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SALES AUDIT TEMPLATE

AVAILABLE FOR ANY SALES TEAM IN THE WORLD Compliments of RENARD GLOBAL MANAGEMENT

SALES AUDIT

This is a comprehensive list and covers not only the sales effort, but seeks to link sales firmly to the broader marketing plan. Programming the audit: The index at the end of the paper asks for the date, duration and the participants for each audit issue - in order to keep the program on track. The actual duration depends on how much is reviewed and how sessions are conducted. In my experience group interviews with the questionnaire in hand work best. They turn out to be most efficient and thorough. This is also a good way to get to know the team; it is often creative and fun. 1. Market and Sales Trends ....................................................................................... 4 Rooms Market:........................................................................................................ 4 MICE market:.......................................................................................................... 6 Restaurant market:.................................................................................................. 7 (Same for SPA, Casino, other) ................................................................................... 7 2. Product Analysis: Facilities & Services/Positioning/Branding/Sales Arguments... 8 Product / Facilities and Services:................................................................................ 8 What is the room configuration: inventory and differentiation?.................................... 8 What Meeting Facilities are there? .......................................................................... 8 What Food and Beverage Facilities are there?........................................................... 9 What recreational facilities are there?...................................................................... 9 Are there other hotel facilities?............................................................................. 10 Which services does the hotel procure? ................................................................. 10 What is the role of location? ................................................................................ 11 Positioning............................................................................................................ 12 Positioning: self and competitors .......................................................................... 12 Elements of Market Leadership............................................................................. 12 Advantages: strategic vs short-term ..................................................................... 12 Branding: Mission Statement and Collateral:.............................................................. 12 Sales Arguments ................................................................................................... 13 3. Pricing Review: Room and Package Rates, other Prices .......................................14 Summary: SWOT Matrix............................................................................................16 Situation: ............................................................................................................. 16 Options: ............................................................................................................... 17 4. Marketing Plan - Overview ...................................................................................18 5. Sales: Sales Force and Personal Selling ................................................................19 Planning ............................................................................................................... 19 Basic Sales Techniques vs established Routines.......................................................... 19 Sales Job Descriptions: task list vs staffing ................................................................ 20 task routines vs time budget ................................................................................... 20 Salaries and incentives ........................................................................................... 23 Motivation ............................................................................................................ 23 Sales Intelligence: file system and database .............................................................. 23 Database specifics ................................................................................................. 24 Request for Proposal RFP ........................................................................................ 24 Lead Generation .................................................................................................... 24

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Penetration ........................................................................................................... 25 Standard Letters, Contracts and Internal Communications ........................................... 25 Sales Meetings ...................................................................................................... 25 Does information travel well between departments? Or are there lapses concerning ........ 26 Sales Reports ........................................................................................................ 26 Trade Show Attendance / Road Shows / Sales Trips .................................................... 26 Yield Management ................................................................................................. 27 Sales Training: ...................................................................................................... 27 6. CRM Customer Relationship Management.............................................................28 7. Promotions / Event Calendar................................................................................29 8. Advertisement ......................................................................................................30 Website................................................................................................................ 30 9. POS Point Of Sales: cross selling and up selling ...................................................31 10. Merchandising and Give Aways ..........................................................................32 11. Distribution ........................................................................................................33 12. PR Public Relations.............................................................................................34

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1. Market and Sales Trends

Rooms Market: Growth: How much did the local market grow over the last 3 years? How did your market share develop? Is sales doing better or worse than the market?

Business: Average occupancy last 3 years Present occupancy by season, week 1 to 52, weekday vs weekend Average rate last 3 years Present rate by season, week 1 to 52, weekday vs weekend RevPar last 3 years Present RevPar by season, week 1 to 52, weekday vs weekend What is your approximate breakeven (rate at occupancy)? Are you ahead or behind budget?

Clientele: Top-down production review by market segment? Growth over the last 3 years by segment? Untapped potential by segment? Top-down production review per client? Client history top producers? Who are the latest new clients? Do you perceive a change in clientele? Do you see unsolicited, unconvinced or lost clientele? How often do you follow up on unconvinced prospects? Do you do this in a scheduled or random fashion? Ratio top 10 producers to total turnover? Which clients spread and which clients focus their reservations? How do you estimate the risk from volume clients: loyalty vs volatility? When have you actually asked clients about satisfaction, exclusivity, loyalty?

