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Practical, concrete, impactful advice on how to improve your efficiency and effectiveness in identifying and winning the right type of corporate meetings for your venue or destination's venue partners. After a highly successful international meetings agency career, David Hackett has been training top sales teams and mentoring industry leaders across the UK, Europe and middle East, with the simple objective of improving their sales performance in the face of increased competition, shrinking human and financial resources, and increasingly complex sales and communication channels.
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53rd ICCA Congress
Practical Ways to Win MoreCorporate Meeting Bookings
David Hackett, Managing Director
TE12
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Why Corporate Meetings?
“By far the most lucrative, high spend, high yield form of Tourism” (Business Tourism Partnership) with these guests spending three times (3 x) as much per day as leisure travellers
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My Credentials
History● 37 years in Meetings & Events- Founded tmo in 1980 and built to $60m. business- Sold to BI in 2001 - Stayed 10 years, extending the business into Australia, China, Asia, Middle East
Current● Managing Director of Meetings Guru Limited- Chairman of Grass Roots Meetings & Events- Working with Hilton & Kempinski Hotels- Strategy Director to Smart Hospitality- Consultant, Coach, Presenter, Facilitator
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The Meetings Marketplace
Meetings
Conferences Incentives
Principally attracted by Principally attracted bythe facilities of the the appeal/featuresproperty of the destination
● Assess what it is you are selling● To whom you are hoping to sell ● Why they might want or need to buy it
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Key Steps To Win More Corporate Business
● Understand the enquiry source● Understand the needs of the client● Delivering a compelling proposal● Managing the site visit● How to close the deal● The value of relationships● Securing repeat business● Engaging with the marketplace
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Understanding the Enquiry Source
● Direct - end users
● Venue Finders/Booking Agencies
● Event Management Companies/Incentive Houses/Production Companies/PCO’s etc
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Understanding the Needs of the Client
● Talk to the enquirer
● Understand who they are
● Understand what they need
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Delivering A Compelling Proposal
Assess Your Realistic Potential to Deliver
● Do you have the required facilities?
● Do you have the required suppliers/partners?
● Only invest time & expenditure where you have reasonable opportunity for success
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Delivering A Compelling Proposal
Answer All the clients Needs
● A response document (proposal) must be- Comprehensive- Personalised- Inspiring- Right first time- Delivered on schedule
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Delivering A Compelling Proposal
Deliver “Solutions”
● Ensure that you address all the needs of the enquiry
● Then ask what else will make you more relevant/better than the competition
● Build compelling reasons to work with you
● Offer “proof”
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Delivering A Compelling Proposal
Differentiate Your Offer - Emphasise Compelling Reasons To Buy From You
● Know your strengths - emphasise them
● Know your competition - and score points against them
● Plan to Win!
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Delivering A Compelling Proposal
Deliver A Value Based Offer
● Price competitively
● Match your offer to their needs
● Add value
● Identify value
● Remember: you don't get a second chance to make a first impression
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Delivering A Compelling Proposal
Make It Easy to Understand Your Product/Offer
● Clarity
● Emphasis on key touch points
● Provide support materials in easily accessible format e.g.- Floor plans- menus- photographs
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Managing the Site Visit
● Understand who is attending
● Understand clients objectives/timescale/context
● Commit who will host - deliver experts and senior management, as appropriate
● Make a plan!
● Discuss objectives before commencing the site visit
● Discuss response after the site visit
● Tell them you want the business
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How To Close The Deal
● Show them you want the business
● Be prepared to negotiate
● Establish two way relationships
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The Value of Relationships
● Capitalise on the time you’ve invested
● Capitalise on the contact(s) you establish
● Maintain contacts/invest in opportunities
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Securing Repeat Business
● Build trust and partnership on site
● Make every member of your team an ambassador
● Deliver what you promise
● Don’t damage the relationship by late/poor/painful billing
● Maintain relationships
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Engaging with the Marketplace
● Know what business you can attract
● Create a USP/identity for your venue
● Promote through appropriate channels
● Be visible - Trade showsSales missionsIndustry events/associations
● Consider joint promotions with your other business partners/providers
● Be a good partner
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Practical Ways To Win More Corporate Meeting Bookings
THANK YOU.ANY QUESTIONS?
David Hackett, Managing Director