I thought this week it would be very important to go through with you an issue I had with one of my clients last week. This was a new client in the hotel industry. They were calling companies to try to book multiple nights and meeting rooms at a corporate rate. The industry in highly competitive and they were struggling to get the prospect to listen to their offering.

This is what they were saying Hi Mr…. My name is Helen from……hotels we are one of the largest chains in the uk offering very low rates .Would you be interested in getting a quote?

I am sure you would all agree that this is a great way to get a NO very early in the conversation. Other openings were the following “I just phoned to see if” or “sorry to trouble you” or “have you got time to speak”.

Let’s be honest who cares how big they are. The customer is thinking why should I listen and what’s in it for me. Let me tell you the changes we made.

These openings were designed by someone who hated sales calls. It’s very clear that if you use these you will fail. Just make sure that you have a clear objective and a strong opening.

DON’T DOWNGRADE WHAT YOU DO

• Reason and purpose for call. The reason we are calling has to be very clear in the customers mind very early in the call.
• Benefits to customer. He feels in control and understands your objectives
• Benefits to you. It retains control it shows the customer you understand his needs or would like to understand his needs (use third party proof)

He will join in by understanding clearly the reason for and nature of your call.

EXAMPLES OF STRONG OPENING STATEMENTS ARE;

“Good morning, I am with ***** Hotels. We specialise in making your peoples travel and hotel accommodation needs, easy great value and give you the peace of mind that everything is being handled in a professional manner.

Now at this stage I do not know if we can help you so can I ask what arrangements you have in place now for hotel bookings.”

We now are in control, the customer has a reason to listen, he clearly knows not only what’s in it for him, but also the PAIN of not using us.

FOLLOW UP:

“Good morning ****** it’s Brian here from ***** hotels. How are you? Great the reason I was calling is that when we last spoke you expressed a great interest in booking rooms at a very advantageous rate, I’m sure you are aware that London is getting very busy at this time so I was phoning very simply to check what your needs will be for the next six months?”

SHUT UP AND LET HIM TALK

Please note we started the follow up call with a reminder of what was previously discussed rather than the usual and very tiresome. Did you get my e mail?

Oh, my god does anyone really believe the customer will say, Oh yes and I want to buy!

Please remember you are in control of your results it is not always easy and nothing works all the time, however with excellent practice and determination our client improved conversions in one month by a staggering 25%.This was solely due to the incredible attitude of the management and the people to go for it and not give up until they got it right,

More to follow next week the subject is the lazy sales guy

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