Hotel sales pros & your property’s flaws

Hotel sales pros know their anticpatable objections

Hotel sales pros remove resistance at the point of sale: typical problems with hotels

I do hope you’ve read my last few blog posts about how hotel sales pros remove resistance at the point of sale. If not be sure to catch up on this one in particular: “Hotel Sales Pros and the Anticipatable Objection.”

Here’s what I’d like you to do now. I’d like you to write down the three points of resistance that you know exist at your property — the anticipatable objections. They are either reasons someone won’t use your hotel, or having used your hotel will never come back. Take a moment to write those down. Go ahead…I’ll wait.

Do you have them? Here are some of the answers that I receive from hotel sales pros at my workshops, given all over the continent.

“There’s a graveyard across the street.” You know, I might work the whole haunted thing. I might work the ghost tour thing if I were you (this is a big deal in places like Key West).

“Pillars in the ballroom.” Whoever designed our hotels really didn’t know what they were doing, did they? Structurally they could have done a lot of things differently.

“Parking.” None, or charge for it? Charge for parking? Nothing hurts a banquet manager, nothing hurts a director of catering more than a charge for parking. But you’ve got to talk about it, you don’t want it to be a surprise, right?

“Internet accessibility.”  Bad wi-fi or other poor hi-speed internet access.

“Freeway noise.” Ouch.

“Getting to the hotel.” Hopefully, the good news is, once you get there, look what you get. I discusses this last week in my blog.

“No shuttle for the business traveler.” Either from the hotel to/from where they’re working, or to/from the airport.

“No pool.” That can be tough no matter what the market or climate.

“Turnover of the sales or catering team.”  Continuity can be huge for a planner, especially a rookie.

“Outdated rooms and meeting space.” Hard to compete with the newly renovated property down the street.

“Location.” That could cover a variety of things really.

“No golf course.” In an area where golf is important, that can hurt.

“100% valet parking.” That might be OK for the rooms, but doesn’t endear you to the catering staff does it?

“Old elevators.” I envision a fellow sitting on a stool operating the elevator.

“50,000 square feet of meeting space, but it’s two and a half miles apart.” You need a golf cart to get around.

“We’re expensive.” Rate resistance can sure be tough to overcome.

The list I get from hotel sales pros seems endless…

I’d like to suggest that you show your list to a  fresh set of eyes in your sales department. Occasionally the problems only hurt one market of other segment of the business, but by and large the other hotel sales pros in your department have experienced the same issues. Talk to them and see if they have more, and how they might have sold around them.

Next week, the blog will continue the discussion, and I’ll build to creation of the Matrix that hotel sales pros can use. No, it doesn’t involve Keanu Reeves or Laurence Fishburne…

We’ll go deeper next time. Meanwhile, make your list of anticipatable objections and share them with others at your hotel.


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Posted 8/27/12

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