Sales on demand Catalog Central Europe

Sales on Demand ALL YOUR NEEDS FOR YOUR LEADS

All your needs for your leads

Table of Contents

Sales at Accor

5

Cold Call

External Sales

8 Lead Generation

24 ‘Rent a Salesman’

Project Plan

26 Project Plan 28 Budget External Sales

10 12 14

Budget Call Centre Approach

Budget Sales Approach

Reactivation

Our Partner

16

30

Project Set-up & Process

34

Project Plan

18

Budget Call Centre Approach

20 22

Budget Sales Approach

4

All your needs for your leads...

Sales at Accor Wherever we are, Accor aims to create an environment of positivity and exceptional hospitality. Even though we host millions of travellers every year, we value and take care of each unique individual because every moment matters to our guests. Together we strive to discover new horizons and invite the world to join us to create a better future together. Your franchise or management contract with ACCOR ensures that a worldwide sales team is working for you to generate international corporate contracts with strategic, large and SME accounts.

But in some markets, those activities might not be enough on their own and you might benefit frommore in-depth local or regional sales work.

This toolbox will help you to easily scale up to those extra sales actions without the need from any extra work from your current hotel teams.

5

corporate customers 1 2 Reactivate “sleeping” customers

Generate leads and new

Together with our long-term partner Phocus DC we’ve developed this modular toolkit, which will help you to overcome challenges in selling your hotel.

SO WHAT CAN IT DO FOR YOU?

1

Generate additional new leads and local corporate contracts

2

Reactivate those so-called ‘sleeping’ customers that haven’t booked with you for a while

3

Provide you with your own sales team, at least for a while, depending on the demands of your market

Aside from their exclusive specialisation in the B2B sector, as well as their proven experience in the hospitality industry, the team at Phocus DC is able to fulfil the needs of multilingual projects, with many colleagues being fluent in German, English and French. Given that the targets set and services offered by every hotel are very different, we have defined a range of professional service packages which can be booked as stated in the offer. If your individual projects don’t fit these offerings, the Phocus DC team would be happy to tailor a solution to your specific requirements.

3 Rent

your sales professional on demand

6

More Leads. More Promoters. More Customers.

We rock Sales on Demand for Accor.

/en

www.phocus-direct.de

Cold Calls Lead Generation

8

All your needs for your leads...

GROW Every company loses 5% to 15% of its customers per year for a variety of reasons. In order to continue to grow, every hotel must ensure a continuous feed of new customers. Cold calling is still the fastest, most direct and personal approach to generate qualified leads – regardless of whether we are talking about room nights or MICE business. SAVE TIME The goal is always to generate qualified leads, so that the hotel’s management and sales department can focus on these leads. The time-consuming initial contact and development of cold addresses into qualified leads can be taken care of for you by the Phocus DC team. INDIVIDUAL, JUST LIKE YOUR HOTEL You control the content, the story-to-tell and the exact objectives so Phocus DC can deliver what your hotel needs. Let’s talk about your specific challenges and targets. We offer three packages to perfectly meet the different requirements and objectives of all Accor hotels. ACCOR LOOK & FEEL The entire process is designed in such a way that customers always have the impression that the hotel is acting on its own to personally reach out to them. At no stage of the sales process is it apparent that the task will be taken over by an external specialist.

9

Four Steps to new customers with Cold Calls Lead Generation

1.

2.

ONBOARDING CALL WITH YOUR HOTEL

SET-UP OF YOUR INDIVIDUAL PROJECT

Individual planning and coordination with you regarding:

Start of the internal Project Set-up by Phocus DC.

check-circle Address base check-circle Definition of your exact targets for your hotel check-circle Definition of the action period and timeline

check-circle Briefing of the Inside Sales Team check-circle Customisation of the ‘Sales Battle Card’ – tailored to your hotel check-circle Address sourcing and address adjustment check-circle Takeover of the addresses in the Phocus DC CRM check-circle Technical equipment of your individual ‘Look & Feel’ such as caller number, email addresses, etc.

10

All your needs for your leads...

3.

4.

START COLD CALL/ LEAD GENERATION

REVIEW/ REPORTING

Start of lead generation for your hotel.