Competition: How do you sum up your competition? (growth, market share, occupancy, rates, target market) What is the client history of your competitors? Opportunities: What principle opportunities do you see on the present / future market? What principle threats do you see on the present / future market? review

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discussion with questionnaire SWOT Summary confrontation

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MICE market: Growth: How much did the local market grow over the last 3 years? How did your market share develop? Is sales doing better or worse than the market?

Business: Average turnover last 3 years How did your market share develop? Which types of MICE business take place? Which are underdeveloped or missing completely? Are you ahead or behind budget?

Clientele: Top-down production review per client? Client history top producers? Which are your latest new clients? Do you see unsolicited or lost clientele? Do you perceive a change in meeting clientele? Ratio top 10 producers to total turnover? How do you estimate the risk from volume clients: loyalty vs volatility? When have you actually asked clients about satisfaction, exclusivity, loyalty?

Opportunities: What principle opportunities do you see on the present / future market? What principle threats do you see on the present / future market? Competition: How do you sum up your competition? (growth, market share, occupancy, rates, target market) What is the client history of your competitors? review discussion with questionnaire SWOT Summary confrontation

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Restaurant market: Growth: How much did the local market grow over the last 3 years? How did your market share develop? Is sales doing better or worse than the market?

Business: Average covers per day last 3 years Present covers per day by season, by weekday Are you ahead or behind budget?

Clientele: Do you perceive a change in clientele? How many guests are not hotel guests? ( resident vs non-resident diners) Do non-resident diners come chiefly for special banquet-like occasions or also/rather for business and couple dining? Opportunities: What principle opportunities do you see on the present / future market? What principle threats do you see on the present / future market? Competition: How do you sum up your competition? discussion with questionnaire SWOT Summary

(Same for SPA, Casino, other)

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2. Product Analysis: Facilities & Services / Positioning / Branding / Sales Arguments

Product / Facilities and Services:

What is the room configuration: inventory and differentiation?


Number per room category Number per floor Number of single vs double rooms Number of twin vs double (king-size / queen-size) beds Number of interconnecting sets Number of smoking vs non-smoking Number of street-side vs garden side rooms Other differentiating criteria? Describe your rooms and room services as detailed as possible. Review all relevant collateral for argumentation wording. How are room categories used in contract negotiations, packages and yield management? What do you highlight when selling rooms: What are your most convincing sales arguments? What are the strengths of your rooms business? What are the weaknesses of your rooms business? Is there a signature element in your rooms business? What do you like best about your hotel room? What is the room configuration of competitors? What are the strengths of your competitors rooms business? What are the weaknesses of your competitors rooms business? How have you won clientele from your competitors? review discussion with questionnaire SWOT Summary

What Meeting Facilities are there?


Describe your meeting facilities, services and menu options as detailed as possible. Review all relevant collateral for argumentation wording. How are meeting facilities used in contract negotiations, packages and yield management? What do you highlight when selling meeting rooms: What are your most convincing sales arguments? What are the strengths of your meeting business? What are the weaknesses of your meeting business? Is there a signature element in your meeting business? What do you like best about your hotel room?

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What is the room configuration of competitors? What are the strengths of your competitors rooms business? What are the weaknesses of your competitors rooms business? How have you won clientele from your competitors? review discussion with questionnaire SWOT Summary

What Food and Beverage Facilities are there?


Breakfast restaurant Restaurants Private dining rooms Coffee shop Bar Fitness Bar Room service Minibar Other Describe your food and beverage facilities, menus and services as detailed as possible. Review all relevant collateral for argumentation wording. How are food and beverage facilities used in contract negotiations, packages and yield management? What do you highlight when selling F&B: What are your most convincing sales arguments? What are the strengths of your F&B business? What are the weaknesses of your F&B business? Is there a signature dish, drink, event, facility? Where do you find the best food in your city? What are food and beverage facilities of competitors? What are the strengths of your competitors F&B business? What are the weaknesses of your competitors F&B business? What is the most exciting restaurant your city? Is dining in your restaurant more fun than elsewhere? Why / why not? review discussion with questionnaire SWOT Summary

What recreational facilities are there?


