There are only 2 types of sales - ever. The first is practical, the second - emotional. Most hotels and private venues fall at the first hurdle. Why? Because the enquiry never gets beyond the first base. In this short article, let me give you 5 game changing tips that are already proven to increase your sales.

"That's No Problem"

You've spent lots of money on glossy literature, superb photos and refurbishing your Hotel. You've a great wedding coordinator and you deliver very good weddings. You get the enquiry, the ball is rolling, and off you go. But you missed something in the infinite quest to reach your target.

The girl answering the phone was indifferent, she wasn't that energetic. It came across. "Sorry, you want to speak to someone about a wedding, is that right?" You bite your lip and say "Yes please" She asks you for your name - again. You persevere. "Hold please that number is ringing for you now". What seems like an eternity passes and there's an answer at last. It's our slightly dull telephonist again. "You're holding for?" You are nearing the end "Weddings" you say abruptly. She replies, unaware of the frustration in your tone "And your name is?" You decline. You have had enough. You strike back. "It's okay, I'll call another time" You won't. Her reply? "No problem" It is.

Have you checked your version of this? If I were you, I'd address the first base first and that's not the coordinator.

"The Goal is Not More Sales"

The GM is agitated. Pressure is mounting. "We need more sales" he fumes. "Weddings are behind target. Why? Why?" The response is nervous and uneasy. "We think it is price" says Caroline. "Our competitors are definitely damaging us" says Jason "I don't know why" says Sarah. Then, quietly, Robert, the new boy who listened intently finally spoke. They were interested in what the 'new boy' might say. He spoke softly, "I hope you don't mind, but I don't think we need to sell more weddings" There was silence and frosty looks. "I took the liberty of counting how many showarounds we did in the last 12 months. We did 80. Unfortunately, we only sold 20 wedding receptions. In my view, I wonder if we might focus more on converting the 80 enquiries rather than looking for more sales. After all, 75% of our time, show-arounds and follow up are getting us nothing"

A year later, Robert was appointed General Manager. You probably have enough enquiries but the trick is not more 'sales', it is to increase the conversion rate. Worth changing your thinking. Worth changing your focus.

"What's Your First Question?"

I ask this at every 'How to Sell More Weddings' workshop that we deliver. Here are the most common answers;

"What date are you looking for?"

"How many guests will you expect to have?"

"What's your budget per head?"

"How many bedrooms do you think you might require?"

Each and every one of those questions are a dreadful way to begin with someone who has a completely different mind-set trying hard to visualise their 'perfect day'. Whilst the questions will come much later in the process it's a little like the dentist asking you how many fillings you'd like before examining you. Secondly, this utterly 'me too' approach fails to give you any useful information about what 'they' want.

Instead of worrying about numbers and sales at the first base, try this;

"Before we begin, tell me 3 things that are really important to you about the hotel you choose for your wedding reception?"

Their answers might just surprise you. Now your job is to answer what they want, at least 3 times (that's them, not you!)

"Shabby Show-arounds and Self Congratulation.

I watched over a show-around once. I'll never forget it. The journey was predictable, the route well-worn and the girl spoke to us as if we were school children on a tour. Worse still, she walked ahead with her back to us at all times. She couldn't see reactions, interest or anything. She was on her path. It had a beginning and an end, like it or lump it.

That wasn't quite the worst part. It was bad enough that the show-around was not aligned to the question (above) nor that there was nothing original, no reference to food and the bridal suite was still not cleaned. No, the piece that really stuck in my memory was her repetitive line that seemed to lead every sentence. It was; "We pride ourselves on .... This, that and the other"

I found myself drifting away and silently whispering "But it's not about you Dear, it's about the guest. You just keep on priding yourself, I'll go somewhere a little less self-indulgent, humble and interested in 'me' ..."

"I'm just calling to See if You Got our Proposal?"

It's the weakest sales telephone call ever. If you use it - Stop.

I'm not stupid, I know that your real question is "Did I get the sale or not?"

Using thin camouflage will irritate and lose you respect. What will you do when the person on the other end says "Yes thank you, I got it? Have a good day"?

First, earn the right to close the sale. Second, ask for it in a polite but clear, open and transparent manner. After all, I came to you with the sales enquiry, didn't I?

Conor Kenny & Associates deliver original workshops, created by us, written by us and delivered by us in an engaging, interesting and actionable way. Full details of our hotel only workshops can be seen at www.conorkenny.com

Conor Kenny
Conor Kenny