Inbound Sales For Your Hotel :: Be the Hero
Best practices reap best rewards. When it comes to sales, this is exponentially true. Except, for a hotel these days, what are the “best practices” in sales? With the constant evolution of technology and the overwhelming onslaught of tools, it can be challenging to discern what to use, when, where, why, and even how.
We have uncovered a sales technique that both uses best practices and can position you as a superhero. It’s called inbound sales and we are here to tell you more about it.
The Plot
More often that not so many of our sales tools are founded on the same principle – a vague assumption that the people we’re selling to want our product. We’ve approached prospecting like a numbers game – the more people we can pitch to, the more sales we can close.
That’s a dangerous technique these days, because buyers have an unprecedented amount of control over which messages they do and do not wish to hear. If your hotel sales team is pushing your product(s) on an audience that may not need or want it, then not only will leads not prove fruitful, your prospecting has the potential to completely backfire.
The Solution
Image credit: On Target | by viZZZual.com
What is the solution then? Stop assuming that the more people you can get in front of the higher your close rate. Why? Because now there are highly effective, modern tools available that can help you hyper-target who needs your product, and gives you super powers into how to convert them into a sale. It’s about identifying the right prospects and best understanding how to nurture them into leads and sales.
Pinpointing and attracting these authentic leads is commonly referred to as “inbound marketing,” and the special power to help close the sale is referred to as “inbound sales.”
Though it may be foreign to some hoteliers, the term inbound marketing has been making it’s way through the hospitality industry, becoming a familiar face. Inbound sales, on the other hand, is still the mystery guest at the party and we want to introduce you to this new and exciting concept.
So, what is inbound sales?
Essentially, inbound sales is an acute focus on individual buyers and their frustrations, pain points, needs, and goals. An inbound salesperson prioritizes the buyer’s needs before their own, every.single.time. When you approach the sales cycle from the place of being genuinely helpful, you will automatically be two steps closer than your pushy, non-relevant counterparts. Yet, it takes patience to develop your inbound sales system. Here’s how to get started.
First answer the why….
Inbound sales is answering the why before anything else. Think of yourself as the sales advisor, instead of the sales person. If you’ve done your inbound marketing homework, you’ll have your buyer personas, you’ll know exactly who your target audience is and what they need, want, and desire. Additionally, you understand the buyer’s journey – you know where your prospects are in the buying cycle and your goal is to provide solutions every step of the way.
Related: Boost Hotel Sales with These Hot Marketing Automation Tips
All that’s left is to tell your target audience the why behind your product or service, and then guide them to the realization that one of their frustrations, pain points, needs, or goals are alleviated or achieved through your product. They have a problem. You have a solution.
When you implement the inbound sales methodology, it helps your team:
- prioritize the right buyers
- understand the prospects’ real challenges
- make a lasting impression from the very first call
- write emails that convert
- create a compelling sales conversation
- and, makes every step of the process a long-lasting success
Next, no more cold calls!
No more assumptions. No more cold calls. No more leads gone to waste. Be the hero in the hospitality industry. Serve your guests as best as they can be served because you have already learned so much about them, have an understanding of their needs and how you can best provide a solution.
Inbound sales is your key to solid leads that have been nurtured from the beginning, which will then translate into happy and thankful reviews, which will then evolve into more of your target audience being reached.
Inbound sales is the good kind of domino effect, and who doesn’t need a little of that?
Lookin’ for Love? Maybe It’s Time to Explore Loyalty Programs
If there’s one thing we marketers love it’s, well, love. A way to find that secret sauce of connecting with people and keeping them coming back for more. We wordsmith articles for websites, create fun tidbits for social media channels, crunch open rates and, oh, so much more. That magic we’re hoping to create all comes down to love. A love between a person and your brand that’s so deep and special there is nothing that can take it away.
For anyone in the hospitality industry, there’s one sure-fire way we’ve discovered to create a spark, and it’s through a well thought-out loyalty program. If you’re also looking for that love connection, we think this could be the answer.
Loyalty Programs for Hotels
A guest loyalty program is a rewards program offered by a hotels – and other companies – as a way to reward purchasing behavior. A loyalty program may give a customer advanced access special offers, promotions, and perks. And, believe it or not, is not exclusive to big brand hotels.
Seeking unique stay experiences, millennial travelers are leading a hospitality revolution. Millennials and Gen Xer’s alike are armed with more information than ever and bring an online savviness not seen in travel generations of the past. These travelers are rejecting stiff, big-box loyalty programs in favor of the dynamic and agile programs independent properties can offer.
Why It’s Time to Implement a Loyalty Program for Your Hotel
The Center for Hospitality Research at the Cornell School of Hotel Administration published a study in 2014 showing that loyalty programs encourage frequent guests to stay even more frequently and with an average 50-percent increase in revenue for independent hotels. Even the elusive millennial is showing brand loyalty and increased spend when offered a loyalty program.
The best part? They’re not just great for your hotel business either. Guests like loyalty programs, too. According to Hubspot, “76% of consumers think that loyalty programs are a part of their relationship with brands — and 83% said loyalty programs make them more likely to continue doing business with certain companies.”
The fact of the matter is, loyalty programs work for both guest and brand. Now that’s what we call a win-win!
RELATED: Is Your Hotel Marketing Strategy More Like Tinder or Match.com?
How to Get a Loyalty Program Started
The good news is, as an independent property, you have more flexibility and freedom than a chain property program may be able to offer, and guests happen to love that. But, how do you get started? These tips may help:
Sign Everyone Up
There’s no better way to start building that relationship than by simply signing up your guests. This will give you the opportunity for regular communication, gives them a chance to promote your brand, and prompts the guest to go directly to your website for information and potential bookings.
Rethink Rewards
If you think travelers these days are excited about the same old point-based reward programs, think again. Organizations are finding they have to differentiate by offering personalized experiences. Rather than free rooms, consider free upgrades. Offer VIP, behind-the-scenes, or exclusive experiences. Experiential travel is trending, and you can be ahead of the curve by incorporating that concept into your rewards program.
Listen to Your Guests
Like, really listen. Administer polls, engage on social media, follow up stays with a survey – and be sure to offer them the option to fill in their own answer. Discover ways in which to set your property apart, then consider that feedback when setting up your loyalty program.
Pick Partners
Partner up with local businesses to offer gift bags or local experiences. This will really give your guest a local experience and highlight the unique offerings of your property.
Don’t Forget the Business Traveler
Business traveler trends are showing an increase in “bleisure” travel bookings. So, even though on-the-whole corporate travelers tend to be loyal to the point programs of chain hotels, independent hotels are starting to win over this typically hard-won segment as they can appeal to both ends of their travel needs more efficiently.
Brand love doesn’t come easy. But, once you’ve won over your guest they can be your greatest advocates. Robust and unique loyalty programs could be the key to your success! ~Click to Tweet
Is your independent hotel looking for an out-of-the-box way to connect with guests and make them raving fans? Contact us to learn more about our effective programs for properties just like yours!
Susan Tucker, Director of Digital Strategy
Susan brings her experience and enthusiasm as Director of Digital Strategy. A certified Inbound Marketing professional, she believes consumers should not be “sold to” but that they should find value in brands that are providing the products and services they are seeking. Outside of work, you can find her chasing her boys on the ski slopes or watching them on the sidelines of the soccer field.
Have a pressing digital marketing question for Susan? Contact her here.