SPA Fitness Gym Fitness activities Massage Swimming pool Game facilities library casino garden / park

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childrens playground other Describe your recreational facilities and services as detailed as possible. Review all relevant collateral for argumentation wording. How are recreational facilities used in contract negotiations, packages and yield management? What do you highlight when selling recreation: What are your most convincing sales arguments? What are the strengths of your recreation business? What are the weaknesses of your recreation business? Is there a signature facility or event? What are the recreational facilities of competitors? What are the strengths of your competitors recreation business? What are the weaknesses of your competitors recreation business? How much time would you spend at your recreational facilities on rainy Sunday? What would you do there in 90 minutes on a working day? review discussion with questionnaire SWOT Summary

Are there other hotel facilities?


Wireless LAN Business center Boutique Retail shops Other Review all relevant collateral for argumentation wording. How are other hotel facilities used in contract negotiations, packages and yield management? How much do these facilities add to the strengths of your business? Is there a signature facility or event? What are the facilities of competitors? Do guests actually use your additional facilities (for example work on WLAN in your coffee shop)? review discussion with questionnaire SWOT Summary

Which services does the hotel procure?


laundry dry-clean concierge service shoe shine barber

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parking security other Review all relevant collateral for argumentation wording. How are hotel services used in contract negotiations, packages and yield management? What services do you mention when selling rooms: What are your most convincing sales arguments? What are the strengths of your services? What are the weaknesses of your services? Is there a signature service? What are the services of competitors? What are the strengths of your competitors services? What are the weaknesses of your competitors services? discussion with questionnaire SWOT Summary

What is the role of location?


Are you easy to find? Is access simple and swift? Neighborhood Assessment/ Urban Linkage Proximity to business districts Do you offer shuttle, limousine service or taxi? Where are competitors located? How do locations compare? Do guests see your location as an advantage or not? discussion with questionnaire SWOT Summary

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Positioning

Positioning: self and competitors


Positioning by market potential Matrix: general market attractivity vs relative advantage Positioning by buyer satisfaction Matrix: price vs value Positioning by realized potential Matrix: success vs potential Positioning by key attribute / key benefit Matrix: perceived benefit vs overall quality Positioning by product difference Positioning against a specific competitor

Elements of Market Leadership


Questionnaire / 8 point rating matrix: price benefit vs luxury service quality vs quality of experience high touch vs inventiveness design vs convenience

Advantages: strategic vs short-term


Which are long-term strategic advantages? Which are short- or midterm selling propositions (marketing USPs) interview visualization: matrix SWOT summary

Branding: Mission Statement and Collateral: What is the mission statement? Is your mission statement known and used by the sales force? Do mission statement and branding correspond? Does all collateral support uniform branding? Design: Is the collateral design adequate? remarkable or unique? accepted? uniform throughout? Message: Are collateral messages adequate? remarkable or unique? accepted? uniform throughout? Wording: Is collateral wording adequate? Does the sales force use collateral wording in sales talk? review

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Sales Arguments Do sales arguments draw from facility inventory, positioning, copywriting, competition survey, press clippings, guest testimony? Do you discuss, compile and train sales arguments and wording? review list

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3. Pricing Review: Room and Package Rates, other Prices Is there a comprehensive rate grid showing clearly: Rates by business segment Single vs double Seasonality (high, mid, low), block out periods, week vs weekend Net vs brut rates Commissionable vs non commissionable rate (% of commissions and fees) Room only vs bed & breakfast vs other inclusives VAT refundable rates Published vs confidential rates Which rates are visible on website, GDS CRS, Internet? Are there kickback agreements rates guaranteed vs on availability rates with run of the house vs restricted rates with notice period vs duration guaranteed rates with allotment billable vs block & release supplements HB / FB / extra bed VIP policy Honeymooners policy Childrens policy Loyalty card bonus Other bonus systems Is the rate system rigid / transparent (fairness idea)? Are there deviations: ad hoc rates? individually negotiated rates? last minute one offs? Are all rates and conditions well communicated between sales, reservations and front office? Are there any recurring uncertainties about rates and when to us them?

How do rates compare with competition? Is there a comprehensive written rate comparison? What is the buyer and booker feedback regarding rates? What competitors rates are most mentioned in reservation inquiries? What is the pricing history last 3 years? Is there room for raising rates? What experience implies what rate elasticity (rate drop vs demand pick up)? % of inquiries not resulting in bookings? Number of high season days (fully booked)? Are there price testing periods? How high is inflation? What is the role of taxes? How do meeting tariffs compare with competition? Is there a comprehensive written tariff comparison? What competitor is most mentioned in meeting inquiries? What is the buyer and booker feedback regarding meeting tariffs How do restaurant prices compare with competition? What competitor is most mentioned regarding dining? What is the guest and booker feedback regarding dining? Are meeting and dining menus sold evenly across the outlets price range?

