国际酒店前厅部接待员推荐销售技巧提高房价收益培训 Upselling (v).doc

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1、Four Points by Standard & Procedure标准与程序Position: Reservations Sales Agent职位：预订部销售文员Department:Front Office/ Reservation Dept Head. 部门：前厅部/预订部部门经理：GM Approval: Zhang LeiDate: 15Jun, 2006总经理批准：日期： Task: Upselling Code: RM-RES-P100任务：促销序号： RM-RES-K100Standard:All Reservations Sales Agents will up sell

2、 to higher rate rooms wherever possible and look for opportunities to sell other hotel services and facilities.标准预订部销售文员应寻找一切机会高卖房间及酒店的其他服务。Procedure:Skills of Up Selling1. Identify sales opportunities from incoming calls.2. Understand the needs of booker.3. Build rapport with booker.4. Describe the

3、 benefits and features of every available room category in the hotel.5. Offer an appropriate room category that matches the needs of the caller.6. Recommend room features clearly and confidently.7. Obtain the commitment of the caller to book the reservation.8. Track your conversion and upselling res

4、ults.Improving Caller SatisfactionGood service opens the door Because unless we provide courteous and efficient service, customers are unlikely to listen to us when we start to sell.Upselling by Category Our goal is not always to sell the suite, but to upsell one certain room category. Each category

5、 is priced higher than the one below it based on certain differences between them,Using the OBF (objectives Benefit Features) Framework to Upsell The key to upselling is to be able to convince the caller that the higher category is worth the price difference. To do this, you need to show the caller

6、how he or she will benefit more in the higher category room. The more specific and descriptive you are, the more convincing you are.Understanding Buying Needs Because your time to upsell is very limited, you must choose which features and benefits to tell the customer. You will develop the ability t

7、o listen carefully for customer needs and then use only advantages and benefits appropriate to those needs.Guest needs including follows: 1) Comfort 2) Social 3) Prestige 4) Security 5) Convenience Hotel Inspection we should make a detailed inspection of hotel. Although you are already familiar with

8、 room categories and features, we are going to look at them with new eyes. We will be using OBF (Objectives Benefit Feature) to note down in detail the difference between the categories.Elements of sellingTuning In Pacing and mirroring, In addition to the basic customer satisfaction skills, another

9、good way to create rapport with a caller is using pacing and mirroring. This technique involves noticing how the person is talking and mirroring their style. When we talk with caller with appropriate tone, volume and speed. Exploring Needs We must ask question to exploring guest needs such as: purpo

10、se of trip, for business or leisure, whats important to them in choosing a hotel.Matching Needs After you have successfully tuned in with the caller and explored his or her needs, the next step is to match the callers needs with the appropriate features and benefits your hotel can offer.Adding Value

11、 to the TransactionA good salesperson always looks for opportunities to sell a client something additional. If the hotel offers executive floor, make sure your guest understands the added value of that too: privacy, security, intimacy, perhaps a breakfast, and an extra level of service and prestige

12、that makes the hotel guest feel special. Before you upsell, you should be personally convinced that the added cost truly provides an incremental benefit to your clients experience.Classic Closes Sensory, Reassurance, Testimonial The Choice Close Would you like a suite or a deluxe room?The Scarcity C

13、lose Demand is heavy this year for Shenyang.The Urgency Close This Particular rate expire on May 15th.The Assumptive Close Just act as if youve already reached an agreement.The Sensory Close Now just picture yourself at this hotels huge pool, sipping a pineapple rum drink. Travel after all is intang

14、ible: you are selling impressions, feelings and dreams as much as physical reality.The Reassurance Close Assure your clients that they will enjoy perfect comfort, with reliable service, close to the desired attractions, and the freedom to select from a variety of facilities and services that the hot

15、el provides.The “ You Deserve it “ Close youve done careful job recommending, youve tried to upsell the executive floor or even a suite. Now tell her “you deserve it” because she probably does.The Testimonial Close Relate experience at the hotel youve garnered from other clients, or perhaps point ou

