In Brief: Chuck Kelley’s article provides insights into the ‘Minor Point Close’ technique, a strategic approach in hotel sales that aims to finalize deals without compromising on the business’s bottom line.
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– By Chuck Kelley – Image Credit Pexels
Sometimes your brilliance and offering is not enough to get to the finish line. That is when you reach into your toolbox for the Minor Point Close.
You and your client are essentially in full agreement, yet even though the client is exhibiting obvious buying signals they remain hesitant.
Why won’t they sign the contract?
Maybe they just need to feel like they got the one up – they need a small win they can brag about. How can you sweeten the pot without changing the overall agreement? Some minor point that gives the client a win and you can live with. If I can do this one thing, do we have an agreement?
Minor Point Close Examples for Hotels
In hotel sales the minor point might look something like this:
- Confirm the Board Room you asked for at no extra charge.
- Add back the extra hors d’oeuvres you asked about for your opening reception at no extra charge.
- Add one more comp room.
- Add one more suite upgrade.
The circumstances are a vague memory, but I will never forget the client’s response the first time I pulled this off – “you got me, let’s do this.”
Minor Point Close Examples for Hotel Consultants
What does this look like in hospitality consulting agreements?
- No charge for travel days.
- Pro bono hours (cap at 3?) at the conclusion of the project to review progress and assist with implementation. This may lead to further work – well worth the pro bono investment.
- Zoom presentation to Board to help the client sell the plan.
- Expand the scope to include a minor point the client initially asked for.
- Extra days/hours at a special rate with a realistic cap.
Read the Room, and the Client
Closing is always situational and you are in the best position to read the client and determine what technique may work best. The best approach is to listen closely, clarify and then listen again.
Minor Point Close is an excellent tool when you know you are almost there. Just be careful not to overuse the tool and give the client the impression you are open to further negotiation.
Offer One Thing, with Caution
The important thing is to ask for the business and minor point close is a method of asking. Remember the key phrase is “if I can do this one thing.” Use with care.
If you are asking for the business, regardless of how you will be ahead of the game and significantly increase your closure rates. Don’t leave the discussions with the client open ended – ask the “yes or no” question.
Happy Closing!
About Chuck Kelley
Chuck is a Partner with Cayuga Hospitality Consultants, a network of independent consultants specializing in hospitality/lodging. He spent 32 years with Marriott International, beginning as an Assistant Restaurant Manager and worked his way up to Executive Vice President responsible for Marriott’s Caribbean/Latin America Region. Along the way he held positions as Director of Restaurants, Director of Marketing, Regional Director of Sales and Marketing, General Manager and Country Manager Australia. A graduate of the University of Hawaii, with a BS in Travel and Tourism Management. He is a prior member of the Baptist Health South International Advisory Board and previously served as Chairman of the Caribbean Hotel and Airline Forum for the Caribbean Hotel and Tourism Association. He served with distinction in the US Army in Vietnam having earned a Purple Heart and Bronze Star for valor in combat.
Source: View the original article at Cayuga Hospitality Consultants.
