Hospitality sales and your hotel’s flaws

Hospitality sales pros find their anticpatable objections

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

Have you read my last few blog posts about how hospitality sales pros remove resistance at the point of sale? Be sure to read this one in particular: “Hospitality Sales and the Anticipatable Objection.”

Having done that, you should now be able to write down three points of resistance that you know exist at your hotel — the anticipatable objections.

These are reasons someone won’t use your property, or having used it will never come back. Please take a minute to write those down.

Do you have them written down?

Since I do workshops all over North America, I’ve gotten tons of responses to this question. Here’s a sampling of some I’ve gotten from hospitality hotel sales pros:

“Our hotel has a graveyard across the street.” For that issue, I might work the ghost tour thing, especially if you were in a place where such things are popular, like in Key West.

“Pillars in the ballroom.” I personally dealt with this early in my hospitality sales career. Sometimes you’d think some architects don’t attend many big meetings. Structurally they could have done a lot of things differently.

“Parking.” Maybe you have none, or perhaps your hotel charges for it. Nothing stings a banquet manager or director of catering more than charging for parking. But you’ve got to talk about it with the event planner so it won’t be a surprise, right?

“Internet accessibility.”  Bad wi-fi or other poor hi-speed internet access sure can keep them from coming back.

“Being able to get to the hotel.” Hopefully, the good news is, once they get there it’s wonderful. I discussed Monterey, California as an example in my last training blog post.

“No shuttle for the business traveler.” Either from the hotel to/from where they’re working, or to/from the airport. If your competitors have it, you can really be at a disadvantage.

“No pool.” That can be tough regardless the market or climate.

“High turnover of the sales or catering team.”  You can probably get through one event with the planner, but they won’t want to come back.

“Outdated rooms and meeting space.” It’s hard to compete with the newly renovated property down the block. You’ll have to come up with other factors to attract them.

“Location.” No hotel really is the perfect location for EVERYONE.

“No golf course.” If your hotel is in a golf mecca, you’d better at least get your guest access to a great golf course.

“50,000 square feet of meeting space, but it’s a mile or two apart.” You need golf carts or other shuttles to get around.

“We’re expensive.” Rate resistance can sure be tough to overcome, but remember that you’re selling the whole package, not just rates.

As you can see, the list I get from hospitality sales pros seems endless. Show your list to a  fresh set of eyes in your sales department, or if you’re a one-man sales band, show it to the G.M. Sometimes the objections only hurt one market or other segment of the business, but generally the other hospitality sales people in your department have had to live with the same issues.

hospitality sales meeting

Talk to them and see if they have more, and brainstorm how you might sell around them. With enough imagination, you can overcome the anticipatable objection.


Posted 4/9/14

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