If you manage a hotel or are new to owning a property, it doesn’t take long to recognize that the hotel sales position is one of the most integral parts of a hotel’s success. The sales manager is responsible for generating room nights and increasing revenue during peak times plus building demand during the slow seasons.
This can be a challenge for even the most seasoned sales managers. The process takes a considerable amount of strategic planning, creativity, and forward-thinking to balance meeting sales goals while skillfully representing the hotel.
In this fluctuating environment, it is important to keep in mind that sales is a learned skill. An effective sales manager should be able to produce results despite hotel challenges and market conditions. This is accomplished by practicing a few habits for sales success.
Know Your Hotel and Your Competition
For sales efforts to be effective, you need to know the features, benefits, and weaknesses of your hotel as well as those of your competitors. For example, can you offer concessions like free breakfast, airport transportation, or a one-bedroom suite to give you that competitive edge? Superior sales managers understand the hotel at all levels and how to get creative and outshine the competition.
Be Open to New Technology
There are many ways to reach your end goal of driving occupancy. Successful sales managers try new strategies and the latest technology for reaching their target audience. Test drive new forms of social media to help reach your potential guests. Consider trying sales engagement platforms to help you create email templates and email blasts to reach multiple people at once. It’s also key to consistently review your strategies and question the best ways to spend your time.
Have Integrity and Authenticity
What separates the average hotel sales manager from a successful one? Integrity. Clients respond to genuine people with a core attitude of wanting to help, whether they get the sale or not. Be sure to always do what you say you will. You’ll want to develop a style of authenticity that builds trust, so your clients know you have done your best for them. It also assures them if any problems arise with the booking, you will be there to return their calls promptly.
Listen For Details
You may have heard the phrase, “Be interested, not interesting.” An enthusiastic attitude about your hotel is key, but before jumping in right away with all the features and benefits of your hotel, listen to what your clients’ needs are. Knowing how you can accommodate your clients’ needs will help you gain the edge over the competition. It’s important to ask probing questions and gather information to confirm if you are the right fit. You can never ask enough questions. This is vital in anticipating future needs—something all clients appreciate!
If you are looking to find wins in the competitive market of hotel sales, adopt these habits daily. Committing to a new behavior takes time and practice. Start by initiating one new strategy at a time and celebrate your small successes.