Sales is Customer Service


Issue 7, September, 2001	http://www.carolverret.com

Sales is Customer Service

All too often, sales people think of themselves as 'selling' their property to prospective clients. Clients either use hotel rooms in the hotel's product type or they don't. A hotel can't create a need for rooms if none exists.

Once you have a qualified prospect that you know uses hotels in your hotel's product/rate category, you are simply offering your hotel, amenities and services as a 'customer service' to a client who needs and uses what your hotel has to offer.

Tips for making your sales presentation into a 'customer service' presentation:

* The Approach -- "I understand that you (your company, organization, etc.) use hotels similar to mine. I would like to explore with you how my property can assist you in serving your in coming guests."

* Qualifying -- "What amenities and services do you look for in choosing a hotel?"

* Presenting -- Always tailor the presentation of your hotel based upon the answers you received to the qualifying questions. For example, quote positive Guest Service Scores when presenting the restaurant or the efficiency of your front desk. Your competitors have the same amenities as your hotel; by quoting your service scores you emphasize how your hotel's service is superior. Most hotels sales people don't read their guest service scores much less quote them.

* Personal Service -- The client only knows the quality of service their guests can expect from the hotel by the quality of service they receive from the sales person. Give them assurance that you will follow-up and be available to answer questions and satisfy special requests. Give them an example of a client for whom you have provided service above and beyond expectations.

* Ask for the Opportunity to Serve -- (You will notice that I didn't say 'close'.) Ask for the opportunity to prove to them that you and your hotel can provide service to their guests. Ask for them to book just one reservation or give them a complimentary room night for one of their guests to experience your hotel, risk free.

You will notice that the issue of 'rate' is not mentioned in the above. If rate were the only issue, the budget motels down the street would be full every night. A fair rate is always important, but where rate and amenities are relatively the same among competitors, it is the service they receive from you and your hotel that will make the difference.

The ResultsWoW Customer Service Newsletter by Carol Verret is a monthly newsletter designed to keep you updated on information relating to the hospitality industry specifically in the areas of sales and customer service.

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Contact: Carol Verret (303) 618-4065
Web Site: http://www.carolverret.com/
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