Coakley & williams driving revenue november 2010

Driving Revenue

Coakley & Williams

Introduction

Amber FoxNational Director of Sales - Hospitality

(614) 766-5101

[email protected]

5115 Parkcenter Avenue

Dublin, Ohio 43017

(614) 766-5101

www.signatureworldwide.com

Agenda

REVIEW

• What are our current competencies?

• Where can we grow?

DEFINE

• What is old is new again

• What’s really new

• Integrating the two

ENGAGE

• Six Hats thinking methodology

GROW

• Action plan presentation

C&W Sales Competencies

Internet Prospecting Traditional Sales

C&W Marketing Competencies

• Advertising

• Brochures/Rack Cards

• Public Relations

• Direct Mail/E-mail

• Special Promotions

• Cooperative Promotions

• Websites

• Internet

• Mobile Web

C&W Personal Sales Competencies

• Market and ProductKnowledge

• Prospecting

• Initial Contact

• Qualifying

• Presentation andDemonstration

• Addressing Concerns

• Closing the Sale

• Follow-up and RelationshipBuilding

• Elevator story (your voice, USP)

• Prospecting

• Growing current business

• Account retention

• Cold calls

• Backyard marketing

• Networking

Traditional Selling

Prospecting

• http://www.youtube.com/watch?v=YCQvdsm6nsg

Finding a Lead

• SalesPro

• Competition

• Backyard marketing

• Organizations

• Cold calls

• Current accounts

• Internet

• Front desk

Where to Prospect

Quality of a Lead

Competition

Questions?

Sales vs. Prospecting Calls

Sales is . . .Building relationships

Creating interest in your product

Creating value

Generating revenue

Prospecting is . . .NetworkingResearchingLooking for new opportunitiesSuspects-Prospects-Customers

Sales vs. Prospecting Calls

SalesProspecting

Attention

Interest

Desire

Action

• Goal of a Sales Call

The Sales Call

The Sales Call Objective

Continuance-When the next step is not

clearly defined

Advancement-When the next step consists of:

• Action

• Date

• Time

• Call objective

Identify which statements below are Continuances (C)vs. Advancements (A) and place the appropriate letterin the corresponding blank:

• I’ll send you a proposal and call to follow-up

next Friday morning.

• Why don’t you call me when you’re ready tomake a decision?

• I’ll speak with you next Monday at 9:45 a.m.and we will finalize the order.

• Does next Thursday at 3:15 p.m. work for you?

We can place the order at that time.

The Sales Call Objective

C

C

A

A

• Greeting or Introduction

• Reason

• Opening Reinforcement (ORS) or Interest Building Statement (OIBS)

• Immediate Follow-up Open-ended Question

Approaching

Opening Reinforcement Statement

• Elevator Story

• USP

Our Signature Elevator Stories

1.) We develop employees who will listen to your guests, act upon their requests in an exceptional manner and you will see your people truly connect with your customers.

2.) Would you be interested in discussing this further?

Our Signature Elevator Stories

1.) After one day with us, you’ll see higher revenues, you’ll hear a

real difference in how your employees interact with your

customers and we will continue to raise the bar when it comes

to performance.

2.) Does that sound like something you may have an interest in?

Did You Know . . .

• 95% of salespeople said they can SELL –they just need to get in front of more prospects.

• Most salespeople HATE to prospect.

• “Prospectors” close more business than the best “salespeople.”

Telephone and Email Prospecting

Within 30 days of receiving a lead, how many times does a salesperson attempt to follow up on the lead?

48% averaged 1 client contact per lead

13% averaged 2 client contacts per lead



Increasing Your Client Contacts

80% of closed sales take a

minimum of five client contacts

per lead!

Increasing Your Client Contacts

Phone vs. E-mail Prospecting

Advantages

• Cost effective

• Time effective

• Alternative

marketing tool

Disadvantages

• Not personal

• Easy to ignore

• Delay in response

E-mail Prospecting

Always Usually

A direct call/e-mail 0% 20%

A contact at an off-site 0% 44%

An e-mail and follow-up 4% 20%

External referral 8% 36%

Internal referral 16% 68%

Gaining Access to Executives

• DO write a strong subject line

• DO write why you are contacting them –(FIRST SENTENCE)

• DO write why you are contacting them now –(SECOND SENTENCE)

• DO ask for an internal referral –(LAST SENTENCE)

Tips for E-mail Prospecting

Subject Line: Your unique branding at _______ - December 2009

Good Afternoon ________:

I read with interest how you have positioned your hotels as something that’s unique and slightly original.