You are kept up to date on all results.

check-circle Identification of the decision makers check-circle Presentation of your hotel check-circle Determination of the need for overnight stays and MICE capacities check-circle If you wish, individual goals can be defined, e.g. Appointment with the customer in their office or in your hotel, callback for a concrete offer, etc.

check-circle Daily delivery of hot leads to you check-circle Weekly management report on the project status and feedback call check-circle At the end of the project, you will receive all addresses and related information about the prospect

11

Budget calculation for ‘Call Centre Approach’

Our ‘Call Centre Approach’ is a one-step procedure, which comprises a maximum of three dial attempts per address. If the decision maker is not reached within these three dial attempts, the address will not be processed further. All follow-up measures (sending out further information including subsequent telephone follow- up, etc.) will be carried out by the respective hotel. This type of project is particularly suitable for houses that focus primarily on decision-maker qualification and the targeted customer segment consists of smaller companies.

250 Contacts to

targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 650,00 € (780.00 CHF) 250,00 € (300.00 CHF) 2.140,00 € (2,390.00 CHF) 3.730,00 € (4,300.00 CHF)

Set-up

Data referencing*

Buy 250 addresses*

Operations

Total:

* If the addresses are provided by your hotel, the cost of data referencing and address purchase are not applicable.

12

All your needs for your leads...

3 calls per address

500

1000

Contacts to targeted clients

Contacts to targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 650,00 € (780.00 CHF) 375,00 € (450.00 CHF) 4.190,00 € (5,030.00 CHF) 5.905,00 € (7,090.00 CHF)

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 650,00 € (780.00 CHF) 650,00 € (780.00 CHF) 8.190,00 € (9,830.00 CHF) 10.180,00 € (12,220.00 CHF)

Set-up

Set-up

Data referencing*

Data referencing*

Buy 500 addresses*

Buy 1000 addresses*

Operations

Operations

Total:

Total:

* If the addresses are provided by your hotel, the cost of data referencing and address purchase are not applicable.

* If the addresses are provided by your hotel, the cost of data referencing and address purchase are not applicable.

13

Budget calculation for ‘Sales Approach’

Our ‘Sales Approach’ is a one-step process that includes a maximum of six dialling attempts per address. In this approach, the number of contact attempts is consistently aligned to the room night/ MICE potential. All follow-up measures (sending out further information including subsequent phone follow-up, etc.) are carried out by the respective hotel. This type of project is particularly suitable for hotels that focus above all on setting qualified appointments, as in addition to the decision maker qualification, a professional need, potential and competition analysis is also carried out. The amount of actual decision-maker contacts is significantly higher compared to the call centre approach. The goal is to generate concrete sales opportunities.

250 Contacts to

targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 650,00 € (780.00 CHF) 250,00 € (300.00 CHF) 2.440,00 € (2,990.00 CHF) 4.080,00 € (4,900.00 CHF)

Set-up

Data referencing*

Buy 250 addresses*

Operations

Total:

* If the addresses are provided by your hotel, the cost of data referencing and address purchase are not applicable.

14

All your needs for your leads...

Six calls per address

500

1000

Contacts to targeted clients

Contacts to targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 650,00 € (780.00 CHF) 375,00 € (450.00 CHF) 4.890,00 € (5,870.00 CHF) 6.605,00 € (7,930.00 CHF)

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 650,00 € (780.00 CHF) 650,00 € (780.00 CHF) 9.490,00 € (11,390.00 CHF) 11.480,00 € (13,780.00 CHF)

Set-up

Set-up

Data referencing*

Data referencing*

Buy 500 addresses*

Buy 1000 addresses*

Operations

Operations

Total:

Total:

* If the addresses are provided by your hotel, the cost of data referencing and address purchase are not applicable.

* If the addresses are provided by your hotel, the cost of data referencing and address purchase are not applicable.

15

Reactivation

All your needs for your leads...

