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Rob Davidson presentation at the Tri-City Academy of Business Meeting Organizers in Gdansk, 8 December, 2011
1. The Tri-City Academy of Business Meeting
Organizers
New trends of destination promotion on the foreign
markets.Trend in meetings industry
Rob Davidson, University of Greenwich, London.
Hotel Radisson Blu, 08 December, 2011
Promocja turystyki biznesowej jako markowego produktu Gdańska i Pomorza
Projekt współfinansowany przez Unię Europejską z Europejskiego Funduszu Rozwoju Regionalnego
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 ….. ?
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. SOURCES OF NEW BUSINESS
Commercial databases
Newspapers, business
directories
Networking lead-sharing
groups
ON THE ROAD !
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. 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. PREPARATION
What is your strategy?
- your budget boundaries
- the benefits you are prepared to offer
- up-selling / cross-selling
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. 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. 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. 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. 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. 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. 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. 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. 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. APPOINTMENTS WITH BUYERS
LISTEN ! (the 20/80 rule)
Take notes
Smile when appropriate
Show interest - make them feel
important
26. APPOINTMENTS WITH BUYERS
Summarise the clients‟ needs
and offer solutions
Sell your UNIQUE strengths
Prepare for objections (liabilities
or misunderstandings?)
27. APPOINTMENTS WITH BUYERS
OBJECTIONS:
misunderstandings – or –
liabilities ?
What objections could you
face, about your venue?
32. 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
33. SELLING AT TRADE SHOWS
Havesomething „unexpected‟ on
your stand, to attract visitors –
competitions, gifts, a lottery.
Keep literature at the back.
34. 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
35. 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
36. 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
37. SELLING AT TRADE SHOWS
Have at least 2 people on the
stand
Frequent breaks, change of
shoes, thick carpet. Love your
feet.
38. 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