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Is our pricing under pressure? Which rates and prices sell easily? Which do not? review interview with questionnaire visualization

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Summary: SWOT Matrix Separate SWOT Matrix for rooms / meetings / F&B outlets / SPA

Situation: Internal factors


Importance increasing , Stable or decreasing?

External factors
Importance increasing , Stable or decreasing?

Business Strengths

Market Opportunities

Business Weaknesses

Market Threats

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Options: Internal factors Business Strengths External factors Market Opportunities tasks Best business options

Business Weaknesses

Market Threats

Worst business problems

Internal factors Business Strengths

External factors Market Threats

tasks Evaluate defense options

Business Weaknesses

Market Opportunities

Evaluate development options

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4. Marketing Plan - Overview Is there a written marketing plan? Are there corporate planning standards set by the hotel group? Is the marketing plan detailed across all outlets, scheduled and budgeted? evaluated continuously? rewritten annually? adjusted monthly to quarterly (rolling planning) Are marketing targets are quantified, qualified and communicated appropriately and repeatedly? What is the degree of implementation? A balanced marketing mix is employed? The marketing budget is subdivided into the budgets for the relevant marketing measures? What part of the budget is actually spent? What are the problems with implementation? How well does the general marketing schedule correspond with the sales schedule? Do you manage a payback analysis on marketing measures? What are the written and quantified marketing objectives for 2006/2007? Does the general marketing schedule produce opportunities for sales across all outlets? across all segments? across all channels and sources? Do you schedule regular brainstorming sessions to develop new promotions and unique products (USP / unique selling propositions)? review interview with questionnaire visualization: calendar

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5. Sales: Sales Force and Personal Selling

Planning Is there a written sales action plan? Is the action plan closely linked to the marketing plan? Are there written and quantified sales targets? Are sales targets usually achieved? Is the sales plan o detailed across all outlets, scheduled and budgeted? o evaluated continuously? o rewritten annually? o adjusted monthly or quarterly (rolling planning)? What is the degree of implementation? What part of the sales budget is actually spent? What are the written and quantified sales objectives for 2006/2007? review interview with questionnaire

Basic Sales Techniques vs established Routines Lead generation Personal sales calls General telephone etiquette Telephone sales calls Site tours Entertainment Group sales Meeting sales Canvassing / sales blitz Trade show / fair / road show participation Sales letters Reservation observation: new clients, follow up upon cancellation Trade show participation Basic networking Sales planning Sales files & database handling Sales reports Which of these basic sales techniques has written standards, is trained, scheduled, measured, reported and discussed? Is there a sales operations manual / are there corporate directives for sales? How much is implemented? What are the problems with implementation? What are the omissions? are parts waived? What supportive tools are available? review interview with questionnaire

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visualization: Matrix confrontation with findings

Sales Job Descriptions: task list vs staffing Sales Team What are the sales teams tasks overall and how are they broken down into job descriptions? Director of Sales Sales Manager Sales Executives Sales and Marketing Secretary / Sales Coordinator Meeting and Banquet Sales Manager Meeting and Banquet Sales Coordinator Public Relations Officer Client Relations / Loyalty Program Manager Database Administrator Website Administrator Management and other Departments What tasks rest with other departments and management? The General Managers Role in Sales The Department Heads Role in Sales Role of Front Office in Sales Marketing Managers Role in Sales Networking Does a broad and consistent networking effort support sales? What are the main networking opportunities? Do GM and Department Heads report contacts / networking to the sales department? How devoted are GM and Department Heads to networking?

Supportive Roles Other supportive Roles such as call center, lead generation, part-time blitzing / canvassing, other? Are certain tasks outsourced? Who does sales calls abroad? Is the cooperation with ACCOR sales offices abroad satisfactory for client acquisition? / for key account management? Review interview Compile task list vs job description confrontation

task routines vs time budget List tasks daily (time of day), weekly (Monday through Sunday), monthly (1st to 31st) and yearly (January through December)? Comparison: How well do job descriptions and actual execution correspond? Time estimate per task: Do estimates of staff and of GM correspond? List tools and materials per task, all routines, meetings reports received and compiled Does sales staff compile a personal log to account precisely for time spent daily? Which tasks are most often behind schedule?

