Knowledge: A Fundamental Building Block of Negotiation in Hospitality Sales

 


Knowledge in hospitality sales negotiation refers to understanding every detail about the product or service you're selling, as well as gaining insight into the client’s needs, desires, and constraints. This combination of product knowledge and client understanding is pivotal in crafting an attractive proposal that caters to the customer's specific requirements and expectations.


Case Example: Alexander Oceanfront Resort, Miami


When the Alexander Oceanfront Resort in Miami was competing for a large corporate retreat, they were initially at a disadvantage due to their smaller size compared to some larger resorts in the area. However, their intimate knowledge of their property, its unique features and the flexibility they could offer due to their size became their competitive edge. They tailored their proposal to highlight their oceanfront location, spacious suites, and the ability to provide a more personalized and intimate retreat experience. Concurrently, they took the time to understand the corporation's needs for team-building activities, privacy, and desire for a unique experience. The result? Alexander Oceanfront Resort won the bid, with the client citing the tailored approach and intimate setting as key deciding factors.


Case Example: Meliá Varadero


Consider a situation where Meliá Varadero was vying to host a large international conference. They had to compete against other resorts that were closer to the convention center. However, Meliá Varadero had a deep understanding of their property's capacity, the flexibility of their space, and their access to quality transportation partners. They presented a proposal showcasing their capability to convert various spaces into breakout rooms, offer a variety of dining options, and provide efficient transportation solutions to and from the convention center. The proposal also highlighted the unique experience of staying on a beautiful peninsula surrounded by the sea. In-depth knowledge about their client - the organization's requirement for different meeting spaces, a relaxing environment for delegates, and seamless logistics - helped Meliá Varadero win the contract.


These examples underline that knowledge - both of your property and of the client's needs - can make the difference in winning a contract. It's not enough to just know your property; you need to understand your client and tailor your proposal to their specific needs and desires. Doing so can turn potential disadvantages into unique selling points and give you the edge in a competitive market.

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