Hospitality sales pros & the anticipatable objection – example

Hospitality sales pros and the anticpatable objection

Hospitality sales pros anticipate objections: an example

Hospitality sales professionals are some of the best sales people around, in my opinion. The good ones really know how to deal with objections, especially one they can foresee.

In my last blog training post, I wrote about Hospitality Sales and the Anticipatable Objection.   Hospitality sales pros recognize this type of sales resistance and are prepared to deal with it. Let me give you an example.

My friend Marta Hayden was the director of sales for the Monterey Conference Center in California for many years.

Monterey Conference Center

If you’ve ever been to Monterey, California you know that it’s a pretty wonderful and scenic location. But do you remember how you got Monterey? Now if you’re going to Monterey from within California, it’s not a big deal. If you take time to drive the coast highway, you’ll enjoy the wonderful view all the way.

However, if you’re coming from the east coast to get to Monterey, that’s a real problem…

One day I asked her what her biggest sales problem for getting people to meet at the convention center. What’s the biggest point of resistance?

She knew and responded instantly, “Accessibility.”

So I asked her what she does to counter it, and she said, “Steve, as a hospitality sales pro, I build it right into the presentation. Let me explain how I do it”

She continued, “In talking with the client, I say ‘I’m sure accessibility is on your checklist right now when considering Monterrey. Well, it’s probably going to take two to three plane flights to get to our airport in Monterrey, even if someone originates from a major airline hub. They would probably have to fly from the east coast to San Francisco, and then you’re going to have two options. They can either fly on the United Express, and we have two flights a day that do come right into Monterrey airport. They’re not at incredibly convenient times, but they’ll get you here. Or they can get a rental car and drive on beautiful Highway 1 along the Pacific coast. It takes about two and a half hours. In either case, it’s not the most accessible destination in the world, but look what you get once you arrive! Monterrey is amazing, so it really doesn’t matter because your people are going to have to spend the whole day traveling, regardless.”

Then she moves on to the next topic, typically segueing into the many activities available to attendees on the Monterey Peninsula.

Marta is a very talented and experienced hospitality sales pro. She eliminates this point of resistance right in her presentation so that it doesn’t linger in the back of the client’s mind.

As a hospitality sales pro, you need to know what your points of resistance are, specifically those anticipatable objections. Address them when they come up. Don’t end a site inspection and say, “Oh, there’s one more thing I need to bring up. See the armed guards in the hotel lobby? I want to assure you we have no security issues…”



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