‘Seal the Deal’ with Successful GC&E Sales Techniques

1. ‘Seal the Deal’ with Successful GC&E Sales Techniques

2. Our Aims & Objectives for this bite-size training session • Develop your sales skills • Ensure the basics standards & practices are in place • Provide techniques & guidelines • Refocus & energise to drive sales conversion • Motivate and encourage you to Seal the Deal • Encourage a more proactive approach You go back & make more effective & pro-active sales conversion calls to Seal the Deal & drive business for 2013 & beyond

3. What are your common obstacles to converting more business? Take a moment to consider

4. Most Common Obstacles you experience… Customers taking longer to make a decision & delaying signing Customers looking for more flexibility e.g. minimum numbers Request for complimentary items increasing e.g. Wi-Fi, car parking etc. Often not able to speak to the customer/decision maker directly Challenge on price vs our competitors Not gaining sufficient information when working with 3rd parties Competing with other destinations Customer requesting amends to T&C’s & adding addendums As we go through the session we will look at a structured approach to negotiating & handling obstacles …

5. Let’s walk through 4 steps to ‘Seal the Deal’ $ Seal the Deal Solution Selling to overcome customers  obstacles Making effective conversion calls Qualifying the business 3 4 2 1

6. But 1st you need to ask yourself – Are you an effective sales person? Are you… • enthusiastic & confident • knowledgeable on your hotel, destination, competitors & the market? • always thinking of the next piece of business; what else, who else & when? • Organised and consistent in your approach Do you… • always try to build relationships? • communicate effectively & listen? • ask smart questions or do you assume what your customer wants? A good sales person is always looking for the best solution for the customer and the business

7. Let’s look at the 1st step to ‘Seal the Deal’ $ ‘Seal the Deal’ Solution Selling to overcome customers  obstacles Making effective conversion calls Qualifying the business further 3 4 2 1

8. How well do you manage the opportunities? • Telephone • Email • On Line RFP’s e.g. Starcite, cvent • Hilton Sales Worldwide/ISO • Hilton Direct

9. 3rd party & online opportunities are increasing… • Where possible pick up the phone and • make the personal contact • Start to differentiate & build the relationship • Remember - People buy from People! You need to take control & be smart in managing unqualified leads It will give you the best chance of winning more of the business and help you prioritize the key bookings

10. When qualifying the questions we ‘always’ ask… Customer name: Purpose: No of people: Rooms: Layout: Equipment: Competitors: AMV Ltd 2 day meeting 40 people 40 from the night prior for 2 nights Cabaret Projector, screen & 4 flipcharts Hilton Barcelona & Hilton London Park Lane What will you sell this customer? It is difficult to get your offer right 1st time & differentiate when you have limited information While the customer may not always have the answers you should be probing & asking the ‘ high value questions’ …

11. What are the high value questions? True purpose of the event; what are they doing ? History of the booking ? How to ask these questions Who’s attending? Decision factors for the event & process? Where else are they considering? • “Thank you for your recent enquiry.” • “Really want to work with you..” • “Before work on your proposal…” • “Could I just check my understanding on some key areas”…

12. This additional information will change the way you sell Customer name: AMV Ltd Purpose: 2 day meeting –major sales launch of a new product Competitors:Hilton Barcelona & Hilton London Park Lane No of people: 40 people Who attending: the Exec committee Rooms: 40 from night prior for 2 nights, incl. 5 suites Layout: Cabaret Equipment: Projector, screen & 4 flipcharts History: previously used Hilton Amsterdam & Hilton Sorrento Decision Factors: 2nd day for team building & they want to make it fun and motivating Always ask the high value questions & delve deeper Help you to get theoffer right the 1st time!

13. Always remember qualifying never ends… You may not get all the information on the first call, continue to bridge the gap on every call with the customer Consistently aim to identify the key priority's of the customer & the event Use this information to help sell, negotiate & convert the booking

14. 2nd step to ‘Seal the Deal’ $ ‘Seal the Deal’ Solution Selling to overcome customers  obstacles Making effective conversion calls Qualifying the business further 3 4 2 1

15. Making proactive & effective sales conversion calls • Purpose, why are they coming? • What have you offered ? • - Rates/package incl. any savings & tradeables • Decision factors & the decision date? • Competitors/other destinations ? • Preparation for the call - refresh on what you know… • Also consider… • The information you don’t know? • Is this still a good piece of business for you? • What is the likelihood of conversion? • Consider the strength of your offer vs the competitors? • What may stop the customer from committing? • Are you prepared & able to offer alternative solutions/options? Taking a few minutes extra to prepare before making the calls will make you more effective

16. Making the call & getting the commitment… Example conversation… start by connecting with the customer “We spoke last Thursday & you said you would have a decision by today” • … “Is this a good time to talk” “As a reminder the suite has no pillars which I know the Hyatt can’t offer” “How does are offer look? You mentioned when we spoke you were looking at XX how do we compare” “Is there any other information that you require from me” “Great, in that case are you happy to go ahead with the booking” “What I suggest then… is I go ahead & prepare the contract & send that over later today” “Do you think you be able to sign & get it back by the end of the week?”

17. 3rd step to ‘Seal the Deal’ $ ‘Seal the Deal’ Solution Selling to overcome customers  obstacles Making effective conversion calls Qualifying the business further 3 4 2 1

18. “Surely we can come to a solution”

19. In order to try and agree a solution & overcome any obstacles we need to negotiate • Negotiation • is a method used to settle differences Balancing the negotiation is the key It’s about getting the right solution to suit both sides You & the Customer

20. 1st part of Solution Selling – before we start to negotiate & overcome the obstacles We should already have… • Now… • Confidently reiterated our offer & what’s included in the package • Highlighted any savings & tradeables already given • Given your benefits vs the competitors being considered • Listen to the customer; continue to qualify • Refer back to the decision factors & priority needs • Don’t reduce rate at the first mention of price resistance or any obstacle

21. A simple model to always apply to any obstacle a customer may have Solution Firstly consider & clarify & then identify potential solutions to tackle the obstacle? Advantage How it solves the issue? Benefit How does the customer feel about it? Make sure you gain commitment from the customer in return !

