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How can you find out what your customers want? Using surveys (the right way!) can lead to more bookings.
I am going to share the right questions to ask.
Welcome to another edition of Hospitality Property School.
I am your instructor, Gerry MacPherson.
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Today, I am going to look at the right survey questions to ask and how to write them.
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The first thing is you have to know how well you really know your target market.
Their pains…
Their problems…
Their motivations…
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Are you marketing your hospitality property online and feel like your message is falling flat?
- Do people understand what you have to offer?
- Do you know your target market?
Today, I will look at how using surveys (the right way!) can lead to more bookings.
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I will share the right questions to ask, how to ask them so you’ll get people to actually fill out your survey, the recommended software and most importantly, how to correctly understand the answers you receive.
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The hospitality property industry is always developing, and surveys are a powerful way to stay on top with your market.
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In a book by Ryan Levesque called “Ask” he talks about the “one question” survey, which simply suggests the following question:
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When it comes to _________, what is the number one biggest struggle or frustration you have right now?
Your job is to get really specific on the topic when you ask this question.
The more specific the phrasing is, the more specific answers you will receive.
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For example:
- booking our property
- visiting our region
- eating at our restaurant
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You get the idea.
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When you give your customer’s specific instructions for completing the survey question, ask them to be as detailed as possible and try to discourage one-word answers such as “time” or “money.”
By having this question by itself on a form or a page, it’ll have the full attention of the reader.
There are follow-up questions that can be used successfully as well. If you ask for the person’s name, email and phone number, I would recommend making this optional.
The following are examples of six follow-ups questions that you can customise to service your needs:
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- Have you ever tried _________? If no, why not?
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- What is the biggest obstacle or struggle that is stopping you from booking?
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- What are the negative consequences of this struggle?
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- What is your ideal solution to this problem?
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- What are the positive consequences and results in solving this problem?
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- If you had the chance to ask me one question, what would it be?
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You can use either the one-question survey, the six-question survey or a combination of both.
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There are several software platforms you can use to create your surveys, including the free Google Forms. I would also consider checking out Survey Monkey or Survey Funnel, which have more functions, as well as the ability to ask just one question per page.
How do you interpret all of the survey results?
Print them out and read the question each time out loud, followed by the answer. Even better yet, have someone else read them to you.
It is important not to judge the responses, and to be present with the words.
There are those who might not be able to fully convey what they are trying to say with just words, but you can still get a feel of the energy or emotion behind the response.
It’s not about the number of completed surveys received, it’s all about the quality of your interpretation and how you are able to use the information in your business.
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⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY CONSULTING:
https://keystonehpd.com/KHDC172
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Ryan Levesque book “Ask”
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⇒ And don’t forget to join the “6 Day Challenge” here:
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RESOURCES & LINKS MENTIONED IN THIS EPISODE:
The Keystone HDC Training Tutorials
https://courses.keystonehospitalitydevelopment.com/
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Keystone HDC Post Downloads
We add to them every month.
https://keystonehpd.com/KHDC140
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Join our community in “The Hospitality Property School Group” – Check it Out for One Full Week for Only $1
https://keystonehpd.com/membership-site
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Say hi on social:
Facebook: https://www.facebook.com/KeystoneHDC
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Twitter: https://twitter.com/KeystoneHDC
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Linkedin: https://www.linkedin.com/company/keystone-hospitality-development/
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Listen to The Hospitality Property School Podcast here:
https://keystonehpd.com/itunes-podcast
https://www.spreaker.com/keystonehdc
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YouTube
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Hospitality Property School is a division of Keystone HDC
