Rolling Out the GOLD Shore Side April, 2005

Rolling Out the GOLD Shore Side

April, 2005

WHAT IS GOLD ANCHOR SERVICE?❖ Consistent service behaviors that our Travel Partners and guests can expect from any

Royal Caribbean associate, regardless of rank or position, while still allowing our teamto use their creativity to enhance the Sales and vacation experience

❖ Service behaviors that Deliver the Wow for our customers and differentiate Royal Caribbean from the competition

WHAT ARE GOLD ANCHOR STANDARDS?❖ The definitions for expected service behaviors❖ The measurements for consistency of service behaviors

GOLD PRINCIPLESEach GOLD Anchor Standard will meet the following four guiding principles and result in an experience that Delivers the WOW!

❖ An obvious and tangible benefit to our Travel Partners and/or guest❖ Deliverable by all members of the Sales Department in any Sales Activity❖ Specific enough to be recognized by the Travel Partner and/or guest, yet leave

flexibility for each member of the Sales Team❖ Easily communicated, understood and executed by every employee

OUR GOLD GOALWhen a travel partner is asked:

“What had the single most positive impact to your business in 2005?”

The answer:““My Royal Caribbean Sales Representative”!!

SALES TEAMSTANDARDS

WHAT’S IN IT FOR OUR TRAVEL PARTNERS AND GUESTS?The feeling that they are important to us and we care

WHERE AND WHEN DOES IT HAPPEN?Anywhere or anytime you come in contact with a Travel Partner or guest

GOTTA HAVES, GOTTA DOS❖ You are the face of Royal Caribbean International

• Begin every interaction with a positive attitude.• Always make eye contact• SMILE and greet with a comfortable handshake. • Listen twice as much as you speak

❖ Greet everyone in the office, not just the owner/manager• If you know the travel partner’s name, use it – it shows you remember them and

care about them• If you’re afraid you’ve said their name wrong, ask – they’ll gladly correct you.

The next time you’ll have it right.

❖ Body language says a lot about you – make sure it’s good

❖ On the phone and in person• Be positive and speak clearly. A smile comes across through the phone also!• If the travel Partner asks for something, repeat your understanding of the

request.• Let the Travel Partner know what to expect• Ask if there is anything else you can do to help• Follow up within the time you have promised

❖ Convey the pride and enthusiasm you have for the Royal Caribbean brand. Like a smile…it’s Contagious!!

❖ ALWAYS thank our travel partners and guests for the business

Greet and SmileFace to face and on the phone

WHAT’S IN IT FOR OUR TRAVEL PARTNERS AND GUESTS?The feeling that we are handling their needs, they are important to us, and the assurance thatsomebody CARES!

WHERE AND WHEN DOES IT HAPPEN?Anytime a Travel Partner has a problem.

GOTTA HAVES, GOTTA DOS❖ E v e ry problem presents an opportunity to strengthen the relationship and

Deliver the WOW!• Practice a “no blame” environment • Make the problem yours to resolve• Use “I” statements like “I can take care of that” or “I’ll look into that for you”.

❖ Ask how you can help, and then LISTEN• Take action on the spot, when possible• If you know the answer is “no”, don’t be afraid to communicate immediately to

prevent creating a “to do” later on.• Use your SS1 resource to solve the problem. A hint for speed: use Sametime

Connect. Call in your AFCs when you’re on the road

❖ Let the Travel Partner know when to expect resolution• Keep the promises you make.• Return telephone calls and emails within one business day• Whenever possible, resolve problems within three business days. If there is a

delay or a problem, follow up within 24 hours and communicate that it is taking longer than expected. Silence often translates into neglect.

❖ Always remember to follow-up to ensure satisfactory resolution • You own the relationship, every day on every sales call• It’s okay to say “no” but provide the Travel Partner with an appropriate business

explanation

Own the RelationshipGo for the heart and mind

Look the PartLooking smart pays off

WHAT’S IN IT FOR OUR TRAVEL PARTNERS AND GUESTS?They see that each one of us cares about quality and professionalism.

WHAT’S IN IT FOR YOU?When you look the part, you play the part - with confidence!

WHERE AND WHEN DOES IT HAPPENAnywhere and anytime you are in contact with a Travel Partner or guest

GOTTA HAVES, GOTTA DOS❖ Consistently display a professional appearance that maintains a balance between the

Royal Caribbean brand essence and the principles of a world-class sales organization. • Use our brand image catalog containing a variety of customized, affordable

options to meet the needs of our job responsibilities in a way that differentiates usfrom the competition.

❖ Demonstrate professionalism by utilizing the tools and accessories provided to supportyour consultative approach to selling.

• Keep you company car, home office, or cubicle clean and organized• Use your lap top, a professional portfolio and your fact book• Turn off your cell phone, beeper, or blackberry when in meetings. If you must

leave it on for emergencies, ask for permission.

❖ Follow the dress guidelines for specific sales activities:• Sales Calls and visits to the Miami/Wichita Office

– Men – dress slack and sport coat (except summer months) with logo or dressshirt (no golf shirts)

– Women – Suits, pant suits, sweater sets with slacks

• Trade Shows, Ship Tours, Cruise Nights– Men and Women – khakis or slacks with logo wear

• Seminar at Sea– Presentations – khakis or slacks with logo wear – Evenings onboard – same as ship’s dress code

❖ (cont...) Follow the dress guidelines for specific sales activities

• Inaugurals, Shipboard Events– Business attire or logo wear as instructed by Event Planning– Evenings onboard – Suits, Tuxedos, evening wear

• Partners in Excellence– Business suits

• Special Product Promotions– OK to be consistent with theme and brand essence

❖ Looking smart also pertains to your personal development• Be sure to stay focused on your personal development goals to enhance your

personal, Interpersonal and business excellence• Keep your ACC credentials up to date. Start working on your MCC or CTC

designation, if you don’t have it• Remember – Looking smart pays off!!