16、t a favorable notice in one of the rating systems or guidebooks youve been consulting.Difference between business and leisure travelerBusiness guest They are paid by company. Their time is not flexible. Most of them are senior management, who may need meeting room.Leisure traveler They pay by themse

17、lves. Their time is flexible. They need hotel to provide sightseeing service, and they may need connecting room.程序： 促销技巧1. 能够识别那一个电话代表销售机会2. 了解客人的需要3. 与客人保持良好关系4. 能够描述出酒店每一种房型的特色和对客人的好处5. 选择出最适贴近客人需要的一种房型6. 清楚自信地向客人推荐最适合他的房型7. 获得帮助客人认可，帮助客人订房8. 跟踪谈话和促销的结果。提高客人满意程度好的服务为你打开一扇门- 除非你可以为客人提供礼貌有效的服务，客人一般不

18、喜欢我们向他推销产品。按照不同房型促销- 我们促销的目的不仅仅是促销套房， 也可以是销售更高一级的房型，每一种高一级的房型都会比其下一级型价格高出一些，而且设施上也会有所区别。用目的，利益和特色框架来促销 -促销的关键是你能够使客人确信他能从多付的钱中获利，作这件事时你应向客人展示他如何从高级的房型中获得好处，你描述的越具体详细，你会越自信。了解购买需要 - 因为实际上你促销的时间是非常短暂的，所以你必须选择选择最贴近客人需要的特色和利益，你要发掘出能听出客人需要的能力，并找到酒店最具代表性的特色去迎合客人的需要。客人的需要包括：1)舒适 2) 社会性 3) 声望 4) 安全5) 方便酒店巡查

19、 - 我们要仔细的查看酒店，我们知道你已经非常熟悉酒店了，但这一回我们要用一种暂新的眼光去看，我们将使用目的，利益和特色仔细记录不同房型间的区别。销售元素 和谐 同速和迎合， 除了基本的令客人满意的服务技巧之外， 另一个培养良好关系的方法是同速和迎合。这个技巧是注意客人说话的风格并采取与客人一致的方式，即当我们与客人交谈时用与客人一致的语调，音量和语速。挖掘需要 - 有可能的话问客人一些问题挖掘客人的需要如：旅游的目的， 商务旅游还是休闲旅游，选择酒店最重要的因素。迎合需要 - 你知道了客人的需要并与客人建立了良好的关系下一步就是用最适合客人需要的特色和设施来为客人提供服务。附加价值一个好的销

20、售人员总能找到机会向客人销售一些额外的东西。如果酒店为客人提供豪华楼层服务要确认客人知道他所得到的附加价值如：安全，保密，舒适，也许附加早餐，高级别的服务，住在这个楼层的客人会有不同的感觉。当然在你促销之前你应该自信，客人所附加的钱一定会给予客人物有所值的体验。建议使用的结束语选择结尾 - 您喜欢定一间套房呢还是豪华房呢？不足警告结尾 - 沈阳这段时间住房很紧张。催促性结尾 - 这个特殊价5月15号就结束了。假设性结尾 - 假设你已经得到了客人的允许。感觉性的结尾 - 现在假设你正畅游于酒店巨大的游泳池内，啜饮着菠萝琅坶酒。当然所有这一切是看不到也摸不着的：你是在销售一种与现实尽可能接近的印象

21、，感觉甚至梦想。让客人放心的结尾 - 向客人保证他们会得到完美的享受，值得信赖的服务，离酒店很近的理想的景点，自由选择酒店提供的各种服务及设施。“你买得很值”的结尾 - 你已经作了细心的推荐，你已经促销到豪华楼层甚至套房，现在你可以告诉他“你买得很值”，因为事实的确如此。证明性的结尾 - 介绍其他客人已经经历的相关经验，或者可以指出某些评估系统或指南已作出的介绍。商务客人与休闲客人的区别商务客人 - 公司付费，时间固定，大多数人属于管理层，可能会使用会议室。休闲客人 - 自己付费，时间灵活，要求酒店提供景点信息服务，可能会使用连通房。Printed on: 07/25/226d5411679237ce062474b3f7a5136366.docPage: 4 of 4