Rob Davidson presentation at the Tri-City Academy of Business Meeting Organizers in Gdansk, 8 December, 2011
The Tri-City Academy of Business MeetingOrganizersNew trends of destination promotion on the foreignmarkets.Trend in meetings industryRob Davidson, University of Greenwich, London.Hotel Radisson Blu, 08 December, 2011 Promocja turystyki biznesowej jako markowego produktu Gdańska i PomorzaProjekt współfinansowany przez Unię Europejską z Europejskiego Funduszu Rozwoju Regionalnego
TODAY‟S PROGRAMME Market segments in the meetings and events industry: who buys what? Sources of meetings and events business Appointments with buyers The art of negotiating Selling at trade shows Developing profitable relationships with your clients Trends in the meetings industry WHAT ELSE ….. ?
MARKET SEGMENTS IN THE MEETINGS AND EVENTS INDUSTRY WHY BUYS WHAT?
PAST CUSTOMERS Why didn‟t they come back to you ? Contact them to find out !
CURRENT CUSTOMERS Repeat business Referrals Testimonials
NEW CUSTOMERS Prospecting: the 20% rule Where do you start?
SOURCES OF NEW BUSINESS Business you lost in the past Friends and family Trade shows Trade publications Industry association contacts Websites/social networking sites Convention Bureau !
SOURCES OF NEW BUSINESS Commercial databases Newspapers, business directories Networking lead-sharing groups ON THE ROAD !
APPOINTMENTS WITH BUYERS Ishe/she really the decision- maker? Identify the key decision- makers and those who influence them Pre-meeting research Plan your strategy Plan your presentation
PREPARATION What is the company profile? (Their background, activities, locations, press coverage …) What is their company history with your business? Set some appointment goals and objectives –what do you want from the appointment? Collateral and gifts?
PREPARATION What is your strategy? - your budget boundaries - the benefits you are prepared to offer - up-selling / cross-selling
APPOINTMENTS WITH BUYERS QUALIFYING QUESTIONS– WHAT SHOULD YOU ASK?
PERSONAL SELLING 1.The event: - What is its purpose?: “What are your objectives in holding this event?” - How confidential is it? - How frequently is it held? (Repeat business?) - Who are the delegates?: “What is the personality of the group?” - How much free time will they have?
PERSONAL SELLING 2.The date:- How flexible can you be with your chosen date?- If we were able to offer you a better deal on an alternative date, would you be interested?
PERSONAL SELLING 3. Other destinations and venues:- Which other venues/destinations have you used previously?- What was your experience like?- Which other venues/destinations are you considering for this event?- Why have you decided not to return to last year‟s venue/destination?
PERSONAL SELLING 4.The decision- When will the decision be taken on the choice of destination/venue?- Who will be making the decision?- Who is the main organiser?- When do you expect delegates to book?
PERSONAL SELLING 5.The budget- What is the budget for the event?- How will payment be made ?- How important to you is price, in your choice of venue ?
PERSONAL SELLING 6.The client’s priorities- What is important to you about the venue you select?- How will the success of the event be judged?
PERSONAL SELLING 7.The site visit- When can you visit us?- How long can you stay?- What are you looking to achieve from your visit?- Who will be visiting?- What would you like to see?
NEGOTIATING Successful negotiation is about achieving a „win/win‟ situation for both the client and your venue. It: Meets the needs of both parties Leads to a decision which is not unacceptable to anyone Requires two-way communication Has an emphasis on flexibility Concentrates on objectives Maintains a long-term relationship.
NEGOTIATING Unsuccessful negotiations are normally due to: Inadequate preparation Ignoring the „give/get‟ principle Use of intimidating behaviour Impatience and loss of temper Talking too much and listening too little Arguing instead of influencing Ignoring conflict.
APPOINTMENTS WITH BUYERS LISTEN ! (the 20/80 rule) Take notes Smile when appropriate Show interest - make them feel important
APPOINTMENTS WITH BUYERS Summarise the clients‟ needs and offer solutions Sell your UNIQUE strengths Prepare for objections (liabilities or misunderstandings?)
APPOINTMENTS WITH BUYERS OBJECTIONS: misunderstandings – or – liabilities ? What objections could you face, about your venue?
APPOINTMENTS WITH BUYERS ACTION IMPLEMENTATION FOLLOW-UP KEEPING CUSTOMERS