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Event Sales Training

Training courses or on-going programmes designed around your exact requirements

Event Sales Training

Learn how to sell to event organisers to influence
them to use your venue & add on services

Overview

You’ve got a venue or a number of venues and you want them filled.

It’s a competitive arena that you are working in so your sales skills need to be on point to make your venue the only viable solution.

This programme will enable your events sales team to research, prospect and engage with a variety of event organisers across the UK to initiate the relationship, arrange a site visit and deliver a compelling presentation as to the benefits of hosting their event with your.

With the help of the course your team will be able to successfully demonstrate the value proposition, as well as differentiating themselves from the competition and thinking outside of the box in terms of what other support and added value services they can offer to secure the business.

Below is some indicative content and we would tailor this based on your requirements, adding any topics or areas in that you need.

Indicative Content

Prospecting & Generating New Business

Prospecting & Generating Interest

  • Making this a priority
  • Identifying your ideal prospects/targets
  • Making prospecting your best sales habit
  • Researching and forming an approach

Creating Your Prospecting Plan

  • Reviewing the different prospecting methods:
    • Cold calling
    • Emails
    • Following up on warm leads
    • Trade shows and networking
    • Social media
  • Selecting the right method and creating a prospecting plan

Engaging Over The Phone

  • Setting primary and secondary objectives for each outbound call
  • Opening the call with impact
  • Getting through gatekeeper screens
  • Overcoming early objections

Gathering & Presenting Information

  • What information do we need?
  • The questioning funnel
  • Developing a consultative approach to questioning
  • Discuss initial ideas and concepts in a clear and precise way
  • Linking the content to your prospect’s needs
  • Focusing on benefits and what’s in it for the prospect
  • Building value propositions
  • Justifying your solution with confidence

Securing The Site Visit

  • Identifying interest
  • Selling the value of the site visit
  • Cementing the visit

Continuing The Communication

  • Know your leads
  • Moving quickly and effectively
  • Understanding how to respond
  • Setting future meetings and follow up

Workshop Summary

  • What are you going to do more of, less of, start doing and stop doing?
  • Creating your own unique actions to implement following this session

Managing The Site Visit

Position – Opening Your Sales Interaction/Site Visit With Impact

  • Opening your interaction with a purpose
  • Establishing rapport and showing the value of your interaction today
  • Build instant credibility and trust within the first 5 minutes

Discover – Mutually Define Needs

  • Review and demonstrate understanding of the needs and wants of the prospect
  • The needs dialogue process
  • The probing factor
  • Summarising needs

Build – Explore The Impacts Of Needs & Benefits

  • Establish impacts and costs of current situation
  • Involving the prospect in exploring the consequences of doing nothing, doing the same thing they always have etc.
  • Exploring problems and creating urgency

Present – Discuss Options

  • Re-confirm the initial ideas and concepts discussed and lead into the site tour
  • Building the value proposition as you walk and talk
  • Discussing the benefits and USPs
  • Being mindful of the opportunity available without hard-selling, pitching or over-selling
  • Differentiating yourselves from the competition
  • Probing for further added value areas you may be able to support

Resolve – Resolve Concerns Before They Become Obstacles

  • Objection handling planning and responding to each one
  • Pre-empt resistance and doubts before they surface
  • Overcoming doubts, misinformation and legitimate concerns

Secure Commitment

  • Securing commitment for the next call, the next step, the close
  • Ensuring the prospect understands their needs and the benefits you provide

Workshop Summary

  • What are you going to do more of, less of, start doing and stop doing?
  • Creating your own unique actions to implement following this session
CPD logo

All of our in-house, bespoke courses and programmes are CPD Certified.

After we have developed the material for your programme it will go through the CPD Certification process.

What this means is that your sales team will receive a CPD Certificate for your specific course/programme.

All of this is completed with no additional cost.

Make An Enquiry

If you've got any requirements in mind please call us on 0333 320 2883 or complete our enquiry form below and we will get back to you with some options.