How to - Say no without losing a customer
What happens when you are almost fully booked and you have to turn away guests? Saying no, without offending the customer, is not the easiest thing to do.
Typically these occasions arise when you are planning for major events and hotel rooms are in exceptionally high demand, such as Wimbledon or the Grand National.
Firstly, double check that your forecasting is accurate and you know if you are going to sell those rooms.
Check back on last year's sales. Were you selling at the same pace this time last year?
Did you actually fill over the event? If it's a multi day event - did you fill on each day?
What is your competition doing? Do they look like they will fill? Or are they offering a lower rate than you and trying to capture your share?
Secondly - keep in mind your contracted business over the event period - ensure that your revenue strategy doesn't conflict with your sales strategy and that any contracts for last room or regular guests are honoured.
When you are in a position where you need to say "No", take a measured approach.
- Start positively
• .... It's nice to hear from you again
• .... Thank you very much for thinking of us
- Show Understanding
• .... I can fully understand that....
• .... I know that....
- Explain the situation objectively
• .... Can I briefly explain the situation....
• .... We have the following situation....
• This is due to the fact that on the dates you require the room that best suits your needs is already booked by another customer and, as you will appreciate, we must honour this reservation.
Communicate the reason why you are unable to take the guest clearly to ensure there is no misunderstanding.
And finally, avoid being abrupt and putting the customer off. Offer alternatives - a different date or a sister hotel.
Wherever possible offer an incentive to return when the hotel is less busy to keep that important relationship going.
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