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It provides a clear and comprehensive guide to the wide range of techniques required by sales and marketing staff to effectively win meetings and events business for their venue. An easy-to read manual setting out the most useful and relevant techniques in a coherent and logical manner.
CHAPTER 1 THE STRUCTURE OF THE MEETINGS AND EVENTS INDUSTRY -Market segments: corporate, association, government, academic, etc -Customer motivations: why they hire venues and their preferred routes to market -Intermediaries: the role of agents, venue finding services, convention bureaux: how they can help you reach new clients -Professional and trade associations: the role of these organizations and the benefits that they offer to those venues who are members. CHAPTER 2 SOURCES OF MEETINGS BUSINESS FOR YOUR VENUE. -Past clients - how to persuade them to bring their meetings business back to your venue (why did they stop using your venue?) -Present clients - how to persuade them to bring new meetings business to your venue (repeat business, recommendations, referrals, testimonials, etc) -New clients - how to find new meetings business for your venue (websites, databases, publications, networking groups, etc). CHAPTER 3 PROSPECTING FOR NEW CLIENTS. -Identifying the real decision-maker -Face-to-face interviews with potential clients - how to prepare for the meeting -Questions that you should ask the potential client -Negotiating successfully with potential clients CHAPTER 4 SHOWING YOUR VENUE TO POTENTIAL CLIENTS -Preparing the venue for a site inspection -Showing your venue in the best way -Answering the questions and objections of potential clients CHAPTER 5 WINNING NEW MEETINGS BUSINESS AT EXHIBITIONS -Preparing for the exhibition -Selling successfully on your stand -Following up potential clients after the exhibition. CHAPTER 6 DEVELOPING RELATIONSHIPS WITH CLIENTS -Keeping in touch with clients and potential clients, to win more meetings business for your venue -Techniques to ensure that your clients think of your venue first, when they need a meeting room. CHAPTER 7 THE CHANGING MARKET ENVIRONMENT -Technological, economic, societal and political trends that are changing the market environment for venue sales and marketing -Sources of further information on changing market opportunities and challenges for venues.
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Book Description Goodfellow Publishers, 2014. Condition: New. book. Seller Inventory # M1908999861
Book Description Goodfellow Publishers, 2014. Paperback. Condition: New. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. Buy with confidence, excellent customer service!. Seller Inventory # 1908999861n