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Your sales team is working hard. Why aren’t more opportunities converting?
Hotel Sales Training
Your team responds to inquiries, sends proposals, follows up and works hard to win business.
Yet qualified prospects go quiet. Proposals don’t convert. Buyers question rates. Opportunities the sales team were certain would convert, don’t.
THE REAL CHALLENGE
What’s missing?
Your sales communications may be providing the right information, but still failing to give buyers a compelling reason — or the confidence — to move forward. When your messaging doesn’t clearly communicate your value, differentiate your hotel, or address what matters most to buyers, even strong offers can struggle to stand out.
That’s an expensive distinction when hotels are competing for the same business, where the way you communicate your value can make the difference between being considered and being chosen.
SALES PSYCHOLOGY & BUYER CONFIDENCE
Better sales thinking. Better buyer decisions. More booked business.
AI can write polished emails or proposals in seconds.
Sweet!
But (big but here!), it can also make a weak sales strategy sound awesome.
A beautifully written follow-up can give buyers absolutely no reason to respond. A polished proposal can miss why your hotel is the better choice.
The opportunity is better sales thinking before the writing.
That’s where my hotel sales training comes in.
I help hotel sales and events teams apply sales psychology, decision-making research and human judgment to:
- communicate their sales strategy in ways that earn buyer engagement and response, make their hotel’s value and distinction easier to recognize and justify
- build buyer confidence
- convert more qualified opportunities into booked business.
Buyers aren’t necessarily looking for more information. It’s assurance they need.
Research examining 2.5 million sales conversations, found moderate or high buyer indecision in 87% of opportunities. What this means is the buyer is qualified and genuinely considering your hotel – they may really want what you offer! – and still hesitate.
Meeting planners need more than seller enthusiasm about your beautiful ballroom, exceptional culinary team and your outstanding service.
They need to understand how those advantages contribute to their event’s success and why your hotel is worth the investment. They need your sales team to reduce perceived risk and provide the decision-support so they can confidently recommend and defend their choice.
Sales psychology – communication and sales intelligence applied – is the answer.
Results for your team
What changes after training?
Your sales and events professionals will learn to:
Earn more buyer responses.
Create immediate relevance, engage qualified prospects and give buyers compelling reasons to respond.
Make your hotel’s value clear and compelling.
Give buyers meaningful reasons to choose your hotel over the competition. Communicate your hotel’s distinctive advantages in ways competitors can’t easily copy. Connect those advantages to outcomes the buyer values. Make your hotel easier to recommend and select.
Keep qualified opportunities moving.
Recognize buyer hesitation, reduce uncertainty and create follow-up that turns into meaningful progress.
Use AI strategically.
Apply human judgment before prompting. Ensure AI supports your sales objectives. Eliminate AI slop before sending.
Improve proposal effectiveness.
Help buyers envision their successful outcomes and why your hotel is the right choice.
Support your rates with greater confidence.
Communicate value in ways that reduce discounting and make the investment easy to defend.
The objective is better sales conversations, more confident buyers and more qualified opportunities progressing toward booked business.
How the training works
Training that changes what your team actually does
Ever attend a great workshop, returned to work and nothing changed?
That’s not the kind of training I deliver.
Every program is fully customized to your hotel’s sales challenges, brand and opportunities. There is nothing off-the-shelf.
Along with included mystery shopping, we collect your team’s responses to inquiries, proposals they send, prospecting emails, follow-up messaging, rate objections and difficult situations they encounter.
Using those authentic examples, and AI, your participants will apply sales strategy to the communications they use every day.
They leave with fresh thinking and practical strategies they can use immediately, and winning examples to teach AI to incorporate as they go further.
Training options include interactive workshops, SKOs, virtual programs, individual coaching and reinforcement.
What happens after the training
What happens when the learning goes to work.
“All of my leads are booking or at least responding and creating a connection… So many THANK YOUS for the invaluable lessons in selling you taught me last month in Dallas. Your lessons on applying personality into our emails has made a huge difference in my work.”
Amaya Dussan
“I’m only two days back and I’ve already received two immediate responses to my new prospecting email… Also, this book is a game changer.”
Taylor Wehmeyer
“You truly changed the way I communicate with clients. “I used to think emails were just….. emails. But in Sue’s class, I learned they can be fun, engaging, and full of personality. Every message is a chance to make a strong first impression and connect with intention.”
Grace H.
Salespeople applying what they’ve learned, using AI efficiently AND effectively, creating strong buyer connections and earning responses that move opportunities to convert more quickly – that’s exactly what you can expect too. They leave energized with strategies they can’t wait to try.
Hi, I’m SpeakerSue.
I’m Sue Hershkowitz-Coore, author of Power Sales Writing and How to Say It to Sell It!
I’ve trained hospitality sales and events professionals in 27 countries, working with sports team, luxury hotels, major hospitality brands, professional sports teams, lifestyle brands and independent boutique hotels.
