Decision Making
 |
| • |
Develop Plan of Action - Prepare a budget, timeline and outline of steps to be taken to
prepare for the sale. |
| • |
Select Event Dates & Location - Select a time frame from your marketing calendar in which to
hold this program. Tie this event into a special theme (possibly
a special season or agency event). Determine where to hold the
event - in office, at an outside venue (church, library,
bookstore, hotel, etc.) |
| • |
Select Market - Sort your client database or mailing list to determine whom
you will invite to this event. Also decide which corporate
accounts or other organizations you will target. |
| • |
Determine
Offer -
Select which sailing dates from One Stop (with your Sales
Manager) to promote/target during the cruise sale. |
| • |
Establish the Hook - Decide if your agency will promote a special offer to clients
that book during this event. |
| • |
Create Vehicle - Determine how you will promote to your clients (i.e. Leisure:
Postcards, Mailers, Newspaper, Email, Stuffers, etc... or
Corporate: Email, Newsletters, Cruise Sale Flyers, Stuffers,
Breakfast Meetings). |
| • |
Provide Staff Incentives - Choose a special agency incentive to motivate your front-line
and outside sales agents. |
Promotion
|
| • |
Decorate - Decorate your office with a special cruise theme. |
Communications
|
| • |
Collateral - Order Royal Caribbean International promotional collateral,
such as, brochures, posters videos, etc... |
| • |
Staff
Training - Schedule a Royal Caribbean training session with your Sales
Manager for in-house and outside sales staff including: product
updates, cruise sale promotion, special offers and booking
procedures. Review your staff incentive if applicable. |
| • |
Press
Releases - Contact your P.R. partners to set up a schedule for press
releases. Prepare press releases to be sent to your community,
corporate accounts and local merchants to promote this event. |
| • |
Advertise - Determine best means to advertise your event (i.e. newspaper,
email blasts, flyers, posters, etc...) |
| • |
Phones - Customize your hold message to announce your upcoming cruise
sale. |
Material Preparation
|
| • |
Promotional Items - Have all announcement/promotional material printed with
detailed descriptions, cruise sale times, etc... |
| • |
Invitations - Handwrite personal invitations to your VIP clients with
special days/hours just for them. You may even schedule meeting
times to show them the importance of this special event. |
| • |
Mailing - Prepare all mailing labels and send invitations two weeks
prior to the event. |
| • |
Sales
Tracking Forms - Prepare Sales Tracking Forms so you will know your agent's
results as well as total sales for the event. |
|
Communications
|
| • |
Signs - If your agency has walk-in business, display a large Cruise
Sales sign (outside or displayed on window). |
| • |
Phones - All agents should answer the phone with a message
concentrating on the cruise sale. Have "Cruise Sales Hold
Message" playing on the phone lines. Update this message as the
same comes closer to the last remaining days. |
| • |
Meetings - Conduct weekly Staff Meetings regarding the sale. Discuss
ideas, suggestions, and updates. |
Selling
|
| • |
Motivation - Keep the agents motivated throughout the event. Keep
promotional theme/items displayed in the office (i.e. posters,
morning emails, etc...) to keep the awareness level of the sale
in perspective. |
| • |
Telemarket - Have ALL agents telemarket your VIP clients, even though you
may have also mailed them an invitation to your sale. |
| • |
Selling
Skills - All sales agents should be ready to close the sale using
special features and offers as clients call in with inquiries.
Agents should keep names and phone numbers of clients who do not
book for later follow-up. |
| • |
Follow
Through - Have agents follow-up with ALL LEADS, such as; 1) callers who
booked and never called with deposits; 2) clients who inquired,
but never called again; 3) clients whom you believe would
appreciate a special call regarding the sale; 4) clients who are
retired and can easily get away, etc... |
Administration
|
| • |
Tracking - All Sales Agents should track the business they book during
the cruise sale. |
| • |
Follow-Up - Follow-up with any confirmed bookings to ensure deposits are
sent to Royal Caribbean International®. |
| • |
Redemptions - Be sure any special offers are determined as needed, based
upon offer details, sailing, etc... (i.e. upgrades, giveaways). |
|
Sales Analysis
|
| • |
Gathering Data - Collect tracking forms and/or run a report on all sales during
the cruise sale event. |
| • |
Analyze
Statistics - Segment your tracking by agent, by products, date of booking
vs. sailing date, payments collected and those still
outstanding. |
| • |
Determine
Profits - Calculate your total gross sales vs. your cost of the event
and determine your Return on Investment. |
Program Evaluation
|
| • |
Sales Manager Review - Meet with your local Sales Manager and discuss the latest
eCruiseStats Report to review your agency's progress and
increased business since the sale. |
| • |
Staff Meeting - Review with staff both the areas needed for improvement and
the areas in which they succeeded. |
Rewards &
Appreciation
|
| • |
Celebrate - Reward your top Sales Agents with incentives. Thank your
entire staff for a job well done. Share and publicize the
results. |
| • |
Follow-Up - Send thank you notes to clients who attend your event or
reserved their cruise vacation, and ask for referrals. |
Plan Ahead For What's Next
|
| • |
Plan Ahead - Chart your next Royal Caribbean International® cruise event to
keep the momentum going! |
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