Imagine this…you are about to start in a national sales role for a retailer – let's say it is for a music store that is a specialist in the sales and service of musical instruments – and you decide to do a little personal "mystery shopping" to see what the sales culture of your new company is all about.
At each of the four stores you enter you start the service interaction by saying "I am here today to buy a….". And you are happy with the basic information you are provided and the knowledge that is shared, as well as the level of passion for the products that the salespeople demonstrate. However you leave each interaction without having made the purchase. Why?
It is because no one actually "won" the business. And this was because, as a basic first mistake, they didn't even "ask" for the business.
At the end of each experience the salesperson says something along the lines of "So why don't you go away and think about it, and let me know when you have made a decision".
This story was actually recounted to me by someone sitting next to me on a plane. But of course this type of interaction would never happen in the hospitality industry, would it?
If you replied "no" to that last question, you would be wrong. One of the most common problems we encounter when calling a hotel Sales Department in a "mystery shopping" capacity is for the Salesperson to respond with something along the lines of "why don't you put down your request in an email, and I will get back to you".
Really?! The salesperson has someone on the line who says "I am organising a conference and I would like to ask you some questions about your hotel" and the best the salesperson in many situations can do is provide some basic information. And continue with a response that virtually says "why don't you go away, do your homework, and then I will provide you with the information you require".
And this to someone who is offering themselves as a potential client!
Quite apart from actually asking for the business, when it comes to winning the business there are a few other things that any salesperson needs to keep in mind, which include:
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Take the opportunity to interact with the client. The role of the salesperson is not to just provide information, it is to interact and create relationships. Therefore anyone working in Sales needs to find as many opportunities to connect as possible…and that includes with potential guests and clients. If it was just about information, then hotels could remove their Sales teams and rely on brochures and websites alone.
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Be memorable. The person at the meeting, on the hotel site inspection or on the phone is approaching your hotel as one of perhaps many. How will you make the interaction with your hotel stand out from the herd?
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Make it easy for the potential client to do business with you – if you make the client invest more effort than the competition does, they could go with them even if they may cost a little more.
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Respond quickly to any enquiry as it is a great way to establish your professionalism.
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Create an emotional connection. Base your premise around the compelling emotional need of your client. And you can only find out what that need is by spending time with the prospect.
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Be genuine, above all else. If you focus on the client and their needs, as opposed to your budget and targets, you will enjoy far greater success.
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Set a date for a follow up discussion. And be specific. There are so many fantastic closing techniques, and one of the best is the diary close, but only when you are concrete. Don't just say "I'll give you a call next week" but say instead "I'll give you a call next week…does Tuesday suit you, or would you prefer Thursday?" and then go on to set an actual time: "Great, Thursday it is – how does 2:00pm sound?"
Anyone who takes the time and makes the effort to approach our business should be seen as a wonderful opportunity, and not be taken lightly.
Without even talking about the great feeling that can come from connecting with people and finding solutions to their problems, we can't ignore the powerful message that came from that scene in "Pretty Woman" where Julia Roberts' character is overlooked because the boutique Salesperson could, for whatever reason, not be bothered serving her. It was a big mistake then, and it would be a big mistake for your hotel now.
Timothy Millett's training roles have seen him deliver programs across Australia, Asia, Europe, Africa and America ensuring cultural sensitivity as well as a broad base of experience in lecturing, teaching and training.
A graduate of the Ecole Hôtelière de Lausanne, Switzerland, his hospitality career spans management and director positions in Front Office, Guest Relations, Public Relations, Food & Beverage and Training with organisations including the Regent of Melbourne, The Mandarin Oriental Hotel Group and Mövenpick Gastronomy. He was also a founding staff member of the internationally renowned Blue Mountains International Hotel Management School in Australia.
Tim is currently the Director of Training and Development at iperform, an organisation that specialises in Sales and Service, Leadership and Effective Personal Organisation programs.
