HSMAI Hotel Sales Playbook: Elevate Your Presentation Game
This article originally appeared on HSMAI.
Successful hotel sales leaders have mastered the art of the presentation. From messaging to visuals to how they dress, all aspects of the presentation are carefully planned. Presentation skills are among the many topics covered in The Hotel Sales Playbook: Winning Strategies for Success, the study guide for HSMAI Global’s new Certified Hotel Sales Leader (CHSL) certification.
Here we share excerpts from Chapter 3: Effective Communication and Presentation Skills for Sales Leaders, contributed by Bob Anderson, Chris Hardy, CRME, and Gissell Moronta, CMP.
Mastering Presentation Skills
Effective presentation skills are essential for hotel sales leaders to communicate their proposals, ideas, and strategies with impact and influence. By mastering presentation skills, hotel sales leaders can effectively communicate their value proposition, build credibility with stakeholders, and drive business success. Embrace these four strategies and resources to enhance your presentation skills and achieve your goals with confidence:
- Understand the audience.
- Master the slide deck.
- Be deliberate about body language and delivery.
- Engage through storytelling.
Understand the Audience
Before delivering a presentation, it’s crucial to understand your audience and their priorities. Consider what information is most important to them and tailor your message accordingly. High-level executives and owners may be primarily interested in revenue generation, cost savings, and strategic growth. By aligning your presentation with their objectives, you can increase engagement and buy-in.
Master the Slide Deck
A well-designed slide deck can enhance your presentation and reinforce key points. Follow these best practices:
- Emphasize visuals: Use images, graphs, and charts to convey information visually and minimize text.
- Keep it simple: Limit each slide to one main idea and use bullet points for clarity.
- Use consistent formatting: Maintain a cohesive design theme throughout your presentation for a professional look.
- Avoid clutter: Remove unnecessary elements and focus on essential information to avoid overwhelming your audience.
Be Deliberate About Body Language and Delivery
Your body language — posture, gestures, facial expressions — along with eye contact, voice, dress, and delivery style play a significant role in how your message is received. Pay attention to the following:
- Posture: Stand tall with your shoulders back to convey confidence and authority.
- Voice: Speak clearly and confidently, varying your tone and volume to maintain engagement.
- Eye contact: Make eye contact with your audience to establish rapport and convey sincerity.
- Dress: Dress professionally to reflect your credibility and respect for the occasion.
- Non-verbal cues: Be mindful of non-verbal cues such as gestures, hand positions, and facial expressions which can convey enthusiasm and conviction.
- Pace: Maintain a steady pace to keep your audience engaged. Avoid speaking too quickly or too slowly.
Engage Through Storytelling
Capture your audience’s attention by telling a compelling story that resonates with their interests and experiences. Effective presenters can “paint” their audience into the story they are sharing. Be interesting, authentic, and credible, avoiding monotonous delivery or reading directly from slides. Incorporate personal anecdotes, case studies, or industry insights to bring your message to life and make it memorable.
CHSL Certification
HSMAI Global’s Certified Hotel Sales Leader (CHSL) certification is designed to recognize the expertise of hotel sales leaders, emphasizing the most up-to-date sales and commercial principles, practices, and strategies.
The CHSL certification is tailored for hospitality sales leaders who are proficient in leading high-performing teams, demonstrating overall commercial acumen, applying best practices in hotel sales to drive revenue growth, and more.
Approved applicants will receive a digital copy of the study guide, The Hotel Sales Playbook: Winning Strategies for Success, and complete an online examination covering essential functions of hospitality sales.
Categories: Sales and Marketing