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#6
Poor qualifying Family Reunion...
In qualifying the business, we recommend the manager ask both open and
close ended questions. First, we suggest Manager inquire
if the family gets together each year
and, if so
where
.
This will help in developing rapport plus give the manager an idea of the caller’s expectations. Manager may then
inquire as to what is important to the caller and the guests that will be visiting. In uncovering this information, the
manager will establish the
buy factors
and be able to underscore the appropriate features and benefits during the
course of her hotel presentation. She could also determine the group's
rate expectations
and the
decision
process
. By uncovering this information, the manager will know if she is quoting in the price range acceptable to
Caller and be prepared for possible rate resistance. Manager would also be able to establish an
appropriate time
to follow up
on the inquiry.
#7
Poor qualifying Catering...
We suggest the manager ask open-ended questions in order to obtain information
about the booking. Questions we recommend she ask include if the caller is
familiar with her hotel
, what is she
looking for in a property
and if a
budget
has been established. In asking these questions, Manager will be able
to formulate her presentation around what was uncovered and present menu options which reflect what Caller is
looking for. Knowing the budget will alert Manager as to whether Caller is interested in a standard menu or if she
is receptive to an upscale affair. Manager may also inquire
when the decision
will be made
and who
will make
the final decisions. In doing so, she will know the best time to follow up and with whom.
#8
Poor qualifying Tour Group...
We suggest the manager ask a mix of open and closed-ended questions to find
out as much as possible about the account. Uncovering the
reason for the group visiting
the area, as well as
their
buy factors
, would assist her in the presentation offered later. So that the manager can follow up effectively,
we recommend that she establish the
decision date
and ask if the caller is the
decision-maker
. It is also helpful
to probe for the group’s
budget
. This would enable her to know if her property would be “in the running” and
prepare the manager for possible price resistance.
Presentation Recommendations
#1
Not being proactive in presenting…
To make the presentation stronger in the future, it is recommended that
Manager
proactively sell
the hotel’s
features and benefits prior to quoting pricing
. By doing this in a
complete manner, Manager can solidify the price-value relationship and possibly avoid any objection related to
price. Manager may consider
expanding upon her answers
to provide a more detailed description of the hotel’s
offerings. For example, when providing menu options, offering a brief description of the function room ambiance,
level of service, and quality of food would be appropriate. As a result, Caller will have a better idea of the options
that can be considered.
#2
Brief presentation…
The manager was able to offer space, dates and rates. The presentation, however, was
quite brief. This stage of the sales process could be improved upon by taking a little more time to present. We
suggest that the manager uncover
what is most important
to the group and then present the hotel’s
features
and corresponding benefits
which will meet these needs. By tailoring the presentation and making it interesting
and persuasive, the manager will be more effective in selling the caller on choosing his/her hotel. In the future,
offering a comparison of her hotel versus the
competition
is suggested. By comparing the features and benefits
of the (caller’s hotel) to (competitor hotel), Manager can take the opportunity to convey why his hotel is the best
choice for Caller’s group.