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‘New’ Dial-in Number: +44 (0) 1452 321 775 Conference Code: 9910654

‘New’ Dial-in Number: +44 (0) 1452 321 775 Conference Code: 9910654. The Primary Focus of the Blitz…. Generate Demand & Convert Existing Business. So far you should have received: Briefing Guidelines on Sales Blitz 3 ‘Sales Blitz 3’ Tracker Overview of the ‘Focus’ need months & hotels

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‘New’ Dial-in Number: +44 (0) 1452 321 775 Conference Code: 9910654

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  1. ‘New’ Dial-in Number: +44 (0) 1452 321 775 Conference Code: 9910654

  2. The Primary Focus of the Blitz… Generate Demand & Convert Existing Business So far you should have received: • Briefing Guidelines on Sales Blitz 3 • ‘Sales Blitz 3’ Tracker • Overview of the ‘Focus’ need months & hotels • Creative collateral & Delphi tracking guidelines for: • Meetings Made Simple • The GCE Toolkit Offers • +2% Commission Offer Have you all received and read through this ?

  3. Reminder of the key messages to approach customers with …

  4. Message 1: +2% Commission Payment SMALL NUMBER BIG DIFFERENCE Sometimes the little things mean a lot… That’s why we’re giving a big thanks to our valued partners 1. 2. 3. • Summary messages for you : • Promoted only via HWW Sales teams and not advertised above the line • Supporting T&C’s will provide hotels with the discretion of offering the +2% • Supporting collateral / creatives in the form of static templates (flyers), proposal banners & PPT in English, French, German, Dutch, Turkish, Arabic, Italian, Spanish – available NOW

  5. On-property GC&E Sales Teams Summary actions - 3rd Party/Agent Business • The +2% offer will be communicated centrally to the agents via their Account Directors (On property teams should NOT be contacting agents directly with this offer unless to convert existing bookings) • For new enquiries from Agents promote the +2% with the required booking conditions NOTE: please refer to the Closed list of UK & Ireland agents that are applicable • For existing Business on the books you should offer the +2% where you think it will help to close the sale • DBD’s/ GC&E Managers; Advise finance of the bookings the +2% commission has been offered so they can begin to accrue for the additional commission pay-out should they ultimately confirm, track the +2% in Delphi

  6. 2% supporting collateral to use as appropriate A4 Flyer http://bit.ly/HWW2PERCENT A6 Postcard Proposal Banner

  7. Message 2: Meetings Made Simple ‘All Inclusive package’ • A product & not a campaign….the perfect solution for selling small meetings for up to 25 delegates Key selling points: • Offer different price by day of week to again tactically drive those need periods • Explain the flexible 24hr cancellation terms & encourage the customer to contract the business straight away • Promote the all inclusive package & price making it clear & transparent to the customer Use with the enhanced “no signature” version of the Express Agreement making it easy for our customers to buy & for you to sell…

  8. Message 3: Agree special offers Set up using the Marketing Flexible Toolkit …

  9. Use the F&B Local Marketing Tool kit to set up Xmas appropriate F&B offers

  10. The Countdown Continues…

  11. On Property GCE Sales Teams Get prepared… • Agree who is taking part in the Sales Blitz; block time in the team’s diary • Ensure the Proposal Banners are ready to be inserted as needed • Agree on the logistics of where Sales Blitz is going to be conducted: • Are team members going to be placing calls from their desks? • Will the above-property sales team join the local on-property team? • Think about how you can theme the day… Make it FUN ! • Start to collate all leads that are to be included in the Sales Blitz…. PREPARATION

  12. Which specific leadsand customers are you going to target ? • Extract your ‘Business on the Books’ from your sales system (i.e. Delphi) and identify the key ‘customer direct’ leads to focus on converting • Review BBOB activity around past ‘DEFINITE’ leads that have not booked or repeated business since AND LOS/ Turndown reports for Accounts that may have potential new business • Filter by enquiry lead time …. • Identify the leads that your Area VP, Regional Teams could influence and support Action

  13. Also think about… • Leads linked to the • ‘Get In Early’ campaign • Push the customer to confirm their bookings NOW - • it ended 31st Aug • The size of business to target, relevant to your occupancy levels over these need months – filter the report • Filtering your targeted bookings by ‘Arrival Date’ and prioritise those arriving in your key need months • Targeting specifics by filtering the bookings by account type or by segment e.g. Pharma, SMERF and prioritise accordingly – remember to set up special offers from your tool kit to support these

  14. HWW Sales Team Members Above property Sales incl - ISO’s, NSO’s • UK & Ireland are selecting a ‘closed audience’ of agents that should be targeted with the ‘+2% commission offer’. These will be confirmed to you by 6th Sept 2013 • When forwarding new enquiries to the hotels make it clear the agents have been offered the +2%, so hotels can include and promote in their proposals/offers • 2. Support the hotel teams with converting existing 3rd party/agent BOB • 1. Proactively promote the +2% to your 3rd party accounts • to generate new enquires • 3. Review the LIVE bookings from your ‘direct’ managed accounts • A summary of all BOB by Agent has been issued to your RDOS’s with a list of the bookings • Work with the on-property sales teams when identifying existing bookings to avoid duplication of offer, and agree who will continue to work to convert this business • Link with the hotel on-property sales teams to agree who will work to convert the booking and what ‘support tools’ need to be offered in order to get the contract signed • Note: For HWW Sales offices working from SalesForce – make use of the top reports to support you with extracting prospects