GROW It’s no secret: reactivating passive, ‘sleeping’ customers is much easier than gaining new customers. The customers already know you; you have established a relationship. No matter why the customer hasn’t booked in a while, a professional, targetted customer reactivation can help bring them back and increase the occupancy rate of your hotel. Was the customer dissatisfied? Are there new decision makers? We’ll find out and help you to revive the business relationship. A bonus side effect of this is that we also learn a lot about the level of satisfaction of this customer segment. SAVE TIME The goal is always to reach an agreement on objectives that will significantly contribute to the reactivation of customers and revive contact with your hotel. An appointment at the customer’s location, a visit to the respective hotel or a direct request for quotation – everything serves the goal of winning the customer back. The time-consuming calling activities are all taken care of by the Phocus DC team. We take care of the relevant steps of a professional ‘winback calling campaign’, so your sales team can concentrate on those contacts that show real interest in booking again. INDIVIDUAL, JUST LIKE YOUR HOTEL You control the content, the story-to-tell and the exact objectives so Phocus DC can deliver what your hotel needs. Let’s talk about your specific challenges and targets. We offer three packages to perfectly meet the different requirements and objectives of all Accor hotels. ACCOR LOOK & FEEL The entire process is designed in such a way that customers always have the impression that the hotel is acting on its own to personally reach out to them. At no stage of the sales process is it apparent that the task will be taken over by an external specialist.

17

Four Steps to Reactivate your ‘Sleeping’ Customers

1.

2.

ONBOARDING CALL WITH YOUR HOTEL

SET-UP OF YOUR INDIVIDUAL PROJECT

Individual planning and coordination with you regarding:

Start of the internal Project Set-up by Phocus DC.

check-circle Address base check-circle Definition of your exact targets for your hotel check-circle Definition of the action period and timeline

check-circle Briefing of the Inside Sales Team check-circle Customisation of the ‘Sales Battle Card’ – tailored to your hotel check-circle Receive and check addresses check-circle Takeover of the addresses in the Phocus DC CRM check-circle Technical equipment of your individual ‘Look & Feel’ such as caller number, email addresses, etc.

18

All your needs for your leads...

3.

4.

START SALES OPERATION

REVIEW/ REPORTING

Start of lead generation for your hotel.

You are kept up to date on all results.

check-circle Update on decision makers check-circle Brief introduction to the respective house with reference to the ‘passive’ business relationship check-circle Update on need of room nights & MICE check-circle If you wish, individual goals can be defined, e.g. Appointment with the customer in their office or in your hotel, callback for a concrete offer, etc.

check-circle Daily delivery of hot leads to you check-circle Weekly management report on the project status and feedback call check-circle At the end of the project, you will receive all addresses and related information about the prospect

19

Budget calculation for ‘Call Centre Approach’

Our ‘Call Centre Approach’ is a one-step procedure, which comprises a maximum of three dial attempts per address. If the decision maker is not reached within these three dial attempts, the address will not be processed further. All follow-up measures (sending out further information including subsequent phone follow-up, etc.) will be carried out by the respective hotel. This type of project is particularly suitable for hotels that have a qualified database and, for example, also have decision makers’ extension numbers.

250 Contacts to

targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 2.140,00 € (2,580.00 CHF) 2.830,00 € (3,410.00 CHF)

Set-up

Operations

Total:

The respective hotel will provide the addresses to be processed in a clean data format with a distinctive field structure.

20

All your needs for your leads...

Three reactivation calls per address

500

1000

Contacts to targeted clients

Contacts to targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 2.140,00 € (5,030.00 CHF) 4.880,00 € (5,860.00 CHF)

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 8.190,00 € (9,830.00 CHF) 8.880,00 € (10,660.00 CHF)

Set-up

Set-up

Operations

Operations

Total:

Total:

The respective hotel will provide the addresses to be processed in a clean data format with a distinctive field structure.

The respective hotel will provide the addresses to be processed in a clean data format with a distinctive field structure.

21

Budget calculation for ‘Sales Approach’

Our ‘Sales Approach’ is a one-step process that includes a maximum of six dialling attempts per address. In this approach, the number of contact attempts is consistently aligned to the room night/ MICE potential. All follow-up measures (sending out further information including subsequent phone follow-up, etc.) are carried out by the respective hotel. This type of project is particularly suitable for hotels that have either an outdated database or attach importance to a professional needs, potential and competition analysis. The aim is to generate qualified sales opportunities.

250 Contacts to

targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 2.490,00 € (2,990.00 CHF) 3.180,00 € (3,880.00 CHF)

Set-up

Operations

Total:

The respective hotel will provide the addresses to be processed in a clean data format with a distinctive field structure.

