by Doug Kennedy, March 2007
Despite the continuous increased focus on improving revenue management
processes at most hotels these days, more often than not the job of working
the front desk is still viewed as a primarily being an operational position.
While many hotels and hotel companies have focused training efforts on
hospitality and guest service efficiency, few have provided the more comprehensive
sales training which the position calls for. Whatever sales training
that has been presented has typically focused on reservations sales techniques
for converting inquiry calls, which is certainly a step in the right direction.
However, at most properties the front desk team faces a myriad of other
sales opportunities each day. Depending on factors such as your property�s
location, brand, and market segment, here are some opportunities your front
desk salespeople might encounter daily, along with corresponding training
techniques for your next departmental meeting.
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Capturing more walk-in business. Create a positive first impression
by initiating contact and welcoming the guest when they enter the lobby.
Rather than quoting only the lowest rate and sending them back out to the
car to make an �either-or� decision, instead create a �which should I chose?�
decision-making scenario by offering two or three room types and/or rate
options. Reiterate benefits; embellish descriptions of features that
appear to be especially relevant.
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Securing �move-overs� from disgruntled guests currently staying at other
hotels in the area. Hotels located in dense markets such as Interstate
exit ramps or near metropolitan convention centers might often encounter
�move-over� opportunities when guests of nearby properties stop by to check
rates and availability. Train your team to present your hotel�s unique
advantages and to avoid negative remarks about the competition. Rather
than saying what the other hotel doesn�t have or doesn�t do, focus on the
advantages your property has to offer: �What�s unique about us is�.�
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Up-selling effectively during registration. With so many guests
booking either online or via third parties, the registration process might
represent the best time of all to up-sell to higher-rated accommodations.
After reassuring the guest that the option they booked is still a good
choice, gauge the guest�s interest with questions like: �Did your
travel agent have a chance to mention our concierge floor?� or �Are you
familiar with our suites at all?� Present the upgraded options as
being a unique opportunity: �We�ve had some of our executive king rooms
open up this evening�� Personalize the benefits: �As a guest
on level you would receive full access to��
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Securing return reservations at departure. Although many guests
use express check-out, plenty of others still stop by to pick-up their
zero-balance receipt. Make sure all corporate and business clientele
are offered the opportunity to rebook for their next trip upon departure.
You�ll not only be ensuring that your guests aren�t tempted to check-out
the competition, but you�ll also potentially be eliminating distribution
costs such as travel agency commissions and CRS fees, while along the way
showing guests that you value their future business.
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Maintaining rate �Fences� and eliminating "Rate Slippage" from guests
who re-negotiate during registration, while in-house, or during check-out.
Many of today�s savvy guests make it a standard practice to try to re-negotiate
their rates upon arrival and/or during their stay. Make sure your
front desk sales team is aware that most are just double-checking to make
sure they have the best offer available. It is often helpful to gently
remind them of the terms/conditions of their offer versus the lower-rate
they are seeking: �The advance purchase rate would have required
full payment upon the time of booking, and unlike your reservation would
not have been eligible for change or cancellation.� It might also
be appropriate to mention rate-tiers that are even higher than what they
have committed to: �Just to let you know the normal (standard) rate
on this room is usually $__X__, so the $__Y__ rate you have confirmed is
still a good value.�
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Using �Channel Conversion Techniques� to convert calls from �rate double-checkers�
who have visited online travel agencies. Increasingly it seems
that hotel prospects calling directly to the front desk to make sure the
rates they are seeing online are the best available. With most companies
practicing rate parity across all distribution channels, more often than
not the rate is in fact the same either way. Make sure your front
desk team offers to secure the reservation for the caller right here, right
now, versus directing them to book online after they hang up. Not
only will you ensure that guests aren�t lured away by other online offers,
but you�ll potentially be significantly cutting distribution costs, online
agency commissions, and even CRS fees.
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Capitalizing on "after-hours" leads for corporate/group sales, including
walk-ins and telephone inquiries. With the over-stuffed,
over-scheduled lives most people live these days it is not uncommon for
prospects for groups, functions, or corporate accounts to place their initial
call or walk-in inquiry after business hours or on weekends when the sales
department is closed. Train your front desk team to properly field
these calls by expressing interest, offering to answer any initial, basic
questions and by offering the option of leaving a paper message versus
a blind transfer into the sales department�s voicemail. For walk-in
inquires, make sure your front desk team is prepared with sales kits, brochures,
and business cards of the sales director. Most importantly, make
sure that everyone knows what not to say, which is till the number one
response more often than not: �Since you need more than 10 rooms you�ll
have to call tomorrow between 9am and 5pm when the sales department is
open.�
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Discovering leads for new local corporate accounts from current in-house
guests. Especially for hotels located in or near corporate office
parks, industrial complexes, and city-center locations, it is not unusual
for guests to return monthly or even weekly. Over time the front
desk team gets to know and recognize these guests. Train your team
to pay close attention to the names of the companies your guests work for
and to be on the lookout for those representing new corporations and organizations.
By probing further to find out more about these guests and their companies,
it is often possible to uncover leads for the local/corporate business.
By expanding your front desk training to address these and other sales
opportunities unique to your hotel�s location, market segment, and brand,
you will ensure that your team capitalizes on each and every chance to
secure additional business and to maximize the profit margins across all
distribution channels.
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Doug Kennedy, President of
the Kennedy Training Network, has been a fixture on the hospitality and
tourism industry conference circuit since 1989, having presented over 1,000
conference keynote sessions, educational break-out seminars, or customized,
on-premise training workshops for diverse audiences representing every
segment of the lodging industry. Ee-mail Doug at: [email protected] |
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