Sep
19
I spent part of yesterday in the company of people who work for a government department.
They spoke, almost entirely, using acronyms - you know, using abbreviations instead of proper words. Hotels do it too, using expressions such as EPoS or GDS
I still have no idea what they were talking about. Mind you, neither did they.
It set me thinking about acronyms for marketing in hotels. It doesn't seem to matter if you sex it up by abbreviating it - many hoteliers try to avoid doing marketing properly. These people seem to view a £ not spent on marketing as a £ saved, instead of a £ not invested.
Those same people then spend £1,000 on a painting for the lobby. Still, I suppose it's their train set, they can do what they like with it.
Anyway, let me introduce you to WSIBIFY.
They spoke, almost entirely, using acronyms - you know, using abbreviations instead of proper words. Hotels do it too, using expressions such as EPoS or GDS
I still have no idea what they were talking about. Mind you, neither did they.
It set me thinking about acronyms for marketing in hotels. It doesn't seem to matter if you sex it up by abbreviating it - many hoteliers try to avoid doing marketing properly. These people seem to view a £ not spent on marketing as a £ saved, instead of a £ not invested.
Those same people then spend £1,000 on a painting for the lobby. Still, I suppose it's their train set, they can do what they like with it.
Anyway, let me introduce you to WSIBIFY.
WSIBIFY?
Yup, WSIBIFY.
It's a question in the minds of most of your prospects, whether they're reading a newspaper advert, looking at your website or scanning your latest piece of direct mail. The hotel industry generally isn't very good at answering this question.
When times are good and demand is high, hoteliers quote full rate and completely ignore anyone who asks WSIBIFY?
When times are bad they answer WSIBIFY by saying, "because we're cheaper!"
But WSIBIFY is a sign that you're about to make a sale if you pay attention, get your finger out and answer the question properly.
The question is,
Why Should I Buy It From You?
When somebody asks you this, it is likely they've already made up their mind that they're going to make a purchase, they just haven't decided who they're going to buy it from yet.
It could be you, but it won't be you if you don't answer the question properly.
The WRONG answers look like this:
"Because we're better/bigger/cleaner/newer/older/cheaper/more stylish/smarter/recently refurbished/nearer/quieter/further away from..........."
The RIGHT answers are more sophisticated, like this:
"Because you can have a bigger room with more space to be nice and comfortable. And if you book it now, I'll make sure you get one of the rooms with the views over the garden - you'll enjoy that! Now, you mentioned you might like to order a bottle of fizzy in your room on arrival - you can have a nice bottle of sparkling Cava for £12 or you can choose a lovely bottle of perfectly chilled champagne - you can choose from the £20 champagne or the £30 champagne. Is this for a special occasion?"
You might recognise these answers as the way we should respond to the primary question, "What is in it for me?"
The right answers show that you're interested in what the customer wants, not what you want to sell them.
The right answers are framed with the customer in mind. It's never all about you, it's always about them.
Why Should I Buy It From You?
What can you do for me?
Yup, WSIBIFY.
It's a question in the minds of most of your prospects, whether they're reading a newspaper advert, looking at your website or scanning your latest piece of direct mail. The hotel industry generally isn't very good at answering this question.
When times are good and demand is high, hoteliers quote full rate and completely ignore anyone who asks WSIBIFY?
When times are bad they answer WSIBIFY by saying, "because we're cheaper!"
But WSIBIFY is a sign that you're about to make a sale if you pay attention, get your finger out and answer the question properly.
The question is,
Why Should I Buy It From You?
When somebody asks you this, it is likely they've already made up their mind that they're going to make a purchase, they just haven't decided who they're going to buy it from yet.
It could be you, but it won't be you if you don't answer the question properly.
The WRONG answers look like this:
"Because we're better/bigger/cleaner/newer/older/cheaper/more stylish/smarter/recently refurbished/nearer/quieter/further away from..........."
The RIGHT answers are more sophisticated, like this:
"Because you can have a bigger room with more space to be nice and comfortable. And if you book it now, I'll make sure you get one of the rooms with the views over the garden - you'll enjoy that! Now, you mentioned you might like to order a bottle of fizzy in your room on arrival - you can have a nice bottle of sparkling Cava for £12 or you can choose a lovely bottle of perfectly chilled champagne - you can choose from the £20 champagne or the £30 champagne. Is this for a special occasion?"
You might recognise these answers as the way we should respond to the primary question, "What is in it for me?"
The right answers show that you're interested in what the customer wants, not what you want to sell them.
The right answers are framed with the customer in mind. It's never all about you, it's always about them.
Why Should I Buy It From You?
What can you do for me?
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