The certification Certified Hotel Sales Leader (CHSL), launched by HSMAI Global, recognizes the expertise of hotel sales leaders, with a focus on the most up-to-date business practices and strategies.
Below are some essential skills for the hospitality business environment, according to the study guide The Hotel Sales Playbook: Winning Strategies for Success.
1. Gain industry knowledge
Stay up-to-date on key customer segments, market trends, and industry events.
Participate in associations and events that address relevant trends.
In a market saturated with generic offerings, salespeople who stand out are those who offer unique insights and value that potential customers can't find elsewhere. This insight stems from a deep understanding of the industry, the competition, and their customers' specific challenges. By sharing personalized advice and innovative solutions, sales professionals demonstrate their commitment to customer success, building stronger, more meaningful connections that transcend the transactional.
2. Broaden your business perspective
Understand how hotel departments interact to generate revenue and achieve goals.
Familiarize yourself with key metrics (KPIs) that reflect the impact on business performance.
Consider getting certified Certified in Hospitality Business Acumen (CHBA) from HSMAI, which simulates a general manager's strategic decision-making over a 12-month cycle.
3. Adopt a consultative and decisive approach
Identify customer needs and propose practical solutions aligned with the hotel's capabilities.
Record details during conversations and avoid promising things you can't deliver. Be realistic and transparent.
Get involved in the hotel's strategic plan.
4. Develop analytical thinking
Solve problems by breaking them down into smaller parts and anticipating the consequences.
Use data intelligence tools to analyze hotel performance against competitors, identify opportunities, and develop action plans.
5. Be professional and a true representative of the brand
Be an ambassador for the hotel's brand identity, reflecting its values, ethics, and professionalism.
Sales professionalism isn't just a skill, it's a mindset.
6. Improve your communication and presentation skills
Practice giving presentations clearly and confidently.
Train regularly to maintain excellence in your presentation skills.
Please respect the time allotted for presentations.
7. Create a formal prospecting plan
Organize your time and define a strategic plan to reach clients through phone calls, emails, social media, or meetings at industry events.
8. Invest in continuing education
Constant learning is a hallmark of a successful salesperson.