22

All your needs for your leads...

Six reactivation calls per address

500

1000

Contacts to targeted clients

Contacts to targeted clients

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF)

Onboarding

140,00 € (170.00 CHF) 550,00 € (660.00 CHF) 9.490,00 € (11,390.00 CHF) 10.180,00 € (12,220.00 CHF)

Set-up

Set-up

Operations

4.890,00 € (5,870.00 CHF) 5.580,00 € (6,700.00 CHF)

Operations

Total:

Total:

The respective hotel will provide the addresses to be processed in a clean data format with a distinctive field structure.

The respective hotel will provide the addresses to be processed in a clean data format with a distinctive field structure.

23

Rent a Salesman

24

All your needs for your leads...

GROW Whether it's the ‘modern’ thing to do or not – sometimes it simply makes sense to go and visit a customer. A personal, face-to-face conversation with the decision maker helps to get a deeper impression of the customer and what they actually need. Not all hotels are able to provide such a large number of field sales resources, especially when you take into consideration that you may not need them all the time. This is precisely where our ‘Rent-a-salesman’ approach comes into play. Whether for new customer acquisition or reactivation – we help you to ensure the necessary personal contact frequency. SAVE TIME The goal is always to reach an agreement on objectives that will significantly contribute to the winning of new customers or the reactivation of former customers and revival of contact with your hotel. Visiting a customer in person often leads to concrete next steps: a visit to the hotel, an offer or a negotiation of a framework agreement. And again – your team can concentrate consistently on identified leads with high potential, ensuring a highly effective sales process. INDIVIDUAL, JUST LIKE YOUR HOTEL You control the content, the story-to-tell and the exact objectives so Phocus DC can deliver what your hotel needs. Let’s talk about your specific challenges and targets. We offer three packages to perfectly meet the different requirements and objectives of all Accor hotels. ACCOR LOOK & FEEL None of your customers will notice that it is an external sales force. Everything is done in the look and feel of your hotel, compliant with your branding.

25

Four Steps to your External Field Sales

1.

2.

ONBOARDING CALL WITH YOUR HOTEL

SET-UP OF YOUR INDIVIDUAL PROJECT

Individual planning and coordination with you regarding:

Start of the internal Project Set-up by Phocus DC.

check-circle Requirement profile check-circle Task & exact goal definition check-circle Definition of the action period and timeline

check-circle Recruiting from external sales pool check-circle Handover of three CVs from potential candidates check-circle Joint Skype interviews check-circle Final decision on candidate

26

All your needs for your leads...

3.

4.

START SALES OPERATION

REVIEW/ REPORTING

Start of lead generation for your hotel.

You are kept up to date on all results.

check-circle Cold visits at defined companies check-circle Identify decision makers check-circle Introduction of your hotel check-circle Identify need of room nights & MICE check-circle Leave informative materials and if applicable define goal for follow-up

check-circle Daily handover of relevant leads to your hotel check-circle At the end of the project, you will receive all addresses and related information about the prospect

27

Budget calculation for ‘External Sales’

The ‘Rent a Salesman Approach’ is a pure sales force activity, which is mainly based on the perception of cold visits. A phone appointment in the run-up to these visits can also be booked. This approach is particularly suitable for houses that focus on increasing local presence with potential or passive customers and increasing personal loyalty. The external sales will collect relevant information, hand over information about the respective house and ideally generate concrete inquiries if necessary, which can then be processed further by the sales department of the respective house.

4 Weeks external Sales booking

Onboarding

140,00 € (170.00 CHF) 880,00 € (1,060.00 CHF) 5.890,00 € (7,070.00 CHF) 6.910,00 € (8,300.00 CHF)

Set-up

Operations

Total:

The respective hotel will provide the addresses to be processed. The above conditions are exclusive of travel expenses and any overnight expenses incurred.

28

All your needs for your leads...

8

12

Weeks external Sales booking

Weeks external Sales booking

Onboarding

140,00 € (170.00 CHF) 880,00 € (1,060.00 CHF)

Onboarding

140,00 € (170.00 CHF) 880,00 € (1,060.00 CHF)

Set-up

Set-up

Operations

11.200,00 € (13,440.00 CHF) 12.200,00 € (14,670.00 CHF)

Operations

16.590,00 € (19,800.00 CHF) 17.520,00 € (21,030.00 CHF)

Total:

Total:

The respective hotel will provide the addresses to be processed. The above conditions are exclusive of travel expenses and any overnight expenses incurred.