Delivering the WOW! is what the Sales Team Standards are all about. It’s a serviceexperience that a Travel Partner or guest may describe as:

❖ Different or unexpected❖ A pleasant surprise❖ Reliable and consistent❖ Memorable❖ Left a lasting impression❖ Special or thoughtful❖ Makes things happen❖ Immediate❖ Above and beyond

1. Go above and beyond on every sales call to make our Travel Partners feel special by providing exceptional presentations and creative ideas.

2. Acknowledge and recognize specific successful business accomplishments such as:Revenue to goal, weekly accomplishments and personal achievements.

3. Take every opportunity to bring our brand experience to our guests and Travel Partnerssuch as: Adventure themes/Get out there.

And here’s what our Travel Partners will be saying about YOU:

“Wow! My Royal Caribbean Sales Manager is by far the best in the business!”

“Wow! My Royal Caribbean Sales Manager is the single biggest reason for my success this year.”

“Wow! My Royal Caribbean Sales Manager remembers every birthday in my office. How special is that!”

“Wow! My Royal Caribbean Sales Manager ROCKS!”

Deliver the WOW!

SALES ACTIVITYSTANDARDS

1. Partners in Excellence

2. Inaugurals/Shipboard Events

3. Seminar At Sea

4. Sales Calls

5. Ship Tours

6. Staff Training

7. Trade Shows

8. Consumer Shows

9. Cruise Nights/Presentations

10. Cruise Tour Events

11. Agent Incentives

12. Web Ex Training

13. Sales Plans

14. Co-op Advertising

15. Wave Preparation

16. Account Transition

17. Territory Plans and Reviews

18. Notes

Sales Activities Covered

Partners In Excellence

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ An opportunity to be updated on the newest happenings with the Royal Caribbean

International brand.❖ Better understanding of Royal Caribbean’s short and long term objectives and

strategies to help our travel partners grow their business. ❖ An opportunity for an open forum to hear from and spend time with Senior Executives.❖ An opportunity to see their Sales Manager shine in a different environment.

WHAT’S IN IT FOR YOU?❖ An opportunity to introduce your Travel Partners to Senior Executives because you

care about them and their business.❖ Develop better, long term relationships with our travel partners. ❖ A chance to show-off your skills in front of Senior Executives and your Travel Partners ❖ Opportunity to Deliver the WOW! to our travel partners.

WHO’S RESPONSIBLE?❖ Event Planning will:

• Secure event location, food, and AV equipment• Create and send invitations to our travel partners• Manage RSVP list and confirm number of attendees to sales team.• Have name tags made up for all attendees

❖ Sales Managers will:• P rovide location recommendations to Event Planning and conduct site

inspections.• Provide invite list to Event Planning and follow up with accounts to ensure

maximum attendance.• Check in Travel Partners and provide nametags at entrance• Bring targeted collateral or promotions at the event to ensure action.• Creative and fun experience to inspire our travel partners to sell Royal

Caribbean…everyday!

❖ Executive Team will:• Interact with all travel partners to express support and appreciation for their

efforts.• Provide creative and enthusiastic presentations about the organization at an

executive level.

GOTTA HAVE:❖ Presentation provided to all attending two weeks before event with specific areas of

responsibility for the presentation❖ Invitations one month out detailing date, time, and location❖ Venues to reflect the essence of the Royal Caribbean brand ❖ Confirmations from accounts two weeks before event❖ Proper Attire including nametags ❖ Thank you gifts to re-enforce brand icons and/or partners❖ Standard P.I.E. Welcome Kit with region specific promotions and featured products

GOTTA DO:❖ Site Inspection prior to confirmation❖ Confirm equipment requirements for presenters (LCD, screen, TV/VCR, microphones,

lavalieres❖ Dress appropriately for the brand (business attire at PIE functions)❖ Energy and enthusiasm using music and brand images (pull-ups, banners, table covers)❖ All local DSM’s, KAM’s, Regional Dales Directors and Regional Vice President required

to attend all PIE functions. ❖ Enter this function as an “Event”, with details, under the agency profile in Lotus Notes.

• This will allow sales managers to track the functions travel partners have attended throughout the year.

Inaugurals/Shipboard Events

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ A chance to fully experience the Royal Caribbean brand and its Gold Anchor Service,

outstanding product delivery and innovative hardware offerings to help drive revenue in their respective agencies.

❖ Opportunity to interact with Sales Managers and key decision makers within the RoyalCaribbean organization

WHAT’S IN IT FOR YOU?❖ The ability to show off your product knowledge and educate travel partners on why the

Royal Caribbean brand is the best in the vacation industry.❖ The ability to meet one on one with travel partners in a casual and relaxed atmosphere

and build stronger relationships.❖ Enthusiastic, better educated travel partners that keep Royal Caribbean “Top of Mind”

……Everyday!


