The Tri-City Academy of Business MeetingOrganizersNew trends of destination promotion on the foreignmarkets.Trend in meeti...
TODAY‟S PROGRAMME Market segments in the meetings and  events industry: who buys what? Sources of meetings and events bu...
MARKET SEGMENTS IN THE MEETINGS AND EVENTS       INDUSTRY   WHY BUYS WHAT?
•   Private companies (training courses, product    launches, Annual General Meetings …)•   - Financial / Medical / Automo...
SOURCES OFMEETINGS AND EVENTS      BUSINESS
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   Ind...
SOURCES OF NEW BUSINESS Commercial  databases Newspapers, business  directories Networking lead-sharing  groups ON THE...
APPOINTMENTS WITH      BUYERS
APPOINTMENTS WITH BUYERS Ishe/she really the decision-  maker? Identify the key decision-  makers and those who influence...
PREPARATION What is the company profile? (Their  background, activities, locations, press  coverage …) What is their com...
PREPARATION   What is your strategy? - your budget boundaries - the benefits you are prepared to offer - up-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?”  -   ...
PERSONAL SELLING   2.The date:-   How flexible can you be with your chosen    date?-   If we were able to offer you a bet...
PERSONAL SELLING   3. Other destinations and venues:-   Which other venues/destinations have you    used previously?-   W...
PERSONAL SELLING   4.The decision-   When will the decision be taken on the    choice of destination/venue?-   Who will b...
PERSONAL SELLING   5.The budget-   What is the budget for the event?-   How will payment be made ?-   How important to yo...
PERSONAL SELLING   6.The client’s priorities-   What is important to you about the    venue you select?-   How will the s...
PERSONAL SELLING   7.The site visit-   When can you visit us?-   How long can you stay?-   What are you looking to achiev...
NEGOTIATING Successful negotiation is about achieving a  „win/win‟ situation for both the client and  your venue. It: Me...
NEGOTIATING   Unsuccessful negotiations are normally    due to:   Inadequate preparation   Ignoring the „give/get‟ prin...
APPOINTMENTS WITH BUYERS LISTEN   ! (the 20/80 rule) Take notes Smile when appropriate Show interest - make them feel ...
APPOINTMENTS WITH BUYERS Summarise   the clients‟ needs  and offer solutions Sell your UNIQUE strengths Prepare for obj...
APPOINTMENTS WITH BUYERS OBJECTIONS:  misunderstandings – or –  liabilities ? What objections could you  face, about you...
APPOINTMENTS WITH BUYERS ACTION IMPLEMENTATION FOLLOW-UP KEEPING   CUSTOMERS
SELLING ATTRADE SHOWS
SELLING AT TRADE SHOWS HOWDO YOU PREPARE FORAN EXHIBITION ?
SELLING AT TRADE SHOWS Thefront of your stand should be open – inviting visitors into „your space‟ Graphics: clear, simp...
SELLING AT TRADE SHOWS Havesomething „unexpected‟ on your stand, to attract visitors – competitions, gifts, a lottery. Ke...
SELLING AT TRADE SHOWS Arrive early – and stay until the  end Staff should be friendly,  knowledgeable and courteous:  a...
SELLING AT TRADE SHOWSA   smile, eye contact – and a good  solid handshake Ask (open) questions – propose  solutions No...
SELLING AT TRADE SHOWS Be  ready with a short description  of what you are selling (your  „elevator speech‟) You have 15 ...
SELLING AT TRADE SHOWS Have   at least 2 people on the  stand Frequent breaks, change of  shoes, thick carpet. Love your...
POST - SHOW Follow  up quickly all the new leads  / enquiries Also follow up: all visitors to your  stand Try to get a ...
DEVELOPING PROFITABLERELATIONSHIPS WITH YOUR        CLIENTS
THANK YOU!     Rob DavidsonR.Davidson@greenwich.ac.uk
Rob Davidson presentation at the Tri-City Academy of Business Meeting Organizers in Gdansk, 8 December, 2011
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Rob Davidson presentation at the Tri-City Academy of Business Meeting Organizers in Gdansk, 8 December, 2011

