© 2013 hilton worldwide confidential and proprietary 0 new dial-in number: +44 (0) 1452 321 775...

© 2013 Hilton Worldwide Confidential and Proprietary 1

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

Conference Code:

9910654


The Primary Focus of the Blitz…

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

Generate Demand & Convert Existing Business

Have you all received and read through this ?

© 2013 Hilton Worldwide Confidential and Proprietary

Reminder of the key messages to approach customers with …

3

3 Key Messages


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

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

An additional 2% commission on the total value of the contract – for 1 week only

New Business – contract returned/signed by 31st October 2013

Existing business – applies to option bookings only & contract must be returned/signed by 30th September 2013

1.

2.

3.


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


2% supporting collateral to use as appropriate

Proposal Banner

A4 Flyer

A6 Postcard

http://bit.ly/HWW2PERCENT

http://bit.ly/HWW2PERCENT


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:

• Promote the all inclusive

package & price making it clear &

transparent to the customer

• Explain the flexible 24hr cancellation terms &

encourage the customer to contract the business

straight away

• Offer different price by day of week to again tactically drive

those need periods

Use with the enhanced “no signature” version of the Express Agreement making it easy for

our customers to buy & for you to sell…

Use with the enhanced “no signature” version of the Express Agreement making it easy for

our customers to buy & for you to sell…


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

Review and use the GCE Promotional Tool kit to define your local needs and create bespoke marketing materials using the pre-approved offer templates on the Hilton Worldwide Gallery (available in 16 languages).

Templates are available for the following C+E segments: Sales Conferences, Charity Events, Gala Dinners, Weddings, Proms / Graduations… and more.

Flexible GCE templates can be accessed via OnQ

> My Applications > One Voice > The Gallery > Sales and Reservations > Collateral > EMEA > Flexible Templates

A user guide and recorded training session are available to download from the toolkit home page - if you have any additional questions please contact your Regional Marketing Manager


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

A range of Free dynamic templates are available for you to utilize for all Food & Beverage Local Marketing. The templates support a wide selection of images for Food, Beverage, Events & Sports with complimentary icons and impactful headlines including editable free text..

The templates allow for Digital Display, Print Postcards and Press advertising and support on property F&B promotions including Afternoon Tea, Christmas & New Year, Sunday Lunch, Wine & Dinner promotions, Valentine’s Day etc. The templates can be developed in over 23 local languages.

The templates are available in the following locations: HiltonART > 6 F&B > Create your template (Digital Display, Print Postcards)HiltonART > 1 Hilton Brand > order collateral and advertising (Press Advertising) For Christmas please refer to the EMEA Christmas briefing pack which is available

to download under HiltonART > 6 F&B

Any questions regarding these templates please contact your Tag Account Manager or the Hilton Brand team.


The Countdown Continues…


On Property GCE Sales Teams Get prepared…

1. Agree who is taking part in the Sales Blitz; block time in the team’s diary

2. Ensure the Proposal Banners are ready to be inserted as needed

3. 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?

4. Think about how you can theme the day… Make it FUN !

5. Start to collate all leads that are to be included in the Sales Blitz….

PREPARATION


Which specific leads and 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


Also think about…

Filtering your targeted bookings by ‘Arrival Date’

and prioritise those arriving in your key

need months

The size of business to target, relevant to your occupancy levels over these need

months – filter the report

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

Leads linked to the ‘Get In Early’

campaignPush the customer to confirm their bookings

NOW - it ended 31st Aug


1. Proactively promote the +2% to your 3rd party accounts to generate new enquires

2. Support the hotel teams with converting existing 3rd party/agent BOB

3. Review the LIVE bookings from your ‘direct’ managed accounts

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

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

HWW Sales Team Members Above property Sales incl - ISO’s, NSO’s

Note: For HWW Sales offices working from Sales Force – make use of the

top reports to support you with extracting prospects


To capture all your efforts & activity over the week…

A simple manual tracking template has been created to allow individuals to record the calls made & the outcome