• Confirm all aspects of inaugural activities and shipboard events.• Clear invited guests with security• Provide invites and manage RSVP’s• Arrange dining assignments with Sr. Executives (if applicable)• Provide staffing assignments to field sales force• Communicate to Sales on RSVP status, table assignments, agenda updates

❖ Sales Managers will:• Prepare incentive contests with inaugural as the grand prize• Provide list of invites to Event Planning with contact information• Promote event to invited travel partners • Leave phone message/letter per stateroom welcoming our partners aboard• Fulfill staffing duties as assigned by Event Planning• Attend Common Ground session• Entertain travel partners and engage in one-on-one meetings on

❖ Directors will:• Support Sales Managers onboard with one-on-one meetings• Attend cocktail parties and media events to interact with Travel Partners• Meet with field sales team as a group during event• Host dining tables with key travel partners

GOTTA HAVE:❖ Invites sent at least two months prior to event❖ Proper attire including nametags❖ Allotments filled with qualified Travel Partners❖ Individual RSVP list provided to each sales manager upon boarding❖ Sample of invitation and confirmations❖ Final list of onboard schedule of events❖ Prearranged dining for key partners and sales management

GOTTA DO:❖ Run booking contests to determine attendees❖ Offer pre-arranged meeting with accounts on board❖ Conduct follow-up calls post event and implement travel partner incentive❖ Dine with accounts and be visible ❖ Enter this function as an “Event” with details under the agency profile in Lotus Notes

Seminars at Sea

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Experience first hand the newest Royal Caribbean programs and product offerings ❖ Confidence to talk about Royal Caribbean product with their clients❖ Consultative Sales training and education ❖ CLIA credit opportunities❖ Incentive reward for deserving top travel partners

WHAT’S IN IT FOR YOU?❖ The ability to show-off the Royal Caribbean product first hand to new travel partners

with strong educational content❖ Ability to track improved travel partner performance after the SAS❖ One-one-one travel partner meetings in a relaxed atmosphere❖ Transform our travel partners into “Raving Fans”, thus increasing our sales team and

our future revenue opportunities


• Confirm stateroom allotment with Revenue Management• Send invitations and confirm seminar attendees• Coordinate all meeting space requirements (food and beverage service, AV

equipment and special events)• Arrange dining and special events as required• Develop schedule of events and communicate it to Sales Manager two weeks prior

to event • Prepare a welcome letter and agenda travel partners• Have all SAS certificates completed for the travel partners attending• Ship materials and supplies to vessel

❖ Sales Managers will:• Submit request via Lotus Notes for specific ship and sail date if not on pre-

approved Revenue Management list• Cooperate with other sales managers to maximize success• Confirm invites to Event Planning • Launch incentives with SAS invite being prize

Cont..... WHO’S RESPONSIBLE?❖ Sales Managers will:

• Work with Event Planning on supplies and materials needed• Confirm requirements with Group Coordinator once on-board• Deliver an exciting and educational week of training to inspire the travel partners• Communicate availability of one-on-one meetings at first session and circulate a

sign up sheet at first session❖ Revenue Management will:

• Confirm space via (a) advanced space grid or (b) confirmed SAS requests asneeded during year

• Advise of need sailings that are available for SAS❖ Group Coordinator will:

• Meet with Sales Manager once onboard to ensure all requirements are understood • Coordinate delivery of welcome letters to all staterooms• Organize galley, back stage, and private area ship tours when available• Confirm availability of open staterooms for viewing upon embarkation day• Coordinate guest speakers from shipboard management team

GOTTA HAVE:❖ Invitations well in advance that represent the brand ❖ Up-to-date training material, presentations and videos❖ Collateral to support education objectives and product focus❖ Standard scavenger hunt per ship❖ Agenda communicated to travel partners prior to SAS❖ Revenue and product performance per agency attending❖ Incentives to “earn” dining with officers and specialty restaurants❖ Pre-arranged one-on-one meetings with travel partners ❖ SAS Certificates to be given to travel partners at the end❖ Participation Surveys completed by attendees

GOTTA DO:❖ Confirm requirements with onboard group coordinator before event❖ Meet with Group coordinator upon boarding❖ Leave phone message/letter per staterooms welcoming our partners aboard❖ Measure results by agency/partner (before and after)❖ Conference room is set and equipment is functional❖ Dine with your Travel Partners, rotating per table per night❖ Arrange with onboard guest speakers with group coordinator❖ Follow-up with Thank You note to each Travel Partner❖ Follow up with SAS Group Leader❖ Enter this function as an event with details under the agency profile via Lotus Notes.

This will allow sales manager to track the functions travel partner has attended throughout the year.

Sales Calls

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ An opportunity to grow their overall business ❖ Ability to learn about the newest automation, marketing tools, product and service

offerings from the Royal Caribbean brand❖ More productive better-trained staff and more focused sales efforts❖ Regular review of the agency performance, peer group analysis, and Royal Caribbean

corporate performance.

WHAT’S IN IT FOR YOU?❖ Opportunity to utilize professional and consultative sales approach to help travel

partners grow their Royal Caribbean business❖ Satisfaction of knowing you had an impact on growing overall business via expertise,

education and relationship building❖ A more productive better-trained staff and more focused sales efforts. ❖ Brand advocates on the front line by providing great information, education and a sales

strategy for their business model❖ Bonus…bonus…bonus!!!

