某酒店前台营销培训.ppt

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Front Desk Sales 前台营销 Check Into Your Secret Sales Force 发掘你潜在的营销力 Workshop Topics 课程主题 Discovering Your Secret Sales Force 发现你潜在的营销力 Six Steps to Successful Selling 成功营销的六个步骤 Selling Strategies 营销策略 Training Your Staff to Sell 员工销售培训 Housekeeping Details 课程细节 Please silent your cell phones 请将手机设置成静音模式 Please refrain from using personal laptop computers during class 请不要在课上使用电脑 Take restroom breaks when needed 需要时可进行洗手间休息 Ask questions & seek clarification 提出问题并努力解决 Contribute to class discussion & participate in activities. 积极参与课堂讨论和活动 Housekeeping Details 课程细节 Lunch 午餐时间 Smoking Area 吸烟区 Emergency Exits 紧急出口 Window of Opportunity 打开心扉，把握机会 Who is the Secret Agent? 谁是“秘密特工”？ Goal: Shake hands and introduce yourselves to as many people as possible. 目标：和尽可能多的学员握手并介绍你自己 Each person you meet, tell them the following about yourself: 从以下方面向别人介绍你自己： Name 姓名 Position 职位 Years in the hospitality industry 在酒店业工作的时间 What motivated you to be here today? 什么促使你今天来参加这个课程 Discovering Your Secret Sales Force 发掘你潜在的营销力 Your Secret Sales Force - increase sales through: 你潜在的营销力－通过以下方面增强销售 Reservations 预订 - Phone inquiries - 电话咨询的顾客 - Walk - ins - 即兴登门的顾客 Handle Objections 应对回绝 Upsell at Registration 入住登记时的“引导式销售” Internet Bookings 网上预订 Six Steps to Successful Selling 成功营销的六个步骤 6 Front Desk Sales Steps 前台营销的六个步骤 1. Use a Planned Sales Approach 应用计划好的营销方法  2. Effective Communication Increases Sales 有效的沟通能够增强销售 3. Hotel Knowledge is Power   理解你的酒店具有强大的力量 4. Determine Guest Needs and Wants -- Sell Features and Benefits  明确顾客的要求和需求－销售特色和实惠 5. Overcome Objections & Close the Sale  克服销售异议并达成交易 6. Create a Great Lasting Impression 树立一个良好持久的印象 1. Use a Planned Sales Approach 应用计划好的营销方法 Know your Customer 了解你的顾客 Customer types 顾客的类型 Customer needs and wants 顾客的要求和需求 Anticipating customer needs when communicating with them 在和顾客交流时预知他们的要求 Be able to describe the value of your product 能够描述出你的产品价值 What type of guest stays at your hotel? 哪种类型的顾客在你的酒店入住？ Can you name them all? 你能叫出他们的名字吗？ What are their needs? 他们的需求是什么 2. Effective Communication Increases Sales 有效的沟通能够增强销售 Communication 沟通 Consists of three parts 由三部分组成 Body language 肢体语言 Tone / inflection 语音语调 Words 措词 我如何帮您？ 55% 35% 10% The Power of Communication 沟通的力量 Tapping fingers 手指敲桌子 Yawning 打哈嘁 Smiling 微笑 Angry 怒气 Distracted by their Kids/family 被孩子和家庭分心 Good Communication Skills 有效沟通的技巧 Use positive words such as - “Can,” “Will.” 使用积极的言辞，例如 “可以”，“会” Never say Never! 绝对不能说“决不”！ Use Professional Language 使用专业的语言 Think before you speak. Avoid jumping to conclusions 思而后言，避免匆忙作结论。 Communication – Things To Avoid 交流 —— 应该注意避免的事项 Interrupting a guest 打扰顾客 Hanging up on a guest 把顾客晾在一旁 Expressing anger towards the guest 向顾客倾吐怨气 Raising your tone toward the guest 跟顾客说话时音调过高 Using profanity toward a guest or within hearing distance of a guest 直接或者在顾客能听见的距离范围内对顾客使用不敬言辞 Tea time! Telephone Skills 打电话的技巧 Reasons People Call 打电话的原因 Make a reservation 预订 Speak to a guest 与顾客交流 Obtain information about your hotel 获取酒店的相关信息 Speak to a representative of your hotel 与酒店代表进行交流 Phone Etiquette 打电话中的礼节 Answer the phone professionally 接听电话专业化 Answer in a timely fashion 按照惯例及时接听 Give individual attention 个性化处理每一个电话 Avoid interrupting the caller 避免打断来电者的话 Use professional language and tone 使用专业语言和语调 - Avoid hotel / industry terms 避免使用酒店特殊用语 - Avoid bad language, slang, or jargon 避免使用不礼貌的话语、行话或黑话 Avoid placing the caller on hold until he / she replies to that request. 回复顾客的请求前不要让顾客一直拿着电话干等 Avoid eating or drinking 避免在接听电话时吃东西或者喝东西 Tone of Voice Makes an Impact 语音语调留下映象 Be upbeat 要乐观 Remember the person calling can tell your mood by the tone of your voice 请记住打电话的人能够通过你的语音语调感觉出你的情绪 Answer each call as if it’s the first one of the day 把每一个电话都当作是一天中的第一个电话来对待 Tips for Effective Telephone Reservations 有效电话预定的小技巧 Offer your name at the initial greeting 在第一问候的同时告诉对方你的名字 Be friendly and professional 态度友好而专业 Build rapport 建立共识 People do not care how much you know until they know how much you care… 只有顾客感受到你的真诚，他才会乐于倾听 Hotel Knowledge is Power 酒店知识就是力量 Things Every Front Desk Agent Should Know 件每一个前台工作人员应该知道的事情 Features of the hotel 该酒店的特点 Directions to area attractions 当地旅游景点的大致方向或位置 Room types and locations 房间类型以及分布 Hotel rate structure 酒店价格构成 What they can / can’t do to take care of a guest 酒店在照顾顾客上能够做什么，有什么是做不到的 5 Knowledge is Power 知识就是力量 Teaching Your Staff Effectively 实际有效地教会你的员工 Orientation 情况介绍 Job aids 工作中的协助 On the job training 工作培训 Pre - shift training 换岗培训 Periodic testing 周期性测验考察 Determine Guest Needs & Wants 明确顾客的需求 Sell Features & Benefits 营销特色 & 实惠 Deliver the Benefits 传递实惠 Needs 需求 What your client requires or desires 你的顾客需要什么，想要什么 Features 特色 The “things” and services you offer 你所提供的服务 Benefits 实惠 What’s in it for the client, his company, and / or their attendees? 顾客及其所在公司或者是活动参与者能够从你的服务中得到什么？ People BUY benefits, not features! 人们花钱是买实惠，不是酒店的特色！ The Benefit Ball 实惠之球 Corporate 法人 Seniors 老年人 Family 家庭 Government 政府 Group 团体 Features and Benefits 特色和实惠 List the features of your property 列出本酒店的特色 Identify how that will benefit the guest 明确这些特色将如何给顾客带来实惠 Decide what market segments that would benefit 明确市场哪些部分能够从中受惠 You may try 你可以试试 Mr. Lee, before I answer that, I need to ask you a few questions. 李先生，在我回答之前，我能问你几个问题吗？ What is bring to you to the area, Ms. Chang? 张女士，是什么把你带到这个城市的？ To understand your need better, Mr. Liu, let me get some information from you. 为了更好的理解您的需求，李先生，请让我从您那获取更多的信息。 Have you stay with us before, Mr. Han. 韩先生，您住过我们的酒店吗？ How did you hear about our hotel, Mr. Yue? 乐先生，您是如何知道我们酒店的？ Will you traveling alone, or bringing your family? 您是一个人，还是带着您的家庭？ Is this the first time to meizhou? 您是第一次来梅州吗？ Overcome Objections 克服异议 Game 小游戏 Participants: 3 volunteers to act as front office staff, the others are customers 参与者 ： 3名志愿者扮演前台人员， 其余扮演顾客 Time : 5 minutes each ,totally 15minutes 时间 ：每人5分钟， 共15分钟 Rules: 规则： 1. The front office staff is selling a service to the customers, and customers are trying hard to single out the various faults of the service , the task is to answer each question in a proper way , even some customers are fuzzy and picky. 前台人员现在要将酒店某项服务推销给顾客， 而顾客则要想方设法地挑出该服务的毛病，服务人员要用合适的方法回应顾客，即使顾客是在鸡蛋里挑骨头。 2. You can select to sell Wyndham Awards, Harbor View Room, Self-service Breakfast… 你可以选择推销温德姆奖励计划， 海港景观套房， 自助早餐… 3. The best one will get rewarding 表现最好的一名参与者将获得奖励 Handling Objections 处理异议 Listen carefully and confirm your understanding of the objection 认真听清楚并且正确理解异议 Clarify / restate the customer’s objection 明确 / 重复顾客的异议 Prepare the customer for your response 准备答复你的顾客 Acknowledge what the customer has said 确认顾客所表达的意思 Respond to the objection 答复顾客的异议 Managing Objections 处理异议 “That’s a particularly busy weekend for us and we will most likely sell out. Can we hold that reservation for you to guarantee you a room?” “现在刚好是我们酒店非常忙的一周，我们快要客满了。我们是否需要为您保留预订，来保证您的入住？” POSTPONEMENT 推迟 “We also have a special package available. For only <amount> more, we can upgrade you to one of our suites and include a complimentary full breakfast.” “我们还提供一个特别套餐。只要再多付<数量>钱，你就可以升级享受套房待遇，并包含早餐。” PRICE 价格 RESPONSE 答复 OBJECTION 异议 To Make the Sale: 为了营销： Plan your rate quoting strategies (Rate of the Day) 战略性计划定价（当日房价） Quote value 介绍展示价值 Listen for acceptance or resistance 赞同和反对意见都要听 Use transitions to understand and respond to a customer’s objections 换位理解并答复顾客的反对意见 Offer to close the sale 主动达成销售 Let us have Lunch! 6. Create a Great Lasting Impression 创造良好而持久的印象 You Never Get a Second Chance to Make a Great First Impression. 