Step 1
During your sales call, put a mark in one of the four boxes every time you hear the customer use
words or phrases which are similar to those in the box. The box with the most ticks is likely to be their
predominant personality
Your customer needs…
Your customer needs…
Impact that they can measure
Enhanced value for their business
Trusted partnerships
A great experience for their travellers
Commitment
What does
success look like
for you?
Your customer needs…
Your customer needs…
Fast, reliable service
A flexible solution
A convenient solution
A step by step process
Attention
Step 2
Evidence
Efficiency
Select the brand benefit and Prove It Points based on the customer type identified above to help sell
the most relevant brand benefits for the customer needs
You need to PROVE…
You need to ASSURE…
We ensure customer satisfaction by providing a
Spot On experience every time, that offers travellers
everything they need and nothing they don’t.
Prove-It Points:
- Free Wi-Fi
- Forgotten Something Promise
- Free Breakfast - Business Advantage
- Our yearly Service Behavioural Training
- Share 3rd party endorsements
Commitment
You need to FIX…
With Smart extras and a consistent experience
Holiday Inn Express offers everything you need at
good value.
Prove-It Points:
- Share the savings that can be realised from our Free
Breakfast and outline the benefits of Free Wi-Fi for
business travellers
- Map our locations relevant to the customers business
and share our growing number of hotels
Evidence
Holiday Inn Express
delivers you success
by…
You need to RESOLVE…
Holiday Inn Express takes care of your travel needs
by providing simple & smart solutions where ever
they stay with us.
Our passion is to provide travellers with a streamlined
and efficient stay which is supported by our staff &
logistical network.
Prove-It Points:
- Highlight transparent pricing packaging
- Explain our ‘Easy Groups’ online booking tool & our
offering of over 340 meeting rooms (UK & ROI)
- Share the key points covered in the Make Every
Interaction Count Service Behavioural Training
Attention - Share our guest satisfaction survey results
Prove-It Points:
- Map the relevant locations based on the clients
requirements & highlight any in development
- Share our BDRC 2012 results
- Introduce our on-property sales team and share our
systems
Efficiency
IHG Way of Sales - Updated Q3 2011
Prove-it Points
Supporting Information
Sales professionals should leverage the Prove-It Points to reinforce specific brand features
during the sales process. Below are some of the key points to help you support your position.
Service Training
All Holiday Inn Express team members complete Stay Real service training. There are 4 key points to
the Stay Real training service style of behaviors and observable actions:
1. Be You: natural, professional and personable
2. Get Ready: be knowledgeable, prepared and notice what’s going on
3. Show You Care: welcome, connect socially and be thoughtful
4. Take Action: show initiative, take ownership and go the extra mile
OSAT (Overall Satisfaction) & Guest Return Ratio
• Over 90% satisfaction rating by guests (2011, Global Brand OSAT)
• In a Smith Travel Research study conducted in Q4 2010, the brand realized the following positive
change in guest satisfaction:
o Up 2% in total OSAT
o Up 2.3% in intent to recommend
o Up 1.3% in more satisfied in the product
Third Party Endorsement
• Holiday Inn Express came in second (only to Holiday Inn) in Business Travel News’ 2011 U.S. Hotel
Chain Survey, as top midprice brand and best in the following categories:
1. Overall price/value relationship
2. Corporate rate programs
3. Physical appearance of hotels
IHG Way of Sales - Updated Q3 2011