WHO’S RESPONSIBLE?❖ All Sales Managers:

• Account Development Specialists • Inside Sales• District Sales Mangers• Key Account Managers• National Account Managers• Corporate and Incentive Sales Managers

GOTTA HAVE:❖ Agenda for the meeting confirmed with Owner/Manager❖ E-cruisestats reports printed for the agency❖ Peer analysis, if applicable❖ Co-operative advertising update if appropriate❖ Updated presentations❖ Recommended next steps prepared for discussion❖ Fact book with the latest product update and promotions, a copy of the one stop file

(in case computer not working), sample of collateral available or pre-printed material such as postcards.

GOTTA DO:❖ Revenue recap

• Set new goals as appropriate❖ Identify or review upcoming marketing and advertising opportunities❖ Identify or review upcoming sales activities

• SAS, luncheons, staff training, etc.❖ Provide a leave behind with a specific call to action for the travel partner and follow up

dates ❖ Give the travel partner a due date on deliverables to bridge the gap between brain

storming and execution of the project❖ End sales call with recap of agreements reached and ask if everything has been covered❖ Enter a recap of your sales calls in your meeting report under the agency profile via

Lotus Notes❖ Follow-up as agreed❖ Thank your travel partners for their support and business

Ship Tours

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ First hand experience of the innovative Royal Caribbean fleet and its offerings❖ A reward which Agency Managers can use as an incentive for front line agents❖ Familiarization with the product which enhances your selling ability ❖ An opportunity to show consumers the product at a minimal cost, which will assist in

closing business.

WHAT’S IN IT FOR YOU?❖ Ability to educate travel partners in a fun and hands on environment❖ Opportunity to track performance before and after tours❖ An incentive for travel partners to push our brand and need products ❖ Increased agency revenue and…bonus…bonus…bonus!


• Approve all ship/tour and luncheon requests in timely manner• Provide sales managers with invitations and RSVP forms• Fax out confirmations to all attendees with location, time and requirements to

board the ship• Collect RSVPs and transmit to the ship along with accounts to be charged• Order any collateral that needs to be sent to the ship • Submit required information to Security Office and all other required company

personnel• Provide sales manager with final manifest 2-3 days prior to event • Create and send guest tags• Work with group coordinator to ensure that cabins are available for viewing and

other required venues are accessible• Communicate meeting times and locations with DSM• Finalize accounting with accounts to be charged for the event

Cont..... WHO’S RESPONSIBLE?❖ Sales Managers will:

• Submit ship tour and luncheon request to Event Planning• Send out invitations to travel partners • Collect RSVPs and all required information to board and communicate information

to Event Planning at least 7 days prior to ship tour• Actively promote opportunity to travel partners or as a consumer event • Prepare agenda, handouts, collateral, deck plans etc.• Arrive at ship at least 30 minutes prior to function • Assist at pier with travel partner check-in as necessary• Conduct tour of ship, host luncheon and escort guests out

❖ Group Coordinator will:• Greet the sales manager and their guests upon boarding of the ship• Review cabin numbers available for viewing• Confirm time and location of lunch with sales manager• Coordinate Food & Beverage and A/V teams• Confirm meeting space (if needed) with Event Planning• Deliver collateral to presentation if the order went straight to the ship.• Be available for questions (one on one) for group leaders

GOTTA HAVE:❖ Detailed agenda available for all attendees❖ Deck Plans, ship facts, and itinerary information❖ Brochure or flyer (use CruiseWriter) to use as a hand out on the tour.❖ Multiple cabin categories open for viewing❖ Local Convention and Visitors Bureau Representative❖ Our latest promotions and product focus ❖ Proper Attire including nametags, Port ID or Day Pass ❖ 1 Sales Manager/20 guests – maximum❖ Confirmation/manifest in hand (2 copies of Event Planning packet) 2 days prior to ship

inspection

GOTTA DO:❖ Confirm security procedures ❖ See coordinator first to ensure ship is ready for tour ❖ Updated product presentation❖ Incentive to motivate travel partners attending❖ At end of lunch, thank group for attending and their business❖ Keep group together throughout tour

• For large groups – create scavenger hunt with prize redeemed at end❖ Enter this function as an event with details under the agency profile via Lotus Notes.

This will allow sales manager to track the outcome of the ship tours.

Staff Training

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Improved the sales and marketing abilities❖ Better positioned to add value to customers purchasing experience❖ Confidence to differentiate the Royal Caribbean brand and market to the Explorer

mindset

WHAT’S IN IT FOR YOU?❖ Better educated travel partners means higher revenue for everyone.❖ Stronger brand advocates on the front line selling the best vacation experience

available❖ Build brand loyalty and stronger relationships with your travel partners❖ Bonus…bonus…bonus!

