Has the personalized hotel sales process become more the exception than the norm? We need to know how to better sell and respond to cut through the competitive clutter.

Has the personalized hotel sales process become more the exception than the norm? Today, training sessions take place via the web instead of a meeting room. Individual and group reservations are booked on-line with virtually no interaction with a hotel’s staff. We use Facebook, not a print directory, to prospect. While the ways in which we conduct business change with lightning speed, we cannot allow new technologies to jeopardize the standards of hotel sales and customer service excellence.

Our industry is one that draws “people people.” But it is so common today for inquiries and sales exchanges to take place via e-mail and text, often to the exclusion of phone calls, lunches, meetings, etc. While it is certainly easy to conduct business this way, it does make it more difficult to develop a relationship, a rapport, an opportunity to truly know your clients and prospects.

Now, the majority of hotel leads and inquiries come in via e-mail or through the hotel’s website. But when an inquiry is launched via e-mail, quite often the response is incredibly lackluster, even from trained, experienced and well-versed sales people. The response tends to be an obviously “stock” proposal that goes something like “Thank you so much for considering the [ABC Resort] for your [insert event type]….” What follows is information that can easily be collected from the hotel’s website. It is a very one-sided, tell vs. sell approach to business. If inquiries are coming in through email, we need to know how to better sell and respond through email, or how to cut through the competitive clutter to stand out even better when receiving inquiries this way.

Here are some suggestions for having your response stand out and for “selling” rather than simply “responding”:

  • Lobby for phone time. If the customer provides a phone number (and the lead doesn’t say “No Phone Calls, Please”), use it! It is easier to develop rapport on the phone and the flow of information is faster and more fluid. Even if the customer does not provide a phone number, ask for phone time. Request a time frame in which you can “meet” over the phone, explaining that the customer will be able to get answers more quickly that way.
  • Gather your information to start selling: Salespeople often make the assumption that they have to respond to an email request with a complete proposal. It is natural to think this way since the client initiated the request via e-mail, he or she must not have time for more interaction. However, if the sales person responds with well thought-out questions to gather information and submits a well-prepared proposal, the client will appreciate this. Sales people feel more empowered and less “pushy” when they email questions because they are not competing for the customer’s attention from other phone calls, interruptions, poor cell phone reception, etc. The customer can respond when it’s convenient for them, and this can be a real plus.
  • Explain to the customer that the more information you have, the better the experience will be. The challenge is to convey this to your potential customer so that they are motivated to give you the information you need. For example, you might say, “I received your inquiry – thank you so much for considering us. I would appreciate the opportunity to work together; in order for me to be sure I make solid recommendations, I’d like to get a few more details.” In this way, you are paving the way for a productive flow of information.
  • Carefully think about what you need to know to help the client succeed…and keep it brief. While evidence has shown that clients respond more completely to e-mails than phone calls, they will probably not appreciate a list of a dozen questions. From the customer’s vantage point, this will feel like they are filling out an application for space at your property. Instead, ask three or four key questions that yield lots of information. For example:
    • Ask about the group’s specific needs (beyond space requirements) and what has worked well for them in the past? Understanding this is crucial to your ability to be a good partner.
    • Ask about the attendees – who’s coming? This, too, will help you be creative and consultative when proposing options.
    • Ask about the other hotels they are considering. This provides great insight into the customer’s expectations concerning rate, caliber of the property, service levels, etc. The group’s history can provide similar information, though it may not be as accurate. Many companies have scaled back or are doings things differently this year than in years past, so reviewing the current competition provides more meaningful information. Additionally, this information will allow you the chance to promote your property’s advantages, in contrast to other venues being considered.

Certainly other questions can be equally valid (e.g., budget, future potential). Consider the market segment and launch your questions accordingly. Finally, make another appeal for the client to cooperate with answers. Remind them that the more you know, the more personalized the proposal will be and ultimately, the more successful their event will be.

  • Strategically tailor the proposal to meet the needs of that specific customer. While this may sound elementary, unfortunately, many hotel proposals are simply another version of the old-fashioned property brochure, with marginal customization. At the end of the day, customers are looking for a solution or a situation that is ideal for them… that will address their particular and unique objectives. This is where the true salesperson shines. How are you going to help your customer achieve his/her goals? If you can maintain this as your goal, you will always have customers.
  • Have confidence in your ability to close the sale. We need to be able to do this in writing, as well as in person. It is easy, in this economy, to feel desperate. Yes, we want the business. Yes, we NEED the business. Sometimes we feel off balance – like the customer has more to offer than we do. But always remember that we have something of value, too. We have an understanding of the customer’s needs, and a clear and carefully constructed plan to deliver. Put yourself in the role of the customer – how valuable is that? So call them to action; involve them in the process. Ask if you can call them in a day or two to answer their questions; ask if they’d like to come tour your hotel; ask if you can hold the space. Keep the momentum moving forward.
  • Think collaboratively – look for big picture ways in which you can partner with the client. It takes only a few minutes to review a potential customer’s website, but the rewards can be huge. Here we often find insight into the larger issues that define a company or organization (mission statements, affiliations, etc.) This information can present real opportunities. If, for example, a company prides itself on service, and this is something your hotel also values and delivers, say so. Similarly, if your prospect is strongly committed to protecting the environment, and your property has green initiatives, say so too! The benefits are two-fold: first, shared values are bonding. More subtly, this kind of research demonstrates a level of interest that is above and beyond, and flattering.

For assistance in responding to inquiries, or sales assistance when a hotel receives an inquiry that simply asks for a proposal without the benefit of any personal interaction, contact HVS Sales & Marketing Services by reaching out to Leora Lanz at [email protected].

About HVS

HVS is the world's leading consulting and valuation services organization focused on the hotel, restaurant, shared ownership, gaming, and leisure industries. Established in 1980, the company performs more than 4,500 assignments per year for virtually every major industry participant. HVS principals are regarded as the leading professionals in their respective regions of the globe. Through a worldwide network of over 50 offices staffed by 300 experienced industry professionals, HVS provides an unparalleled range of complementary services for the hospitality industry. For further information regarding our expertise and specifics about our services, please visit www.hvs.com.

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