Setting Yourself Apart

Posted At : July 13, 2009 9:14 AM
Related Categories: Education

“Believe in the brand, believe that every client needs and deserves a luxury vacation, believe that consumers will buy quality and value – not just price!”LIE

VE IN

Sandals Resorts didn’t invent the all inclusive concept, but over the years we have perfected it. For a decade we have won every award in the industry and we continue to be voted WORLD’S BEST LUXURY INCLUDED RESORTS. We have raised the bar in the “all inclusive” world and we believe that the loyalty of our guests confirms our commitment to excellence. Many other hotel chains try to imitate us but remember the saying “imitation is the greatest form of flattery”.

So my questions to you are: What do you do to set yourself apart from your competition? What can you do to be the best in your market? Do you only offer products based on price or do you sell quality/value?

I believe in order to be successful in this industry you must specialize in a product and learn everything there is to know about that product. It is impossible to know everything about every resort out there but if you focus on one brand you will be categorized as an expert and you will gain the confidence to sell it. You must be able to recommend a product that will exceed your clients’ expectations; in order to do this you must have product knowledge in brands that will benefit you as a sales professional and that will benefit your clients as far as value and quality. As I have said before, only sell products that will keep your customers coming back to you, don’t sell something because of price - selling “cheap” makes you no money and chances are your customers will not be impressed with what they receive.

When it comes to Sandals Resorts many agents selling our brands believe that they know everything there is to know because they took the css course years ago or they have seen a resort on a site inspection but each and everyday there are so many changes with our brands and to be honest with you there isn’t one day that goes by that I don’t learn something about my own product.

Here are just a few things that you may not know about Sandals:

-Each and every resort employee must undergo 120 hours of training each and every year

-We do not have bartenders, we have "showtenders"

-When we open a “specialty” restaurant such as a Thai restaurant we actually bring in a chef from Thailand to stay and work on our property, did you know we have over 155 restaurants in our chain

-Our butlers have a maximum of 4-6 suites that they tend to – other hotels that offer butler service have their butlers tending to over 20 suites at a time

-Beaches Turks and Caicos has been given a 6 star rating

-We host over 13,000 destination weddings a year

-All of our resorts are Green Globe Certified

There are so many things that set us apart and if I learn something new everyday about this amazing brand I am sure there are many things that you need to learn in order to sell it based on quality and value. When was the last time you took the css workshop? I encourage you all to attend a Sandals CSS Workshop so that you can learn more about Sandals, Beaches, Royal Plantation and Grand Pineapple Resorts; even if you have taken the workshop in the past remember that things change everyday and to stay on top of things you must continue to educate yourself so that you can set yourself apart and be a true expert which will give you the confidence to recommend, overcome objections and most importantly close the $ale$$$! ERVES A VTION

Wishing you all a wonderful week!!

Gina

-Quote of the week:

“You have to do what others won't. To achieve what others don't.” – Anonymous

Please send me your comments and remember that every comment you send me and it is posted you will automatically be entered to win a 4 night trip to Sandals or Beaches!!

Congratulations to Deborah from Volare Travel in Ottawa as she is our June “comment” winner!!

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WOW! Great blog! I really want to come and hear one of your presentations. I did attend a seminar years ago in Winnipeg and you were presenting the launch of Sesame Street and I really learnt a lot from you as you are so enthusiastic. I do know it is time I take the css workshop so now I think I will make time.
Lisa -TPI

# Posted By Lisa | 7/13/09 11:24 AM

I proudly display the Sandals Logo on my website and on my business cards. I'm attending a FAM trip this fall to further my knowledge. O attended a CSS course in February and was told that there wouldbe a further 2-3 day seminar planned, but I haven't heard any more about it. It was a lot of information to take in. I would definitely like to attend another seminar to get more in depth training.

# Posted By Julie Bond | 7/13/09 11:31 AM

In our industry especially it is so important to set yourself apart from the "competition" While resorts as well as professionals in the industry can be a dime a dozen, it is so true what you said that you need to go above and beyond and see the value in the service you provide, rather than simly the bottom line. I can truly see why Turks and Caicos was given a 6-star rating, it is one of the most beautiful places I have ever visited! I look forward to seeing what the Sandals/Beaches brand has in storre next! Great blog Gina, really enjoyed this one!

# Posted By Jenn | 7/13/09 11:37 AM

Hi Julie,
The workshop is just a one day seminar. I do agree that it is a lot to take in as there is so much to learn about the Sandals brand. We do have many workshops scheduled for this summer, e-mail me and I can give you the information.
gtsirmpas@uvisandals.ca

# Posted By Gina | 7/13/09 12:05 PM

Well said Gina. I did think I had the knowledge but after reading this I think I will sign myself up for a workshop.
I try not to sell on price as selling cheap places brings back many complaints which means more work for me.