WHO’S RESPONSIBLE?❖ Sales Managers:

• Prepare a thorough training agenda specifically geared towards travel partnertraining needs

• Confirm training location, equipment required and attendance expected• Deliver energetic, creative, brand-focused presentations

❖ Sales Trainers will: • Provide assistance when needed based on the type of training. • Invite guest speakers when appropriate• Keep sales force informed of training conference call schedule where our accounts

can dial in and join a training• Train the trainers – show sales team basics of setting up and delivering Web Ex or

other online training❖ Sales Automation team will:

• Provide assistance with Insight and Cruising Power training• Keep us informed of enhancements made to the sites and new collateral produced

for these areas

GOTTA HAVE:❖ Confirmed agenda and appropriate location❖ Updated training presentations❖ Technical needs identified and confirmed❖ Promotional flyers and supporting collateral consistent with training focus❖ Videos if appropriate❖ Trinkets & trash as prizes for performance❖ Attendance sheet to follow up and track performance ❖ Refreshments and sweets to keep individuals alert

GOTTA DO:❖ Arrive with plenty of time to set up❖ Make it fun and interactive❖ Always allow time for questions and answers❖ Follow-up for feedback and suggestions❖ Measure results ❖ Enter as an “Event” in Lotus Notes to track agency staff trainings conducted for the

agency

Trade Shows

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ The opportunity to learn about Royal Caribbean’s newest product and service offerings

as well as up-to-date promotions❖ Ability to interact with Royal Caribbean sales personnel

WHAT’S IN IT FOR YOU?❖ Ability to bring the Royal Caribbean brand to life for your travel partners❖ Opportunity to increase revenue and strengthen relationships with your travel partners❖ Bonus…bonus…bonus


• Communicate event to travel partners in their territory and create travel partnerincentive to encourage attendance

• Provide appropriate Royal Caribbean banners, table covers, pull ups, giveaways• Order collateral to be delivered to site • Request flyers from Sales Communications• Give product presentations, conduct one-on-one meetings with travel partners

and communicate product attributes and company needs• Communicate industry-leading sales tools such as Cruising Power, Insight, E-

Cruisestats, etc. • Attend event in its entirety, be prepared to answer questions, give information or

listen to travel partners needs❖ Event Planning will:

• For large industry trade shows only: arrange for and set up location, send invitations or flyers, order collateral to be delivered to site

• Depending on size of show check availability of new trade show booth❖ Sales Automation team will:

• Assist and participate in show based on the size and intent of the show• Coordinate connectivity needs prior to event.• Ensure that laptops are functioning properly and provide necessary technical

support• Train attendees on Cruising Power, Insight, Cruise Match and other booking tools.

❖ Sales Communication will: • Assist in communications based on the needs of the show, i.e., create flyers

specific to the event or account, assist in compiling trade show kit, etc.

GOTTA HAVE:❖ Trade show booth (pull ups, banners, table cloths) in good condition and

representative of the Royal Caribbean brand❖ Sales Representatives to cover the booth, based on expected attendance❖ Sales Collateral

• Vacation Planners• Promotional flyers• Product videos

❖ Brand experience videos and TV commercials❖ Trinkets and trash for give aways❖ TV/VCR for videos❖ LCD if presenting to Travel Partners❖ Updated Presentations ❖ Call to action (bonus commission, cruise tour, FAM, etc.)❖ One-to-one meeting schedules if applicable❖ Strategic Alliance opportunities to bring the brand alive – Seattle’s Best Coffee, Ben &

Jerry’s, Johnny Rockets, Crayola, Fisher Price

GOTTA DO:❖ Arrive one-two hours prior to ensure time to set up your booth❖ Make sure trade show booth components are in good condition before the show❖ Order collateral well in advance to eliminate overnight fees❖ Have promotional material visible❖ Have CruisingPower and Insight reference materials available❖ Wear proper attire for the function with name tags

Consumer Shows

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ The opportunity to create vacation product and planning awareness within their

respective market❖ Ability to sell cruise vacations and capture leads for future sales ❖ Opportunity to be THE Royal Caribbean brand expert for local consumers

WHAT’S IN IT FOR YOU?❖ Become an outstanding advocate in your local market for the best vacation brand ❖ Strengthen relationships with your travel partner❖ Bonus…bonus…bonus


• Choose a location, when possible that mirrors the brand, is easily accessible, andaffordable

• Coordinate with travel partner participating in show and ensure that tools areavailable to properly promote the show

• Develop effective message/invitation that speaks to our target audience and givesconsumers a reason to attend with strong all to action

• Provide appropriate Royal Caribbean banners, table covers, pull ups, giveaways• Request appropriate flyers from sales communication and identify show

specials/offers or product features based on company need and agency expertise • Establishing booking incentive for travel partners working the show• Order any required collateral to support sales efforts• Attend show in its entirety, be prepared to answer questions, give information and

listen to customers needs • Follow-up with agency to determine success of show

❖ Event Planning will: • For large consumer shows only: arrange for and set up location, send invitations

or flyers, and, depending on size of show check availability of new trade show booth

❖ Sales Automation will: • Assess all equipment, communication and staffing needs for the show• Coordinate connectivity needs prior to event and set up booking stations• Ensure that laptops are functioning properly and provide any necessary technical

support.

Cont... WHO’S RESPONSIBLE?❖ Sales Communication will:

• Create flyers and other collateral as requested by Sales Manager❖ Reservations/Customer Service/Guest Vacation Sales will:

• Attend show based on the size and opportunity of the event, as determined byRegional Vice President

GOTTA HAVE:❖ On site booking capabilities and staff❖ Partner with Travel Agency partner, when appropriate❖ Incentives for Travel Partner participating in show❖ Develop a program that encourages consumers to visit the Royal Caribbean booth more

than once such as hourly giveaways, hourly mini-seminars, etc.❖ Show specials (Instant Purchase Offer, Dollars off) from Revenue Management❖ Proper uniforms for booking agents

GOTTA DO:❖ Arrive one-two hours prior to ensure time to set up your booth❖ Make sure trade show booth components are in good condition before the show❖ Order collateral well in advance to eliminate overnight fees❖ Have promotional material visible❖ Follow up to measure results❖ Wear proper attire for the function with name tags

