Positioning in Hotel Sales - Hotel Sales Training from Steinhart & Associates (2023)


The best in hospitality sales and marketing training from steinhartassoc.com

Hotel sales managers have to know about positioning. The Hotel Sales Coach website features free sales training for people in the hospitality industry. Areas of specialty include hotels and resorts, restaurants, convention and visitors bureaus, and hospitals and medical centers. Over 27,000 salespeople have attended the in-depth, highly- acclaimed paid training programs, and now others can access this training and these tips for free.

This training is offered by Steve Steinhart, CHSE, CHME, who is recognized as one of the premiere hospitality sales and marketing consultants in the United States. He satisfies this highly specialized niche by concentrating on three specific areas: training, service and leadership.

The training coaches precise sales techniques from entry level to highly sophisticated. Recognized for being able to appeal to both experienced sales personnel and rookies, these training programs are highly regarded for their ability to allow attendees to realize increased productivity the very first day they return to their offices.

Having assisted thousands of franchises, management companies, hotels and resorts, it is clear that there is one dramatic, unequivocal, common denominator that exists amongst every single one that meets or exceeds their forecasts... an effective and productive sales effort.

Steve's training has received excellent feedback for the increased productivity he brings forth. Inexperienced sales managers will immediately be able to implement this material into their daily routines. For the more experienced sales managers, the material will act as reminders and reinforce the tools and techniques that have been identified as common denominators amongst truly successful hotel salespeople.

General Managers and support staff are encouraged to receive this training. The tips assist in accelerating their understanding of the sales process, provide them with tools to monitor the sales effort and even see how they can be more productive and involved in sales.

Some of the areas of emphasis are:

• Identifying New Accounts
• Making Effective Presentations
• Selective Selling
• Small Association Negotiations
• How General Managers & Owners Can Be More Involved in the Sales Effort
• Negotiating and Closing Techniques
• The Dynamics of Target Markets
• Effective Hotel Sales Negotiating
• Marketing to Associations
• Accelerating The Rapport Building Process With Customers
• Effective Time Management
Further, to increase group and event sales and to assist the sales manager's activities as they pertain to maximizing revenue, other important topics include:
• Introduction
• Selling vs. Servicing vs. Administration Self Analysis
• Three pitfalls of event and restaurant sales
• Identifying new accounts
• Selling to new accounts
• Selling within existing accounts
• How to make winning presentations
• Accelerating the rapport building process with customers
• Identifying your strengths and weaknesses

In addition to training for hotels and resorts, these tips and techniques can be easily adapted and used by those in these inches as well:
• restaurants
• convention and visitors bureaus
• hospitals and medical centers


Let's talk, there are four elements of negotiating.

Each of these will have to do with knowing where you are in the negotiation process, they're, really, very simple.

I'm gonna go through this quickly.

The first component is what we call position who has the position it's also known as leverage who has the position who has the leverage let's have an example Mike.

Would you do me a favor? Would you roleplay with me? Okay, I want you to be the hotel salesperson I'll, be the customer and I'm gonna call you at 4:45 on Friday afternoon, ready, that's assuming you're still there.

Oh, my god, Mike.

You got to help me my boss just dropped a bombshell on my desk.

I got eight guys coming in from out of town and we're gonna do a new product demonstration.

Two, arriving on Sunday, I know, today's Friday afternoon, 4:45, I need eight guest rooms on Sunday night, I probably need some kind of cocktail reception.

Sunday night, I, don't, even have a budget for it.

I don't, even know how much money I've got for it.

Then we got Monday night, Tuesday night, Wednesday night, Thursday night, Thursday night, I need some kind of dinner probably about 30-40.

People cuz I'm, bringing all my heavy hitters together and I.

Just soon have it though tell be a lot easier.

Oh, my god, you gotta help me that nice round of applause for Mike.

Yeah, but quit.

No, no I don't need.

The question is, who's got the position is there any question who's got the leverage here.

No question at all.

This is obvious don't.

We wish we had more emergency calls like this right? What should Mike now do up charge I like your attitude actually, I'll go.

The opposite way with this I don't want to calm things down I want to heat them up to further demonstrate my position, I would probably say something like, oh, my gosh, Michael, it's.

4:45 on Friday.


Am slam dunk sold-out next week.

I don't have a single room anywhere.

However, now you fill in the blank I have always enjoyed doing business with you I have always told you to call me if your hotel.

A first choice makes a mistake.

I have always told you I've to do business with you right? Whatever that is whether it's a return customer a new customer and existing customer the customer, the sharing their room nights with another hotel, fill in the blank.

Oh, my gosh, I am completely slam-dunk sold out.

