Having delivered hotel sales training for dozens of properties across Asia covering multiple price points, I’ve noticed they often face similar challenges; they need to sell a large number of rooms each year and to do so they need to beat out the competition.
Here’s what I recommend concentrating on when it comes to training hotel sales teams:
Why do your customers choose to stay with you? Make a list of all of the reasons why your present customers chose to stay at your hotel. Are you in a prime location for sightseeing or do you offer great value for money? Do you have an award winning restaurant or are you surrounded by popular cafes?
If you don’t know, ask. Ask your hotels guests what they enjoy the most about your property.
What makes you better than the competition?
It’s great to know why customers choose you, but you also need to know why your customer sometimes chooses the competition. What are they offering and how are they positioning themselves? Do a thorough competitor analysis to uncover what your competition does well, not so well and how you can differentiate yourself from them.
What does your customer want?
You can’t sell anything until you know what your customer wants first. As I always say, listen more than you talk and you will be able to effectively uncover your prospects needs. Create a list of questions you can ask to find out what’s most important to them. I call this a Needs Analysis.
It could include,
- What do you plan to do when you visit our city?
- Have you been here before?
- Will you be travelling by car or public transit?
- Will you need meeting rooms or conference space?
The features to benefits translation
By putting all of the above together we can come up with a solid action plan of how to present your hotel to prospects. Understanding the features to benefits translation will make sure you’re sharing only what’s important to your prospect which will make it easier for them to see why staying with you is the right choice.
Sales training for hotels
A sales team which has been trained extensively and coached to reached maximum potential can beat out the competition based on skills alone. Too many sales are lost on staff who don’t follow up, don’t know how to overcome objections or don’t know how to ask for the sale. All of these are skills which can be taught.