Cruise Nights/Presentations

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ The opportunity to create vacation product and planning awareness within their

respective market❖ Ability to sell cruise vacations and capture leads for future sales❖ Recruit future group leaders to help grow their group business ❖ Opportunity to be THE Royal Caribbean brand expert for local consumers

WHAT’S IN IT FOR YOU?❖ Assist your travel partner in growing their cruise revenue❖ Become an outstanding advocate in your local market for the best vacation brand ❖ Strengthen relationships with your travel partner❖ Bonus…bonus…bonus


• Co-facilitate the event and provide sales collateral relevant to the topic of the Cruise Night

• Determine what product or theme will be promoted• Coordinate any necessary audio visual needs with the venue• Ensure that travel partner property promotes event and collects RSVP’s• Discuss co-op budget with agency and agree on cost responsibility• Structure a presentation that highlights the product or theme we are promoting• Deliver an informational and exciting presentation that differentiates our brand

and motivates consumers to book• Assist Travel Partner in closing bookings• Ensure that travel partner follow-ups with all attendees and tracks success of

event.

GOTTA HAVE:❖ Agenda to communicate expectation to consumers attending❖ Collateral appropriate for products being featured❖ Flyers describing any special offers, IPOs, dollars off, value adds etc.❖ Updated brand presentations and videos❖ Laptop and/or LCD projector if necessary❖ Specific theme, promotion, group etc or FOCUS❖ Door prizes and refreshments❖ On site booking capabilities and staff

GOTTA DO:❖ At least 2 weeks prior to the event have direct mail piece promoting the event hit

prospected attendees. • An RSVP should be requested at least 4 days prior to the event

❖ If Advertising in the newspaper or other mediums, ads should run one to two weeks prior to the event

❖ Encourage travel partner to use other avenues to reach prospects: email, phonecontact, faxes, etc.

❖ Remind travel partner to order collateral two weeks in advance❖ Capture attendee information as they arrive – contact info, email, itinerary interest, etc.❖ Provide a welcome packet of the collateral/flyers ❖ Be prepared to close business that evening❖ Get there in a timely manner/test equipment❖ Greet all consumers (one on one)❖ Encourage interaction❖ Allow time for Q&A❖ Check booking results and follow up with travel partner on success of event

Cruise Nights/Presentations

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ The opportunity to create awareness around Cruise Tours within their respective

market❖ Opportunity to recruit future Cruise Tours group leaders to help grow high yield group

business

WHAT’S IN IT FOR YOU?❖ The opportunity to increase revenue and strengthen relationships with your travel

partner.❖ Opportunity to increase awareness of the Royal Caribbean Cruise Tour product❖ Bonus…bonus…bonus!!


• Co-Facilitate the event and provide sales collateral relevant to the itinerary of theCruise Tour

• Send out invitations and confirmations for attendees• Be prepared to give presentation, answer questions, and attend to travel partners

requests❖ Royal Celebrity Tours will:

• Communicate to sales managers expectations regarding time frame, attendance and budget

• Develop presentations and provide collateral• Co-Facilitate based on the size of the event• Arrange special offers or incentives to close sales

GOTTA HAVE:❖ Agenda❖ Updated presentations with interactive content❖ Sales kits with updated product information, special offers and competitive advantages❖ Relevant /unique venue like “Get on the Bus”❖ Themes that mirror our Alaska and Europe destinations with shore excursion tie-ins❖ On-site booking capabilities and staff, if appropriate

GOTTA DO:❖ Create/communicate incentives (BC, ship credit/FAM tour contests, etc.)❖ Run eCruiseStats before/after event❖ Communicate extra GAP points on tours❖ Arrive one hour prior to event and test all equipment❖ Wear proper attire and have name tag on❖ Gather appropriate information on attendees (names, email, interests, etc)❖ Allow time for Q&A.❖ Greet Travel Partners/consumers one on one.❖ Follow-up with thank you notes and inquire if there is anything you can do to assist in

sales efforts

Agent Incentives

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Additional reward and motivation to assist in selling our products

WHAT’S IN IT FOR YOU?❖ Engages travel partners to focus on our specific product needs❖ Creates awareness of need or new product❖ Bonus…bonus…bonus!!


• Create concept and incentive based on needs of sales manager, company and the participating travel partner(s)

• Communicate incentive to participating agencies and generate excitement• Provide regular feedback throughout duration of incentive to excite and motivate

the travel partners• Upon completion of incentive, announce winners and deliver prizes promptly

❖ Sales Director will: • Review and approve promptly• Provide tools to assist Sales Manger in promoting contest (i.e. product

presentation, etc.)

GOTTA HAVE:❖ Director approval and confirmation budget is available to support incentive prior to

launch ❖ Booking window: must specify length of contest (2 weeks, one month, Q2, etc.)❖ Prizes!