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Do the timing estimates of staff and of GM correspond? How much time do you spend in direct contact with clients? questionnaire survey form confrontation with findings

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task routines vs time budget Daily Routines by the hour: 08h 09h 10h 11h 12h 13h 14h 15h 16h 17h 18h 19h Weekly tasks day by day Mo Tuesday Wednesday Thursday Friday Saturday Sunday Monthly tasks 1st week 2nd week 3rd week 4th week Annual tasks Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Time estimate by staff

Time estimate by GM

List all materials, tools, reports, meetings and other

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Salaries and incentives What are the sales staff salaries? How are salaries appreciated? Are there incentives for individual and team performance? Are there sales rewards directed to non-sales staff? Lead generation: Are new leads rewarded? Do your sales incentives really motivate with every paycheck? Or do they stay on some distant horizon? (Christmas present effect: nobody believes in Santa Clause, even if once a year there are Christmas presents) review interview with questionnaire

Motivation Do you want to stay in sale or change? How do you imagine your career? Where do you see yourself in 5 years? What do you enjoy doing most in your sales job? Do you sales people compete in a sportive manner / do you keep a team score board? What is the current state of employee morale? interview

Sales Intelligence: file system and database Is there a comprehensive and consequently administered file system and/or a sales database? Is the file system unified or disparate? Is data a personal or team tool? Is compiling data felt to be cumbersome or easy / well worth the effort or superfluous? What are the best used / most appreciated data applications? What elements of the following are included and used: o o o o o o o o o o o o o o Business card file Account history Alphabetic File; all contacts contracted, pending or rejected Letter file Sales Call Report / recap and company profile Telephone Call Recap / checklist Rooms reservation Form Meeting Reservations Form / checklist Group Reservation form / checklist Function Book Banquet order and amendments Group Rooms Control Log and amendment form Trace card index other

What precisely are the user benefits: How often do you actually touch your files?

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review interview with questionnaire

Database specifics Does your electronic database system support: Grouping: several contacts per company Trace / follow up schedule Mailing Mailing log Segment tags Mailing list tags Cross referencing Contact log Input into standard letters Automated Link to correspondence / e-mail sent Who performs database administration / quality maintenance? Is database access general / restricted? How easy and secure is data input? From which points throughout the hotel is data compiled? What is the present quality of data and the data applications?

Review List interview with questionnaire

Request for Proposal RFP Are you well prepared for RFP season? Is there a model RFP or extensive fact file compiled?? Do you actively solicitate RFPs? review

Lead Generation Does the sales force schedule canvassing / blitz sessions regularly? Which print and web directories do you consult for leads? also which news media, websites (authorities, business associations, import export support, exhibitions and fairs)? Which partners do you ask for leads and referrals (Airlines, recruiting agencies, MICE agencies, suppliers, taxi drivers?) What happens more often: Prospects contact hotel or sales finds and contacts prospects? Do you reward lead generation with an incentive? review interview with questionnaire

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Penetration Does the sales force work through the complete company structure to reach all bookers, travel managers, buyers, organizers - local and abroad? review interview with questionnaire

Standard Letters, Contracts and Internal Communications Are letters and contracts applicable both as print and e document? Are all documents readily available, and easy to use? o General terms and conditions o rooms inquiry letter o Hotel fact sheet o Rate sheet o Low season alert o Reservation confirmation o Negotiated rate quote/contract: corporate, government, embassy, military, NGO, FIT, longstay, consortia, tour agent, group, convention, air crew, layover with or without reservation, pre an post flight, weekend etc o Meeting, banquets and catering inquiry letter o Meeting fact sheet and menu o Meeting quote (& catering function sheet) o Group inquiry letter o Group quote and group menus o Allotment agreement o Credit Reference Form o Club membership inquiry letter o Club membership confirmation Who checks and signs off quotes and contracts? Are the contractual and handling implications are understood by all sales staff? Review standard letters and agreements for contract details, comprehensiveness vs clarity, compliance to branding. interview with review and questionnaire

Sales Meetings Which sales related meetings are held on a regular basis: o Daily Sales Meeting with scoreboard (daily hotel statistics, sales program and staff performance meeting and group forecast etc) o Weekly Sales Meeting Rooms Revenue o Weekly Sales Meeting Groups Meetings and Banquets o Debtor Meeting o Monthly Marketing Plan Evaluation o Revenue / Yield Management Meeting o Key Account Relations o Brainstorming o Qualification / quality time (one on one) o Teambuilding How much time do you use for meetings each week?