  15. To capture all your efforts & activity over the week… $$$$

  16. Delphi codes to be used in Activity Subject: +2% Commission – SB3 GC&E Toolkit Offer - TOOLKIT Meetings Made Simple - MMS13 Delphi Tracking to monitor the on-going revenue impact New opportunities generated • Create a ‘New’ booking as usual • Attach Sales activity/ Cold Call/ Blitz ‘Lead Source’ to the booking • Create a new ‘Lead Response Note’ activity • Populate the activity subject line with the appropriate tracking code as listed above, then click the activity as ‘done’ and ‘OK’ to exit Existing business on the books • If youchoose to focus on converting an existing booking also attach Sales activity/ Cold Call/ Blitz ‘Lead Source’ to the booking • Create a new ‘Lead Response Note’ activity • Populate the activity subject line with the appropriate tracking code as listed above • In the body of the activity please include ‘CONVERSION TOOL’, then click the activity as ‘done’ and ‘OK’ to exit. • If you offer the +2% commission to a booking as well as a toolkit offer or Meetings Made Simple, then please ensure you track under the SB3 code as a priority

  17. Simplified process…

  18. Submitting your results daily….. • At the end of each day, you will be sent a simple online ‘survey link’ to submit the top line consolidated results from the sales blitz activity in your office on that day • The summary information to support you in submitting this data can be found in the ‘Recap’ tab of your manual tracker.

  19. Don’t forget to send in your Team Photos & we’ll publish on the dedicated live site …

  20. Submitting your results at the end of the week….. • Your fully consolidated tracker only needs to be submitted once, at the end of the week. This should be emailed toemeadataanalysts@hilton.comno later than 17:00 on Friday 20th September. • NB: Only 1 tracker to be submitted per property / Sales Team- If your team members have used individual trackers then please consolidate these into one document each day prior to the submission of your results; ensuring that team member that generated the lead has their name populated in the appropriate column. • (Franchise Hotels – not applicable to submit data centrally)

  21. If a lead had potential beyond your Hotel – refer, refer, refer … • Proactively promote the option of referring, identifying which other hotel(s) the customer would be interested in…

  22. Setting down goals & targets to drive success … Revenue value of the bookings you are going Contract to DEFINITE The revenue targets for EMEA are being finalised based on the latest BOB & Conversion numbers!!! You now need to set your specific targets linked to: Revenue value linked to Demand Generation of new OPTION/ PROSPECT leads $ $

  23. Hints & Tips to support your teams in making conversion & prospecting calls

  24. Making effective sales conversion calls Discover More Prepare Recognise what more you need to know? What’s needed to convert & the likelihood of conversion? What’s stopping the customer from committing? How you compare vs the competitors / destinations? Are you prepared to offer alternative solutions/ options to any barriers? Review your activity notes.. Understand why they are holding the event? Review what have you offered? - Rates/package incl. any savings & tradeables What are the decision factors & decision date? Who are the Competitors & are there other destinations being considered?

  25. Space has no barriers…

  26. Cut through the Barriers to converting… find solutions Keep Holding Space Price Resistance T&C’s/Legal • Review how old the booking is and refer back to how many times you have extended the option? • Ensure you challenge why they need to continue to hold, what’s holding them back.. • Ask if they need more information from us ? • Apply a little pressure - “we may not be able to continue to hold the space to you” • Give them a reason to make a decision… • Ensure the customer understand the value of your offer • Including the Benefits • ‘Value for money’ & savings • Competitive advantages • Bridge the gap with more than price, use the • Tactical offers/campaigns • Tradeables • 2% commission for our 3rd party agents • Ensure you are focusing on the right areas linked to priority needs • We do not expect you to be a ‘legal expert‘ • To assist with addendums & sections crossed out by the customer – use the ‘Guidance & Optional Clauses Document‘ • Discuss & get support from your Manager • Your regional legal support team are primed & ready to assist • Remember to escalate as needed to your DBD, RDOS or the Account Manager

  27. Demand Generation

  28. Having a reason to connect with the customer Meetings Made Simple along with the enhanced Express Agreement to drive & convert the Small Meetings Business Hotel special offers (By Cluster &/or Region) linked to individual business needs using the flexible tool kit +2% commission payments for one week only, with firm booking conditions

  29. Engagement on the call – Your 30 Second Opening I want to share some information about Hilton Worldwide’s offer of extra commission, enabling you to earn 2% more for one week only… I just wanted to tell you about our offer

  30. You need a powerful opening line Some examples “You held an event in our hotel in xxx Keen to share with you an offer we are currently running which I believe will of benefit to you I know you enquired with us previously however you did choose another hotel / destination so wanted to update you on …….and check if … I am very conscious we were unable to accommodate the request last time you enquired so I’m keen to see if we can support with any new dates and update you …. Now is a good time for us to support you with your future bookings - as we have this new offer where you can make savings

  31. Recognize the Buying Signals • When is the offer running until? • How soon do you need to know? • Do we need to talk to you to book? • Is the price guaranteed? • Is the offer available in other countries? • When would I need to sign a contract by? • When can I book my next meeting by to qualify?

  32. Agree next steps & follow up • Issue Offer details & collateral • Send a proposal • Agree a good time to make further contact

  33. Reach beyond to • Convert the business • Ask smart questions • Cut through the barriers • Find Solutions • Escalate • Secure the business Generate new demand • Have a reason to connect with the customer • Ensure you have a powerful opening line • Recognize buying signals • Agree next steps

  34. “The great thing in this world is not so much where we are, but in what direction we are moving.” - Oliver Wendell Holmes

  35. 4 DAYS TO LAUNCH

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