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#ICCAWorld iccaworld.com Session code: 53rd ICCA Congress Practical Ways to Win More Corporate Meeting Bookings David Hackett, Managing Director TE12

Practical ways to win more corporate meetings booking_David Hackett

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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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Page 1: Practical ways to win more corporate meetings booking_David Hackett

#ICCAWorldiccaworld.com

Session code:

53rd ICCA Congress

Practical Ways to Win MoreCorporate Meeting Bookings

David Hackett, Managing Director

TE12

Page 2: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 3: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 4: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 5: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 6: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

Understanding the Enquiry Source

● Direct - end users

● Venue Finders/Booking Agencies

● Event Management Companies/Incentive Houses/Production Companies/PCO’s etc

Page 7: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

Understanding the Needs of the Client

● Talk to the enquirer

● Understand who they are

● Understand what they need

Page 8: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 9: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

Delivering A Compelling Proposal

Answer All the clients Needs

● A response document (proposal) must be- Comprehensive- Personalised- Inspiring- Right first time- Delivered on schedule

Page 10: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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”

Page 11: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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!

Page 12: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 13: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 14: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 15: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

How To Close The Deal

● Show them you want the business

● Be prepared to negotiate

● Establish two way relationships

Page 16: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

The Value of Relationships

● Capitalise on the time you’ve invested

● Capitalise on the contact(s) you establish

● Maintain contacts/invest in opportunities

Page 17: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 18: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

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

Page 19: Practical ways to win more corporate meetings booking_David Hackett

*#ICCAWorld | iccaworld.com

Practical Ways To Win More Corporate Meeting Bookings

THANK YOU.ANY QUESTIONS?

David Hackett, Managing Director