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Are meetings structured, protocoled, task progress controlled? Is speaking time structured? Is there a timekeeper? Are discussions kept to the point? Is there a theme referee? Can you prepare the meeting themes? Is it easy for all to be heard in meetings? Which are the most useful vs least useful meetings? interview with questionnaire visualization: list for week / month

Does information travel well between departments? Or are there lapses concerning Negotiated rates and client information group travel food functions interview

Sales Reports Which reports are written? With which frequency? o Weekly Sales Call Plan o Sales Call and Telephone Call Report o Daily Sales Report o Weekly Summary o Fortnightly Sales Plan / Rolling Plan o Monthly Sales Activity Report o Meeting & banquet forecast o Group Rooms forecast o Client activity report o Channel and source activity report o Lost Business Report / business recovery o Post mortem / after event report Which reports does the sales team receive and use? review interview with questionnaire

Trade Show Attendance / Road Shows / Sales Trips Is there a trade show policy? What are the branding directives? Is a trade show calendar part of the written marketing and sales action plan? Where is individual attendance better than representation by the hotel chain? Why? Is trade show attendance budgeted? What are the show platforms and hosting partners for cooperation? What sales materials and eye catchers do you use? Does your booth look attractive? Is there a training/briefing trade for show etiquette Does the trade show follow up happen immediately or do other jobs delay the extra effort? Do you plan extras and highlights such as cocktail receptions, raffles, other? Are trade shows well prepared and a maximum of clients solicitated in advance? Do you obtain appointments?

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review interview with questionnaire

Yield Management Do you assemble information relevant to yield management in a clear situation log on a daily basis? Does this overview show occupancy per segment, average rate per segment, pick up, turn away / overbooking, log of special events and extraordinary bookings, holidays, exhibitions and conventions, Do you work with opened and closed rate levels and black out dates? How precise is your forecast of occupancy and average rate over one year? Are forecast and strategy known throughout all departments: Sales, reservations, reception, F&B? Do you experience fully booked high periods which allow you to ask peek rates? review interview

Sales Training: Is there a written and scheduled sales training plan? Are training necessities established and prioritized? What trainings have taken place? What is lacking? What are your next training necessities? Do your people recognize and appreciate formation and personal advancement? Is there a budget for outsourced trainings? Does the hotel chain offer sales training? Are there corporate training materials? What inhouse trainings are on the department agenda? o Team trainings by department head or training manager? o Peer training such as co-visiting and theme improvisation? o Cross training between departments? Does sales subscribe to HSMAI / Hotelmarketing.com? or other trade organizations? Is the implementation after training supported and evaluated on a scheduled basis? What has actually changed due to training? review interview confrontation

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6. CRM Customer Relationship Management Is there a loyalty program for the hotel chain? Do you cooperate with airline or other loyalty and bonus programs? Are there separate loyalty programs or memberships specifically for restaurants, SPA, club or other outlets? Does the hotel offer monthly booking statistics to clients travel management? Are complaints answered swiftly and in a well organized fashion? Is the sales team informed about complaints and schedules a check and business recovery? Are clients i.e. guests, buyers, bookers involved in quality control and product development? Are there guest and booker aperos with management and sales staff attending? Are partners sent a thank-you-for-business, reward, birthday greeting? Are loyalty program members sent birthday cards, zodiac sign cards, anniversary gratulations, client raffles, holiday and national day greetings etc? Does the hotel send a regular newsletter? Have you used focus groups for product development? Does the hotel find appropriate ways to continuously address, inform and involve its various types of customers? interview with questionnaire

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7. Promotions / Event Calendar Is there a written promotion and event program for the year which lends itself to sales purposes? Do all outlets stage promotions, specials and events: Restaurants, bars, clubs, casino, SPA, loyalty programs and the hotel as such? Do you schedule brainstorming sessions for new events such as food promotions, product promotions, national days, customer kids summer, open door tours, VIP client event, guest and booking secretary aperos, Is the hotel known for its own signature event or has the hotel secured an outstanding signature event hosted by a client? review interview