你永远没有第二次机会去创造一个美好的第一印象 Capturing Phone Inquiries 抓住电话垂询 Availability 房间可用性 Amenities 房间设施 Rate of the Day 当天价格 Close the Sale 关闭出售 Walk - Ins 步行程式 Greet them with a smile 微笑着打招呼 Be friendly and professional 友好并且专业 Build rapport 建立融洽关系 Walk - Ins 步行程式 Know your hotel 了解你的酒店 Strengths 策略 Selling Skills 销售技巧 Positive Attitude 积极的态度 Knowledge of Competition 了解竞争者 Knowledge of Demand 了解需求 Selling Strategies 销售策略 Are you maximizing the benefits of this valuable program? 你是否将这个富有价值的项目的收益最大化了 ？ Wyndham Rewards…Two Ways to Earn 温德姆奖赏计划…获得的两个途径 Qualified stays at participating hotels 在参与的酒店中符合积分标准的住宿 Car Rental partners 租车合作伙伴 Wyndham Rewards…Administration 温德姆奖赏计划…监管 Front Desk staff must know how to: 前台的员工必须知道如何： Enroll new members 招收新成员 Ensure members get their points for their stays 确保会员得到与入住天数相应的积分 Process free night stays 办理免费过夜 Advantages of Joining Wyndham Rewards 加入温德姆奖赏计划的好处 It’s to join. Earn toward free night stays at over hotels, and brands, or you can choose to earn them from everyday purchases and transactions. It’s easy to points for free night stays, airline tickets, car rental and much more. If you don’t enroll now, you can or go to or to enroll and choose where you want your points to go. You have access to check points, redeem rewards or make reservations using . free points 6,300 9 redeem call 00(800)367-87477 24 hour Advantages of Joining Wyndham Rewards 加入温德姆奖赏计划的好处 ____________加入 在超过_______ 家的酒店和______个酒店品牌获取免费过夜的_________，或者你可以选择从每日的购买和交易中获取 很容易将积分__________为免费过夜，飞机票，汽车租用和其他更多项目 如果你现在没有加入，你可以__________________________________,或者进入_____________________或__________________________加入该计划并选择你想要的积分兑换项目 你有___________的权限通过__________________________查询积分，兑换奖励或预定 免费 积分 6,300 9 兑换 拨打00(800)367-87477 24 小时 Wyndham Rewards…Scripts 温德姆奖赏计划…规范用语 Use scripts that include questions about Wyndham Rewards! 使用规范用语来回答所有关于温德姆奖赏计划的疑问！ Enforce them! Check regularly to ensure scripts are being used! 推广它们！经常检查以确保规范用语正在被使用！ Wyndham Rewards…Scripts 温德姆奖赏计划…规范用语 Mention Wyndham Rewards at least 4 times to each guest: 向每个顾客至少4次提到温德姆奖赏计划 Reservation 预定 Check-in 入住 Welcome call 欢迎电话 Check-out 退房 Consider these Possible Selling Scenarios 考虑一下这些可能实行的销售方案 Opening dialogue: 开场白 “Mr. Smith, are you a Wyndham Rewards member?” “Smith 先生， 您是温德姆奖赏计划的会员吗？” If the guest does not wish to enroll at that time: 如果此时顾客不想加入该计划 “If you do not wish to enroll now, I can enroll you at another time during your stay or upon your checkout.” “如果您现在不想加入， 我可以在您在酒店的其他时间或您退房时帮您加入。” Consider these Possible Selling Scenarios 考虑一下这些可能实行的销售方案 Discussing features & benefits: 说明特色和好处 “There are many valuable offers to this program that I will be glad to tell you about.” ”这个计划提供了很多有价值的服务， 我很高兴能给您介绍一下。“ Rate of the Day 当日房价 Is the most effective price point based on demand and capacity conditions. 根据需求和供给情况而确定的最有效的价格 The only non - qualified rate available. 唯一的通用价格 Can be reviewed on a daily basis and adjusted as market and demand conditions warrant. 根据每日的情况确定并根据市场和需求情况调整 Selling Rate of the Day 销售当日价格 May I ask what brings you to the area? Do you have any rooms available tonight? Hello! Welcome to our hotel! My name is Mary. How may I help you today? We have a beautiful poolside non-smoking King Deluxe room available featuring a large desk and free High Speed Internet so that you can work on your presentation. I’m here making a presentation to a local business. 我能问问您来这里有何贵干吗? 今晚还有空房吗? 您好！ 欢迎来到我们的酒店！ 我是Mary. 今天我能为您做点什么呢？ 我们有一间很漂亮的在游泳池边的无烟国王豪华房， 配有大字台和免费的高速宽带， 方便您的工作 我在这里为本地的一个公司做演讲 No problem. We also have a suite available with a small conference table that’s just right for your needs. It will be a great location for your meeting. Great, but I also need space to hold a brief meeting with a client. 没问题。 我们还有一个带小会议桌的套间， 正合你意。 正是您开会的好地方 很好， 但是我还需要足够空间同一个客人开个小会 I can offer you our special Rate of the Day for our suites of only <amount>. Can I go ahead and book that suite for you? Great, I’ll take it! Very good. Are you a Wyndham Rewards member? 我们可以按今日特价提供给您套房，仅 <价钱>。我现在能给登记这个房间了吗？ 太好了， 那就订这间吧 非常好。 您是旅行奖励计划的会员吗？ Principal Guidelines: Rate of the Day… 方针指导：当日价格… Rate Parity… 价格透明 Quote the same rate across all channels (voice, , third party websites, GDS & property direct) 所有的渠道都引入统一的价格（语音服务, ， 第三方网 站，GDS & 酒店直接预订） Supported with “Best Available Rate” guarantee. 以”当日最佳价格“项目加以保障 Principal Guidelines: Rate of the Day… 方针指导：当日价格… Rate Integrity… 价格体系的规范… Only offer discounts to qualified customers vs. everyone. 仅向符合条件的顾客而不是所有人提供折扣 Supports and lends credibility to negotiated rates. 为商定费率提供支持并出借信誉 Coffee Break! Upselling 引导式销售 Upselling…Guiding the Guest 引导式销售…引导顾客 Two Methods for Taking A Reservation 进行预定的两种方式 Add - Up 补充式 Top - Down 引导式 Upselling…Let’s Give it a Shot 引导式销售…引导顾客 Working in teams, develop an upselling script for each of the scenarios on page 23 几人一组，共同完成23页几个引导式销售的情节设定 Internet Reservations 网上预订 Internet Reservation Strategies 网上预订策略 Identify Online Reservations 识别网上预订信息 SOR, SOE, SOT, SOO SOR，SOE，SOT，SOO Ensure no rate disclosure 前台工作人员不应泄漏实际价格 Educate guest on booking direct 指引顾客进行直接预定 Group Activity! 小组活动！ What are benefits to the guest for booking directly with the hotel? 顾客直接向酒店预定会获得哪些益处？ How would you educate the guest on why it would be beneficial to book direct? 怎样让顾客明白直接预定对他们是有益的？ Capturing Walk - in Reservations 把握即兴登门的顾客 5 Ways to Maximize Appeal 使吸引力最大化的5个方法 Landscaping 景观美化 Lighting 灯光 Safety 安全性 Signage 指示牌 Appearance 酒店外观 Capturing Walk - in Guests 留住临时顾客 Connect with the customer 与顾客主动接触 Answer a question with a question 用问题回答问题 Create a desire to buy 创造入住期望 Ask for the sale 向顾客实施销售 Putting it all Together 综合 On page 25 in the participant manual, read the sample walk - in script and then create your own version to ask for the sale. 请翻到学生手册第25页，读walk - in实例演示，然后自己写一个进行销售的例子。 Game ：Capturing Walk - in Guests 小游戏：留住临时顾客 Participants : 8 volunteers to act as customers , the others are front office staff — 4 people a group 参与者 ： 8名志愿者扮演顾客， 其余扮演酒店前台工作人员 — 每4人一组 Rules: 规则： 1. Assuming that you worked as front office staff in three different hotels. The hardware facilities of each hotel are similar, for example, the same price, discounts,dinning, quantity and quality of rooms, fitness center, satellite TV, Internet services … 假设你们在3家不同的酒店做前台服务。 酒店的硬件设施相同， 比如， 相同的价格， 折扣， 食物， 客房数量和质量， 健身中心， 卫星电视， 网络服务… 2. The Walk - in guests should inqyire about each hotel, finally select one 8位临时顾客要到每家酒店进行询问， 最后挑选一家入住 3. Try you hard to capture the guests. The one who get most guests will be the winner 尽你所能留住顾客， 留住顾客最多的酒店获胜 Training 培训 When you teach, you learn 教学相长 Who…What…When 对象…内容…时间 Who should be trained? 哪些人应当参加培训？ What do they need to know? 他们应当学到什么？ When should they be trained? 什么时候该进行培训？ Keys to a Successful Training Session 成功的培训关键所在 Key One – Be knowledgeable 要点一 — 知识渊博 Key Two – Know your audience 要点二 — 了解你的听众 Key Three – Prepare exercises in advance 要点三 — 提前准备练习 Key Four – Lay out all needed training materials 要点四 — 列出培训当中要用到的所有材料 4 Step Training Method 培训方法四步骤 Explain 解释 2. Demonstrate 演示 3. Practice 练习 4. Feedback 反馈 Taking it Back to the Property 将下面的话题带回酒店讨论 Effective Communication Increases Sales (body language, tone, words) Five things every front desk agent should know Determining Guest Needs and Wants -- Sell Features and Benefits Overcoming Objections & Close the Sale  Create a Great Lasting Impression Selling the value of Wyndham Rewards Using Rate of the Day as a selling tool Capturing Phone Inquiries and Walk - ins Up - selling Techniques Converting Internet Reservations Taking it Back to the Property 将下面的话题带回酒店讨论 有效的交流能够促进销售（包括肢体语言，语音语调，言语交流） 每一个前台人员都应当知道的五件事  找出顾客的需求和要求 — 向顾客推销酒店的特点及顾客可以获得的益处 克服阻力和完成销售 给顾客留下一个长久的好印象 推销Wyndham Rewards的价值 利用当日价格作为销售工具 争取留住打电话询问和未经预定直接来到酒店的 临时顾客 9. 