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Reservation Management Training,[object Object],Loren Stone,[object Object],info@sovereignhospitality.com,[object Object],303-800-6161 ~ Sovereignhospitality.com,[object Object],Facebook.com/SovereignHospitality Twitter.com/SovereignHosp,[object Object]
A Successful Sales Culture starts with a Great FRONT LINES Staff,[object Object],Concierge,[object Object],Front Desk,[object Object],Sales Reservations,[object Object]
We only have 		       shots at making a great impression.,[object Object],When we take the reservation call,[object Object],When the guest checks-in,[object Object],We seldom get a SECOND CHANCE. ,[object Object],Doing it right the first time is ESSENTIAL,[object Object]
A Great Sales Consultant...,[object Object],...knows his or her product, inside and out,[object Object],...treats every call as though it is THE most important call he or she will ever  handle,[object Object],...treats every call with respect and importance,[object Object],...is enthusiastic and conveys that enthusiasm to the caller,[object Object],...enjoys solving problems and meeting customer needs,[object Object],...enjoys building (and maintaining) relationships,[object Object],...recognizes that objections are a normal part of the sales process,[object Object],...is able to accept rejection,[object Object],...is self-reliant,[object Object],...knows who the competition is and what they’re doing,[object Object],...strives to meet sales objectives,[object Object],...strives to be great, not just good!	,[object Object]
Reinforcement of Key Selling Skills,[object Object],...from good to GREAT!!!,[object Object]
The Reservation Sales Process,[object Object],-Actively Listening,[object Object],-Identifying Needs,[object Object],-Building the Relationship,[object Object],-Controlling the Call,[object Object],-Creating Value,[object Object],-Overcoming Objections,[object Object],-Asking for the Sale,[object Object],-Closing the Call,[object Object],Guest Enjoys Stay,[object Object]
Who Are Your Callers?,[object Object],Rita the Rate Shopper,[object Object],Irma the Information Collector,[object Object],Sarah the Serious Buyer,[object Object],Lola the Loyal Customer,[object Object]
Rita the Rate Shopper,[object Object],How much for ,[object Object],a mountain view suite? ,[object Object],Rita’s Objective: She’ll say that she wants to know what rates are available-,[object Object],Strategy: Ask key qualifying questions.  Sell based on value for price BEFORE quoting a rate.  Ask her who else she is considering and outsell them on value.,[object Object],Closing Technique: Offer the option with the most value added through the benefits of amenities, then check to see if it’s on track.   Then, sell one with lower rate with scaled-down amenities, offer to reserve, but respect her desire to shop around.  Create a sense of urgency based on RATE.  If all else fails, offer to hold for 24 hours.,[object Object],How much?,[object Object],That’s too much...,[object Object],can’t you do any better?,[object Object],I called the Cheaper Hotel ,[object Object],and they’re $175/night...,[object Object]
Irma the Information Collector,[object Object],I’m just checking and then,[object Object], I have to call my friends,[object Object], with this information.,[object Object],Irma’s Objective: As the designated dialer, she needs as much information as possible to aid in the decision making process for her and/or her party.,[object Object],Strategy: Ask permission to obtain qualifying information from her and give her information about the destination, company and division.  Since she will take the time, spend the time to carefully understand the party’s needs.   Ask her who else she is considering and outsell them on benefits.   ,[object Object],Closing Technique:  Ask to make a reservation for one or two options, selling them as the ones that most everyone in the group would want.  Create urgency based on the option with the most services and facilities that appeal to everyone.,[object Object],We don’t all plan to ski.,[object Object],I’m coming with ,[object Object],a group of people...,[object Object],What would you have available,[object Object], for a family of six?,[object Object]
Sarah the Serious Buyer,[object Object],Sarah’s Objective: To make a reservation TODAY!,[object Object],Strategy: Ask her what would help her make a decision today and sell to those hot buttons. Based on the information she volunteers, suggestively sell other services that she might not know about (air, lift tickets, etc.) to strengthen your value to her compared to competitors. ,[object Object],Closing Technique: Create urgency based on availability of her top option today.  ,[object Object],Are you more,[object Object], expensive ,[object Object],than …?,[object Object],I need to book my ,[object Object],flight by tomorrow.,[object Object],My husband,[object Object],needs to request,[object Object],vacation days...,[object Object],I narrowed it down to ,[object Object],you and the ,[object Object],Other Guy…,[object Object]
Lola the Loyal Customer,[object Object],Lola’s objective: Wants her loyalty to be recognized.,[object Object],Strategy: Welcome her back.  Ask how her last visit was and use it to uncover opportunities to up sell and provide her with benefits that would exceed her expectations.  Give her an update of the hotel, property changes and accommodations.  ,[object Object],Closing Technique: Presumptive sell her former accommodation and one option with greater benefits.  Let her know that we can’t guarantee her first pick will be available if she waits.,[object Object],I stayed in a Mountain,[object Object],King there last time...,[object Object],I’m coming up again...,[object Object],I want the same thing as,[object Object],last time,[object Object]
Identifying Needs,[object Object],Active listening may not uncover all of the Caller’s needs and wants.  Asking the right questions will help identify what may still be missing.  Effective open-ended questions include:,[object Object],[object Object]
“How many are in your party?”
“Are you familiar with our hotel?”
