We can all become revenue ambassadors

Knowing that 60% of consumers are prepared to pay more for a better experience, wouldn’t that be a good reason to try and get more revenue?

Upselling is trying to persuade a customer to buy a more expensive item or to buy a related additional product. To get into an “upselling” mindset, think about a time when you bought a more expensive item than what you thought you should. The most important discussion point is why did you allow yourself to spend more than you knew you should? Most find a bit difficult to sell more to their customers because they don’t know them very well. If I’d give you a couple of minutes to talk with your customers, would you be able to tell me a few things about them?


Of course, and you would see that this relates to the way we deal with and serve our customers. Finding out about their needs, about what makes them happy, what would make them stay with us or comeback is key to revenue improvement.

As it is for you when you spend more, your customers feel they really need or want it, just because they deserve it, are worth it, etc. No doubt, getting to know your customers will help you in encouraging them to spend extra money with you.

We can have a tremendous impact on the way our product is perceived compared to the competition. But to do that, we need to provide service in a way that is different from what our customers have come to expect. So how do your customers evaluate you against your competition? You probably have a similar product but your approach towards providing them with a great experience will set you apart. What does the customer look for when they shop around? Price, quality, service, amenities etc., right?

But, when you put all of these things together, they ultimately look for the best value.

It is possible that this guest has stayed with you or in other hotels before. One thing we must accept is that each guest brings with them their own individual expectations. If we want them to choose us as the best value, we need to deliver that value to them. To create VALUE, we must strive to DELIVER service that exceeds their EXPECTATIONS. This is the concept of Legendary service! It is possible that we may be more expensive than our competitors - and we will not apologize for it - and that could be because we have more to offer here! Because we’re better! And also, because we want to make money. So, if we want to be able to charge more than our competitors, don’t you think it is important for the customer to understand why? As well as feel like they’re getting more?

There are different ways in which companies can create value.

Value isn’t just price and quality. It is:

1. Product Leadership
2. Developing Customer Intimacy
3. Operational Excellence

Product leadership means having leading edge products or services that enhance use or application, making other’s products obsolete. Think about Nike for example. They create value to the public through product leadership.

While some companies may focus on their product or service to create value, other companies focus on the way they present their product or service to the customer in order to create value by developing customer intimacy. Therefore, we need to:

2a. Connect to the guest
2b. Find out their needs
2c. Cater to those needs

Essentially, these companies target a specific market and then tailor their offerings to meet that market’s needs. Burger King with their slogan: Have It Your Way.

Finally, companies can create value through demonstrating operational excellence, which means offering reliable products or services at competitive prices and delivering them with minimal difficulty or inconvenience. McDonald’s and FedEx come in mind.

Now that we’ve seen different ways in which companies can create value, which strategy do you think you can use? Legendary service and Upselling are intimately related as it’s a win/win situation for the hotel and the guest. Every agent will feel a sense of satisfaction that their customers needs are being met to the fullest. The customers will perceive a better value for their dollar and this will generate more revenue for the hotel.

Francis Prézeau
Owner/President
f.prezeau@signaturecanada.ca
Phone: 514-923- 8155
signaturecanada.ca