Overcoming Objections
What is your biggest fear as a sales person? Is it hearing "no?" Don't
let it be. Every time you call on a client, you have a chance to learn
something about him. It is not the "no" that matters most, but the
information you glean after the "no," whether it is about your hotel (i.e.,
how it can improve), his company's needs (and how you might later
meet them), and / or what you need to do to book him next time.
It sometimes seems that objections are mini-tests that clients give,
doesn't it? As if they are thinking to themselves "I wonder how much
she wants my business? Will she hang up immediately if I put her off
slightly?" I am convinced that most clients can be "talked into" telling
you what it is they are looking for in a hotel product. You may or may
not be able to fit that need, but you can find out and keep them on your
call list if so, and make room for another prospect if not!
Let's go through some objections hotel sales pros may hear, with
some of the responses you may want to give:
"We aren't planning any meetings right now."
"I understand! When is the next time you will be looking for a
conference hotel in Dallas?"
"We always use the ABC Hotel and are not looking to change."
"That is a nice property. Would you keep us in mind as your second
choice if there ever comes a time when they cannot accommodate
you?"
"We had problems last time we stayed at your hotel."
"I am so sorry, I did not realize that. Please tell me what happened,
and I will be happy to look into this and let you know what I find out."
(Then, depending on what the problems were, confer with your
General Manager to see if a special rate to try and get them back is in
order)
"Your prices are too high."
"I know you have a specific budget - would it help if we can include a
Continental breakfast for your first meeting? Or, if your dates are
flexible, we could go $10 lower for a Monday arrival."
The point is to be persistent in finding out if the client's needs and your
product are a match. Asking questions, even when they result in
objections, is the only way to find out why some clients are not booking
at your hotel! If you never get to hear their objections, you are not giving
your property the opportunity to fix whatever is lacking. Welcome your
customer's objections for what they are -- chances to learn what the
guest sees and experiences, and to move up from there, for the benefit
of all visitors.
One last point about overcoming objections -- you must know not only
your property inside and out, but those of your top competitors. There
will be times when a client is waffling between your hotel and another
property, and she will tell you that. You never, ever, ever want to insult
another property or sales person - however, you can say "I understand
why you would like that hotel, they have a beautiful lobby. However,
we can provide much more flexible meeting space, since we are the
only hotel in town with an 8,000 square foot ballroom, as well as the 30
king bedded rooms you requested, and a complimentary Jacuzzi
suite for your planner." You have not made a single disparaging
remark, but you pointed out the components where you know you will
have a competitive advantage. The only way you can do this is by
knowing exactly what your competitive set offers and exactly what they
cannot, so that you can play up your own advantages.
Want more? For overcoming objections during cold calls, see Stan
Rosenzweig's article, Top Ten Reasons I Won't Buy from You.
What is your biggest fear as a sales person? Is it hearing "no?" Don't
let it be. Every time you call on a client, you have a chance to learn
something about him. It is not the "no" that matters most, but the
information you glean after the "no," whether it is about your hotel (i.e.,
how it can improve), his company's needs (and how you might later
meet them), and / or what you need to do to book him next time.
It sometimes seems that objections are mini-tests that clients give,
doesn't it? As if they are thinking to themselves "I wonder how much
she wants my business? Will she hang up immediately if I put her off
slightly?" I am convinced that most clients can be "talked into" telling
you what it is they are looking for in a hotel product. You may or may
not be able to fit that need, but you can find out and keep them on your
call list if so, and make room for another prospect if not!
Let's go through some objections hotel sales pros may hear, with
some of the responses you may want to give:
"We aren't planning any meetings right now."
"I understand! When is the next time you will be looking for a
conference hotel in Dallas?"
"We always use the ABC Hotel and are not looking to change."
"That is a nice property. Would you keep us in mind as your second
choice if there ever comes a time when they cannot accommodate
you?"
"We had problems last time we stayed at your hotel."
"I am so sorry, I did not realize that. Please tell me what happened,
and I will be happy to look into this and let you know what I find out."
(Then, depending on what the problems were, confer with your
General Manager to see if a special rate to try and get them back is in
order)
"Your prices are too high."
"I know you have a specific budget - would it help if we can include a
Continental breakfast for your first meeting? Or, if your dates are
flexible, we could go $10 lower for a Monday arrival."
The point is to be persistent in finding out if the client's needs and your
product are a match. Asking questions, even when they result in
objections, is the only way to find out why some clients are not booking
at your hotel! If you never get to hear their objections, you are not giving
your property the opportunity to fix whatever is lacking. Welcome your
customer's objections for what they are -- chances to learn what the
guest sees and experiences, and to move up from there, for the benefit
of all visitors.
One last point about overcoming objections -- you must know not only
your property inside and out, but those of your top competitors. There
will be times when a client is waffling between your hotel and another
property, and she will tell you that. You never, ever, ever want to insult
another property or sales person - however, you can say "I understand
why you would like that hotel, they have a beautiful lobby. However,
we can provide much more flexible meeting space, since we are the
only hotel in town with an 8,000 square foot ballroom, as well as the 30
king bedded rooms you requested, and a complimentary Jacuzzi
suite for your planner." You have not made a single disparaging
remark, but you pointed out the components where you know you will
have a competitive advantage. The only way you can do this is by
knowing exactly what your competitive set offers and exactly what they
cannot, so that you can play up your own advantages.
Want more? For overcoming objections during cold calls, see Stan
Rosenzweig's article, Top Ten Reasons I Won't Buy from You.
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The Online Hotel Sales Director
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Friday, 12-Mar-10 09:37:46 PST
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