But I've always told you to call me if you ever get in a tight spot here's, what I'm gonna do I'm gonna put you on hold and I'm gonna go directly to my general manager.

And you go from the first person singular to the first person, plural, we're gonna get these rooms can I just put you on hold I'm.

Gonna run down to the GM's office, not my Director of Sales.

Not my director I'm going over the top here I'm going on the top can I just put you over.

So why do you want to put them on hold? So they don't call somebody else you don't want to play phone tag here.

I'm just gonna put you home.

You don't really need to put them on hold you're, completely empowered to do theirs, yourself you're just trying to enhance your position.

So you say, can I put you on hold Mike? Yeah, you guys.

Watch TV last night, Dancing with the Stars, pretty good.

Huh? Okay.


Mike, Steve, we're in I'm, bleeding from everywhere we're in now I'm not going to God.

You I'm gonna put you in at my regular bar.

One, my best available rate.

Okay, I don't want to gouge you.

Because my goal is not to gouge you.

My goal is to create a relationship with you I don't want just this piece of business I want all of your business.

I hope, you'll, remember this in the future now, do you need something the rooms can I do a little upgrade? I know how important this is to you? Do you want to drop off some notes for me and I'll, put them in the room.

So you have a little alena wine and cheese when they arrive, how can I help you solve your problem? But in the exact same scenario, and we hear this a lot on our testicles, how could Mike just as easily have lost the position? If he'd said this, thank God.

You called cuz, we could have shot a cannon off in here.

Next week.

Yeah, we hear this a lot.

We hear this a lot Wow.

Thank goodness.

You called I, don't know, you can actually literally hear them turning the pages.

You know, click, Wow, nothing, no, no we're.

What oh mama, we are wide open that night you're just giving the position right back don't, give the position don't, give the position back.


What is the positioning strategy of a hotel? ›

Hotel market positioning refers to the unique identity that your brand has created in consumers and how it is distinguished from the guest experience that your competitors offer. The better your positioning, the more likely guests are to book a room with you and become loyal, repeat customers.

What are effective hotel sales strategies? ›

Six essential hotel sales strategies are: group bookings, direct bookings, destination marketing, cross promotional sales, guest rewards strategies, revenue management strategies. Other room selling techniques might include upselling, cross-selling, packages, promotions, re-marketing, and local partnerships.

What are 3 benefits of training in the hospitality industry? ›

Hospitality Training
  • Training Guarantees Guest Satisfaction. ...
  • Training Streamlines Company Culture for Consistent Guest Experience. ...
  • Training Builds a Qualified Pool of Employees. ...
  • Training Increases Retention Rates. ...
  • Training Ensures the Safety and Security of Both Guests and Employees.

What are the key roles & responsibilities of a sales & marketing department in a hotel? ›

The Marketing and Sales team is responsible for maximising a hotel's revenue by developing strategies and business plans to increase revenue. The team is tasked with making profits from business verticals such as room occupancy, event spaces, leisure facilities, restaurants, etc.

What are the 5 common positioning strategies? ›

What are the 5 common positioning strategies?
  • Customer service positioning strategy.
  • Convenience-based positioning strategy.
  • Price-based positioning strategy.
  • Quality-based positioning strategy.
  • Differentiation strategy.
Aug 25, 2021

What are the 4 methods of positioning? ›

There are four main types of positioning strategies: competitive positioning, product positioning, situational positioning, and perceptual positioning.

What are the three most commonly used sales strategies? ›

The 5 most successful sales strategies:
  • Value Base Selling.
  • Power-Based-Prinzip.
  • SPIN Selling.
  • Solution Selling.
  • Challenger Selling.
Mar 11, 2020

What are the most effective sales techniques? ›

Effective sales techniques: 7 tips for more consistent sales
  • Be systematic about generating leads. ...
  • Know your sales cycle. ...
  • Know your numbers. ...
  • Actively seek referrals. ...
  • Focus on securing appointments. ...
  • Get ready for objections. ...
  • Follow up and listen.

What are the 3 C's in hospitality? ›

Hotel Crisis Management 3Cs – Concern, Control & Commitment.

What are the 3 P's of hospitality? ›

The “3 P's” are Protect, Prevent and Promote. We've seen that properties that follow these principles regularly see higher performance than properties that do not.

What is the most commonly used method of training? ›

Instructor-led training

Classroom-style training is the most traditional and popular training method for employees. This method mimics other classrooms in that an instructor prepares and leads the experience, usually using a lecture-style presentation with a visual component.

What is the role of sales in the hospitality industry? ›

A Sales and marketing manager in the hotel industry is responsible for maximizing a hotel's revenues by developing programmes to increase occupancy and make profitable use of its accommodation, meeting and leisure facilities.