Only activity recorded over the Sales Blitz dates, and submitted as part of the manual tracker, will be considered in the final consolidation of results

$$$$


1. Create a ‘New’ booking as usual2. Attach Sales activity/ Cold Call/ Blitz ‘Lead Source’ to the booking3. Create a new ‘Lead Response Note’ activity4. Populate the activity subject line with the appropriate tracking code as listed above,

then click the activity as ‘done’ and ‘OK’ to exit

Delphi Tracking to monitor the on-going revenue impact Delphi codes to be used in

Activity Subject:

+2% Commission – SB3GC&E Toolkit Offer - TOOLKIT

Meetings Made Simple - MMS13 New opportunities generated

Existing business on the books

1. If you choose to focus on converting an existing booking also attach Sales activity/ Cold Call/ Blitz ‘Lead Source’ to the booking

2. Create a new ‘Lead Response Note’ activity3. Populate the activity subject line with the appropriate tracking code as listed above 4. 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


Simplified process…

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Submission of Results


Submitting your results daily…..

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• 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.


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


Submitting your results at the end of the week…..

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• Your fully consolidated tracker only needs to be submitted once, at the end of the week. This should be emailed to [email protected] no 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)

mailto:[email protected]


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…

If the opportunity is for a single hotel or a hotel(s) within your

cluster

• Advice the customer which hotel(s) you are referring them to and that they will hear back from that hotel/s directly. Send the

opportunity to the events email at the sister hotel e.g. [email protected]

For multi-property

opportunities

• Simply forward the opportunity details to the relevant ‘Keep it in the Family’ email address

(linked to the location of the client)

Track the Enquiry

• In your Delphi system using the ‘Property Referral/ Keep it in the Family’ Lead Source field

and relevant ‘KITF’ activity code

mailto:[email protected]


Setting down goals & targets to drive success …

The revenue targets for EMEA are being finalised based on the latest BOB &

Conversion numbers!!!

Revenue value of the bookings you are going Contract to

DEFINITE

Revenue value linked to Demand Generation of new

OPTION/ PROSPECT leads

$ $

You now need to set your specific targets linked to:

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


Prepare Discover More

Making effective sales conversion calls

1. Review your activity notes..

2. Understand why they are holding the event?

3. Review what have you offered? - Rates/package incl. any savings & tradeables

4. What are the decision factors & decision date?

5. Who are the Competitors & are there other destinations being considered?

1. Recognise what more you need to know?

2. What’s needed to convert & the likelihood of conversion?

3. What’s stopping the customer from committing?

4. How you compare vs the competitors / destinations?

5. Are you prepared to offer alternative solutions/ options to any barriers?


Space has no barriers…


Keep Holding Space

• 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…

Price Resistance

• 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

T&C’s/Legal

• 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

Cut through the Barriers to converting… find solutions

Remember to escalate as needed to your DBD, RDOS or the Account Manager

Demand Generation


Having a reason to connect with the customer

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+2% commission payments for one

week only, with firm booking conditions

Hotel special offers (By Cluster &/or Region) linked to individual

business needs using the flexible tool kit

Meetings Made Simple along with the enhanced Express Agreement to drive & convert the

Small Meetings Business


Engagement on the call – Your 30 Second Opening

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Reason for contact – be

specific

ONE Chance

Silence

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


You need a powerful opening line Some examples

33

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 ….

Keen to share with you an offer we are currently running which I believe

will of benefit to 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

I know you enquired with us previously however you did choose another

hotel / destination so wanted to update you on

…….and check if …

“You held an event in our hotel in xxx


Recognize the Buying Signals

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KEEP CONTROL

• 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?


Agree next steps & follow up

Issue Offer details & collateral

Send a proposal

Agree a good time to make further contact


Convert the business

Ask smart questions

Cut through the barriers

Find Solutions

Escalate

Secure the business

Reach beyond to

Generate new demand

Have a reason to connect

with the customer

Ensure you have a powerful

opening line

Recognize buying signals

Agree next steps


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


4 DAYS TO LAUNCH

© 2013 hilton worldwide confidential and proprietary 0 new dial-in number: +44 (0) 1452 321 775...

Documents

proprietary message

existing business

commission offer

delphi slide

proprietary reminder

lyhww2percent slide

new business contract

sales blitz