Sales strategies for hotels, printers and businesses that benefit from ‘keeping it full’
There are some businesses which benefit from being at full or near full capacity, hotels and printing companies usually fit into this category. Their model works on the premise that there is significant overhead which when shared over more customers, becomes a lesser percentage in relation to revenues, thus allows a larger net profit to be derived.
Key sales concepts to consider when ‘keeping it full’ is of benefit:
1. Generating leads - Filling empty appointments, rooms and slots.
Having mechanisms which allow you to fill the remaining slots (rooms or press time). Websites can offer this functionality, as can street boards, taking last minute radio slots (also an industry where ‘keeping it full’ has benefits) and literally encouraging people through physical invitation to step inside-the pavement ‘pushers’ or telesales team (especially to existing clients, and those who have recently browsed your website).
2. Cross selling - Additional services and products.
Additional revenue can be made from using the opportunity to sell secondary services such as food & beverage in the hospitality industry, or design and print finishing in respect to print companies. Its always worth considering carefully what other products and services would compliment my current ones. Customers will always be happy to consider additions that offer them added value or save them time.
3. Customer retention - Encouraging repeat business.
Repeat business is key. It costs less to achieve, the customers know what to expect, we already know what value they attribute, and we know how to make contact with them. But merely sending out surveys and offers isn’t enough. Nor is stating ‘if you like this, try this…’ The personal connection here can really pay dividends. There is an opportunity to secure the next booking face to face while they your customers visiting you (many hairdressers are good at this-and yes, another industry where ‘keeping it full’ is at play and makes sense!). Don’t let the opportunity be missed.
4. Customer service – The personal approach.
Offer personalised service so that customers want to come back, but be wary of having what can be seen as a ‘canned’ approach. When I go to a café and they already know what I will order, I then feel that I am being recognised. When my hairdresser says ‘same again’ I feel loved. While throughput in hotels and printing companies may be at a larger scale, if you can remember a coffee order from one day to the next (not necessary between monthly visits) you will be getting somewhere!
5. Customer profile - Know your target audience.
Know who your target audience are. There is a reason that many of your customers will share the same profile, they like what you have to offer. The trick is to identify what the commonality of profile is. It may not be gender, age, disposable income. It may be around proximity, ease of access, or the reception they receive when visiting your premises.
‘Keeping it full’ isn’t just about pricing strategies, it’s about ‘connection’ strategies. Ensure that you are connected with your existing and prospective markets!