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Rob Davidson presentation at the Tri-City Academy of Business Meeting Organizers in Gdansk, 8 December, 2011

  1. 1. 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
  2. 2. 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 ….. ?
  3. 3. MARKET SEGMENTS IN THE MEETINGS AND EVENTS INDUSTRY WHY BUYS WHAT?
  4. 4. • Private companies (training courses, product launches, Annual General Meetings …)• - Financial / Medical / Automotive / ICT• Associations (local, regional, national, international)• Governments (municipal,• regional, national, international)• Academics• Common-interest groups
  5. 5. SOURCES OFMEETINGS AND EVENTS BUSINESS
  6. 6. PAST CUSTOMERS Why didn‟t they come back to you ? Contact them to find out !
  7. 7. CURRENT CUSTOMERS Repeat business Referrals Testimonials
  8. 8. NEW CUSTOMERS Prospecting: the 20% rule Where do you start?
  9. 9. 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 !
  10. 10. SOURCES OF NEW BUSINESS Commercial databases Newspapers, business directories Networking lead-sharing groups ON THE ROAD !
  11. 11. APPOINTMENTS WITH BUYERS
  12. 12. 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
  13. 13. 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?
  14. 14. PREPARATION What is your strategy? - your budget boundaries - the benefits you are prepared to offer - up-selling / cross-selling
  15. 15. APPOINTMENTS WITH BUYERS QUALIFYING QUESTIONS– WHAT SHOULD YOU ASK?
  16. 16. 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?
  17. 17. 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?
  18. 18. 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?
  19. 19. 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?
  20. 20. 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 ?
  21. 21. 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?
  22. 22. 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?
  23. 23. 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.
  24. 24. 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.
  25. 25. APPOINTMENTS WITH BUYERS LISTEN ! (the 20/80 rule) Take notes Smile when appropriate Show interest - make them feel important
  26. 26. APPOINTMENTS WITH BUYERS Summarise the clients‟ needs and offer solutions Sell your UNIQUE strengths Prepare for objections (liabilities or misunderstandings?)
  27. 27. APPOINTMENTS WITH BUYERS OBJECTIONS: misunderstandings – or – liabilities ? What objections could you face, about your venue?
  28. 28. APPOINTMENTS WITH BUYERS ACTION IMPLEMENTATION FOLLOW-UP KEEPING CUSTOMERS
  29. 29. SELLING ATTRADE SHOWS
  30. 30. SELLING AT TRADE SHOWS HOWDO YOU PREPARE FORAN EXHIBITION ?
  31. 31. SELLING AT TRADE SHOWS Thefront of your stand should be open – inviting visitors into „your space‟ Graphics: clear, simplemessages – visible from a distance.You have 3 seconds
  32. 32. SELLING AT TRADE SHOWS Havesomething „unexpected‟ on your stand, to attract visitors – competitions, gifts, a lottery. Keep literature at the back.
  33. 33. SELLING AT TRADE SHOWS Arrive early – and stay until the end Staff should be friendly, knowledgeable and courteous: acknowledge each visitor Only sit down when conducting business
  34. 34. SELLING AT TRADE SHOWSA smile, eye contact – and a good solid handshake Ask (open) questions – propose solutions No eating, drinking, smoking on the stand – or chatting between staff
  35. 35. SELLING AT TRADE SHOWS Be ready with a short description of what you are selling (your „elevator speech‟) You have 15 seconds Have enough brochures, business cards
  36. 36. SELLING AT TRADE SHOWS Have at least 2 people on the stand Frequent breaks, change of shoes, thick carpet. Love your feet.
  37. 37. POST - SHOW Follow up quickly all the new leads / enquiries Also follow up: all visitors to your stand Try to get a complete list of visitors to the show
  38. 38. DEVELOPING PROFITABLERELATIONSHIPS WITH YOUR CLIENTS
  39. 39. THANK YOU! Rob DavidsonR.Davidson@greenwich.ac.uk

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