• Cruises – use perishable inventory as available• Web certificates – budget/quantity provided by Director• High perceived value items – use trinkets and trash allocation

❖ Enthusiasm and buzz – find unique ways to keep brand and incentive top of mind withOwner/Manager and/or front line travel partners

❖ Communication Plan• Always keep the owner in the loop• Notify the front line via Email, flyers, presentations, fax, pictures, etc.• Follow-up on contest progress via calls, emails, and personal visits• Make a big splash when announcing the winners

GOTTA DO:❖ Determine appropriate number to conduct per year at the account and/or territory

level – don’t dilute impact of incentive with too many activities❖ Make sure incentive mirrors need products❖ Make the prize visual/tangible – take a picture or leave sample in office❖ Ensure that incentive is top of mind throughout and after contest❖ Determine most efficient tracking method (fax/email/mail)❖ Track ROI – will also help guide next incentive planned

CENTRA Training

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Access to training opportunities regardless of travel partner location ❖ Provides partners with multiple branch locations a more efficient way to conduct

trainings. ❖ Opportunity to educate front line sales staff and outside sales staff simultaneously

WHAT’S IN IT FOR YOU?❖ Allows Sales Manager to train travel partners on product and service offerings in a more

efficient manner❖ Provides an efficient method for training multiple travel partners in multiple locations ❖ Allows you more time to do what you do best - SELL!!❖ Allows Sales Manager to offer additional training opportunities to their territories


• Organize training (create and send invitations, manage RSVPs, etc.)• Send email reminders on the day before presentation• Send out agenda to all accounts participating• Deliver presentation or confirm participation of others to deliver presentation • Follow-up with accounts that attended on what they learned and ensure they

apply on the job with frequency.❖ Sales Training will:

• Assist with presentation – this support must be requested in advance by Sales Manager

❖ Sales Automation will: • Assist in setting up web ex with CENTRA• Provide training and technical assistance as required

GOTTA HAVE:❖ Presentation targeted to right audience❖ Set up three (3) weeks prior

• Invites to travel partners and confirmed access w/Centra❖ Know your product/presentation❖ Booking incentive in place based on presentation given

GOTTA DO:❖ Have Sales Automation on call to assist with technical problems❖ Ensure presentation is clear, concise, and rehearsed❖ Send those participating a 24-hour ❖ Set up email reminder 2 hours prior and include agenda❖ Advise participants 15 minutes will be allowed at the end of presentation for Q&A❖ Send thank you notes for participating and ask if any assistance is need❖ Follow-up on impact of training during sales calls and through eCruiseStats

Sales Plans

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ A clear mutually agreed upon road map for success❖ Documents all commitments (training, co-op, commissions, backend incentives, etc).

WHAT’S IN IT FOR YOU?❖ Documents core policies and monetary commitments ❖ Establishes professionalism of each Sales Manager and their goals❖ Confirms mutual interest and agreement for the year

WHO’S RESPONSIBLE?❖ Sales Managers will:

• Select accounts based on revenue potential and quality of partnership• Develop Sales Plan appropriate for Travel Partner based on strengths and

business objectives• Review with account potential Variable Volume Incentive (VVI) components and

potential payouts• Review components and gain travel partner commitment • Ensure Sales Plan is executed and returned with signatures

.❖ Director will:

• Provide guidance to team to determine appropriate account choices for Sales Planand Sales Plan components

• Provide guidance in negotiation of VVI components with select accounts• Provide recommendations prior to approving sales plan if applicable. • Approve final Sales Plan

❖ Sales Administration/Automation will: • Update all sales Plan templates in Lotus Notes• Provide early guidance on brand growth goals for coming year• Assist with Excel grid to review potential VVI components

GOTTA HAVE:❖ Schedule of process deadlines (creation/approval/execution)❖ Account insight/knowledge to determine right strategy❖ Account buy-in❖ Have accounts provide a copy of their company business plan. ❖ Coop budgets – utilize ROCI model to determine❖ Variable Volume Incentive reports early to determine applicable components per

account❖ Clear understanding of available sales tools and how to maximize to grow account

revenue

GOTTA DO:❖ Start Early! (Oct-Nov planning window)❖ Select strategically partners to invest in❖ Emphasize importance of goal setting with account ❖ Communicate what the benefit of a Sales Plan in terms of revenue growth, increased

commissions, enhanced profitability, market share shift, etc.❖ Ensure account signs agreement and receives a copy ❖ Quarterly follow up with evaluation of account performance to plan

Co-op Advertising

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Cooperative funding to support their marketing efforts of the Royal Caribbean brand❖ Opportunity to grow their business with Royal Caribbean❖ Create awareness with and exposure to new potential vacationing consumers

WHAT’S IN IT FOR YOU?❖ Expands tools available to you to drive revenue ❖ Helps you meet your S-comp goals…bonus, bonus, bonus!❖ Can be utilized to direct efforts in support of need dates and products❖ Provides Sales Manager marketing leverage with travel partner


• Evaluate opportunity based on ROCI model• Pull eCruiseStats to ensure quarterly revenue build• Assist in creative process to ensure corporate guidelines are adhered• Follow up to ensure timely and accurate payment• Follow up to identify future opportunities

❖ Director will: • Provide guidance when needed to make sound investment decisions • Allocate co-op budgets in timely manner• Approve co-op invoice in timely manner

❖ Co-op Administrator will: • Process co-op invoices for payment• Ensure all required paperwork is provided• Follow-up with any unpaid invoices • Provide status of payment and check numbers when needed• Communicate any delays or discrepancies to Sales Manager

GOTTA HAVE:❖ Budget agreed upon and communicated to travel partner❖ Database loaded to document commitment❖ Pay for performance model in place❖ Co-op Guidelines shared with TA prior to commitment

• Creative requirements - Value-adds and creative positioned appropriately and to standard within the ad