What does a sales person do at a hotel? ›

The hotel Sales Manager is responsible for prospecting for new business, while maintaining and nurturing old customers and accounts. They set goals for their activities each week or month by which type of activity they will be doing. For example, they may set a goal to make 30 cold calls that week.

What is the role of a sales associate in a hotel? ›

Sales Associate duties and responsibilities include working closely with customers to determine their needs, answer their questions about your products and recommend the right solutions. You should also be able to promptly resolve customer complaints and ensure maximum client satisfaction.

What is the best example of positioning? ›

A great positioning strategy example would be a computer company that focuses on providing cutting edge technology at premium costs before their competitors. Another example of positioning strategy would be a large chain store that focuses on providing popular goods to many people at a low cost.

What is an example of positioning? ›

For example: A handbag maker may position itself as a luxury status symbol. A TV maker may position its TV as the most innovative and cutting-edge. A fast-food restaurant chain may position itself as the provider of cheap meals.

What are the 3 C's strategic positioning? ›

Unless you do your research, your message to the market has almost no chance of getting through and hitting the mark. This article explains why you must understand the 3 Cs of successful positioning—your customer, channel, and competition—as well as you understand your B2B product, service, solution, or company.

What is the most common positioning strategy? ›

The purpose of product positioning is to create an impression in the mind of consumers that enables the product to differentiate itself from competitors. The most common positioning strategy is to associate a product characteristic with a benefit for the customer.

What are good positioning strategies? ›

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.

What is basic positioning strategy? ›

What is positioning strategy? Positioning is a marketing strategy, also referred to as product positioning, to promote your product or service to customers relative to competing brands. The goal is to establish a single defining characteristic for your brand in the consumer's mind.

What are the 3 A's in sales? ›

The Three A's of Sales:

The sales profession is not the issue itself; it is the attitude, approach, and activity that you have toward the sales process that impacts your understanding and experience of it.

What are the 4 basic sales strategies? ›

The four basic sales strategies salespeople use are script-based selling, needs-satisfaction selling, consultative selling, and strategic-partner selling. Different strategies can be used with in different types of relationships.

What are the 4 key sales steps? ›

The number of steps in the sales process may change depending on the type of industry you're in, what product you're selling, and who your prospect is, but typically include four key stages: research, prospecting, sales call and close, and relationship-building/upsells.

What are the five 5 selling strategies? ›

5 Sales Strategies for Businesses
  • Define your buyer.
  • Tell a story.
  • Target a niche market.
  • Sell your brand.
  • Focus on internal growth.

How do you position a sale? ›

Positioning in sales means to create a perception with your potential client that you are the best person to speak with, to solve a specific problem and offer a solution to an issue they have.

What are the 7 keys to success in sales? ›

There are seven key selling habits you must develop as a sales expert. They are prospecting, establishing rapport, identifying needs, presenting solutions, answering objections, closing the sale and getting resales and referrals. They proceed in order.

What are 4 highly effective sales closing techniques? ›

What Are the Best Closing Techniques in Sales?
  • Making an assumption. ...
  • Offering an alternative option. ...
  • Asking a sharp-angle question. ...
  • Creating a sense of urgency. ...
  • Giving a professional suggestion. ...
  • Making it feel like "now or never" ...
  • Summarizing the points. ...
  • Offering a discounted (but less attractive) option.

What are the 4 P's in hospitality? ›

The 4Ps in tourism are “product,” “price,” “place,” and “promotion.” They are intangible factors for enthusiasts, planners, and adventurers and are categorically streamlined as follows.

What is ABC in hospitality? ›

ABC stands for Ashtray, Budvase and Cruet. ABC is kept at the centre of the table while laying the cover. Back of the House. Back of the house is the ancillary area of the restaurant, where all the supporting service is carried out.

What are the 4 aspects of hospitality? ›

The hospitality industry is vast and can be broken down into separate sectors. The top four sectors consist of; 'Food and Beverage', 'Accommodation', 'Travel and Tourism' and 'Entertainment and Recreation'.

What are the 5 C's of hospitality? ›

The solution to hospitality interface problems however is not avoidance, but understanding the five Cs of hospitality technology interfacing (Confidence, Contracts, Communications, Comparisons and Contingencies).

What are the 5 E's of hospitality? ›

One of my favorite hospitality systems for making a customer connection is the "5 E's": 1) eye contact; 2) ear-to-ear smile; 3) enthusiastic greeting; 4) engage; and 5) educate. Eye contact.

What is 3 star in hospitality? ›

Three star: A broad range of amenities are available, exceeding above-average accommodation needs. Service and design are of good quality. Four star: With a wide range of facilities, superior design qualities and excellent service, these hotels offer a deluxe guest experience.