引导式销售技巧 10. 培养顾客进行网上预定 This section should take approximately 30 minutes. Before the class starts, create a wall chart with the workshop agenda and post it in the room to reference throughout the workshops. Welcome participants as they enter the room. Suggested Welcome: Good morning and welcome to the Front Desk Sales Workshop, “Check into your Secret Sales Force!” As Front Desk associates, Managers, General Managers and Owners, we come into contact with our customers everyday. As we get to know our customers, we notice that our clients are smarter and more savvy than ever before! Today’s workshop is to discuss our customers and how we can increase our sales and revenue right at the front desk! Our request is that you introduce this knowledge to your employees and fellow co-workers which in turn introduces them to the possibility of more revenue! Ask: What’s in it for you personally to increase front desk sales? (Possible Answers) Increased revenues Greater employee satisfaction Greater guest satisfaction Say: We request that you remain open to the possibilities available to us throughout our time together. This is your workshop – ask questions, share experiences and challenge yourself. Say: By the end of today’s session, you will have a better understanding of some valuable tools that you can use to improve selling skills at the front desk. Let’s take a look at the key concepts we’ll review today. Pg 1 Participant Guide To keep on schedule, the following times are estimated for each section: Introduction/Activity 30 minutes Discovering Your Secret Sales Force 15 minutes Six Steps to Successful Selling 150 minutes Selling Strategies 75 minutes Training Your Staff to Sell 60 minutes Review the “housekeeping” items on the slide. Review the “housekeeping” items on the slide. Say: The first thing I would like us to do is to get better acquainted. To do that, I would like to begin with a brief introductory activity. “The Secret Agent” Goal: to get participants to introduce themselves to as many people as possible; to increase participation/interactions in the classroom. Process: Before the class begins, ask a participant (secretly) to play the role of Mr. or Ms. Secret Agent. At the beginning of the day and maybe again later in the day promote the exercise by saying or publicizing "Shake hands and chat with the secret agent and you may receive a prize (every 5th person gets $5 or they can be awarded TripRewards points.)” Of course, the secret agent needs to stay secret. At the end of the class, get from the Secret Agent a list of those people s/he shook hands with. Determine who will get the prize based on the size of the group and the rules you established. Thank everyone for participating in the activity. Ask: What connection does the Secret Agent exercise have with our topic today of Front Desk Sales? (Possible Answer) You never know where your sales are going to come from. Therefore, you need to be “selling” at all times. This section should take approximately 15 minutes. Say: Many of you might not know that you have a secret sales force on your property – your Front Desk. In this section, we’ll explore some tools and techniques to improve their effectiveness as secret agents of sales. Ask: Why is it important that you maximize the effectiveness of your secret sales force? (possible answers) Increased revenues Improved job satisfaction Increased guest satisfaction (confident that they’re getting a good deal) Say: Your secret sales force has a lot of power. Through their skills, knowledge and ability, they have the opportunity to dramatically impact sales made at the front desk. They do this by: Taking reservations, both via the phone and from walk-in guests Successfully handling objections which might arise during the reservations process Upselling our guests to higher rated rooms or packages at the time of registration Converting internet bookings from third party channels into users, thereby lowering your expense and increasing your average daily rate. Say: For us to be as successful as possible, every front desk agent must be effective at these skills. Throughout the rest of the day, our conversations will be guided by building skill and knowledge in this area. We’ll also equip you with some tools and resources to take this information back to your property and implement it with your teams. This section should take approximately 150 minutes. Say: Now that we better understand the selling power that lives at the front desk, let’s review some simple techniques for maximizing the effectiveness of our front desk teams. Say: There are six steps to selling effectively at the front desk. Please follow along with me in your participant manual as we fill in the blanks. These steps will guide our discussions around front desk sales. Participant Guide Pg 2 Go through each point individually, allowing participants to suggest words that might fit into the blank spaces. Animate each point on the slide and discuss why these answers are correct. Responses to the blank words are shown in red. What do we mean by a planned sales approach? How many of you currently have a front desk sales plan in place? How well is it working for you? Effective selling always starts with a concrete plan. It begins by knowing your business, your markets, your customers and, most importantly, their needs. By knowing each customer’s needs, your team will be able to more effectively sell at the front desk. Let’s explore the concept of planning in a bit more detail. Say: Customers have numerous options to turn to when it comes to choosing a hotel. They have numerous ways to book a hotel room that appear cost effective to them but these booking channels decreas the amount of revenue for the hotel. We now know that it is more cost effective for the hotel to increase reservations on-property and via the brand website. In order to accomplish this, you must “uncover” how to “solve” the “secret code” of the customer! To do that, you need to know: The types of customers that stay at your property The needs and wants of each type of customer How to effectively describe the value of product by selling benefits Say: As you know, the guests who stay at your property vary by day, week or season. In order to sell effectively to them, we need to know who they are. Let’s take a moment to capture that information. Participant guide page 3 Who are your guests? Have participants take a few minutes to jot down who their guests are in the spaces provided. Gather responses and write on flipchart. Acknowledge all answers and offer additional discussion points where appropriate. Say: Every type of guest has different needs. By knowing their specific needs, you’ll be more effective in the sales process. Let’s build on the list you’ve just created and begin to identify their specific needs. Ask: For example, what might be the need of a business traveler? (possible answers) High speed internet access A meeting room A comfortable workspace Say: Now take a few minutes to complete the process for each of the types of guests you identified. Gather several responses, acknowledging all participants. Say: Now that we know who our customers are and what their needs might be, let’s focus on how we can communicate more effectively with them. As we discussed earlier, effective communication increases sales. Let’s explore this next