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25 Confidential. For use by Hospitality Softnet Staff only
Sold Features and Benefits of the property, must do X features and X benefits:
Features are “things” the hotel offers, and they can be tangible or intangible. Examples of this could be quiet
meeting space, spacious rooms with work desks, complimentary internet access, friendly service, business
center, etc.
A benefit statement is what a feature does or means to the customer. It answers the question, “So what?”
Why does the caller care that the hotel offers the items? Below is a list of feature and benefit statements to
see how they work together. A good clue is if the word “so” is used after a feature is mentioned.
“We have a complimentary breakfast each morning so this is a nice cost savings for your guests.”
“We have a complimentary breakfast each morning so you do not have to leave the hotel.”
“Our rooms have desks so your guests will have a comfortable place to work.”
“Our quiet meeting space ensures your attendees can concentrate, and your meeting will be successful!”
For a Yes on this question, the manager must use the correct number of each. This is an all or nothing
question. If they mention enough features, but not enough benefits, this is still a no.
Manager addressed the caller’s Buy Factors:
To earn this point, the manager must select specific features and benefits to mention that address the buy
factors that they should have uncovered earlier in the call. For example, if the caller revealed that it was
important and a deciding factor for the group to be able to concentrate due to reviewing a lot of material, and
didn’t want to be interrupted, discussing the quiet meeting space would earn the point, a free daily
newspaper would not.
If buy factors were not uncovered, this is rated No.
Manager offered Presentation before quoting price:
The manager must describe features prior to quoting a price, versus leading the conversation with the price,
and then providing a description. The order in which the call unfolds is important here.
Attempted to creatively present the hotel by asking the caller to go to the hotel's web site live while
on phone so the site could be used as a tool:
It is a Yes or No based on if the manager did or did not do this step. It does not matter when it happens on
the call, simply if the manager did the skill. Offering to send a link to you in a proposal or giving you the
website address without asking you to view it live while on the call will not earn points.
Attempted to Upsell:
There are different ways they can upsell, or obtain extra revenue for the hotel. They may offer information
on the suites, offer to book a Welcome Reception, offer upgraded coffee breaks or tell you about higher
priced food or beverage item. They may also ask if you would like to place special amenities, such as a fruit
basket, in your VIP’s rooms. Typically an upsell item is an additional item available for an additional charge
OR a choice between two price points (for example a standard room, or ocean view rooms for your group a
two different price points).
Asked if other facilities were being considered:
Manager must learn the names of the competing hotels from the caller. If Manager assumes without
confirmation from the caller, this will be rated No.
Demonstrated Knowledge of the Competition:
The names of the competitors must be uncovered and the manager needs to show familiarity with one or
more to earn a Yes rating. Showing knowledge could be by saying "Oh, the Hyatt is located on the same
street as we are." or "I previously worked at that Marriott, it is a nice hotel."
Attempted to sell against the competition in a proactive manner:
The names of the competitors must be uncovered. Then, Manager will need to make comparisons between
his hotel and the named competitors to earn a Yes rating.
Did not speak negatively about competition in general or on the specific competitors identified:
For this question the name(s) of the competitors do not need to be uncovered. Manager may earn a Yes
rating by speaking about the hotel's competition in general. For example "We are far above any other hotel
in this city when it comes to food quality." They may also earn a Yes rating by speaking about the named
competitors. An example of a negative comment which would earn a No rating might be "The Marriott is
know to be old and tired and from what our client's tell us, somewhat smelly."