What is training strategy? ›

A training strategy is an organized approach to creating a training program for staff members. An effective employee training program is a crucial step for the professional development of staff, ensuring they have the skills needed to provide successful business results.

What is the best most useful part of training? ›

Important Element of Training #1 – Engaging learning content

Creating learning content is the most important element of training, but it can also be one of the hardest things to do. Because of the fast-paced nature of the modern workplace, training needs to be packed but concise.

What makes training effective? ›

Effective training is smart, data-driven, and responsive training. In other words: training that doesn't end with the classes. Finding ways to understand the effectiveness of your efforts is just as important as the training itself.

What is the most important thing that you sell in hospitality? ›

Service is the key in the Hospitality Industry

All important services should be easily accessible and ideally offered before guests make a request. Making your customers feel special and even spoiled is an art that only dedicated, trained staff can achieve.

How hotels can use customers to promote sales? ›

Include targeted upsells and cross-sells on your hotel website. Even before your guests book their room or event, they are browsing your website to find the product that will best meet their needs. Including relevant offers throughout your website increases the chance that a customer will come upon something they like.

What are the roles and responsibilities in sales? ›

Sales Representative Responsibilities:
  • Generating leads.
  • Meeting or exceeding sales goals.
  • Negotiating all contracts with prospective clients.
  • Helping determine pricing schedules for quotes, promotions, and negotiations.
  • Preparing weekly and monthly reports.
  • Giving sales presentations to a range of prospective clients.

Do hotel sales people make commission? ›

This is typically a percentage of sales, which is paid on top of a base salary. Hotel commissions have been around the market for quite some time now. Over the years, the way they work has changed. According to expert Jutta Moore, nowadays, hotel sales commissions are heavily associated with the guest experience.

What does it mean by hotel sales? ›

Hotel sales is more than just selling rooms and F&B - you're trying to help people get what they want, at the right price for you. Build relationships. The best sales people are those that are able to establish relationships with their customers and not make it seem like they are selling anything.

How do I get into hotel sales? ›

Using Your Education to Become a Director of Hotel Sales

Director of Hotel Sales positions almost always require a Bachelor's degree in Hospitality Marketing or Management. That degree is typically combined with at least 5 years of experience in the hospitality industry.

Why should we hire you as a sales associate? ›

Potential Answer: "I'm interested in sales because I have great interpersonal skills and I'm passionate about providing excellent customer service. I have experience working with people in previous positions, and your company is appealing since you seem to value putting clients first."

What makes you a good sales associate? ›

To do their jobs effectively, sales associates must be able to communicate with your customers, coworkers, buyers, and managers. Interpersonal skills also include patience, friendliness, and active listening — a critical skill when learning about and solving customer needs and problems.

What skills do you have for sales associate? ›

Sales Associate Skills
  • Communication and Interpersonal Skills. ...
  • Experience With CRM or POS Software. ...
  • Customer-Focused Mindset. ...
  • Deep Knowledge in Product or Inventory. ...
  • Genuine Enthusiasm for the Company and Products. ...
  • Creative Problem Solving & Decision Making When Dealing With Customer Issues. ...
  • Empathic Attitude.
Jul 2, 2021

What is a positioning strategy example? ›

A great positioning strategy example would be a computer company that focuses on providing cutting edge technology at premium costs before their competitors. Another example of positioning strategy would be a large chain store that focuses on providing popular goods to many people at a low cost.

What are examples of strategic positioning? ›

Strategic Positioning Examples

Coca-Cola's aim is the promotion of the Powerade as a low-cost alternative to Pepsi's Gatorade in the sports drink industry, rather than competing with Pepsi's Gatorade for the target customers. Customers who buy Gatorade willingly pay more for a sports drink of high quality.

What is an example of positioning strategy for service? ›

Positioning based on product or service is a common approach. It focuses on how your product or service solves a problem for customers. For example, if your company sells toothpaste, you might position it based around features such as teeth whitening or tartar control.

What are examples of positioning strategy statement? ›

Brand positioning statement: “To be the world's best beverage company.” Being the best means providing outstanding quality, service, cleanliness, and value so that every customer is contented and happy with their products.”

What is a successful positioning strategy? ›

A positioning strategy aims to establish the defining characteristic of a brand in the consumer's mind to influence customer perception to communicate a brand's competitive advantage effectively. It's all about showing the audience how a brand wants to be perceived in the mind of customers relative to competing brands.

What are the 3 key elements of a positioning strategy? ›

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.

What are the three types of positioning? ›

These three types of positioning strategies are known as comparative, differentiation, and segmentation.

How do you write a positioning statement about yourself? ›

You can include information about your training, your experience, what sets you apart, your career objective, your interest in the company, etc.

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