step in the process a bit further. Say: Why do you think effective communication is so important in the sales process? Say: Effective communication consists of three parts: Body language Tone/inflection, and Words Say: When we communicate, we must be mindful of how we communicate. These three things give meaning to my message. Ask: Which of the three do you think gives the most meaning? Participants guide page 4 Ask participants to fill in their answers on Page 4. Solicit responses. Advance the PowerPoint presentation to build the answers. Have participants write in the answers in their participant manual. Ask: What do you think of the fact that only 10% of your message is communicated by the words you use? Ask: What message can we take away from that fact? (possible answers) We need to consider the impact of body language and tone at all times It’s not what we say, but it’s how we say it Say: Let’s explore this concept a little further. I’m going to read you the same statement twice. After I’ve read both of them, I’m going to ask you about my communication style. Demonstrate a pleasant tone of voice (warm, energetic) and then an unpleasant tone of voice (cold, monotone) as you say: “Hi. How are you today?” Ask: How did each of these tones make you feel? Say: As you can see, your tone of voice can convey your feelings and intentions. Let’s do a short activity that demonstrates this further. Distribute the “Thanks” cards to various participants. Ask for volunteers to say the word, “Thanks,” using tone of voice, facial expressions, and body language to communicate these different feelings: Surprise Understanding Anger Indecision Pleasure Disappointment Ask: What does this exercise tell you about tone of voice? It’s much more important than we realize Even little changes mean a lot Say: It’s important to remember that how someone says something is often as important as what that person says. Your tone of voice and the image you project give an immediate clue to your attitude and ability to sell effectively. Say: The final piece of communication is actually the words we use. To improve the effectiveness of our communication styles, let’s keep the following things in mind. Review bullet points on the screen aloud with participants. Ask: What other suggestions do you have regarding the words we use? Advise participants that these points are listed in the participant guide on Page 6. Say: Similarly, there are some things we always want to avoid when communicating with our guests. Review bullet points aloud with the group. Ask for volunteers to read each one. Some additional points to raise are listed below: Say: Never interrupt a guest. Let them vent. People need to express their emotions before you can reason with them. Ask: What if <participant name> was complaining to me & was very upset and I cut her off and said “So what do you want me to do about it?!” How would she respond? Say: Emotion is stronger than logic! You must help people through the emotional aspect before you can discuss a solution reasonably. Advise participants that these points are listed in the participant guide on page 6. Say: We’ve spoken a lot about the impact of body language on our ability to communicate effectively, but a lot of communication happens via the telephone. Let’s spend some time understanding how we can communicate more effectively here as well. Ask: Why do people call the hotel? Solicit several responses from the participants before revealing the answers on the screen (click to advance slide). Have participants write down the reasons on page 7 in their participant manual. Make a reservation Speak to a guest Obtain information about your hotel Speak to a representative of your hotel Say: Even guests who are not calling to make a reservation represent potential business for your property. Guests requesting information can potentially be converted to reservations while callers simply calling for another guest at the property can be “wow’ed” by your exceptional service and consider your property the next time they’re looking for a hotel. Participant Guide Page 7 Use the following questions to guide discussion on this topic [each bullet point “builds” with one click] Answer the phone professionally [click to advance slide] How does the staff at your hotel currently answer the phone? Are there ways to improve the greeting? What suggestions do you have? Answer in a timely fashion [click to advance slide] What does in a timely fashion mean to you? How many rings is acceptable? What message do we send to the guest when the phone keeps on ringing instead of being answered? Give individual attention [click to advance slide] How do we give individual attention? What message does it send to the guest? Avoid interrupting the caller [click to advance slide] What could happen if we interrupted the caller? Use professional language and tone [click to advance slide] What are some hotel industry-specific terms we often use without even thinking about it? Avoid placing the caller on hold until he/she (the caller) replies to that request [click to advance slide] What message does it send to the guest? Avoid eating or drinking [click to advance slide] Why is this important? Say: To bring closure to our discussion of telephone etiquette, let’s review the following points to remember. Review bullet points on screen aloud with the group. Ask: What questions do you have about telephone etiquette? Say: Now that we know the importance of telephone etiquette, let’s begin to apply those techniques to the sales process. Ask: What percentage of your reservations come in through the telephone? Say: So, how do we convert as many of these calls into reservations as possible? Through some basic telephone skills. Let’s review these together. All information on this slide can be found on Page 8 of the participant guide. The points below will help guide you through the information on the slide. Offer your name at the initial greeting Immediately assure your customers that they have reached the right place by speaking slowly and clearly in a tone that shows you are interested. Be friendly and professional The customer should hear a phone smile in your voice. Your professionalism will show as you take control of the reservation by guiding the customer. You will determine the needs and wants of the customer. Then you can make a recommendation that responds to those specific requirements and successfully close the sale. Build rapport What are some ways to build rapport? People do not care how much you know until they know how much you care… As a front desk employee, your job is to invite people to your hotel. In order to do that, the customer needs to have trust in the person that is inviting and selling them to come. To build trust, you need to convince the customer that you care about them and know your product and destination so well, that you can help them match up their needs with the right location. Say: Let’s continue our journey through the 6 steps to effective selling with Number 3, Hotel Knowledge is Power. Ask: What do you think we mean by the phrase “hotel knowledge is power?” Ask: If we know that hotel knowledge improves the selling effectiveness of our front desk staff, what information do they need to know? Divide participants into groups of 2-3 and give each group a flipchart. Ask them to identify the top 5 things a guest service agent at their hotel should know before working behind the front desk. Allow 10 minutes for groups to discuss and