We can assist you in pushing the STAR ratings for all of your hotels. Our clients rave about how we create legendary customer experiences through our innovative training approach. Some of our notable clients include the Four Seasons, Wynn Resorts and Biltmore Coral Gables.

Who is the best person at _______ I may contact to introduce to our programs?

Best regards,

Kristy Westfall

222-817-5319

E-mail Example

Phone vs. E-mail Prospecting

What do you KNOW?

Do you have any NEWS to share?

And the REASON I’m calling is … ?

Phone Prospecting

Telephone and Email Prospecting

Advantages

• Cost effective

• Time effective

• Initiates

relationships

Disadvantages

• Gatekeepers

• Perceived as an

annoyance

• Time consuming

Phone Prospecting

WHO?

WHAT?

WHERE?

PHONE!

WHO?

WHAT?

WHERE?

PHONE!

Your Elevator

Story

Know anything?

Any news?

Call objective?

Benefits to them?

What if They’re Not In?

Cold Calls

• Goal

• ORS

• WIIFM

• News

• Internal Referral

Existing Business

• SalesPro

• Account Penetration

• Goal for % of Business

• Internal Referrals

Organizations

• Choosing

• Qualifying

• Follow-up

1. Keep in mind that your goal in prospecting is to get their attention and interest.

2. Try to start at the top of the organization with your first contact.

3. Always ask for an internal referral.

4. Always have a reason for being there that benefits the contact.

5. Never sell until you uncover need.

Tips for Successful Prospecting

IDEAS IN MOTION

Version 1 November 08

Social Media

http://www.youtube.com/watch?v=sIFYPQjYhv8&p=F4771355157B225C&playnext=1&index=22

Social Media

Social media is more of a two-way

conversation that encourages discussion, feedback, voting, comments and sharing

of information from all interested parties.

Ron Jones, Social Media Marketing 101, Part 1

What is Social Media?

Photo by Archie McPhee Seattle on Flickr.com

Resistance to Change

• Tweetdeck

• LinkedIn

• Blogs

• Google Alerts

• Review sites

• Facebook

• Foursquare

Explore

Set Up Columns in Tweetdeck

Explore – Tweetdeck Columns

• Your own hotel

• Your competitors

• Events nearby

• City-name weddings

• City-name conferences

• City-name meeting planners

• City-name family reunions

Explore – LinkedIn

Explore – LinkedIn

• Look at your connections contacts

• Join groups

– Dallas meetings

– Texas hotels

• Search for prospects

– Dallas bridal consultants

• Search for events

– Dallas events

• Search answers

– Dallas

Explore – LinkedIn Answers

Blogs – Technorati - Alltop

Technorati

• Click on Lifestyles, Travel

• Search for posts

– Garden weddings

– Your hotel name

– Your competitors

– Dallas family reunions

• Search for blogs

– Texas family reunions

Google Alerts

Google Alerts

• Yourself

• Your biggest customers

• Your competitors

• Events

• Your market segments

Review Sites

TripAdvisor – Forums

Foursquare

Explore

- Where are your prospects?

Define

- What do you want from them?

Engage

Grow

Agenda

Define

In the offline world –

what are your prospecting goals?• Get them to buy

• Get them to come for a site inspection

• Get an appointment at their office

• Get a referral

Define

What are your online prospecting goals?• Get them to buy

• Get them to come for a site inspection – to your website,

your Facebook page, your YouTube channel

• Get an appointment at their office – make offline contact

• Get a referral – have them like you on Facebook, share a

link, retweet

Explore


Define


Engage- What is your social media voice?- Tips for responding

Grow

Agenda

What is Your Social Media Voice?

