Listen Carefully

Your phone rings because a prospect wants something. You need to give them what they want but you can’t find out what that is unless you listen very carefully. Let them do 80 per cent of the talking.

Ask Questions

Ask open-ended questions beginning with what, why and when. Wait for a response and then tailor your next question. If the caller identifies some problem they have (e.g. a bad back) you have a great opportunity to mention your orthopaedic mattresses.

The most difficult call to handle is someone who just asks your price, particularly if they do not know your hotel. If you give it to them you have undermined your ability to compete on value. You need to again ask open-ended questions such ‘What type of room are you looking for? or ‘What type of features are you expecting for your weekend break?’ Any question that allows you to establish your value proposition.

If a caller is ringing in response to an advertisement you could ask open-ended questions such as ‘What caught your eye in the ad?’ or ‘What prompted your call?’ Or any question to start a dialogue and show that you are interested on their response.

Automation

The hospitality business is a people business, so I would never recommend an automated answering service. However, if you can’t or don’t answer the phone 24/7 make sure that you have a good message-taking service. This can either be a machine that you control or a divert service with operator response. If you go the answer machine route, do make sure that the message is really upbeat and enthusiastic and that you do respond just as quickly as you can.

Outgoing Calls

We have said that the telephone is a powerful tool, but don’t try to get it to do too much. Limit your objectives and you will feel more successful. There are around 220 days in the year when you can make calls. Just one a day can make a difference.

The number of calls you need to make depends on the size of your hotel, the needs of the business, the potential room nights/ meetings from each client and the number of calls you need to make to generate a client.

Reason Why

Be very clear about what you are trying to achieve. If you are calling a prospective corporate account it is highly unlikely that you are going to generate room nights from the call (they don’t know you, they haven’t seen the product, they are quite happy etc): it is just the start of a relationship.

The reason for your first call is only research to find out the right person to contact. Your second call is to see if they are interested in your hotel as a potential supplier. Your third call is to invite them to view your hotel or for you to visit them. And so on as the relationship develops.

Be Prepared

Always be prepared. Look at the company’s website, drive by their office so that you can visualise the location and know what they do. You can get some of this information from the ‘gatekeeper’ or from the internet.

Getting Past The Gatekeeper

You must always assume that the gatekeeper (any person between you and the prospect) is an important individual, give them respect and try and make them your friend. They are often subject to a lot of hostility so you being nice to them may make a change. The most powerful question to ask a gatekeeper is ‘please can you help me?’ Always take the opportunity to acknowledge the importance of the gatekeeper. Keep your introduction short and ask to speak to your contact. If you have sent a letter prior to your call you can claim to be following up a sort of ‘relationship’.

If the target is unavailable, you need to find out the best time to call and then when you call back you can say ‘Hi, you said I should call back&’. Always assume that no one will call back and you won’t be disappointed.