In hospitality, a sales strategy is a plan designed to increase a hotel’s sales and revenue. It is a tool used to identify the objectives, strengths and weaknesses of the company. Furthermore, with it it is possible to define the tactics and resources necessary to achieve the desired goals.
With all this, designing an effective sales strategy is crucial to the success of any hotel. Thanks to it, it is possible to successfully differentiate yourself from the competition and obtain benefits. Therefore, below we present 3 steps that will allow you to create this strategy successfully.
1. KNOW YOUR PUBLIC GOAL
The step of knowing the target audience is essential for any hotel that wants to design an effective sales strategy. The reason is that customers are the center of any business. Therefore, knowing their needs, preferences and purchasing behavior is essential to providing them with the products and services they want.
To accomplish this first step, it is important to carry out exhaustive market research. This may include applying surveys, interviews, analyzing demographic and behavioral data, among other methods. In such research, it is important to pay attention to several factors of potential customers. Among these factors are age, gender, geographic location, income level, preferred communication channels (be it social networks, email, etc.), purchasing inclinations and education.
2. DEFINE YOUR GOALS AND CREATE A SALES MESSAGE
Once the characteristics of the target audience have been identified, it is important to create a sales message that is relevant and attractive to them. This involves highlighting the benefits of products or services and highlighting how they fit the needs of potential customers.
At the same time, in the design of an effective sales strategy it is essential to define goals. Sales goals are clear and measurable objectives that allow us to achieve greater growth and profitability.
To define effective sales goals, it is important to take several key factors into account. First, realistic and achievable goals must be set. This means taking into account factors such as market size, competition, available resources, and market trends.
Secondly, it is important to define specific and measurable goals, to be met within a particular deadline. For example, instead of simply setting a goal of “increase sales,” you should set more specific goals, such as “increase sales by 15% over the next quarter.” This will allow you to measure progress and make adjustments to the strategy based on the results.
Finally, it is important to periodically monitor goals and readjust the sales strategy based on the results. Thus, if objectives are not being met, the approach may need to be adjusted. This may involve a change in sales tactics, focusing on a different market, or reallocating resources.
3. IDENTIFY THE STRENGTHS AND WEAKNESSES OF THE HOTEL
On the one hand, strengths are those aspects in which the hotel stands out and is superior to the competition. On the other hand, weaknesses are the points where the hotel can improve and that improve its ability to compete in the market. Together, strengths and weaknesses provide crucial information for creating a successful sales strategy.
To identify the strengths and weaknesses of a hotel, it is important to conduct a thorough and detailed analysis of the business. This involves conducting a review of the hotel’s internal operations, as well as evaluating competition and market trends.
During the analysis, it is important to pay attention to factors such as the quality of your products or services, operational efficiency, customer satisfaction, and your hotel’s reputation in the market. It’s also crucial to evaluate financial strengths and weaknesses, such as revenue, expenses, and profitability.
The information collected should be used to design a sales strategy that capitalizes on strengths and addresses weaknesses. For example, if a hotel excels in quality customer service, it is possible to design a strategy that focuses on promoting this aspect to attract customers who are looking for an exceptional service experience.
If, on the other hand, prices are higher than those of the competition, you can work on offering special promotions.
By following these 3 steps it is possible to design an effective sales strategy for a hotel and increase revenue significantly. Here, the key to success is knowing the audience and highlighting their strengths to offer a memorable experience.
Of course, it is difficult to successfully implement each step mentioned. Therefore, quality hotel consulting is crucial in the design of an effective sales strategy. And this advice is obtained from experienced professionals in the area, such as those found at IHCS.