The hospitality and hotel business is confronted with enormous challenges. Millennials are becoming more influential in terms of purchasing power. In addition, competitors in today’s “sharing economy” (like Airbnb) are completely transforming the sector. With changing travel priorities, “value” is now assessed by the total “experience” of the guest (not by hotel amenities alone).
As a result, the hotel business is scrambling to adapt to changing consumer expectations and behaviors. Spectacular online 3D tours and virtual reality are quickly becoming the standard, making the tourism and executive travel industries more competitive than ever before. In addition, hotels are dealing with substantial workforce turnover and are finding it difficult to maintain favorable reviews. And the recent Covid-19 pandemic and the lingering fears and restrictions on travel has had a major influence on the industry as a whole.
That’s why Pearl Lemon Sales has created bespoke hospitality and hotel sales training programs to equip hospitality sales teams and reps with the knowledge and skills they need to sell through the industry’s specific problems, such as how to assist customers embrace change, reduce risks, and increase profits. Our tried-and-true hotel sales training methods teach modern travel and tourism sales approaches that get results!
The last few years have presented challenges for hotels the likes of which most hoteliers have not experienced before. With hiring and retaining staff increasingly difficult, and maintaining the safety standards that the Covid-19 pandemic have led many travelers to expect (and some government bodies to mandate) along with heading off the competition that the likes of Airbnb presents, it’s all too easy to overlook the importance of a strong hotel sales strategy.
However, as a hotelier, your biggest nightmare is walking through the corridors of your establishment and seeing that rooms are vacant. There’s a melancholy calm in the air that’s not only indicative of a quiet time, but also of a failing business. To prevent this from happening at any time of year – even during the slower travel season – you must implement sales methods that will increase business and bring in more guests on a consistent basis.
The first and most obvious reason to increase hotel sales training is that it will increase income. You can provide visitors with the service they expect while also moving the hotel ahead in the future with more revenue on hand. There are a lot of ways a hotel can score over both Airbnb and its direct competitors. But, you must have a skilled sales team that can sell rooms before you can dabble in additional packages, add-on excursions, or luxury upgrades that will impress more guests.
Another, often overlooked, reason to prioritize hotel sales training is to ensure that customers receive the experience they anticipate. A hotel that is empty or nearly empty does not give guests a positive impression. You want to be able to sell as many rooms as possible so that you can generate a dynamic, charismatic atmosphere for your visitors that they are looking for.
Even if you are lucky enough to have been able to maintain a solid sales team for a while – which an increasing number of hotels cannot – the changes in the hospitality industry have left many salespeople unsure of just how to successfully sell those rooms in a time that has changed almost every aspect of travel.
Hotel sales training that’s current, engaging and tailored to meet the specific challenges your establishment is facing – the challenges faced by a small independent hotel are very different to those faced by a larger establishment that may be aligned with a chain brand – can be used to help your sales staff understand what’s changed, and how they can change what they do, and say, to keep up, and keep your occupancy levels high even if other competitors are still struggling.
At Pearl Lemon Sales, we offer hotel sales training programs that don’t just cover the basics of selling – a season sales staff already understands those in most cases – but also specifically addresses the new selling challenges and offers training and knowledge in a variety of areas that will help hotel sales staff better connect with the potential guests they deal with.
Using our customized sales training program, we assist hotel sales professionals in developing value-based sales solutions that benefit their travel sector customers through our bespoke hotel sales training concept.
Our hotel sales training stresses how asking insightful, open-ended questions paired with active listening empowers sales representatives to build and sustain long-term, profitable customer relationships that will extend beyond a one-off booking and create a long-term guest relationship that sees guests return time and time again.
We also teach sales teams how to develop excellent sales planning techniques to and thoroughly research the business and organization of a corporate client, as well as the demographic tendencies of each class of consumer hotel guests.
Our hotel sales training educates reps on how to gather knowledge, better understand, and anticipate the demands of their prospects, so that they can formulate the right answers ahead of time without the need for a script, to ensure the kind of friendly, flexible discussion that engages and persuades people to choose your hotel over others, rather than offering and unfriendly hard sell.
Implement sales opening methods that will pique customers’ interest and dazzle even the most enthusiastic of travel buffs. At every stage of the selling process, we emphasize the significance of having data-informed, fact-based sales discussions. But we also urge travel and tourism sales reps to ask those leading discovery questions. Then attentively listen to learn about the customer’s unmet requirements and anxieties.
The success – and maybe even the survival – of your hotel depends on making room sales.
Contact us today to learn more about how Pearl Lemon Sales’ expert led hotel sales training programs can help you secure a bright and busy future for your hotel.