prepare their flipcharts. Allow a further 10 minutes for each group to share their findings with the rest of the participants. Entire participant group should then decide on their Top 5 answers overall. Go through points on slide using discussion points listed below. Participants should note down Top 5 in their Participant Guide on Page 9. Features of the hotel Ask: Why do you think this is so important? Directions to area attractions Ask: How will this information assist with the selling process? Room types and locations Ask: How can this information help to improve your ADR? Hotel rate structure Ask: What’s the most important rate to know? What they can/can’t do to take care of a guest Ask: How many of you empower your staff to take care of guests? Say: So, how do we ensure our teams know this information? Through ongoing teaching. Here are five ways to make sure your staff knows what they need to know. By a show of hands, how many of you don’t use any of these techniques? One of these techniques? Two of these techniques? Three of these techniques? Four of these techniques? Five of these techniques? Say: All of these are great ways to equip your staff with valuable information. Ask: How many of you conduct a new hire orientation? Ask: What do we mean by job aid? Ask: What types of job aids do you currently have in place? Say: When it comes to on the job training, do you always have to be the one doing the training? Who else could you use? A seasoned or senior employee Ask: How many of you conduct pre-shift training? Ask: Why do you think periodic testing is important? Say: Step four in the selling process is to sell features and benefits. Earlier, we determined that each type of guest that stays at our hotel had different needs. Ask: How can knowing a guest’s needs help us in the selling process? Participant Guide Page 10 Ask: What is a need? [click to advance slide] What your customer wants, requires, desires…. Ask: What is a feature? [click to advance slide] In other words, something that can satisfy a guest’s need Ask: What is a benefit? [click to advance slide] In other words, something that does satisfy a need Say: People buy benefits! Not features! If you just rattle off a list of features – it can be meaningless to the customer and can confuse them and waste your time. It’s about what’s in it for the customer. Show PowerPoint Slide and review. Exercise: Features & Benefits: “The Benefit Ball”: Part I: Flipchart exercise. Break group up in to teams of 2-3 people. Assign each group a market segment.  Instruct each team to go to a blank flipchart with markers. Each team should choose a scribe who writes on the flipchart.  Teams gather around the paper and instruct them to come up with "features only" that the assigned market would be interested in.  It is important that it is features only. After 3-4 minutes, have the groups do a quick run through of each list with a designated spokes person. Part 2: Group Exercise Whole group assembles in a large circle.  Now that all charts have been reviewed without talking about benefits, have the class make a big circle around the room all facing inward.  Have a nerf ball/ tennis ball, or something similar.  Start by giving the ball to one of the participants and instruct them that they need to pick a feature (can be from any chart) and sell you and the class on the benefits of that feature.  Then have them start passing the ball around the circle (kind of like hot potato), When the trainer says stop that person must pick a feature and sell the benefit.  Do this until everyone has had a chance (small groups) or you have made the point. Alternate option for the ball: instead of passing the ball around.  For smaller groups you can have them throw it to another person across the room. Say: Now that we’ve gotten some experience in selling benefits, let’s apply that to your hotel. Ask participants to turn to Page 11 of their participant guide. On this page, they have the opportunity to write down some features and benefits that are specific to their own properties. Review the first two examples with them. Be sure that they’re focusing in on features and how that translates into a benefit for their guests. Allow 5 – 10 minutes for this exercise. Once everyone is done with the exercise, review some of their answers aloud with the group. Say: Despite our best efforts to sell our features and benefits, some guests will undoubtedly raise objections. Ask: What’s a frequent objection that’s raised at the front desk? Say: For us to be effective in the sales process, we need to equip our teams to overcome these objections. The good news is that there are some simple steps to improve our selling effectiveness in this area. Ask: Would anyone be willing to share a time when they were effective in overcoming an objection? What specifically did you do to capture the sale? Say: By the end of today’s session, you will have a better understanding of some valuable tools that you can use to improve selling skills at the front desk. Let’s take a look at the key concepts we’ll review today. Pg 1 Participant Guide To keep on schedule, the following times are estimated for each section: Introduction/Activity 30 minutes Discovering Your Secret Sales Force 15 minutes Six Steps to Successful Selling 150 minutes Selling Strategies 75 minutes Training Your Staff to Sell 60 minutes Say: An objection is any reason or excuse your customers may give for not agreeing with you immediately. There are some simple tips to effectively overcoming objections. Page 12 of participant guide lists all slide points in more detail. Say: Here are some guidelines to follow when dealing with an objection: Follow the points on the slide, using the questions below to guide discussion. Listen carefully to confirm your understanding of the objection What can you do to demonstrate that you’re listening to a guest? Clarify/Restate the Customer’s Objection What does that sound like? Acknowledge what the customer has said By acknowledging what the guest has said, does that mean you’re agreeing with them? Show that you understand How can you demonstrate understanding? Add what you can offer the guest What are some additional things you can offer a guest that might help to overcome his/her objection? Ask participants to review further points listed on page 13 of their participant guides. These points cover techniques for overcoming objections. Say: Lets consider the objections which you might encounter at your front desk. Review examples on the screen with the group. Ask participants to refer to page 14 in the participant guide and write down any objections they hear frequently when making reservations, as well as writing a possible response to handle the objection. Allow participants 5 - 10 minutes to complete the exercise. Participants may work individually or in pairs. Once they have completed the exercise, solicit several responses from the group. Ask: What questions do you have about overcoming objections? Say: Here are some additional tips to keep in mind to assist you in overcoming objections and making the sale. Review the bullet points on the screen with the participants. Use questions below to guide you through this section. Plan your rate quoting strategies (Rate of the Day). We’ll review some Rate of the Day tips in just a few minutes. Quote value What do we mean when we say quote value? Listen for acceptance or resistance Who can give me an example of what rate resistance sounds like? Use transitions to