“Have you stayed here before?”
“Have you stayed in Anywhere before?”
“Is there a certain location or quality level you are looking for?”
“Are you coming with your family or as part of a group?”
“What are the ages of your children?”,[object Object]
Creating Value,[object Object],Positioning statement:,[object Object],How you are viewed by your callers on the attributes that are important to them.,[object Object],A brief, concise statement that allows the Caller to “picture” your destination and division by highlighting unique strengths.,[object Object],Addresses special needs the Caller has initially alerted you to.,[object Object],Creates value before the rates are presented.,[object Object],Example: ,[object Object],“As I’m checking here, I can tell you The Hotel offers quality accommodations with personal service in Anywhere.  We offer a variety of accommodations, ranging from Standard and Mountain View hotel rooms to Suites and a private 3-bedroom luxury homes.  All of our accommodations are quality rated annually...”,[object Object]
Positioning Examples,[object Object],Anywhere’s only full-service spa resort hotel overlooking the Ski Resort...,[object Object],Personalized service at a mountain side retreat providing relaxation with easy access to the Town of Anywhere,[object Object],The most best accommodations in Anywhere with a view...,[object Object],Boutique Spa Resort with a world-renowned Ski Resort 5 minutes away...,[object Object],The only Hotel that offers Quality Accommodations with enhanced amenities...for example complimentary continental breakfast and shuttle service, full-service spa and a fine dining restaurant on property,[object Object],Breathtaking views of the Anywhere Ski Resort and the Mountains...,[object Object],Tailored customer service that only a boutique hotel can provide...,[object Object],Accommodations ranging from forest view rooms to a private home...,[object Object]
Position The Hotel,[object Object],“The Hotel offers quality accommodations with personal service only available at a boutique hotel.  Offering a variety of accommodations, ranging from Mountain View rooms to a private 3-bedroom luxury home.  All of our accommodations are quality rated annually...”,[object Object]
Position The Hotel,[object Object],THE DESTINATION,[object Object],A place filled with fun and excitement since 1859! Today the town boasts more than 400 boutiques, galleries and restaurants. Activities abound both for adventurous visitors or those in need of relaxation. From concerts to golf, hiking, camping, biking, fishing, kayaking, horseback riding, to relaxing at the spa the options are endless! Awesome snow-capped peaks tower around The Hotel’s timber accented peaks. To top it all, there are four interconnected mountains with more than 2,000 acres of terrain always stand ready to offer the ultimate choices in winter activities. ,[object Object],THE PROPERTY,[object Object],The Hotel offers the best mountain view location and at a competitive value in Anywhere, USA. Standard/Mountain View rooms to a private 3-bedroom luxury homes located at 10,200 feet on a cliff overlooking downtown Anywhere and the Hotel with amenities like complimentary continental breakfast and shuttle, oversized hotel rooms, WIFI access in the lobby, and unforgettable views of the Mountains.Options vary from hotel rooms to Suites, or private and secluded home on property.,[object Object]
Creating Value,[object Object],[object Object]
BENEFITS: The advantage the Caller receives from a feature helps the Caller understand why he would pay more for this room or package than another. Benefits allow the Caller to envision what is being described.  Customers base their decision to buy on benefits, not features.  This can only be done if we know what is important to them, so we need to ask qualifying questions.
VALUE: A product has value to a customer when the benefits meet the Caller’s needs/wants.  Value is seen only if the benefit has MEANING to the Caller (i.e., Qualifying is mandatory).We spent all this money to make the phone ring, now you MUST take the time to try and make the sale.....,[object Object]
Creating Value Examples,[object Object],FEATURES,[object Object],“We have a complimentary shuttle with the best mountain view location only minutes from town.”,[object Object],“All of our accommodations are spacious and some have kitchenettes.”,[object Object],BENEFITS,[object Object],“We have a complimentary shuttle for easy access to the Town of Anywhere and the Ski Resort which would make it convenient for you and your family to get to the slopes.”,[object Object],“Some of our accommodations have a kitchen or kitchenette which is convenient when you want to eat in after a long day of skiing.”,[object Object],VALUE,[object Object],	The Caller perceives a greater value for the price of the accommodations  if convenience and flexibility are very  important to them. ,[object Object]
Benefits Depend on Qualifying InformationExercise,[object Object],Let’s practice.  Sell the following features as benefits:,[object Object],Cliffside mountain view hotel ,[object Object],A three-bedroom house to a family,[object Object],A standard hotel room for two people,[object Object],Proximity to the town and ski resort by shuttle,[object Object],Discounted ski rental through The Hotel partnership with Rental Shop,[object Object],Our goal: Create a Win-Win Sale!,[object Object]

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Reservation Training

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  • 13. “How many are in your party?”
  • 14. “Are you familiar with our hotel?”
  • 15. “Have you stayed here before?”
  • 16. “Have you stayed in Anywhere before?”
  • 17. “Is there a certain location or quality level you are looking for?”
  • 18. “Are you coming with your family or as part of a group?”
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  • 25. BENEFITS: The advantage the Caller receives from a feature helps the Caller understand why he would pay more for this room or package than another. Benefits allow the Caller to envision what is being described. Customers base their decision to buy on benefits, not features. This can only be done if we know what is important to them, so we need to ask qualifying questions.
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