The respective hotel will provide the addresses to be processed. The above conditions are exclusive of travel expenses and any overnight expenses incurred.

29

Your Sales on Demand Team

Your contact person at Accor Central Europe: Sabine Höllein, Director Key Account Management

Philipp Moder, Managing Director at Accor‘s sales partner Phocus DC

30

All your needs for your leads...

Your Sales Partner with Experience.

Accor and Phocus DC have already been working together successfully since 2011. Together we have successfully completed various projects in areas such as new customer acquisition in the SME segment, potential and demand qualification for long stay, lead generation for MICE, support in the development of unmanaged clients, address procurement, data enrichment and many other tasks. You benefit from 25 years of experience in B2B business and more than 10 years of experience in the hospitality industry.

‘We talk Hospitality.’

MORE INFO AT www.phocus-direct.de/en

31

Phocus DC specially provides Accor with the following team:

SUCCESS MANAGER Responsible for the strategic development of the collaboration User-check

User-check

INSIDE SALES COACH The Inside Sales team is regularly trained by our permanent trainer User-check

TEAM LEADER The Accor team leader is your central contact person and is responsible for qualitative and quantitative project management

32

All your needs for your leads...

User-checkUser-checkUser-check

User-check

INSIDE SALES TEAM Three full-time Inside Sales employees for the implementation of the project

EXTERNAL SALES A pool of ‘sales professionals’ is available for the external sales force, who can be recruited according to region and task

33

Project Set-up and Process

ONBOARDING CALL

The onboarding call serves to define the procedural and administrative framework for the project, as well as technical requirements. All roles and responsibilities for existing topics will be specified and each respective hotel will receive a checklist in advance to prepare for the call. Within the scope of the set-up, all measures are taken to ensure that the project is executed as precisely and professionally as possible. These tasks include a thorough online team briefing, a definition of the address base, customisation of Phocus DC’s web-based CRM, use of customer- specific tools or processes, etc. SET-UP

Angle-Right If the addresses are provided by the hotel, they must ensure that they are provided in a compatible and accessible format. Preferably, the address list should be prepared in Excel format, and it is critical that relevant data such as company, street, postcode, city, title, first name, surname, telephone number, etc. are shown in separate fields. Should the data need to be edited to ensure a flawless import into the CRM, the resulting expenses will be billed accordingly. If the address list will be sourced by Phocus DC, this point is omitted. Angle-Right For the online briefing, it is important that each hotel is prepared to answer the following questions: Who are we? What do we stand for? What is the outlook of the local and competitive market? What are our strengths and weaknesses? How do we convince clients of our benefits and deal with any criticism? Angle-Right If a multi-stage acquisition process (Call-Mail- Call) is agreed upon, the respective hotel must prepare all appropriate documents that could potentially be sent out to interested prospects.

To successfully complete this step, the respective hotel must provide the following information:

34

All your needs for your leads...

HOW TO GET STARTED WITH YOUR SALES ON DEMAND PROJECT

SALES OPERATIONS

During the project, we offer call monitoring and regular status updates to ensure that the project is on track. A regular exchange of information and knowledge is an important success factor in this cooperation.

Please contact Accor’s partner Phocus DC directly to start your sales on demand project.

REPORTING

Each respective hotel will gain access to Phocus DC’s web-based CRM, thus guaranteeing the highest level of transparency during the project. Hot leads, including appointments, offer requests and hotel visits, will be made readily available to the hotel on the same day, so that all required follow-up activities can begin immediately. At the end of the project, each hotel will be provided with all processed data and information obtained. Experience from the first campaigns show that lead ratios of between 10% (e.g. for hotel openings) and 15% (for customer reactivation) are possible.

Philipp Moder Managing Director, Phocus DC pmoder@phocus-direct.de

+49 911 9334-101 +49 172 1616744

35

Accor Deutschland GmbH Hanns-Schwindt-Straße 2 81829 Munich, Germany

T. +49 89 6300 2497 www.accorhotels.com

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