understand and respond to a customer’s objections Offer to close the sale Often, this is the most difficult step for some people. What phrase do you currently use to close the sale? All points are covered on page 15 of the participant guide. Say: The last step in the sales process could be considered the most important – always leave the guest with a great lasting impression. Let’s look at some ways to do that. Ask: Do you agree or disagree with this statement? Why? This is the time to impress upon the participants that first impressions can make or break the success of the sale. Say: For on-property and walk-in reservations, you are the first professional impression of your hotel! You have the ability to capture and retain every guest. Most customers know where they want to stay. It is up to us to encourage them to stay at our hotel versus our competitor across the street. Say: Even over the phone, the level of service that you and your team provides can make or break the sale. Let’s look at some tips to make a great first impression. Participant guide page 16 Say: For each of the bullet points, an incorrect selling phrase has been listed. Go through points one by one, encouraging group discussion as to what is wrong with the incorrect statement and how they would suggest it be changed in order to make it more sales focused. Use the points below to guide you. Availability Do we ever want to indicate to a potential guest that we’re wide open with plenty of availability? Why or why not? In communicating availability to callers, we want to impart a sense of urgency to help get them to book a reservation. How would you re-write the statement on page 16 to give a stronger sense of urgency? Amenities We learned earlier today the power of selling features and benefits. What’s wrong with the phrase listed on page 16? Rate of the Day Who can walk us through the concepts behind Rate of the Day? How would you re-state the phrase on page 16 to use Rate of the Day as a selling tool? Close the Sale Our time on the phone is often limited and to be as effective as possible, we need to try and close the sale. Who can give me a better way to close the sale? Participant Guide page 17 Say: With walk-in guests, we have an opportunity to practice the body language skills we explored earlier, so a lot of these techniques should seem familiar to you. Ask: What’s one way to build rapport with our guests? (Possible Answers) Smile Eye contact Use their name in conversation Welcome them warmly to the hotel Ask: How would you rate your front desk staff on their ability to handle walk-ins? Ask: What other questions or suggestions do you have with these techniques? Say: We’ll talk more about selling strategies with walk-in guests a little later in the workshop. This section should take approximately 75 minutes. Say: Now that you feel comfortable talking about the features and benefits of your hotel, let’s look at some other strategies to sell your hotel! Ask: How many of you are TripRewards Members? Say: For those of you who aren’t yet members, I encourage you to enroll in the free program. In addition to the great benefits that the programs offers, you’ll be able to see what your guests are seeing and receiving as members. It will also make you aware of any specials that are going on. This, in turn, will help your staff to be more knowledgeable in the event that guests have questions. Ask: How do you currently leverage TripRewards as a sales tool? Depending on region, the property may not be fully participating in TripRewards so this section may have to be tailored slightly so that they learn about the benefits of the program as they are likely to experience them after the launch. Ask: Can anyone give an example of when they were effective in using it to close a sale? What did that sound like? Say: Over the next few minutes, we’ll review some of the basics of the TripRewards program, with particular emphasis on how to use it in the sales process. Say: To be effective in using TripRewards as a selling tool, your Front Desk staff must understand the ways that members can earn either points or miles in the TripRewards program. Ask: What are the two ways that members can earn TripRewards points? [click to advance slide once participants have answered the question] Qualified stays at participating hotels Car Rental with our partners Have participants fill in the answers on page 18 in their participant guide. Qualified stays at participating hotels By presenting their TripRewards card at any of our more than 6,300 hotels worldwide, members earn TripRewards points or airline miles for their qualified stays. Car Rental Partners When members rent a car with one of our partners (Hertz, Avis or Budget) they are able to earn TripRewards points. Say: Front Desk staff members need to be trained in the TripRewards program. The brands and the Quality Assurance teams expect and will check to see that the Front Desk staff knows, at a minimum, the three things on the screen. More importantly, your customers who are TripRewards members or who are interested in signing up will need your staff to be knowledgeable in the program to better assist them. Ask: How do you enroll a new TripRewards member? Ask: How many points should a guest receive for their stay? Ask: Do all TripRewards members get points for their stay? Ask: How do you ensure that TripRewards members get points for their stay? Ask: What are the steps for processing a TripRewards free night stay? Participant Guide page 19 Allow 5 minutes for participants to fill in the blanks about TripRewards. When everyone has completed the exercise, click through the answers on the slide. Participant Guide page 19 Allow 5 minutes for participants to fill in the blanks about TripRewards. When everyone has completed the exercise, click through the answers on the slide. Participant guide page 19 Review each of the bullet points aloud with the participants. Ask for any questions. Review the following scripts with participants. Ask for their feedback on best practices on selling TripRewards. Refer to scripts on page 20 in the participant guide. Say: Obviously, your property’s rate strategy is an important part of the sales process. It is crucial that Front Desk staff understand what the Rate of the Day strategy is all about! Ask: Who can explain the concept of Rate of the Day? Review the concept of Rate of the Day with participants using the bullet points on the screen and the notes in the participant manual. Ask for any questions before moving onto Rate of the Day and the selling process. All information is listed in the participant guide on page 21. Say: This is Mary, our front desk agent. Let’s see how she does in quoting her Rate of the Day, along with some of the other features and benefits of the property, including TripRewards. Act out or recite the script for the class without stopping for commentary. Say: We’ll cut Mary off here, even though she is about to flawlessly execute her TripRewards front desk selling techniques. (TripRewards is another value builder that should be used when selling Rate of the Day to a guest.) Say: If your staff understands the strategies behind Rate of the Day, they will feel more confident when selling it! Ask: What feedback would you give to Mary on how she did? What did she do well? What could she have done differently? Ask: How would Mary feel if she was quoted one rate on the internet but was able to get a lower rate as a walk-in guest? (Possible Answer) She would