培训前台员工赢得更多散客

培训前台员工赢得更多散客,标签：酒店管理论文,酒店管理培训,http://www.5ijcw.com
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培训前台员工 赢得更多散客
    近年来，当很多酒店一直关注于如何帮助预定代理商来促进来电咨询者增加客房预订时，大部分酒店仍然忽视了前台员工每天遇到的无数销售机会。其中一个机会就是进入酒店咨询的散客。

    根据细分市场，尤其是地理位置而进行的散客销售代表着酒店一个重要的分销渠道。在夏天的休闲旅游旺季，很多人是驾车旅行的。随着北美酒店进军该市场，这对于那些想要弥补当年营业收入的酒店是个极好的时机。

    不幸的是，今天很多酒店在散客销售方面做得远远不够。举个典

www.5ijcw.com 型的例子，一辆车开到酒店前停下，有时是母亲，有时是父亲，有时是跟着大人的13岁的孩子从车上下来。无论是谁，他们总是会问同样的问题：你们的房价是多少？接待员常简单地回答每晚99美元，而不会邀请询问者逗留片刻或通过与他们的闲聊来建立友好的关系，更谈不上提及酒店那些有附加值的消费利益了。正如很多专业销售人员所知道的，在任何类型的销售中最糟糕的错误是只报价而不证明消费价值。这样做得到的回答通常是让我和在外面的丈夫/妻子谈一谈，我很快就回来。

    当你停下来去考虑这一问题时，你会看到对酒店而言，向散客推销具有一些明显超过其他分销渠道的优势。因此理论上，前台职员应该要做到成功地将进店咨询者变成本酒店的客人。

    接待和争取进店咨询者的优势之一是销售人员可以通过亲眼所见来揣测客人的需求和愿望。他们的装束像在进行商务旅行还是休闲度假？他们属于哪个年龄层？是单独旅行还是团体旅行？他们的许诺程度怎样？换句话说，他们是停好车带着行李进来还是只匆匆地来查询房价？

    第二个优势是散客销售时客人可以直接看到酒店产品，并且能够形成对酒店的第一印象。(这是一个提示，解释了为什么保持周围环境富有吸引力对酒店来说非常关键。)或许，散客销售最大的优势来自于进入酒店咨询的人继续寻找其他酒店需要花费更多的精力，因为比起挂断电话后又拨打酒店目录里下一个电话号码，或者点击下一个在线旅行预定站点，回到车中继续开车寻找其他酒店会更辛苦。

    下面是一些培训你的员工在今年夏季争取更多散客业务的技巧：

    •

www.5ijcw.com 与顾客联系。基本的顾客服务原则将帮助你在很多销售环境中获得竞争优势，尤其是散客销售。在客人朝前台走来还没有和你打招呼之前就先问候他们，与顾客进行目光的交流，微笑并使用积极的身体语言将使你与竞争者相区别。要确保你的员工不会面无表情地注视客人，只会说入住登记？，甚至是更糟的我可以为下一个客人效劳吗？，这样会使员工与客人的互动失去个性。

    • 提供选择菜单。在可能的情况下你应该根据客房和包价服务目录给客人提供一系列选择。例如，你可以搭配提供一间传统客房和经理主管级的客房，或者是一间看不到景观的客房和一间可以看到景观的客房，或者是一间由客人自己挑选的客房及一间套房。你提供的选择也可以将单纯的房价和其他服务结合在一起，比如房价外加早餐和/或正餐。通过提供选择菜单，客人会考虑我应该选哪种住宿选项？而不是今晚我是否住在这里或继续寻找住处？，这样客人就会朝着作出选择决定的方向思考。

    • 使用丰富的语言描绘图画。普通的行业术语如标房、欧式早餐对客人的诱惑力很小。相反，充分描述室内陈设、景观、有特殊入口的休息室、和/或者是餐饮方面的介绍，可以帮助客人在心理上产生对酒店的好感。记得要利用通过观察获得的信息来判断客人的特征，这些特征可能会有一些特殊的附加利益。举个例子，如果你的房价包括免费的市内电话，你就要确保员工将这一服务告知商务客人。提供特殊房间和套间的酒店应该为前台员工提供用于展示这些客房的照片。

&

www.5ijcw.com nbsp;   • 提供参观客房的服务。就像新通用汽车公司的市场营销运动鼓励24小时试车，让驾驶者在试车后对产品产生心理好感一样，一旦我们让一个进店咨询的客人真正走进我们的客房时，通常他们的承诺程度会显著提高。理想的情况是，一个前台员工和门童可以向客人展示房间，同时带客人大致地参观酒店，提供酒店各个区域的信息。即使你是一家很小的酒店，每班只有一个或两个员工在前台，也可以考虑在每类客房中留出一间供客人参观，并给客人只能进入一次的钥匙让他们自己参观客房。

