Selling Strategies in the Hospitality & Tourism Industry Video

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  • 0:03 Hospitality Sales Strategies
  • 0:44 Steps to Successful Selling
  • 4:47 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Understanding the steps to effective selling can enhance your efforts in the hospitality and tourism industry. In this lesson, you'll learn more about selling strategies, from prospecting to following through after the sale.

Hospitality Sales Strategies

Sales strategies in the hospitality field are not much different from selling in other industries. Take Marc, for example. Marc is the proprietor of a small boutique hotel just outside of Denver. Previously, Marc owned other small businesses, including a popular breakfast cafe and a well-traveled used bookstore. In each role, Marc understood the importance of adapting his product to fit the customer's needs. However, he used the same formula to achieve success regardless of the item being sold - be it hotel rooms, croissant sandwiches, or popular book titles.

Let's take a look at the steps Marc uses to sell his way to success.

Steps to Successful Selling

Prospecting

First, before you can ever sell, you have to know who you're selling to. This is the step called prospecting, that is, identifying the people who may be interested in what you have to offer. Prospecting can help you discover leads that can move from potential customer to actual customer.

For example, a hotel trying to sell a spring break package might identify prospects at college campuses within a 100-mile radius. Focusing on your best prospects can help boost your sales. The better your list of prospects, the better you stand to perform in the sales column.

Qualifying

Now that you've identified people you believe to be potential prospects, the next step is to qualify them as legitimate prospects with some additional information. Qualifying typically requires the asking of particular questions to see if your product is a good fit for a potential customer.

If you're marketing honeymoon packages at a trade show, a good question to ask might be, 'What is the date of your wedding?' If there's no wedding date set or customers are simply browsing for ideas, they probably are not a good fit for a honeymoon package. By gathering the right information, you can avoid wasting time on individuals who are not prospects after all.

Presenting

Next is making a sales presentation, which involves a large amount of planning and preparation. You've done your research, asked the right questions, and now you're making your sales pitch. By tailoring your presentation to an individual customer, you stand a better chance of earning his or her business.

For example, if you're hoping to earn the business of an area non-profit organization looking to host its first fundraiser, it would be important to understand how many people they're trying to accommodate, whether they need hotel rooms in addition to meeting space, and what type of event they're planning. Armed with the right information, you can present a sales pitch that identifies solutions to your customer's needs. Be prepared with all the necessary materials as well, including brochures, financial figures, testimonials, and photos or a guided tour.

Overcoming Objections

You'll also have to overcome objections. Inevitably, customers will listen to your sales pitch and think of at least one objection that stands between them and a 'yes.' Look at objections as opportunities to listen to your customer's concerns and identify unique solutions that only you can provide.

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