Doug Kennedy Announces Next Topic In His Webcast Training Series: Reservations and Group/Event Sales - Use Storytelling Selling to Narrate The Pictures They Already Viewed Online
Complimentary Registration Sponsored By Travel Outlook, Better Talent, and Track Hospitality Software
Kennedy Training Network Inc. (KTN) announced today the topic for Doug Kennedy’s next training webcast: Use Storytelling Selling – Narrate The Pictures They Already Viewed Online scheduled for Monday, November 13, from Noon – 12:40pm EDT. REGISTER HERE
Years ago, all that guests had to research options were a few pictures displayed on a fuzzy, low-resolution monitor. Now, prior to calling or emailing about booking an event or important stay, those who inquire have already seen extensive photo galleries and probably also ‘real traveler’ photos. What they don’t want to hear in conversations or read in emails are the same features they have already read as bullet points. Kennedy
This webcast shows participants how to use a storytelling approach that focuses on placing the guest and/or their event attendees at the heart of the story, helping them imagine themselves enjoying the features, amenities, and services offered at the property itself as well as in the destination or local area.
Storytelling selling techniques presented include:
- Using the “just for you” approach to engage multi-tasking callers and help them visualize the experience.
- Expand your working vocabulary of visually and emotionally descriptive words so they can be used naturally and not sound scripted.
- Offering needs-based recommendations, suggestions, and endorsements.
- Using these and other techniques both in writing as well as during verbal conversations.
- Storytelling selling techniques for creating urgency when callers hesitate to commit.
Doug’s monthly series of live webcast training events focuses on topics related to hospitality excellence, reservations, and hotel group/event sales. In creating this series, Doug draws on content from his on-site training programs, conference keynote presentations, and his monthly training articles.
Everyone who registers receives a link to the recording, even if they cannot attend. The 40-minute format is perfect for “lunch and learn” or staff meetings. The target audience is anyone who is interested in upskilling themselves or others, and the topic areas are broad enough to be relevant for all sectors of the lodging industry.
We are grateful to the generosity of our sponsors who have allowed us to offer complimentary admission. It takes a lot of time to design, promote, and deliver these events, and so we would normally charge at least $99 registration per person, but this series is now completely free to all. Kennedy
Sponsors include: Travel Outlook, the only KTN Certified call center, Better Talent, a subscription-based talent acquisition company serving the lodging sector, and Track Hospitality Software, a TravelNet Solution, whose products include a PMS and CRM.
Complimentary registration can be accessed at www.KTNwebcast.com. Here are the dates for additional topics scheduled so far.
12 Steps to Reclaiming Your Spirit of Hospitality From The Grasp Of Cynicism
Monday, December 18 (Noon EDT)
As we look to the start of a new year and reflect on a string of several of the most stressful years in the history of the lodging industry, Doug offers us reminders of why we do what we do in this sometimes crazy business called the hospitality industry. Join in as Doug delivers a presentation that - while witty and fun - also provides some badly needed coping tools for all guest service and operations staff. As they say in virtually all 12-step programs, admitting you have a problem is the first step taken toward overcoming it. So, if you have recognized that you may have become a bit more cynical about the traveling public in recent years, register now and come prepared to grab your white chip!
- It’s okay to vent but do so in a way that does not disrespect guests. Avoid ruminating.
- Accept that guest complaints are a numbers game; most guests come and go without incident, leaving satisfied and happy.
- Understand that you work in a “memory factory.”
- Use your “5G Positivity” to overpower the weak, analog signal of the negative personalities you will surely encounter.
- Empathize before you apologize to defuse potentially explosive guest complaints.
- Use your “power of release” to break the chain of negativity.
- Gratitude is a superpower!
Contemporary Approaches for Upselling at Registration
Friday, January 26 (Noon EDT)
Too often hotels rely solely on pre-arrival upsell drip campaigns, but with similar offers from airlines, rental cars, and other hotels flooding their inboxes, most guests ignore them, if they even make it through spam. Upselling can best be accomplished when welcoming front desk colleagues to have authentic, human conversations. Also, whereas drip campaigns market accommodation types, human receptionists sell specific locations and views. Human conversations take place upon arrival, a time during which guests are likely to feel more spontaneous and indulgent after a long day of stressful travel and at a time when they are only looking at the incremental “gap amount” to treat themselves. Upselling tactics covered include:
- Re-assuring them that the room they already “bought” is still a great option (and if applicable, that loyalty membership has already been considered with the preassigned room.)
- Opening the door to a conversation by asking if they are aware of, or interested in, available upgraded options.
- Presenting availability as a special, timely opportunity.
- Using “Rate Framing” to create value.
- Using an incremental quoting approach.
- Conveying the value received with the upgrade, including specifics of the actual room location or view.
- Using recommendations and/or endorsements.
Quoting Higher Rates And Overcoming Rate/Availability Restrictions For 2024
Monday, February 19 (Noon EDT)
As many resorts, hotels, and VR companies enter the peak booking season, now is a great time to train your team on tactics for successfully selling the higher rates that your revenue managers have most likely rolled out for 2024. This webcast also covers how to explain rate fences, restrictions, rates that change based on demand, and “mid-stay rate variance". While the main target audience is reservations and front desk staff, hotel salespeople can also benefit from some of the concepts. Sales tactics covered include:
- Convincing yourself that higher rates match the value received and a reminder that it is their money, not yours!
- We don’t raise rates during busy seasons! High-season rates are the “normal” rates; they go down during periods of lower demand!
- How to explain rates that change between a first inquiry and a call-back.
- Overcoming objections to revenue management “levers” such as minimum stays and “day of arrival” restrictions.
- “When all you have left is all you have left, never say ‘All we have left is…” and instead position remaining options in a positive way.
- How to “downsell” when necessary to less desirable options based on locations, lack of views, and/or size.
For additional details, contact KTN at [email protected] or by phone (01) 954.533.9130 www.kennedytrainingnetwork.com.
About Kennedy Training Network Inc.
KTN is the lodging and hospitality industry's best source for hotel training programs and supportive services in topic areas of hotel sales, catering/event sales, hotel reservations sales, and hospitality & guest service excellence. KTN President Doug Kennedy has been a fixture on the lodging and tourism conference speaking circuit for decades. Hoteliers worldwide read his monthly hotel, tourism and hospitality industry sales training articles in this publication and elsewhere. Visit www.kennedytrainingnetwork.com or call (01) 954-533-9130.
