ATLANTA — U.S. Franchise Systems groundbreaking local sales initiative, Everybody Sells, has been so successful for its Microtel branded hotels that the company has made a commitment to repeat the program in the Fall of 2002. USFS launched the Everybody Sells initiative in November 2001. Approximately 4,700 in-person sales calls were made on behalf of 214 hotels in 41 states through the end of February. During Everybody Sells, corporate employees devoted at least three days on site for each Microtel where they met with local businesses on behalf of the hotel. Approximately 71 percent of the sales calls resulted in active leads for room night sales in the local market. Follow-up support for the hotels has proven to be an important component of the initiative as well, said the company. Through telemarketing efforts, the USFS national sales staff has been able to identify more than 400 potential national account opportunities for the brand. In addition, follow-up calls have generated more than 500 requests for hotel site inspections; MicroPass applications, Microtels new frequency program; and corporate rate proposals. USFS is planning to return to the road for their leading budget hotel brand during the fall of 2002. The company will assign 16 employees from the corporate office to continue the program and are expected to be making sales calls by August. Information from the first Everybody Sells will be used to develop a more detailed and targeted action plan for individual Microtel hotels. Additionally, the second round of the program will provide further penetration into many major markets in addition to continuing to build brand awareness.
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