SALES LEAD HANDLING AND FOLLOW-UP PROCEDURE

1. PURPOSE

The purpose of this SOP is to ensure all sales leads are handled professionally, consistently, and efficiently in order to maximize conversion, increase revenue, and maintain a strong hotel brand image.

2. SCOPE

This SOP applies to all sales-related inquiries including:

• Corporate room inquiries

• Group bookings

• MICE inquiries (Meetings, Incentives, Conferences,      Events)

• Travel agent requests

• Government and embassy inquiries

• Long-stay inquiries

• Event and banquet inquiries

3. RESPONSIBILITIES

3.1 Sales Coordinator / Sales Executive

• Receive and register all leads

• Respond within the required response time

• Follow up consistently until confirmation or rejection

• Update lead status in the sales system (CRM / Excel /      PMS)

• Coordinate with Reservations and Revenue team

3.2 Sales Manager / Director of Sales & Marketing

• Approve special rates and discounts

• Support negotiation with key accounts

• Monitor conversion results and follow-up performance

• Review sales pipeline weekly

4. PROCEDURE DETAILS

4.1 Receiving Sales Leads

What to Do:
Receive and record all incoming sales leads.

How to Do It:

• Leads may come from email, phone calls, walk-ins,      website inquiry, social media, OTAs, or referral partners.

• Sales staff must immediately collect key details      including:

  • Company / agent name

  • Contact person name

  • Contact number and email

  • Type of business (corporate / group / event / travel       agent)

  • Dates required

  • Number of rooms / attendees

  • Budget indication

  • Special requests

• All leads must be recorded in the Sales Lead Log (CRM      or Sales Tracking Sheet) within the same working day.

Why:
To ensure no inquiry is missed and all opportunities are tracked properly.

4.2 Response Time Standard

What to Do:
Respond quickly and professionally to all inquiries.

How to Do It:

• Respond to all email inquiries within 2 hours     during working hours.

• Respond to phone inquiries immediately or return missed      calls within 30 minutes.

• For urgent same-day requests, respond within 30      minutes.

• If full information is not available (rates,      availability), send an acknowledgment email confirming receipt and      advising expected response time.

Why:
Fast response improves conversion and shows professionalism.

4.3 Qualification of Sales Leads

What to Do:
Evaluate the quality and potential value of each lead.

How to Do It:

• Review the inquiry and confirm details with the client.

• Identify if the lead is:

  • High potential (large volume, long stay, event       booking)

  • Medium potential (regular corporate bookings)

  • Low potential (price shoppers, unrealistic budget)

• Confirm the following important information:

  • decision maker status

  • competitor hotels being considered

  • payment method and credit terms

  • contract requirements

• Prioritize leads based on revenue potential and booking probability.

Why:
To focus effort on the most valuable opportunities and improve efficiency.

4.4 Coordination with Reservations and Revenue

What to Do:
Confirm availability and pricing before sending an offer.

How to Do It:

• Check room availability in the PMS or reservation      system.

• Coordinate with Reservations for block bookings if      group inquiry.

• Confirm pricing strategy with Revenue Manager if      applicable.

• Request approval for special rates or discounts from      Sales Manager / DOSM.

• Ensure all offers follow the hotel rate policy and      minimum profit guidelines.

Why:
To avoid overbooking, pricing errors, and lost revenue.

4.5 Sending Quotation / Proposal

What to Do:
Prepare and send professional quotation or proposal.

How to Do It:
The proposal must include:

• hotel name and branding

• room types and rates offered

• inclusions (breakfast, Wi-Fi, taxes, service charge)

• meeting package details (if applicable)

• function room rental fees

• minimum spend and cancellation terms

• payment terms

• cut-off date for confirmation

• contact details of sales representative

• optional upselling suggestions (airport transfer,      dinner, spa, upgrade packages)

All quotations must be written in a clear and attractive format.

Why:
A professional proposal increases trust and improves booking success.

4.6 Follow-Up Procedure

What to Do:
Follow up consistently until the lead is confirmed or rejected.

How to Do It:
Follow-up schedule should be:

• 1st follow-up:     within 24 hours after sending quotation

• 2nd follow-up:     within 48–72 hours

• 3rd follow-up:     within 7 days

• Final follow-up:     before offer expiry or cut-off date

Follow-ups may be done via email, phone call, or WhatsApp depending on client preference.

During follow-up, sales staff must:

• confirm if quotation was received

• ask if further clarification is needed

• offer alternative options if budget is too high

• negotiate and offer value-added benefits if required

• aim to secure decision and confirmation date

Why:
Most bookings are confirmed after multiple follow-ups. Consistent follow-up increases conversion.

4.7 Lead Status Update and Tracking

What to Do:
Update the lead status regularly.

How to Do It:
Each lead must be updated in the Sales Tracking System with status such as:

• New Inquiry

• Quotation Sent

• Follow-up in Progress

• Negotiation

• Tentative Booking

• Confirmed

• Lost

• Cancelled

If the lead is lost, sales staff must record the reason such as:

• rate too high

• no availability

• client postponed

• competitor selected

• location not suitable

• service/package not suitable

Why:
Tracking helps management analyze performance and improve strategy.

4.8 Confirmation and Handover Procedure

What to Do:
Confirm the booking and hand over details to relevant departments.

How to Do It:

• Once client confirms, request written confirmation via      email.

• Send official confirmation letter and booking agreement      (if applicable).

• Coordinate with Reservations to input booking details      into PMS.

• For groups/events, prepare a function sheet or group      resume.

• Inform relevant departments:

  • Front Office

  • Housekeeping

  • F&B / Banquet

  • Finance

  • Spa (if applicable)

• Ensure deposit invoice is raised if required.

Why:
Proper handover ensures smooth guest experience and avoids operational mistakes.

4.9 Handling Rejected or Lost Leads

What to Do:
Close the lead professionally and keep relationship positive.

How to Do It:

• Thank the client politely for their interest.

• Ask for feedback about why the hotel was not selected.

• Offer future assistance and maintain contact for      upcoming opportunities.

• Add the client to sales database for future promotions.

Why:
Even lost leads can become future business if relationship is maintained.

5. KEY PERFORMANCE STANDARDS (KPI)

• Lead response time: within 2 hours

• Follow-up completion: 100% as scheduled

• Conversion rate target: as per hotel sales plan

• Accuracy of quotations: 100% error-free

• Lead log update compliance: daily

6. RECORDS AND DOCUMENTS REQUIRED

• Sales Lead Log / CRM Report

• Quotation Templates

• Contract / Agreement Forms

• Sales Call Report

• Lost Business Report

• Weekly Pipeline Report

7. CONFIDENTIALITY POLICY

All client information, pricing details, and contract terms must be treated as confidential and must not be shared with unauthorized persons.

8. TRAINING REQUIREMENT

All Sales employees must be trained on:

• hotel product knowledge

• rate strategy and policies

• negotiation skills

• professional email writing

• CRM usage and lead tracking process

Training must be conducted during onboarding and refreshed every 6 months.