On my programmes, or when I speak at conferences, I often say the receptionist is probably the most important person in your practice. They can often decide whether clients come into the practice or not depending on how they deal with new enquiries. They play a large part on whether your practice is successful or not. Here is a true story to back this up, and, although it is related to a hotel, there is plenty to learn from the experience.
My parents, who now live near Blackpool, were having a party on a Sunday afternoon a couple of weeks ago. My brother suggested that it would be a good idea if the two families stayed in a hotel the night before and had a family get together. I said I would contact the hotel that we have both stayed at on several occasions. Here is how the conversation went, more or less word for word.
Ashley Latter: Hello, can I please book two family rooms for a week on Saturday? Do you have availability. (I have my credit card in my hand)
Hotel receptionist: Yes we have availability, but I cannot offer you those rooms, unless you stay Friday night as well.
AL: I am sorry, my brother works on a Saturday and we can only stay on the Saturday night, can you please accommodate us.
HR: No, I am sorry it is the policy of the hotel.
AL: We really like your hotel, do you have any family rooms available?
HR: Yes they are all available.
AL: How much is it to stay then?
HR: £165 a night bed and breakfast.
AL: So for two nights it would be that times two.
HR: Yes
AL: Right so it looks like you cannot help me here.
HR: I am afraid not, sorry.
AL: Bye then.
HR: Good night.
Let me acknowledge one thing: I respect their business model. If they fill their rooms just for one night then it is obviously going to affect their weekend trade and ultimately their profits, as they would be turning away weekend bookings. I understand, I am in business myself. I run two day ethical sales and communication courses and it would not make any sense for people just to come to one day of the two day course.
There were several things that this receptionist could have done:
1. Asked me my name and thanked me for enquiring about their services. Maybe even asked how I had heard about the hotel. This is essential, as you need to know what part of your marketing is working or not. If the telephone is ringing, then there would have been a marketing cost to obtain that enquiry. It is important for any business to ascertain which part of their marketing is working or not.
2. If she had done this and checked her computer, she would have established that we had stayed there before several times. We were existing happy customers, who liked the hotel.
3. She could have been flexible and on this occasion, offered us the rooms. She said that they were all available. This was November in Blackpool, probably a quiet time for the hotel industry.
4. It was less than 10 days before we planned to visit the hotel so she should have known if the hotel would be busy or not
5. She could have checked with her boss.
6. She could have tried to offer us an incentive to stay for the two nights, or find out why we only wanted the room for one night.
7. At the very least, she could have taken our details and offered to ring us back in a few days and if they had not sold any weekend packages, offered us the rooms.
I would have been delighted if they had offered us option seven as our family like the hotel and the brand.
The result was no sale and a lost opportunity. The hotel probably lost a sale of around £600 as we would have had dinner and a few bottles of wine. They have probably lost future sales from us as well.