In guest services, mastering the art of Feature-Adjective-Benefit (F.A.B.) statements is essential for driving upsells and enhancing the guest experience. In this module we will show spa and hotel front desk agents, concierge, and food and beverage servers how to use F.A.B. statements to showcase the distinctive offerings of the hotel and align them with the specific needs and preferences of each guest. Through personalized F.A.B. statements, you can effectively highlight the features of the hotel, use vivid adjectives to create enticing descriptions, and articulate the benefits that directly cater to the guest's desires. Whether it's promoting room upgrades with luxurious amenities, recommending dining options or spa products, or suggesting exciting experiences, employing F.A.B. statements enables you to effectively upsell while surpassing guest expectations.

This course begins at the start of the sales process, concentrating on where and how to initiate your prospecting efforts. It covers the essential distinction between prospecting and sales, providing a valuable prospecting "road map" to help identify the "right person," the "right path," and the "right thing to say." Additionally, it explores strategies for uncovering new business opportunities from existing clients, as well as new and previously inactive accounts. And the importance of prioritizing and effectively planning your prospecting time to maximize results.

This module focuses on step two of effective new business development – the outreach stage. We will look at how to create compelling messages when reaching out to prospects. And how to get their attention using different avenues – voicemail, email and social media. We’ll also tackle how get past the gatekeeper and the personal barriers that get in the way of effective prospecting.

Once you have an appointment to speak to a new prospect, do you have what it takes to keep them interested? During your initial sales calls or inquiry calls, the nature of your communication should be based on broad, open-ended questions that get the customer talking about themselves and what is important to them. In this module we will introduce the Probing Process to guide you through this initial inquiry and how to effectively uncover your customer’s needs. 

F.A.B. Statements are at the heart of what makes you an effective salesperson. It is the formula that links the positive attributes of what you are selling with the fulfillment of your customer’s needs. In this module we will talk about how to create personalized F.A.B. statements for proposals, sales presentations or site visits, as well as RFPs. These compelling sales statements will clearly articulate how you are uniquely positioned to meet the specific needs of  your customers.

The close is an integral part of the sale. A strong proposal or presentation should move the customer to a point where they can act. Closing is not about a hard approach but facilitating the buying process to a natural conclusion of booking business with you. In this module we will look at how to move the customer to action and ask for the business. We will introduce eight different approaches to closing as well as following-up effectively and when to walk away when the business isn’t right for you.  

The site visit represents a unique opportunity to kick-off a lasting relationship between a customer or planner and your property. You have one chance to make an unforgettable first impression on clients during a site visit – and anything less could cost you the booking. In this module we will discuss best practices to create and deliver WOW site visits that are personalized and demonstrate to your customers how you are uniquely positioned to meet their needs better than anyone else.

Our proactive efforts to rebook our clients and cross-sell sister properties increases customer retention by meeting more needs of each client. In this module we will look at best practices for how to identify and ask for future opportunities.

Feature-Adjective-Benefit Statements are the cornerstone of your success in reservation sales. This module will teach you how to craft personalized F.A.B. statements that effectively communicate how your hotel can fulfill the unique requirements of each guest. You'll learn to articulate the distinctive features of your hotel, how to use vivid adjectives to describe those features, and ultimately communicate the benefits that directly address the guests' needs and preferences. This approach enables you to customize recommendations and offerings to meet and exceed guest expectations.