My approach combines sales psychology, decision-making research and practical communication strategies with highly interactive, specific, practical strategies your team can put to work immediately.
The learning is serious. The experience is anything but.
THE BUSINESS CASE FOR HOTEL SALES TRAINING
Turn More Qualified Opportunities Into Booked Business
Your hotel has invested in CRMs, AI and automation.
What if your team could convert more of the qualified business already in your pipeline?
More buyer response
Stronger differentiation
More productive follow-up
Greater buyer confidence
That’s the opportunity: helping your team turn its sales strategy into buyer confidence and qualified opportunities into booked business.
Whether your challenge is buyer response, proposal conversion, rate resistance or stalled opportunities, let’s identify what your team needs to do differently to improve results.
Let’s talk about your team’s opportunities and customized hotel sales training.
Hotel Sales Training: Frequently Asked Questions
Everything you want to know before we get started.
From what makes the training different to how it’s customized, how it helps teams use AI, and how you’ll know it made a difference — these answers cover the most common questions hotel sales leaders ask.
What makes SpeakerSue's hotel sales training different?
SpeakerSue’s training is different because it changes how salespeople think, communicate, and win business. One Hyatt team reported achieving 121% of its sales goal, booking 35 weddings, and finishing 55% ahead of the previous year’s booking production. More, 65% of a Langham hotel team reported “new business entering their pipeline as a direct result of attending training.”
Having trained professionals in 27 countries, SpeakerSue translates buyer psychology, communication, and decision-making research into practical, immediately applicable strategies that engage, earn responses and convert more leads.
Nothing is off the shelf and no two clients receive identical training. Every program is built around your team’s actual challenges, with highly interactive learning that helps both new hires and experienced sales, event and reservation professionals rethink familiar habits and put smarter strategies to work immediately.
One more thing: Sue’s energy. Ask anyone who’s attended her training.
Our salespeople are experienced. What will they learn they don't already know?
Plenty! What worked 5 years ago – or 2! – was smart then. And it’s way too easy to keep doing what’s always worked without questioning what gets best results now.
SpeakerSue builds on their strengths while challenging assumptions. Your seasoned professionals may be uncomfortable (will likely be uncomfortable) but they see how rethinking how they communicate engages and closes more business. They leave energized with frameworks and fresh approaches adapting to how buyers make decisions now.
How will this training help us convert more opportunities into booked business?
Because they’ll communicate differently. They apply sales and communication research to:
Make your hotel easier to choose.
Help planners sell your hotel internally.
Use AI to sell better, not just write faster.
Write emails that actually move business forward.
Turn proposals into decision-making tools.
Give buyers a reason to respond.
Make next steps easy to say yes to.
Recognize when selling harder won’t help.
Reduce overwhelm without missing opportunities.
Win more business without relying on discounts.
Write follow-ups that aren’t ignored.
Develop new business by building trust first.
And more!
How is the training customized to our hotel and sales challenges?
Everything is based on your objectives and desired outcomes, and the communication challenges that get in the way.
Your participants forward sales emails they’re working on including inquiries, proposals, follow-ups and difficult to write emails. They complete a SurveyMonkey questionnaire, and are mystery shopped for another perspective of what they’re communicating to prospects.
Then, training is designed based on an audit of their strengths, opportunities and challenges. They work with their authentic challenging situations along with the hotel’s competitive challenges and leave prepared to create distinction, desire and more wins.
Will SpeakerSue’s sales training help our team use AI more effectively to win business?
Yes! AI is an awesome productivity tool when used smartly.
They’ll see the difference in what they’re sending now – and what they should send to avoid AI Slop and create the confidence needed for planners to justify decisions, advocate for your hotel and move opportunities to booking.
Sellers learn what to ask AI, how to evaluate its recommendations, and how to infuse their personality to create authentic connection.
Is there follow-up or is this one and done?
Follow-up and accountability are baked into initial training. “Graduation” is included in every full-day or intensive two-day training.
A few days post training, participants forward an email they’ve sent to a client. This is evaluated, with personalized and detailed instruction sent back, for further improvement. When they graduate, they receive a cool digital badge to show their commitment to the professional development and the hotel’s commitment to their success.
Quarterly webinars, office hours, additional mystery shops, communication reviews and individual coaching are available to reinforce learning and continue to support their success.
How will we know the training made a difference?
The ultimate measure? More booked business.
Also, the confidence and renewed energy that even your seasoned sellers will bring to their communications.
And, of course, measurement.
The questionnaires, sales emails, and mystery shops that were the basis for the learning design also established a base line. Afterward, we can evaluate their transformation.
Here’s the truth: Even excellent training won’t produce lasting results if everyone is allowed to return to business as usual. They leave excited about possibilities and ready to win. With leadership support and accountability, their new skills become new habits and new habits become their competitive advantage.
Great training is fun. More booked business is even better. Let’s talk about how to make both happen for your team.