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8. Advertisement Is there a scheduled and budgeted annual advertisement plan? Do you (try to) control advertisement payback / can you approximate ROI? How does advertisement comply with corporate branding in design? message? wording? Is there an advertisement archive? Are copywriting and proof reading competent in both English and Rumanian? Do you engage a local media planner? Do you receive comments and compliments for your advertisement? Review archive and marketing plan interview with questionnaire

Website Is the website compliant with branding/ Does the site support reservations / real-time reservations? How do surfers use interactivity? What links are there form and to the website? What is corporate policy regarding links? Does the site show updated specials? Who is web administrator? Does the website offer travel tips, access map, photo gallery, e-mail post cards, other? Do you offer a press kit online? Do you offer general information and an events calendar for your city? Are guests encouraged to send the hotels e-mail postcards? Do you and your guests use the website to the max? Review interview

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9. POS Point Of Sales: cross selling and up selling Do displays and other POS measures demonstrate quality and appeal, build awareness and lead to cross-selling throughout the hotel? Is cross selling and up selling trained across all departments/outlets? Does restaurant staff give flyers with the bill cheque? Are meeting participants offered a hotel tour, rebated SPA entry, restaurant discount, degustation or other? Do SPA guests learn about the restaurant promotions? Does reception ask for bookers, dedicated travel agents, travel management? Do you send a Thank-you-for-Business message to booking agents? Do you ask for referrals and leads at check out? Do you ask for word of mouth propaganda? Which members of staff engage most successfully in cross and upselling? Do you actively solicitate repetition bookings at check out? Do you schedule peer to peer sessions for upselling / cross-selling? interview with questionnaire

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10. Merchandising and Give Aways What hotel and restaurant merchandise do you offer for sale? Do you have a recognized ambassador article, food or non-food? Do you use appropriate giveaways: Useful, visible, and logically associated with the hotel? Do you use food presents (ice cream, cake, croissants, sushi, etc) or restaurant vouchers as giveaway? Which item do your guests steal most often? Draw your conclusions. (Example: the Sofitel ashtray series with orchid motives) interview with questionnaire

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11. Distribution What distribution channels do you use? o Hotel group and chain distribution o GDS/CRS o Internet o Client intranet o MICE Organizer web and catalogue o Tour Operator catalogues o Tour Agents o Airlines o Embassies o News and Travel publications o Promotion through mailing system of other business Are all distribution channels easy to update? Do distributed rates and own rates clash? Do you show specials on all channels? Are bookings per channel traceable? Is rate level opening and close easy to handle? Are allotments and release dates easy to handle on all channels? Can you obtain a regular Destination Availability Report (what booking situation your competitors systems show)? Do you have a comprehensive overview with fees, visibility by region or segment, contract details such as allotments, blackout dates, release dates, access and pseudocity codes, Market (segment), source (generator) and channel (communication media), package (specials) codes as in reservation system etc? Are special channels terms noted in the overview? Do you ask all clients and partners about distribution channels? review interview with questionnaire

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12. PR Public Relations Do you do regular brainstorming sessions for press release themes, reportable events and other PR? Is there a written PR schedule as part of the marketing plan? Do you compile and review a PR archive? Have you prepared a press kit (exceeding the standard hotel factsheet) and tour for visiting journalists? Do you cooperate with journalists for event coverage, interview series, cooking tips, product presentations etc? Have you designated authorities, public organizations, media, stakeholders etc to liaise with on a regular basis? Does your sponsoring effectfully target multipliers (such as the chamber of commerce) and trigger sales relevant contacts. review interview with questionnaire