# Posted By Michelle | 7/13/09 12:52 PM

I agree with you 100%. If you sell cheap you are not making money and you are probably not ever going to see the customer again because you did not provide them with something that will exceed their expectations. I try to take the css course every year and I always find them to be very interesting and informative.
Thank you Gina for all the great posts you provide!

# Posted By Laura | 7/13/09 6:15 PM

Hey Gina!! I can’t believe I won!!! I am so excited and I think my husband just might be more excited than me!!! I love these bloggs. I learn so much. Just when I think I know everything there is to know about Sandals, there is something else that comes up that I didn’t know. I agree the seminars are fantastic but what I found even more helpful was the Sandals Trade Show. Sandals had stations set up where you could meet staff from each of the different resorts, they had some of the butlers there and you could talk to them and ask questions, they had Sesame Street characters, and the wedding department with tables set up just like the ones in the packages that Preston Bailey sets up. They put everyone into groups and we attended mini session about different products that Sandals offers like Red Lane Spa. It was fantastic! Hey Gina when is the next one I am anxious to go?

# Posted By Deborah Bellocchi-Covella | 7/14/09 8:20 AM

Oh sorry I forgot to answer your question Gina! I set myself apart from others by specializing in Destination Weddings and Honeymoons. I find there is a large niche market out there and as you said thoughts of weddings are done each year at Sandals and that is what I want to sell. I try not to sell cheap trips to my clients. I like to up sell them as much as I can because to me if you save your money and you want to go away and really enjoy a vacation you can’t go cheap because you just don’t enjoy it the same way. Either the food sucks or the location sucks. Everyone wants cheap but it’s value they really want and sometimes we forget that and aim for cheap. It’s all a mater of educating our clients after all they come to us for our expertise so why not steer them in the right direction, Sandals!!!
Deborah Bellocchi-Covella

# Posted By Deborah Bellocchi-Covella | 7/14/09 8:26 AM

I take the css workshop every year because I gain a lot of product knowledge and this is how i keep my css status.

# Posted By Lorie | 7/14/09 10:46 AM

Knowledge is power!!!
By the way I really enjoy these blogs.

# Posted By Maria | 7/14/09 12:34 PM

I love this blog! It makes perfect sense to sell a brand that you know inside and out!One that you truly love and visit yourself. Learning all you can about one brand and company definitely puts you ahead of the rest. Other agents out there who will try to sell based on country or vacation style like "all inclusive specialist" are falling behind in their actual knowledge of what the brand offers its guests, wedding couples, honeymooners and what they offer travel agents as commissions, and incentives.
Our office is totally a supporter of the Sandals brand. We own a family based agency in BC and are still fairly new in this industry, however from the beginning we've known it makes more sense to offer quality brands and know those brands. Since traveling to my first Sandals, I have now visits all but 2 (Beaches Turks, and Sandals Antigua) all within 8 months! Knowing that visiting would really teach me these resorts and services. It says a lot to customers when they ask, "Have you been?" or "What is a butler like?" and to be able to answer those questions makes you look very reliable and relatable.
One of our agents here in the office, has traveled to the resorts with me, and since his first time to a Sandals he's been able to sell 28 trips within 8 months! This is something we're so focused on--knowing your products! It really sets you above the rest! Which is just awesome to see, especially to see someone who has only been an agent for about 18 months, and had no real interest in the industry before, now...we can't stop him for selling and talking about Sandals!
I love supporting a company that loves travel agents and offers a high quality vacation!

Deborah Jensen

# Posted By Deborah | 7/15/09 5:47 AM

Deborah,
WOW!!! Thank you so much for your loyalty and your support!

# Posted By Gina | 7/15/09 10:49 AM

When I had started in this industry I was intimidated to sell sandals because I did not have the confidence to sell it as I found the room categories very much confusing nto to mention that I didn't know the differences between the resorts. I did attend a workshop and that really helped me out. I do take the css course every year and I do learn a lot. I also enjoy the full day conventions and I do hope there is another one this year.
Marsha

# Posted By Marsha | 7/15/09 1:17 PM

Hi Gina - I am attending my first css workshop this summer and I am looking forward to it. I really want to focus on Sandals.

# Posted By Candice | 7/16/09 3:22 AM

Hi Candice,
Great to hear that you will be attending a workshop. Please let me know how many bookings you get the week after the workshop.

# Posted By Gina | 7/17/09 1:54 AM

I really enjoyed this one! I love the workshops as I find I do learn something new each time I attend plus it ia a good refresher.

# Posted By Effie | 7/17/09 6:49 AM

I attended my first CSS workshop in Feb 09. The next one is planned for the Wedding Professionals Conference that is taking place in November at the Beaches resort in Turks & Caicos. Can't wait to truly experience this amazing property !

# Posted By Jag Brar | 7/30/09 3:52 AM

This is a great blog!

# Posted By Tammy | 10/28/09 10:03 PM

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