your CSM shouldn’t be scrambling to interpret cryptic clauses. They should already know why that load-in time matters or why the stage has to face east. The planner expects continuity, not confusion.
Train Like a Planner, Even If You’re Not One
No, your sales team doesn’t need a CMP certification.
But they do need curiosity and empathy.
“I wouldn’t expect every salesperson to have planned their own meetings,” MacMullen says. “But they should be trained on how to ask the right questions.”
That includes questions about:
Staffing ratios for buffet vs. plated
Room turn times and floorplans
General session tech needs
Alternative options when a venue limitation exists
These are the DNA of successful events (not “bonus” topics).
Salespeople who understand this can foresee issues before they derail the program.
The Secret Ingredient: Stick Around
The single best thing your sales team can do? Stay.
“Seek hotels where your salesperson doesn’t leave you,” MacMullen advises planners.
Engagement shouldn’t stop at the dotted line. “You should have the same level of engagement from the first time you’ve talked to them on the phone through when you finish the program and all of your attendees have gone home.”
He’s learned this lesson firsthand by planning large-scale events for his company, including major trade shows such as IMEX. “It’s a lot harder than it looks,” he says.
And the only events that ran smoothly? “Where our sales team was involved or engaged through the entire process.”
What Sales Teams Need to Hear (But Often Don’t)
Salespeople, listen up: If you want repeat business, be the partner your meeting planner brags about.
Don’t just sell. Think. Anticipate. Show up after the contract’s signed. And most of all, act like you’re in it with them, not just for them.
Because when planners walk into their event, and everything runs like a dream? You didn’t just close a sale. You became part of their success story.
