Building a Guest-Centered Sales Culture
By Mike Paton Senior Vice President, Signature Worldwide | June 15, 2010
To capture a bigger share of the market, your employees must focus on delivering more bang for the buck than your competition. Otherwise, guests decide where to stay primarily based on price and location. And that means you're nothing more than a commodity to most of your customers.
Hotels with a guest-centered sales culture outperform competitors by building more value into every guest interaction. When your sales and service team is dedicated to providing a special experience for each traveler, you create preference and loyalty with your guests. And that helps you fill your hotel at a higher rate.
Sounds simple, right?
Anyone who's tried to build and maintain a sales culture knows it's not easy. But in working with more than 5,000 companies since 1986, we've found that it can be done by following three basic steps:
Use the Right Glossary
The biggest obstacle to getting your associates focused on selling is emotion. Many employees so dislike the idea of selling that they actively avoid it. You can help your team overcome that fear with a better definition of the task.
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