Diamond Formula for Conversion Success for the Guest Service Representative
When a guest calls your hotel for a reservation what makes them hang up without booking? What could
the Guest Service Representative (G.S.R.) or Reservationist have said to convince them to take the room?
When they walk through the door without a reservation, what makes them leave and check the hotel
across the street?
This program is focused on identifying and teaching best practices for increasing your hotel’s conversion
rate. The transient market is defined. The G.S.R. will be provided with the knowledge and skills required to
increase the number of room nights, average daily rate and market share from this important market
segment. The G.S.R. will become a major extension of the property’s comprehensive sales effort.
This program teaches service and selling techniques useful over the telephone or with walk-ins and to help
the G.S.R. to develop an entrepreneurial think-and act-for-yourself spirit.
The program modules will concentrate on the following:
Module 1: Introduction
Key Learnings:
- What is conversion?
- Why should the Guest Service Representative care about selling?
- How does increased conversion lead to success for both the hotel and the GSR?
An interactive test concludes this module.
Module 2: How your Guests Perceive the Hotel
Key Learnings:
- What is a Feature?
- What is a Customer Segment?
- What are the Features and Customer Segments that will help me sell my hotel?
This module includes an interactive test to match common hotel features to customer segments like Seniors, Families and Corporate Customers.
Module 3: Selling Skills
Key Learnings:
- What is Selling?
- What are the key elements of a Successful Sale?
An interactive test reviews the skills needed to identify a customer’s needs and match those needs to products the hotel’s features and products.
Module 4: Conversion Success – Steps 1-5
Key Learnings:
- How to initiate a conversation with a guest in a way that sets a positive tone
Module 5: Conversion Success – Steps 6-7
Key Learnings:
- Now that we have identified who our customer is, how does a GSR create a compelling offer for them?
Module 6: Conversion Success – Steps 8 – 11
Key Learnings:
- How to close a sale with success
Module 7: Putting it all Together
This module uses a variety of interactive tests to ensure that the participant has mastered the concepts from previous modules.
Module 8: The Typical Telephone Call
Key Learnings:
- What is the best way to serve customers on the phone so that we make a sale?
- Why do customers sometimes hang-up, frustrated with service?
- How to handle phone calls when there are multiple customers waiting.
Module 9: Let's Review
Another module filled with interactive tests designed to make sure that the participant is able to
demonstrate the knowledge that they have gained so far.
Module 10: The Bottom Line
Key Learnings:
- How does having even a small improvement in conversion have a big impact on the success of a property?
Final Exam
- A score of 90% must be achieved to graduate.
- The participant will be able to redo the program and retake the exam.
- A graduation certificate will be issued with the successful completion of the program.