Hospitality Sales Pros Create the Matrix

Hotel sales pros use the Matrix

Hospitality sales professionals remove resistance at the point of sale using the Matrix

Those of us in hospitality sales always want to work towards removing resistance at the point of sale. I’ve written about two important components the last two weeks, so be sure to catch up on them if you haven’t equipped yourself: “Hospitality Sales and Your Hotel’s Flaws” and “Hospitality Sales Pros and Your Hotel’s Strengths.”

Hospitality sales pros also want to improve their abilities, so here’s a warning. There is a bit of “homework” (just a bit, I promise) but you’ll want to definitely give some time and efforts as described in these two previous hospitality sales training posts. Then you’ll be ready to put the information together to tackle today’s training and assignment.

Now assuming that you’ve made the two lists called for in the previous posts, I want to say thank you for being honest.

You were honest, right? That’s the only real way to get anything meaningful out of these exercises.

hospitality sales strength hospitality sales weakness Strong or weak?

 

So here comes the magic moment for you hospitality sales pros.

You’ve just put together your hotel’s strengths and weaknesses. If you further wanted to accelerate your path to hospitality sales stardom, I invite you now to drill down and assemble a list of strengths and weaknesses in each market. You should have a list of strengths and weaknesses for each market that applies to your hotel, for example your government market, for your association market, for your catering market, for your weddings market, for IBT, etc.

What do the real hospitality sales pros do with this newly assembled info? They use it the next time (and every time) they’re going to bid on a piece of business. They ask themselves that all-important question: Who else is bidding for this piece of biz? Your presentation may be great, your proposal and presentation might be neat and organized, but means nothing until you compare it to who else is bidding on the business.

You have to get inside the mind of the customer.

The customer is going to place all if these proposals side by side. One is yours, and the others are right there next to it. And the client is going to compare the proposals. Trust me, they will be looking looking at the strengths and weaknesses of the three properties.

And an aside here. On the list of priorities, price is way down on the list.

So what you need to do is have a list of strengths and weaknesses located in your office. You don’t need to memorize it. but it must be handy – and consulted often.

We’ll call this, with apologies, the Matrix. This is your Matrix.

But with just your hotel’s strengths and weaknesses, that’s not much of a Matrix is it? It would really be just a 2-column sheet of paper. But this will become a fully functional Matrix because when you finish with it, it will list the strengths and weaknesses of all the hotels in your market. You should write “strengths” and “weaknesses” along the top row of the Matrix, with the name of the competing hotels listed down the left-hand side. And you fill it out with all the strengths a weaknesses of all the hotels.

The Matrix is a real game changer for professional hospitality sales people.

I’d like to suggest that the Matrix should be in everybody’s marketing plan. It’s key as to how you beat out the competitiion.

So the next time you are in your sales manager’s office saying “I got a chance to really book a nice piece of business,” you had better be able to tell your manager who else is bidding.

Without that information, you’re not ready to assemble a hospitality sales presentation! You’ve got to move Heaven and earth to find out who else is bidding for the business, or your proposal cannot be compared to anything. So when you find out who else is bidding, pull out the Matrix; here’s your strengths and weaknesses, here’s their strengths and weaknesses…

Here’s the magic moment.

Where your hotel’s strengths are the same as their strengths, don’t make that the thrust of your presentation. You hae it and they have it. Your customer is thinking “They both have it” so nobody wins on that point! But when hospitality sales pros have something the other hotel does not, they make it the focus of their presentation. And when the competition has it and you don’t, you’d better solve that problem, either through compensating efforts or negotiation, or you will not get the business.

This is powerful information for the hospitality sales pro. Use it wisely!

 

Posted 5/6/14

 

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