Navis email sales best practices

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  • 1. Email “Sales” Best Practices -How to Maximize Revenue fromyour Email Inquiries Colin Morrison System Consultant
  • 2. Opportunity
  • 3. Agenda • Email Organization • Response Time • Response Content • Incentives / Team Motivation • Quality Assurance Monitoring & Management • Ensuring an ROI
  • 4. Email Opportunity…VRMA Member, 500 Properties, March ’11 - February ‘12 o $1.4 Million in Email Revenue o Inquiry Method Conversions: •Email = 4.6% •Web Chat = 13.3% •Inbound Call = 27.8%
  • 5. Where are your Emails Going? • Centralized In-Box • Lead System • CRM System • Automated Response System • Not Sure?
  • 6. Keys to Success• Be Organized• To auto-respond or not auto-respond…• Prioritize• Assign Emails – No Cherry Picking• No Lead Left Behind• Follow-Up Twice – Once right away – Once 24-36 hours later• Call Guest Back if Possible
  • 7. Response Time
  • 8. Response Content • Include Relevant Details – Company Info – Pictures – Link to Book Online – Cost • Include Local Info – Activities – Weather – Events • Be Professional – Grammar, spelling • Personalized Templates – Consistency – Efficiency
  • 9. Don’t Be This Guy
  • 10. Incentives/Motivation • Beware of Conflicts of Interest • Set Monthly Goals • Commission / Per booking Incentive • Know your team • Contests - Make it fun!!!
  • 11. Quality Assurance • Monitor Responses • Measure & Monitor Response Time • Use Guest Surveys to solicit feedback
  • 12. Managing your Staff• Micro Managing• Address Email Performance in Coaching Sessions• Set and track goals• Practice or Role Play
  • 13. Ensuring a ROI for your efforts
  • 14. Take Away• Be Organized• Respond Quickly• Consistent Content• Use Incentives• Monitor• Manage• Ensure ROI
  • 15. THANK YOU Colin Morrison CLMORRISON@TheNavisWay.com (866) 921-2779