Tips for Engaging

• Be transparent & genuine

• Use your social media voice

• First, be helpful

• Be specific

• Offer contact info

• Stand out from the crowd

• Be an expert (but not a know-it-all)

• Share not sell

Example

Hi Deb – I’m Amber and I work at the Staybridge Suites in Dallas.

Of course we would love to have you at our hotel, but if you are determined to stay in Arlington then there is a great Holiday Inn Express off of Route 20.

They have a great free breakfast including melt-in-your-mouth cinnamon rolls!

And they do have a pool too. If you want any tips on sites in Dallas, call me at the Staybridge!

Example

Explore


Define


Engage- What is your social media voice?- Tips for responding

Grow

Agenda

Grand Geneva Resort, Lake Geneva, WI

Objective: Grow customer base and revenue for the Mountain Top Ski Hill

Campaign

Promotion

Free ski hill

access on

opening weekend.

Only Facebook

visitors that

became fans

could download a

printable voucher.

Pre-Event

http://www.facebook.com/grandgeneva#!/grandgeneva?v=app_57675755167

During Event

Successful campaign by all measurements:

• 1,800 vouchers redeemed.

• January ski hill revenue up 9% year-over-year.

• Grand Geneva social media community grew 30 times.

• Online engagement and evangelism has skyrocketed.

Post-Event Analysis

You can’t

Do it all,

Pick your

priorities

Execute

IDEAS IN MOTION

Version 1 November 08

TIME MANAGEMENT

TIME MANAGEMENT

http://www.youtube.com/watch?v=mDIKhqbcexw

What Is Time Management?

Time management is somewhat

of a misnomer as time passes without

regard to what we do; the only thing

we can manage is our self.

Hence, time management

is mostly about self management.

- BambooWeb Dictionary, www.bambooweb.com

A Typical Day

• What does your typical day look like?

• What percentage of your time is spent on urgent activities?

• What percentage of your time is spent on important activities?

• What do you consider to be your “time wasters”?

• What percentage of your time is spent on traditional sales vs. internet marketing?

An Ideal Sales Day

What would your ideal day look like?

A Typical Day Vs. An Ideal Day

• There is no guarantee that every day is going to go according to plan.

• The key is to prepare yourself to adjust your “Ideal Day”agenda to accommodate those unexpected, urgent requests, emergencies, orlast-minute changes.

Time Management Tips

• Know what you wantfrom your time.

• Set goals and makethem reasonable andaction-oriented.

• Number of calls, numberof e-mails, number of outside calls, amount oftime on social media.


• Learn to see the differencebetween urgent and important.

• Important tasks are thosethat lead you to your goalsand give you most of thelong-term progress and reward.

• Urgent tasks are those thatrequire immediate action orattention.

• Important tasks are very oftennot urgent; many urgent tasksare not really important.


• Know and respect your priorities.

• Aim to do the important things first.

• Refocus your mind to give more time and attention to those most important things.


• Plan your actions for achieving your goals.

• Preserve contingency time to handle the unexpected.

Time Management Obstacles

• Over-scheduling

• Over-accessibility

• Urgency

• Distractibility

• Procrastination

Time Management Strategies

Over-scheduling• Review priorities.

• Ask self: What is best use of your time right now?


Over-accessibility• Answer phone or respond to e-mails

during designated times only.

• Prioritize and determine what is most important – don’t try to be all things to all people.

• Be assertive – sometimes you have to say no!


Urgency• Identify priorities.

• Delegate less important, but urgent tasks.

• Plan actions related to important tasks to identify potential issues.

• Budget extra time for unexpected complications.


Distractibility• Build concentration with short, focused bursts of attention and effort.

• Tackle sales calls during times of peak performance.

• Outbound sales time – shut door, turn off ring, turn off e-mail.


Procrastination• Reframe “have to” with “want to.”

• Break sales week into sub-goals.

• Replace perfectionism with being human.

• Time box – designate a pre-set amount of time to work on internet marketing – do not go over.

Creating Actions

• Look at your typical day vs. ideal day.

• Identify time management obstacles and propose potential solutions.

• Not just number of calls but when.

• Structure your week to support goals.

• Identify goals and funnel down by week/day.

Action Plan

Thank you!