Building a Common Global Sales Model


Case Summary

Our client needed to combine their many successful sales tools and processes with best-in-class practices in order to consistently win in the increasingly competitive global lodging market. Symmetrics Group brought their expertise to bear in this situation and you can see how well it turned out in this case study.

Business Challenge

The company was an international hotel company with more guest rooms than any other hotel company worldwide.  With seven hotel brands and 4,400 hotels across 100 countries, it realized that they had many different ways in which they were selling their products to customers, specifically those customers reserving meeting space and negotiating corporate travel agreements for their organizations. They also knew that they wanted to not just standardize, but escalate, the performance of their sales force to world class.  They had begun to develop a “Way of Sales” program, and, as part of this program, they were looking to develop best-in-class processes and tools to support the both on-property and corporate salespeople.

Symmetrics Group Approach

The company engaged Symmetrics Group to develop consistent tools and then to ultimately facilitate the design of a common sales process model.  Their objectives for these initiatives were to…

    • Identify what was working well within the company;
    • Identify applicable best-in-class sales practices;
    • And create standard tools and processes that both properties and corporate salespeople could leverage.

Symmetrics Group worked with the client project team to first identify where tools and processes currently existed.  They then interviewed a representative sample of corporate and on-property salespeople to learn more about what they used today and what would help them achieve higher future sales.  From this information, Symmetrics Group created a set of tools that included guides for prospecting and account management as well as tools for negotiating deals, prioritizing accounts, and managing sales time.  Subsequently, Symmetrics Group worked with the client to facilitate the design of a common sales process built on leading practices and the unique qualities that the client brings to the market.


With the launch of their new selling tools, our client has now improved their ability to consistently go to market with their customers.  The process model has provided them with a common sales language and the opportunity to incorporate specific brand selling stories in order to present a customer-by- customer focused brand picture to the market.  The client is currently globally implementing the Way of Sales, including these processes and tools.  Response has been positive from key stakeholders, and Symmetrics Group is continuing to support deployment efforts to the field.

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