2. Introduction
Amber Fox
National Director of Sales - Hospitality
(614) 766-5101
amberfox@signatureworldwide.com
5115 Parkcenter Avenue
Dublin, Ohio 43017
(614) 766-5101
www.signatureworldwide.com
3. 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
5. C&W Marketing Competencies
• Advertising
• Brochures/Rack Cards
• Public Relations
• Direct Mail/E-mail
• Special Promotions
• Cooperative Promotions
• Websites
• Internet
• Mobile Web
6. C&W Personal Sales Competencies
• Market and Product
Knowledge
• Prospecting
• Initial Contact
• Qualifying
• Presentation and
Demonstration
• Addressing Concerns
• Closing the Sale
• Follow-up and Relationship
Building
7. • Elevator story (your voice, USP)
• Prospecting
• Growing current business
• Account retention
• Cold calls
• Backyard marketing
• Networking
Traditional Selling
9. Finding a Lead
• SalesPro
• Competition
• Backyard marketing
• Organizations
• Cold calls
• Current accounts
• Internet
• Front desk
Where to Prospect
11. Sales vs. Prospecting Calls
Sales is . . .
Building relationships
Creating interest in your product
Creating value
Generating revenue
Prospecting is . . .
Networking
Researching
Looking for new opportunities
Suspects-Prospects-Customers
14. 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
15. Identify which statements below are Continuances (C)
vs. Advancements (A) and place the appropriate letter
in 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 to
make 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
16. • Greeting or Introduction
• Reason
• Opening Reinforcement (ORS) or Interest
Building Statement (OIBS)
• Immediate Follow-up Open-ended Question
Approaching
18. 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?
19. 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?
20. 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.”
21. 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
7% averaged 3 client contacts per lead
1% averaged 4 client contacts per lead
Increasing Your Client Contacts
22. 80% of closed
sales take a
minimum of five
client contacts
per lead!
Increasing Your Client Contacts
24. Advantages
• Cost effective
• Time effective
• Alternative
marketing tool
Disadvantages
• Not personal
• Easy to ignore
• Delay in response
E-mail Prospecting
25. 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
26. • 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
27. 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
35. 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
39. 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?
40.
41. Photo by Archie McPhee Seattle on Flickr.com
Resistance to Change
49. Technorati
• Click on Lifestyles, Travel
• Search for posts
– Garden weddings
– Your hotel name
– Your competitors
– Dallas family reunions
• Search for blogs
– Texas family reunions
56. Explore
- Where are your prospects?
Define
- What do you want from them?
Engage
Grow
Agenda
57. 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
58. 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
59. Explore
- Where are your prospects?
Define
- What do you want from them?
Engage
- What is your social media voice?
- Tips for responding
Grow
Agenda
61. 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
63. 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
64. Explore
- Where are your prospects?
Define
- What do you want from them?
Engage
- What is your social media voice?
- Tips for responding
Grow
Agenda
65. Grand Geneva Resort, Lake Geneva, WI
Objective: Grow customer base and revenue for the Mountain Top Ski Hill
Campaign
66. Promotion
Free ski hill
access on
opening weekend.
Only Facebook
visitors that
became fans
could download a
printable voucher.
69. 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
74. 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
75. 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?
77. 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, or
last-minute changes.
78. Time Management Tips
• Know what you want
from your time.
• Set goals and make
them reasonable and
action-oriented.
• Number of calls, number
of e-mails, number of
outside calls, amount of
time on social media.
79. Time Management Tips
• Learn to see the difference
between urgent and important.
• Important tasks are those
that lead you to your goals
and give you most of the
long-term progress and reward.
• Urgent tasks are those that
require immediate action or
attention.
• Important tasks are very often
not urgent; many urgent tasks
are not really important.
80. Time Management Tips
• 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.
81. Time Management Tips
• Plan your actions for
achieving your goals.
• Preserve contingency
time to handle the
unexpected.
84. Time Management Strategies
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!
85. Time Management Strategies
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.
86. Time Management Strategies
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.
87. Time Management Strategies
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.
88. 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.