Sample Suggestions & Feedback

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.

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