Turn Front Desk Clerks Into Front Desk Salespersons

Despite the continuous increased focus on improving revenue management processes at most hotels these days, more often than not the job of working the front desk is still viewed as primarily being an operational position.


While many hotels and hotel companies have focused training efforts on hospitality and guest-service efficiency, few have provided the more comprehensive sales training that the position calls for. Whatever sales training that has been presented has typically focused on reservations sales techniques for converting inquiry calls, which is certainly a step in the right direction. However, at most properties the front desk team faces myriad sales opportunities each day. Depending on your property's location, brand, and market segment, here are some opportunities your front desk salespeople might encounter daily, along with corresponding training techniques for your next departmental meeting.

Capturing more walk-in business

Create a positive first impression by initiating contact and welcoming the guest when they enter the lobby. Rather than quoting only the lowest rate and sending them back out to the car to make an "either-or" decision, instead create a "which should I chose?" decision-making scenario by offering two or three room types and/or rate options. Reiterate benefits. Embellish descriptions of features that are relevant.

Securing "move-overs" from disgruntled guests currently staying at other hotels in the area

Hotels located in dense markets such as Interstate exit ramps or near metropolitan convention centres might often encounter "move-over" opportunities when guests of nearby properties stop by to check rates and availability. Train your team to present your hotel's unique advantages and to avoid negative remarks about the competition. Rather than saying what the other hotel doesn't have or doesn't do, focus on the advantages your property has to offer with statements such as:

"What's unique about us is..."

Up-selling effectively during registration

With so many guests booking either online or via third parties, the registration process might represent the best time of all to up-sell to higher-rated accommodations. After reassuring the guest that the option they booked is still a good choice, gauge the guest's interest with questions such as:

"Did your travel agent have a chance to mention our concierge floor?" or "Are you familiar with our suites?"

Present the upgraded options as being a unique opportunity: "We've had some of our executive king rooms open up this evening..." Personalize the benefits: "As a guest on level you would receive full access to..."