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Audit Program

1. Market and Sales Trends ....................................................................................... 4 Rooms Market:........................................................................................................ 4 Audit Date: ......... Time: ......... Participants: ..................................................... MICE market:.......................................................................................................... 6 Audit Date: ......... Time: ......... Participants: ..................................................... Restaurant market:.................................................................................................. 7 Audit Date: ......... Time: ......... Participants: ..................................................... (Same for SPA, Casino, other) ................................................................................... 7 2. Product Analysis: Facilities & Services/Positioning/Branding/Sales Arguments... 8 Product / Facilities and Services:................................................................................ 8 What is the room configuration: inventory and differentiation?.................................... 8 What Meeting Facilities are there? .......................................................................... 8 What Food and Beverage Facilities are there?........................................................... 9 What recreational facilities are there?...................................................................... 9 Are there other hotel facilities?............................................................................. 10 Which services does the hotel procure? ................................................................. 10 What is the role of location? ................................................................................ 11 Audit Date: ......... Time: ......... Participants: ..................................................... Positioning............................................................................................................ 12 Positioning: self and competitors .......................................................................... 12 Elements of Market Leadership............................................................................. 12 Advantages: strategic vs short-term ..................................................................... 12 Audit Date: ......... Time: ......... Participants: ..................................................... Branding: Mission Statement and Collateral:.............................................................. 12 Audit Date: ......... Time: ......... Participants: ..................................................... Sales Arguments ................................................................................................... 13 Audit Date: ......... Time: ......... Participants: ..................................................... 3. Pricing Review: Room and Package Rates, other Prices .......................................14 Audit Date: ......... Time: ......... Participants: ..................................................... Summary: SWOT Matrix............................................................................................16 Situation: ............................................................................................................. 16 Options: ............................................................................................................... 17 Audit Date: ......... Time: ......... Participants: ..................................................... 4. Marketing Plan - Overview ...................................................................................18 Audit Date: ......... Time: ......... Participants: ..................................................... 5. Sales: Sales Force and Personal Selling ................................................................19 Planning ............................................................................................................... 19

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Audit Date: .........

Time: .........

Participants: .....................................................

Basic Sales Techniques vs established Routines.......................................................... 19 Audit Date: ......... Time: ......... Participants: ..................................................... Sales Job Descriptions: task list vs staffing ................................................................ 20 Audit Date: ......... Time: ......... Participants: ..................................................... task routines vs time budget ................................................................................... 20 Audit Date: ......... Time: ......... Participants: ..................................................... Salaries and incentives ........................................................................................... 23 Audit Date: ......... Time: ......... Participants: ..................................................... Motivation ............................................................................................................ 23 Audit Date: ......... Time: ......... Participants: ..................................................... Sales Intelligence: file system and database .............................................................. 23 Audit Date: ......... Time: ......... Participants: ..................................................... Database specifics ................................................................................................. 24 Audit Date: ......... Time: ......... Participants: ..................................................... Request for Proposal RFP ........................................................................................ 24 Audit Date: ......... Time: ......... Participants: ..................................................... Lead Generation .................................................................................................... 24 Audit Date: ......... Time: ......... Participants: ..................................................... Penetration ........................................................................................................... 25 Audit Date: ......... Time: ......... Participants: ..................................................... Standard Letters, Contracts and Internal Communications ........................................... 25 Audit Date: ......... Time: ......... Participants: ..................................................... Sales Meetings ...................................................................................................... 25 Audit Date: ......... Time: ......... Participants: ..................................................... Does information travel well between departments? Or are there lapses concerning ........ 26 Audit Date: ......... Time: ......... Participants: ..................................................... Sales Reports ........................................................................................................ 26 Audit Date: ......... Time: ......... Participants: ..................................................... Trade Show Attendance / Road Shows / Sales Trips .................................................... 26 Audit Date: ......... Time: ......... Participants: ..................................................... Yield Management ................................................................................................. 27 Audit Date: ......... Time: ......... Participants: ..................................................... Sales Training: ...................................................................................................... 27 6. CRM Customer Relationship Management.............................................................28 Audit Date: ......... Time: ......... Participants: ..................................................... 7. Promotions / Event Calendar................................................................................29 Audit Date: ......... Time: ......... Participants: .....................................................

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8. Advertisement ......................................................................................................30 Audit Date: ......... Time: ......... Participants: ..................................................... Website................................................................................................................ 30 Audit Date: ......... Time: ......... Participants: ..................................................... 9. POS Point Of Sales: cross selling and up selling ...................................................31 Audit Date: ......... Time: ......... Participants: ..................................................... 10. Merchandising and Give Aways ..........................................................................32 Audit Date: ......... Time: ......... Participants: ..................................................... 11. Distribution ........................................................................................................33 Audit Date: ......... Time: ......... Participants: ..................................................... 12. PR Public Relations.............................................................................................34 Audit Date: ......... Time: ......... Participants: .....................................................

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