BUILDING SELLING PRODUCTIVITY
Stage 1 : THE MARKET PLATFORM
Keyword (Finding )
Finding completely new leads and checking their business potential (qualifying)
Activites : Segmenting the market,targeting who you want to sell to the most,finding new leads every week,making first contact with new leads,checking the potential of leads,storming information about new leads in your database.
Stage 2 : THE WORKING PLATFORM
Keyword ( Activating )
Convincing new leads (and non active accounts) to start buying from us by developing a relationship with them and responding professionaly to their needs
Activities : Telephone sales calls,sales call,writing proposals,sales presentation,following up on salles call,negotiating,quickly giving a special,creative deal to win new business,site inspection,entertaining new buyers etc.
Stage 3 : BUYING PLATFORM
Keyword (Maintaining and Developing)
Maintaining : Increasing loyalty of active account,keeping them buying from us,not our competitors
Activities : Courtesy calls,make new program promotion,trying to win a new type business,trying to get all of business from an account.
Stage I
The Market Platform
The market platform is all about finding completely new leads,and then checking to see whether the have good potential to be new clients.
Strategic Activities :
Segmenting the market
Targeting who you want to sell to most
Every Week
Generating/finding a lot of new leads
Checking the potential of each new lead (“Qualifying”)
Making first contact,usually by telemarketing
Setting up a first appointment with high potential leads
3. Storing the leads in a database,according to their potential
The Market Platform “Funnel”
It’s good to think of the market platform as a funnel. At the top of the funnel is the whole market,which includes all organizations in the world. Of course you can’t sell to everyone,so you need to segment the market and target who you are going to sell us.
The whole Market
Segment the market
Target who we’ll sell to
Generate new leads
Qualify New leads
Store in database
Effective Ways to Generate Completely New Leads
Referrals from customers – ask customers for new leads
Current customers –different divisions or branches
Referrals from prospects who said “no”
Enquires from new leads after advertising
Travel association meetings and directories
Travel exhibitions and conferences
Government calendar of events
Embassy associations,clubs and societies
Web sites of travel organizations around the world
Newspapers,magazine and travel periodicals / journals
Yellow pages
Networking
General directories
Cold calling /research visits
Meeting boards of competitor hotel
Qualifying New leads
It is useless to travel across the city to meet someone if you don’t know whether their organization needs your hotel services.To prevent this,you must qualify each new lead you find.
You need to be sure :
The new lead has good business potential and
You know the right people to speak to about their hotel needs
To qualify anew lead,find out three things
Needs : Does the organization need hotel services?
Budget : Does the organization have a budget for your class of hotel ?
Decision-Maker : Who are the people that control the buying decision ?
How to Conduct a Cold Call
The objective of could call is ONLY to qualify the company and get contact information from the receptionist, The objective is NOT to meet and sell to the decision-Maker !
Here’s how to conduct a personal could call:
A, Introduce Yourself to the receptionist
Warm greeting : “Good Morning !”
Introduce yourself and your hotel briefly and positively : “I’m Wati from the Grand Mahakam group of hotels. Grand Mahakam is the largest and fastest growing hotel group in asia and our hotel include Mahakam Garden,Mahakam Suite and Mahakam Senur”.
Ask for permission to ask question : “Could I ask you a few questions to see if Accor might be of service to your organization ?”
“Thank you”
B. Quality the company
Need hotel? “Does your company use hotels to accommodate employees or visitors or to hold meetings or events?”
Budget? “Which hotels does your company normally use?”
Decision – maker “Could you please tell me who usually makes decisions on which hotels to use? What’s his position? When would be the best time you call him?”
C. Get full contact info
“Could I have a name card, please?”
“Could I have a brochure?”
“May I know your name?”
“What,s your telephone number,please?”
D. Thank the receptionist and promise to phone
“Thank you very much, Iva. I will call Pak Budiono soon to discuss how Grand Mahakam might be able to help”.
Telemarketing to a new Lead
A.Greet warmly and introduce yourself and Your Hotel
“Good afternoon,Pak Budiono. This is Ida Nasution from Novotel Bogor,which is an Accor hotel.
B. Ask the buyer a question to build rapport
E.g.”Have you ever been to Novotel Bogor?”
C. Explain your logical reason for calling as a benefit for the buyer
“The reason I’m calling is I’d like to find out if Accor hotels,or my hotel in particular,can help your organization with your hotel needs”.
D. Ask for permission to ask questions as a benefit for the buyer
“Could I ask you a few questions to find out if we can be of service? It will only take a few minutes”.
E. Ask any questions you need to fully quality the lead
Decision-maker :”Pak Budiono,I was told by your receptionist that you usually handle hotels bookings for your company. Is that correct?”
Need: “May I know how your company uses your hotels,and how often?”
Budget: “And which hotels do you usually use for these purposes?”
F. Ask for an appointment if the lead is fully qualified,as a benefit for the buyer
“Thank you for your information,Pak Budiono. Based on what you’ve told me I believe that we may really be able to help you with your hotel needs. Could I meet you to introduce Accor and my hotel to your properly, and talk more about how we might work together?”
G. Confirm details of appointment, thank and finish positively
to be continue.,.,.,.,.,.,.,
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