lose trust in the hotel and its rates Say: Let’s look at two key principles to support Rate of the Day as a sales tool. Say: We’ll cut Mary off here, even though she is about to flawlessly execute her TripRewards front desk selling techniques. (TripRewards is another value builder that should be used when selling Rate of the Day to a guest.) Say: If your staff understands the strategies behind Rate of the Day, they will feel more confident when selling it! Ask: What feedback would you give to Mary on how she did? What did she do well? What could she have done differently? Ask: How would Mary feel if she was quoted one rate on the internet but was able to get a lower rate as a walk-in guest? (Possible Answer) She would lose trust in the hotel and its rates Say: Let’s look at two key principles to support Rate of the Day as a sales tool. Ask: What is the term we use when guests are quoted one rate on the internet but are able to get a lower rate as a walk-in guest? (Possible Answer) Rate Parity – quoting the same rates across all channels Ask participants to fill in the definition for Rate Parity on page 21 of their participant guides. [click to advance slide and fill in definition] Ask: What happens to the front desk sales process if your rates are inconsistent across channels? (Possible Answer) People lose confidence in your rates People don’t feel like they’re getting a good deal Ask: How do we avoid this situation? (Possible Answer) Quote consistent rates (Rate of the Day) across all channels Ask: What is Rate Integrity – our other principle that supports Rate of the Day? (Possible Answer) When we only offer discounts to qualified customers and not everyone? Ask participants to fill in the definition for Rate Integrity on page 21 of their participant guide. [click to advance slide and fill in definition] Ask: What is an example of a qualified rate? (Possible Answer) AAA, Government Check for questions. Say: Another valuable selling strategy is upselling. Ask: What do I mean by upselling? Ask: Think about the last time you were in a fast food restaurant and ordered a burger. What question did they inevitably ask you after you ordered) Would you like fries with that? Fries or a drink with that? Say: To be effective at upselling, a front desk agent must have some basics: Knowledge of your hotel Selling skills – sell features and benefits A positive attitude Participant Guide page 21. Say: Upselling can be defined as “guiding a guest to a higher price room based on the needs of the guest.” (Optional flipchart activity) Ask for features that might be “up-sellable.” List those on a flipchart. Say: There are generally two methods of upselling, add-up and top-down. In add-up, you upsell by offering the guest an amenity or package they find valuable based on the value-added. For instance, in the example listed on page 22 in your participant guide, you would start with your standard Rate of the Day and offer up, “for only <amount> more per night, I can give you a suite with…” Say: In top-down, you start with your best room and sell the benefits it offers before offering the standard Rate of the Day. For example, “I can offer you our wonderful Jacuzzi suite with a mini-fridge and coffeemaker for <amount> plus tax. I also have one of our newly renovated King rooms for <amount> plus tax, including breakfast. Which one may I register you for?” Say: When upselling, it’s important to always state how much more, not the rate. Do not say, “For <amount> I can give you a room with…” It’s all about the guest perception. Say: Lets take some time to work on our top up-selling techniques. Participant Guide Page 23 Divide class into groups of 2-3 participants. Using the scenarios on page 23 in their participant manuals, have them develop upselling scripts using either the top-down or add-up upselling methods. Allow 5 – 10 minutes before reviewing each scenario and asking for examples from the class. Note similarities and differences. Ask: What questions do you have about upselling? Say: The next selling strategy we’re going to review is designed for internet reservations. Ask: What percentage of your business currently comes through the internet? Ask: What would be the benefit of converting some or all of these reservations to property-direct or reservations? We know this is a great way to be available to the guest to buy rooms. But it comes at a cost. It is better to take a reservation directly at the hotel, on the brand website, or through the call centre. Say: Let’s look at some strategies related to internet reservations. Participant guide page 24. Say: As we just discussed, it’s important to convert our internet reservations into reservations with lower related costs. One strategy is to identify internet reservations on the arrivals list. Internet reservations will have the rate code SOR, SOT, SOE, SOO or LNZM. Ask: How many of you look over your reservation list each day to see how many of these you have for that night? Say: It is important to keep in mind that we, that the rate that the guest pays for rooms booked through Online Travel Agents (OTA) is not the same as the rate the hotel is collecting from the OTA. So the rate should never be disclosed to the customer. Ask: How do we ensure that the guest never sees what rate we pay the websites? (Possible Answer) We can avoid this by checking them in with a “split folio”. One receipt that would show room and tax (for the hotel), and the other with incidentals (for the guest). Say: Finally, at the time of check-in, we want to educate the guest on the benefits of booking directly with the hotel using one of the 3 main sources (property direct, call centre, brand website). Let’s take a closer look at some strategies in this area. Say: We already know that guests buy benefits not features. Knowing that, let’s look at some benefits we could present to the guest to get them to consider a different booking method. Participant guide page 24. Answers to question #1: [have participants fill in the blanks as you all go through this exercise together.] Guaranteed Best Rates or a free room night TripRewards points No pre-payment (on most rates) No booking fees Easy cancellation policy Go though section 2 with the group: Upon arrival, welcome these ‘new’ guests and offer to book directly next time for the best deal. When accepting calls from someone who is looking online and questioning special offers, offer to secure the reservation right then and there. (word is more and more callers are online while talking to you on the phone) Capitalize on return reservations by having the front desk ask if they can assist with future reservations. Insert a ‘return reservation request form’ in your express checkout packets. Ask: What questions do you have about internet reservations? Say: The next selling strategy we’re going to review is designed for walk-in reservations. Ask: What percentage of your business currently comes from walk in customers? Ask: When does the selling process start for walk-in reservations? Curb appeal – you’re selling by the way your present your property to the public. Say: Since we know curb appeal has a critical role to play in our ability to attract walk-in guests, let’s look at some ways to maximize our effectiveness in this area. Use the questions below to guide participants through each of these points. 1. Landscaping What are you currently doing to improve the attractiveness of the landscaping on your property? 