The following are some of the questions to ask during the sales call for qualifying process:-
Do you use hotels in the area? I know this sounds like a no-brainer but it amazes me how many sales people go straight into their presentation only to be told that the contact doesn’t use hotels.
Who in the company (organization) makes decisions about hotel selection and reservations? How much time is spent talking to someone who has no decision-making authority?
Which properties do you currently use for your transient and/or group business and how many rooms do you use over the course of a month or a year? This will tell you a lot about their rate sensitivity, the amenities that are important to them and potential volume.
Why do you use them and are you happy with the way they are serving you? This question will give you insight into the ‘hot buttons’ or buying factors that are key to closing the account.
What rate range do you look for in selecting a hotel? You probably have a good idea on the answer to this one from the above questions but it will tell you if they have a negotiated rate at your competitors, that is, if you know your competition’s rate structure.
Are you familiar with my hotel? Many people in your local market may not have been to you property recently or at all. Outside of your local market, a prospective client may have heard of your property but the information they received my not be recent. You may have renovated or made significant improvements since they last saw your hotel. Don’t assume that they know your product or your rate structure. You may only have one chance to see this contact, make an impression and begin a relationship that could lead to new business for your hotel.
The answers that you receive to the above questions will allow you tailor your property presentation to the prospects ‘hot buttons’ or the things that are important to them in making a hotel selection. The key to a successful property presentation is to know your presentation so well that you don’t have to think about what you are going to say next and not to dwell on features that are unimportant to them.
A wise man once said that a rising tide floats all boats. In most markets the tide is going out and not rising. Those properties that don’t mount a skilled and effective sales effort will find themselves beached. Attaining market share over 100% is about rising above the tide.