    • 避免把客房置于销售剩余或定价很高的不利位置。酒店通常在需求高峰期有最多的散客，这时候酒店留给这些散客的选择也往往是最少的。很典型的是，剩下的给同一天进店的散客不是价格最高，比如套房或行政/俱乐部楼层的房间，就是条件最不好的房间，比如看不到景观的房间，或是靠近电梯或是在酒吧休息室上层的房间。没有得到适当培训的前台员工会不经意地以消极的方式向客人介绍这些位置不好的客房：今晚我们剩下的客房是____的房间。这样的表达方式会让客人觉得房间价格过高或是房间标准没有达到应有的水平。应该培训你的员工传达供应有限的信息来让客人产生客房供不应求的感觉：很幸运，今晚我们仍有一些可供您选择的房间。或者说：喔，太好了，今晚我们还有____的客房保留着。

    除了培训前台员工使用这些或其他的销售技巧外，在个人和整个部门的层面上衡量销售业绩也是非常重要的。如果你的资产管理系统允许，你可以为散客销售设计一个专用的源程序。另外，如有必要的话，制作一张表格，手工纪录员工的业绩。当然，也可以通过公布员工业绩、在每月例会上进行表扬以及当每星期和每月的散客业务数指标超额完成时，实行员

www.5ijcw.com 工激励制度这些方法来激起每个员工的竞争热情。

    通过在前台采取这些基本的销售培训和员工发展方法，你可以使酒店的销售额超过竞争者，同时还可以利用你的合作人每天与那些本夏季末的旅行者接触的机会来提高销售量。

    原文：Training front-desk team can help capture more walk-ins business

    While many hotels have focused attention in recent years on helping reservation agents convert inquiry calls into bookings, most hotel managers still seem to be overlooking numerous other opportunities their front-desk staff encounters every day. One opportunity is the walk-in inquiry.

    Depending on your market segment and especially your location, walk-in sales can represent a significant distribution channel. With hotels in North America heading into the busy summer leisure travel season, most

www.5ijcw.com of which still happens by automobile, the timing is great for those who are looking to eke out a little more topline revenue this year.

    Unfortunately, most hotels today do a less than adequate job of selling to walk-ins. Typically, the car pulls up out front and someone gets out; sometimes its the mom, sometimes its the dad, sometimes its the 13-year-old kid who is sent in. Regardless of who it is, they all ask the same question: "How much are your rooms?" All too often associates simply say "$99 a night," without inviting the inquirer to stay or building rapport by engaging them in small talk, let alone any mention of value-added benefits. As any sales professional knows, the worst mistake you can make in any type of sales is quoting a price without demon

www.5ijcw.com strating value. All to often, this leads to the common response of, "Let me check with my spouse outside and Ill be right back."

    When you stop to consider it, the walk-in sales opportunity provides the hotel with some significant advantages over other distribution channels, so in theory, front-desk staffers should be extremely successful at converting walk-in inquires. One advantage we have in fielding walk-in inquires is that the salesperson can visually evaluate guests needs and wants. Are they dressed as if on a business trip or on vacation? What is their age demographic? Are they traveling alone or with family? What is their level of commitment: in other words, do they park the car and walk in with luggage or do they just run in to find out the price?

www.5ijcw.com
    A second advantage is that the walk-in sales prospect can see the product firsthand and is able to formulate a first impression. (This is a reminder of why it is critical for hotels to maintain curb appeal.) Perhaps our biggest advantage is that it takes more effort for the walk-in prospect to continue shopping around-its much harder to get back in the car and drive on than it is to hang up the telephone and dial the next hotel phone number on the list, or to click the next online travel-booking site.

    Here are some tips for training your staff to capture more walk-ins this summer:

    · Connect with the customer. Fundamental guest-service principles will help you gain a competitive edge in any sal

www.5ijcw.com es scenario, and especially with walk-ins. Greeting guests as they approach the desk before they greet you, establishing eye contact, smiling and using positive body language will set you apart from competitors. Make sure your staff doesnt inadvertently depersonalize the interaction by staring blankly as they utter "Checkin in?" or even worse "May I help the next guest?"

    · Offer a menu of options. Depending on your inventory of rooms and packages, youll want to offer several choices when possible. For example, you might offer a traditional room and an executive-level room, or a nonview and view room; or a room option and a suite. Or perhaps your options include a room-only rate and a "package" option including breakfast and/or dinner. By offering a menu of

www.5ijcw.com options, the guest is moved along to a decision-making process based on: "Which accommodation option should I choose?" versus "Should I stay here tonight or keep looking?"

    · Use colorful language to "paint the picture." Common industry terms like "standard room" and "continental breakfast" do little to entice guests. Instead, help them take psychological possession by fully describing the furnishings, views, special-access lounges, and/or food-and-beverage presentations. Remember to use the knowledge gained from reading the guest to point out features that might provide a specific, value-added benefit. For example, be sure your staff notifies business travelers if your rates include complimentary local calls. Hotels offering specialty rooms or suites should

www.5ijcw.com also provide front-desk staff with photos to show prospects.

    · Offer to show the room. Just as the new General Motors marketing campaign encourages the "24-hour test drive" to get drivers behind the wheel so they can take "psychological possession" of the product, once we get a walk-in to actually "walk into" our accommodations, generally their level of commitment will increase significantly. Ideally, a front-desk person or bell staff member can show the room and along the way give them a quick property tour and provide area information. Even if you are a smaller property and have only one or two people at the desk each shift, consider setting aside one room in each category just to show and providing prospects with a one-time access key to go look at the

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