2. Lighting Why is it important to have good lighting on property? What message does that send to the guest? 3. Safety What are some things you can do on property to promote safety? 4. Signage Why does signage play such an important role in curb appeal? 5. Appearance What do you think the guest would think if s/he drove up and found the property strewn with litter and garbage? What are some things you can do to improve the overall appearance of your property? Participant guide page 25. All above points are listed there. Participant Guide page 25. Use the points and questions below to guide the group through discussion n each of these areas. Connect with the customer When a guest walks into our hotel, we are immediately communicating with him or her with more than just words. It’s important to connect to the customer. What are some ways we can connect with the customer? Greeting the guest before they greet you Establishing eye contact Using positive body language Answer a question with a question Say: When a guest asks “How much are your rooms?” you should not respond with the rate. First, take a few more seconds to find out that guest’s needs, so you can match an appropriate room to the guest’s needs. Look for clues that might indicate needs and wants. For example, is the guest traveling alone or with others? Traveling on business or on vacation? How is the guest dressed? How much luggage does the guest have? Create a desire to buy Say: Use the knowledge you gained from “reading and listening to the guest” to point out features that provide a benefit to this particular guest. Ask for the sale Say: This is a crucial step to making the sale. What does that sound like? May I register you for that room? What credit card will you be using tonight? May I set that up for you? Say: So lets put it all together to see what it sounds like. Participant guide page 26. Here you’ll see a sample walk-in script. Ask one of the participants to play the guest and you play the front desk agent. Say: Now it’s your turn. Take three minutes to create the dialog you’ll use at the front desk, using the four step process. Optional Activity: As time permits (or to fill the class time), have participants act out their script in front of the room. After each person has done their presentation, ask the class to provide feedback (“what was done well”, “what could be done differently”). Be sure to manage your time carefully. Ask: What questions do you have about capturing walk-in guests? Say: By the end of today’s session, you will have a better understanding of some valuable tools that you can use to improve selling skills at the front desk. Let’s take a look at the key concepts we’ll review today. Pg 1 Participant Guide To keep on schedule, the following times are estimated for each section: Introduction/Activity 30 minutes Discovering Your Secret Sales Force 15 minutes Six Steps to Successful Selling 150 minutes Selling Strategies 75 minutes Training Your Staff to Sell 60 minutes This section should take approximately 60 minutes. Say: Before we wrap up, let’s take a moment to review how this information will be transferred back to your front desk. After all, we want you to share this information with everyone on your property to improve their selling skills. Use the questions below to guide group discussion: What does this quote mean, “when you teach, you learn”? Is that true? Why or why not? How many of you would consider yourselves excellent trainers? What are some of the things you do to ensure that your training is effective? Say: Consider these questions in order to plan your on-property follow up: When thinking about the topics we covered today, Who should be trained? All front desk sales agents, front desk managers, assistant managers, and any sales staff. What do they need to know? All of the key concepts from the class. We’ll review the topic list in just a minute. When should they be trained? As soon as you return to your property. Say: The key to successful training sessions is in the preparation. Follow these simple steps to help insure a successful training session. Participant guide page 27. Review Keys to a Successful Training Session aloud with the group. Say: Let’s review the four step method to effective training sessions. Participant guide page 27. Use the points and questions below to guide participants through this section. Explain: State the objectives of the training session. An objective should state what knowledge or skill(s) the trainee will gain or be able to do after the training has taken place. For example, “I’ll show you how to clean the bathroom today. When we finish you will be able to clean a bathroom to the brand’s specifications.” Present the steps of the knowledge or skill in logical order. Demonstrate: Show how the task is done or give examples if you are explaining a concept, such as good guest service. Demonstrate the steps in a logical order. Practice: Set the scene. For example: “Now that I’ve explained and shown you how to check a guest in, I’d like you to try it. As you practice, I’d like you to explain to me what you’re doing and why.” Ask questions to check for understanding. Have the trainee explain the steps involved. Provide for additional practice as necessary. Feedback: Giving feedback on the trainee’s performance is a critically important part of the training process. An employee who does well in the practice stage will want to hear your acknowledgement of that success. On the other hand, a trainee who has a less successful practice will need feedback to correct any mistakes so that he or she can do the task correctly. Ask: So, what are the key points to take back to your staff? Hopefully, you’ve found a wealth of useful information today. The 10 key topics to share with your staff are found on page 28 in your participant manual. Review bullet points on screen aloud with class. Say: As we’ve already discussed, when you teach, you learn. So, to practice teaching, we’re going to do one final exercise. Let’s review it together on page 28. Group Activity Instructions: Find a partner, hopefully someone you haven’t worked with yet today. Pick one of these 10 topics to share with your partner or choose another topic from today’s class. Plan out a short (2-3 minute) training session. Use the space on page 28 to organize your thoughts. Feel free to use this participant guide as a reference tool. Train your partner on your topic. (2-3 minutes only) Allow for questions from your partner. Change roles. Repeat process. Allow class 10-15 minutes to complete the exercise (both rounds). Ask: So, what are the key points to take back to your staff? Hopefully, you’ve found a wealth of useful information today. The 10 key topics to share with your staff are found on page 28 in your participant manual. Review bullet points on screen aloud with class. Say: As we’ve already discussed, when you teach, you learn. So, to practice teaching, we’re going to do one final exercise. Let’s review it together on page 28. Group Activity Instructions: Find a partner, hopefully someone you haven’t worked with yet today. Pick one of these 10 topics to share with your partner or choose another topic from today’s class. Plan out a short (2-3 minute) training session. Use the space on page 28 to organize your thoughts. Feel free to use this participant guide as a reference tool. Train your partner on your topic. (2-3 minutes only) Allow for questions from your partner. Change roles. Repeat process. Allow class 10-15 minutes to complete the exercise (both rounds).