Understanding & Building Relationships with Buyers
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Start anytime
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Study anywhere
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Learn practical skills
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Be job ready
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US$35 for HSMAI Members
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US$40 for non-members
Course Overview
Improve sales performance by understanding what hotel buyers need, value and expect.
This course helps participants move beyond simply presenting hotel features and instead focus on identifying the buyer’s real priorities, challenges and decision criteria.
Participants will learn how to ask effective questions, listen actively, uncover stated and unstated needs and build stronger customer relationships. The course also introduces key psychological factors that influence buying decisions.
AVAILABLE 10TH AUGUST 2026
(HSMAI MEMBER – US$35)
(NON-HSMAI MEMBER – US$40)
COURSE LESSONS
- Why people buy
- 7 Things to know about potential buyers
- Understanding Decision-Makers, Influencers and Gatekeepers
- How to build trust with potential buyers
- The key to building relationships & boosting sales
- Consultative Selling
- Developing Emotional Intelligence in Sales
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COURSE OUTCOMES
By the end of this course, participants will be able to:
- Recognise the needs, expectations and priorities of different types of hotel buyers
- Use effective questioning techniques to uncover stated and unstated customer needs
- Apply active listening techniques to understand the buyer’s situation and priorities
- Identify the emotional and rational factors influencing buying decisions
- Build trust and develop stronger, longer-term customer relationships
- Connect customer needs with the most relevant hotel solutions and benefits
- Adapt sales conversations to the buyer’s priorities and decision criteria
This course is suitable for hotel sales professionals who want to better understand their customers, conduct more effective sales conversations and build stronger commercial relationships.
It is particularly relevant for:
- Sales Coordinators and Sales Executives
- Business Development Executives and Managers
- Account Managers
- Sales Managers and Directors of Sales
- Reservations, Events and Revenue professionals involved in customer conversations
- Hotel professionals moving into a sales role
- General Managers and department leaders who contribute to business development or customer relationships
No previous sales training is required. The course is suitable for people who are new to hotel sales as well as experienced professionals who want to strengthen their buyer-focused selling skills.
The course is entirely online and self-paced, with quizzes to check your knowledge throughout.
