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Qualifying Recommendations
Poor qualifying overall
#1
We recommend that the manager expand her use of open-ended questions in order to uncover as much
information as possible. In doing so, she will develop rapport with the caller and will find it easier to lead into a
customer-focused presentation. Questions we suggest the manager ask in the qualifying stage include
establishing the caller’s
familiarity
with the hotel and asking about
features that are most important
. Once the
buy factors have been discovered, the manager will be able to launch into a presentation that relates why her hotel
is the best choice for the event. Manager can also ask who will make the final
decision and when
. The manager
will then be able to follow up at the correct time and be sure the correct individual is receiving the follow-up.
#2
In order to fully qualify the account, we recommend Manager ask more open-ended questions to find out about the
booking. Examples of questions we suggest she ask include
what Caller is looking for
in a hotel, what
business
the company is involved with
, if a
budget
has been established, if the caller is
flexible with the
meeting dates
and when a
decision
will be made. In asking about the caller’s buy factors, Manager will be better
able to lead into a customer-focused presentation. After determining the time frame the caller is working within for
finalizing the meeting plans, she can establish an action plan for follow-up. Uncovering if Caller is flexible with the
dates allows the manager the opportunity to immediately confirm other dates in the event Caller’s first choice is
unavailable.
#3
Manager made good use of open and closed probes to determine the basic specifications of the meeting.
However, we have a few recommendations to better identify the customer needs which will enable the manager to
sell directly to those needs. It is beneficial to take a moment to uncover what the caller's
buy factors
are. This
very important information can then be used when presenting the hotel. We also recommend that the manager
determine
who will be involved in deciding
on a hotel. This way Manager can ensure they follow through with
the appropriate people. Lastly, by determining
date
flexibility
during the initial qualification, the manager will be
able to check alternate dates immediately if the preferred ones are unavailable. In addition, this knowledge is
useful to have when negotiating, as moving dates can be a potential option.
#4
In the future, the manager may want to expand her use of open-ended questions when qualifying the call.
Knowing the group’s ability to be
flexible with the dates
, their
booking history
and their
familiarity with the
hotel
will allow the manager to better understand the group’s wants and needs. Uncovering their flexibility with the
dates will enable the manager to check additional dates, should the preferred dates be sold out, without having to
re-check with the caller. Alternative dates may also be offered to the caller should the group be price sensitive,
allowing the manager to sell a lower demand time period. Asking about the group’s booking history will reveal the
caliber of the hotels used in the past and the rates paid. Determining the caller’s familiarity with the hotel will let
the manager know how extensive the presentation should be when relating the hotel’s amenities. Establishing the
time frame for the decision and who the decision-makers are will enable the manager to follow up within the
appropriate time frame and with the correct person. Valuable information uncovered during the qualifying portion
of the call assists the manager in leading the caller through a well-defined sales process.
#5
Manager was successful in securing the necessary information needed to check availability. To enhance her
qualification, Manager may consider probing Caller for all details regarding the function before proceeding to the
next step in the sales process. This would include uncovering Caller’s
buy factors
, the group’s
budget
parameters and the
decision making process
. By determining when the decision is to be made, and by whom,
Manager can be sure to follow up with the correct person within an appropriate time frame. Knowing the budget
prepares the manager for possible rate resistance and may provide an opportunity for upselling. Once Manager
ascertains the Caller’s buy factors, she can formulate a benefits-driven presentation that directly corresponds to
the group’s identified wants and needs.