THE PRICING TECHNIQUE

Current wisdom tells the hotelier not to discount; rather, add value. So, you’ve taken that to heart and created a package that’s filled with amenities to enhance the experience for your guests.

But for the price-sensitive guest, how do you get that value across and make the sale before he or she succumbs to sticker shock? There’s a time-honored technique for selling luxury that works exceptionally well in today’s market. It’s called, appropriately enough, the PRICE technique, and it breaks down into five easy-to-remember steps:

Prepare your customers by sparking their interest.
Reassure them of the value.
Establish the Integrity of your product.
Gain their Confidence.
Exceed their expectations.

Then, and only then, do you bring up the price of the package.

You can offer a tour package that includes two nights’ accommodations, a Welcome Gift Basket , a six-hour city tour, two spa treatments, dinner for two and breakfast daily plus full use of the spa’s facilities and all resort activities. The best of your resort and the destination wrapped up in one weekend getaway — and it’s priced accordingly. Here’s how a phone conversation might go, point by point, with a potential guest who inquires about the package:

Prepare: “This is one of our guests’ favorite packages, and it’s my own favorite to experience the best of the area this time of year.”

Reassure: “It’s a great value, nearly all inclusive, allowing you a full day to enjoy the spa and another to explore this great city.”

Integrity: “Our spa has been ranked one of the top five most romantic in the world and is rated 4 stars, and our city is the most livable in the world.”

Confidence: “Not only can I suggest the best city tour for you to visit on your chauffeured tour, but I can also set you up with the perfect spa treatments for your bodies’ needs.”

Exceed: “All gratuities and taxes are included in the package, and you can enjoy all of our resort facilities — including hot tubs, wellness classes, bikes, saunas and more — for no additional cost.”

And, finally: “For everything I’ve just described, the price for two people is only RM 500 per night. May I assist you in reserving it?”