Email “Sales” Best Practices -How to Maximize Revenue fromyour Email Inquiries                 Colin Morrison             ...
Opportunity
Agenda         • Email Organization         • Response Time         • Response Content         • Incentives / Team        ...
Email Opportunity…VRMA Member, 500 Properties, March ’11 - February ‘12                    o $1.4 Million in Email Revenue...
Where are your Emails Going?                • Centralized In-Box                • Lead System                • CRM System ...
Keys to Success• Be Organized• To auto-respond or not  auto-respond…• Prioritize• Assign Emails  – No Cherry Picking• No L...
Response Time
Response Content                   • Include Relevant Details                      –   Company Info                      –...
Don’t Be This Guy
Incentives/Motivation               • Beware of Conflicts of Interest               • Set Monthly Goals               • Co...
Quality Assurance                • Monitor Responses                • Measure & Monitor                  Response Time    ...
Managing your Staff• Micro Managing• Address Email  Performance in  Coaching Sessions• Set and track  goals• Practice or  ...
Ensuring a ROI for your efforts
Take Away• Be Organized• Respond Quickly• Consistent Content• Use Incentives• Monitor• Manage• Ensure ROI
THANK YOU                Colin Morrison       CLMORRISON@TheNavisWay.com                     (866) 921-2779
Navis email sales best practices
Navis email sales best practices
Navis email sales best practices
Navis email sales best practices
Navis email sales best practices
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Navis email sales best practices

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Transcript of "Navis email sales best practices"

  1. 1. Email “Sales” Best Practices -How to Maximize Revenue fromyour Email Inquiries Colin Morrison System Consultant
  2. 2. Opportunity
  3. 3. Agenda • Email Organization • Response Time • Response Content • Incentives / Team Motivation • Quality Assurance Monitoring & Management • Ensuring an ROI
  4. 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. 5. Where are your Emails Going? • Centralized In-Box • Lead System • CRM System • Automated Response System • Not Sure?
  6. 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. 7. Response Time
  8. 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. 9. Don’t Be This Guy
  10. 10. Incentives/Motivation • Beware of Conflicts of Interest • Set Monthly Goals • Commission / Per booking Incentive • Know your team • Contests - Make it fun!!!
  11. 11. Quality Assurance • Monitor Responses • Measure & Monitor Response Time • Use Guest Surveys to solicit feedback
  12. 12. Managing your Staff• Micro Managing• Address Email Performance in Coaching Sessions• Set and track goals• Practice or Role Play
  13. 13. Ensuring a ROI for your efforts
  14. 14. Take Away• Be Organized• Respond Quickly• Consistent Content• Use Incentives• Monitor• Manage• Ensure ROI
  15. 15. THANK YOU Colin Morrison CLMORRISON@TheNavisWay.com (866) 921-2779

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