Cafe Royal Le Meridien -
Piccadilly London
Ref: Melanie
Cash of Rubicon Solutions
Sales support
was required to provide cover for the Director of Sales and
Marketing during her maternity leave.
One of the Rubicon Solutions Associates worked three days per
week for a period of ten months, providing sales leadership for
the team of seven sales managers/executives. In addition, work
was completed regarding the development of a new brand identity
and supporting collateral for the Café Royal. The new brand
identity was launched for the venue's 140 year anniversary in
April 2005.
Test Calls and Competitor Analysis
Test calls were carried out on a quarterly basis to understand
the skill levels of the Event Diary Team and to benchmark them
against the competition.
A detailed report was produced outlining the individual scores
of each team member against set criteria. In addition, the same
test calls were carried out with the competition to compare,
based on a number of different event types.
Sales Training and Coaching
As a result, areas of development were identified and Sales
Training was designed and delivered by Melanie Cash. The same
Sales Training was also delivered to the Event Managers as well
to improve the skills, relationships and communication between
the two teams.
Training Course One for the Event Diary Team and Event Managers
included:-
- Questioning
Techniques
- Active
Listening
- Features &
Benefits Selling
- Showround
Skills
- Identifying
Buying Signals
- Effective
Closing
- Overcoming
Objections
- Client
Follow Up
Training
Course Two for the Event Diary Team and Event Managers
included:
- The Four Phases of Negotiation
- Planning Concessions and how to trade
- Negotiation Role Plays
- Closing and Handling Objections
Product Knowledge Development
During the course of the training of the Event Diary Team
and Event Managers it was identified that there was a lack
of product knowledge in various areas, particularly with
there being two properties to sell.
A Product Knowledge Day was developed and facilitated in
conjunction with the Event Operations Team to cover all
aspects of the various function suites, their capacities and
how best to sell each one. The day culminated in a Quiz to
test the understanding and knowledge gained as a result.
Coaching of Event Director
Support was also needed to develop the department head to
enable him to better manage his team, support their learning
and the transfer of skills into their day to day roles. One
to one coaching was carried out over of period of six months
and covered areas such as planning and organizing, time
management, motivating the team, delegation and performance
management.
Future Development Support
Training and Development of the Event Teams will continue to
ensure consistency of skills, the development of individuals
and improved performance to drive increased revenues.
In addition, support is now being given to the Revenue
Manager to develop her Reservations Team through test calls,
training and coaching.
Specific Feedback from Anna Dowling,
General Manager, Le Meridien Piccadilly and Café Royal:-
"Rubicon Solutions provided invaluable support over a fixed
period of maternity cover, allowing the Sales Team to
continue to drive sales and reach targets."
"It was also a critical time with the planned re-branding of
the Café Royal in time for the 140 year anniversary in 2005.
The ground work carried out enabled the new Director of
Sales and Marketing to complete the new brand identity and
plan the launch activities, soon after joining us."
"The on-going training programmes for the Event Sales Teams
have ensured a consistent approach by all team members and
will continue to keep them all motivated to develop and
perform more effectively."
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