• ROI expectations• Billing/invoice requirements - include W9

GOTTA DO:❖ Research what works for travel partner, territory and season

• What marketing medium develops the best response and bookings• Know product, territory and account needs to assess advertising medium and

focus ❖ Early submission of invoices to ensure timely payment❖ Enforce guideline of 30-day invoice turnaround with TA❖ Log commitments in Lotus Notes❖ Process co-op paperwork weekly❖ Track success/failure of investments and share with travel partner ❖ Share successes/best practices with other Sales Managers

Wave Preparation

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Provides road map for busiest booking season to assist in selling our product❖ Capture greatest potential share of business during busiest booking cycle❖ Build solid foundation of business to kick off the year

WHAT’S IN IT FOR YOU?❖ Helps ensure your own success❖ Build solid foundation of business to kick off the year❖ Ensures focus is on the right product and right partners during our busiest booking

season


• Conduct a territory analysis to identify Wave game plan to meet quarterly and yearly objectives

• Establish call cycle to maximizing efficiency and productivity while ensuring all event commitments/opportunities are met

• Ensure all tools needed are available for a successful Wave• Inform Event Planning in advance of opportunities and support required

❖ Sales Planners will: • Develop a Wave Salas Kit with product focus, marketing tools, etc• Ensure JKG inventory available and updated PDF’s

❖ Directors will: • Provide information and guidance to ensure team’s success• Participate in appointments with top accounts

GOTTA HAVE:❖ Account list and partner database by Oct. 31❖ Sales aids by Dec. 15❖ Incentive funds by Dec. 15❖ Co-op budgets by Dec. 15❖ Inventory of Flyers/Brochures/Minis/Videos❖ National Account promotion calendar❖ Revenue Management offers identified and communicated❖ Sales plans complete by Dec. 1

GOTTA DO:❖ Establish sales call cycle to maximize visibility during Wave❖ Create event calendar to ensure you are maximizing your time with appropriate

accounts❖ Set advertising schedules (done by Dec)❖ Inktel orders processed so accounts have needed collateral❖ Arrange coverage/assistance when needed ❖ Cruise Nights, Ship Inspections, Trade/Consumer Shows, etc.

Account Transition

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Smooth start of the year knowing who their new Sales Manager will be❖ Stronger commitment to managing the transition and continuing to grow our partner’s

business

WHAT’S IN IT FOR YOU?❖ Assists you in establishing relationship with new accounts and keeps the momentum

with the account on course❖ Ensure opportunities are not missed❖ Fuller knowledge of opportunities and challenges with the partner


• Work with past Sales Manager to gain knowledge of accounts• Set up joint call (phone or in person) to turn over account• Provide list of committed shows, cruise nights, training etc. • Provide contact information: name, title, email addresses, ext.• Review call reports and eCruiseStats to gain knowledge of business

❖ Director will: • Confirm territory assignments based on revenue thresholds and other metrics

❖ Sales Administration/Automation will: • Facilitate territory assignment process• Provide reporting to assist in communicating past coverage with current

Sales Manager

GOTTA HAVE:❖ Understanding of criteria for up/down movement decisions❖ Introduction letter and best wishes letter thanking agency for partnership❖ Up-to-date account information: Lotus Notes Meeting reports, co-op status,

commitments, etc.❖ Account Profiled to determine 30, 60, 90 day game plan

GOTTA DO:❖ Be prepared to explain benefits/business reasons for account transition❖ Conference call to swap information between old and new manager❖ Provide documentation of important history with account ❖ Schedule an appointment for introduction of new manager❖ Follow-up with introduction letter❖ Implement 30, 60, 90 day game plan

Territory Planning and Reviews

WHAT’S IN IT FOR OUR TRAVEL PARTNERS?❖ Sales Managers will have extensive knowledge of local sales opportunities that sup

ports our consultative sales approach❖ Sales Managers will have in depth knowledge of the business community, and local

demographics, to support their sales efforts and uncover new business opportunities.❖ Improve the travel partner’s ability to achieve goal through consistent communication

of goals and objectives by the sales manager.

WHAT’S IN IT FOR YOU?❖ Utilize your detailed territory plan year round as a sales planning tool❖ Provide you with ongoing strategies and actions that are customized to your territory❖ Territory and account level data will help you to fully understand your territory

potential and uncover new opportunities❖ Improved Account Penetration through targeted account planning and execution of

sales promotions❖ Identify opportunities for you to work with peers, and others within the company to

maximize sales initiatives


• Complete annual territory plan• Complete quarterly revenue reviews with top third of accounts (this varies by

role)• Complete mid-year reviews will all accounts• Complete quarterly co-op reviews with travel partner and Director

❖ Sales Analysis will: • Provide data to support territory planning• Provide quarterly commission threshold reports by territory• Provide mid-year revenue updates to sales managers• Provide assistance in analyzing data

GOTTA DO:❖ Territory Plan template

❖ Territory Plan data to be provided by Sales Analysis❖ Dedicate two days to complete Territory Plan❖ Schedule one day per quarter for account revenue and co-op analysis❖ Research area business and employment data❖ Contact chamber of commerce or local newspaper for demographic information❖ Schedule appointments for account reviews on a quarterly basis

GOLD

Greet and Smile

Own the Relationship

Look the Part

Deliver the WOW!

Rolling Out the GOLD Shore Side April, 2005

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Transcript of Rolling Out the GOLD Shore Side April, 2005