22. Remember your Tradeables are key to supporting with the solutions What do we mean by “Tradeables”? • Items that can be added as part of the negotiation which should be of value to your customer & low cost to you • Consider though, that your customer might also have ‘tradeables’ in their negotiation that might be of value to you How do we use them? Always ‘get’ before you ‘give’ concessions & tradeables “ If you would consider…..then we could…..what are your thoughts on that?” “If you are flexible on…I might be able to include..would that be more suitable?” “What if you … then perhaps we could consider…” Make them conditional, otherwise you risk giving too much or not getting anything from your customer in return

23. Let’s look at some of the common obstacles & how we can respond Many destinations being considered Customer is also considering Paris, London & Barcelona • Give an overview of why they should choose your destination over the others, refer to unique benefits of your city & location – linked to the priority needs • Outline your positions of strength over the competing destination n.b. accessibility, rail & airlinks • Focus on your destination BEFORE your hotel • Consider the reasons why you lose business in your location and proactively call out key points to combat potential concerns .. • “ I would like to highlight it is often perceived that there is difficulty with visas & security when travelling to xx however the online visa application is a 10 minute process”

24. Customer still has no decision & requests to keep holding space • Ask more questions try to determine why the customer is not making a decision • Refer back to what qualified information you have on the decision ? • Ask if they need more information from us? • Ask what’s holding them back? • Listen & understand • Apply a little pressure - “we may not still be able to offer the space to you” I’m conscious that when we talked 3 weeks ago you said you would have a decision today ” You mentioned the decision would be based on xx is this still the case ? Or can you give me more information on the decision process ? “How likely are we of winning this business”

25. Customer says that you are $2,000 more that the InterContinental “I would highlight that our meetings package offers unlimited tea/coffee which you said was important for this meeting” . • 1. Re-confirm the value of your offer • Customers priority needs • Benefits of your offer • ‘Value for money’ & savings • Competitive advantages “The rates we offered do already give savings of over $1,000 for you from our usual rates for that time of year” and the inclusion of the pre- reception drinks on the 1st night is a further saving of a further $500 so overall xx” • 2. Bridge the gap with more then price • Tradeables • Tactical campaigns • Hilton support tools • e.g. Event bonus points …which means that…, Chef Signature Menus “In our conversations to date you have highlighted the importance of car parking & access to rail links, you will find that our location is much better located than the xx as we are a walk from the station and we have 200 car parking spaces - they have none” Ensure you are focusing on the right areas e.g. offering discount on bedrooms when room hire is the issue

26. Overcoming the obstacles… • Terms & Conditions • Customer have various requests regarding our terms & conditions • Do not accept any amendment without consultation • To assist with addendums & sections crossed out by the customer – use the ‘Guidance & Optional Clauses Document ‘ • Discuss & get support from your manager • We do not expect you to be a ‘legal expert ‘ Further T&C’s guidance session coming soon…

27. Don’t forget the ‘bigger picture’ when looking for solutions • Consider all angles, including your customers e.g. If the decision time-frame is short then your customer may accept your offer more readily • When working with ISO/Hilton Direct give them rates for them to negotiate on your behalf, give them added value & potential need dates – work in partnership! • In current climate however focus on flexibility on BOTH sides • Always think of future business – you can use your negotiating to barter for the next piece of business or all events – do think of each enquiry as stand alone

28. As a team put together a guideline for handling your most common obstacles… Your call to action! Sample Refer to this to help you overcome your most common obstacles

29. 4 steps to ‘Seal the Deal’ $ ‘Seal the Deal’ Solution Selling to overcome customers  obstacles Making effective follow-up calls Qualifying the business further 3 2 1 4

30. How do you know when it is time to ‘Seal the Deal’ • All obstacles have been overcome • Agreement reached on what is included • Your customer is satisfied & signals are positive • You’ve agreed to issue the contract & the customer to sign by end of the week If you feel you’ve ticked all the boxes √ It’s time to ‘Seal the Deal’

31. Contract Signed - Celebrate Success Remember Add a proactive follow up for the next piece of business!

32. 4 steps to ‘Seal the Deal’ $ Seal the Deal Solution Selling to overcome customers  obstacles Making effective conversion calls Qualifying the business 3 4 2 1

33. Your Summary Calls to Action • Continually be thinking & asking the high value questions • Take more time to prepare for your proactive calls to Seal the Deal • Consider the solution benefit approach to true obstacles • Bridge the gap with more than price; • justify value & use tradeables • Be proactive, ask for the business, challenge what’s blocking the decision & likelihood of conversion • Always be thinking of the next piece of business Managers - have you got your best practices in place?

34. Key standards & best practices that should be in place • Response Times - to the initial enquiry & for any follow up information • Proposal templates • Ensure the FIVE weekly steps to conversion is in place as a standard • Demand calendar - Managers ensure these are in place & updated regularly, team members challenge if they are not! • Tradeables Template in place & each team member empowered to use • Hilton Tools alive & in the business known e.g. event bonus, Lightstay Meeting Calculator, POG & Guest List Manager London Dubai Paris

36. ‘Seal the Deal’ with Successful GC&E Sales Techniques