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Sales Techniques for Corporate Events & Conferences by Mario Kanaan

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Sales Techniques Definition
What Are We Selling?
Increasing Sales Attendance in the Event Industry
Increasing Sponsorship Acquisition
Acquiring Media Partners
Connecting with People at Events
Building Long terms Relationships

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Sales Techniques for Corporate Events & Conferences by Mario Kanaan

  1. 1. Sales Techniques Prospect | Sell | Connect| Follow-up
  2. 2. Outline • Sales Techniques Definition • What Are We Selling? • Increasing Sales Attendance in the Event Industry • Increasing Sponsorship Acquisition • Acquiring Media Partners • Connecting with People at Events • Building Long terms Relationships
  3. 3. SALES TECHNIQUES DEFINITION
  4. 4. Sales Techniques Definition  Understanding the importance of your industry (Ex: People need to attend events.. Budgets allocated for conferences)  Exploring the opportunities that lie in your industry (Ex: Discussing the latest topics, Networking Opp)  Believing in what you are selling (Ex: People pay to attend)  Learning negotiation skills (Product knowledge + Believing in it)  Finding the right prospects (research, target market)
  5. 5. Sales Techniques Definition  Learning all you can about your prospects (mission statement, their key messages, website, expansion)  Approaching your prospects (Telesales, meetings, E-mails, Other marketing techniques)  Showing your prospects how your service meets their needs (Ex: Meeting with X Speaker, Investor, B2B platform..)  Thinking outside the Box: The Mena Invest ex..  Turning your prospects into loyal clients by building long term relationships:
  6. 6. WHAT ARE WE SELLING?
  7. 7. What Are We Selling? In our industry, we sell the following OPPORTUNITIES:  Delegate Participation: an opportunity for individuals to attend a forum  Sponsorship: an opportunity for a company to promote its products/services at a forum  Subscriptions: an opportunity for an individual to receive up to date publications  Media Partnerships: an opportunity for a Media Agency to be associated with a forum  Potential Advertisers: in AIWA media platforms..  Events Proposals: JTI, BSI…
  8. 8. INCREASING SALES ATTENDANCE
  9. 9. How to Drive Attendance?  Research your target market (identify the right audience)*  Choose a convenient date and location  Select partners (associations and media partners)  Engage your sponsors (inviting their clients..)  Highlight important speakers (Tony Blair, Carlos Ghosn)  Tackle up to date topics in the agenda (Women Entrepreneurship)  Create effective Marketing campaigns with clear messages: Emails, telesales..  Invest in outdoor campaigns (large or small)  Use all the free social media channels available  Highlight learning opportunities (ex: for students)  Highlight networking opportunities (ex: for middle and high level management)  Promote early bird discounts  Refer to success of previous editions (if applicable)  Follow up
  10. 10. Identifying The Right Audience Who do you want to see at the event? DGTL#U Example:  Create an “ideal” attendee profile: female or male, middle management, age 22 and above, college educated demographic  Past attendance  Geography: Mostly from Lebanon  Industry: Advertising agencies, marketing consultants, digital planners, Social media specialist..  Educational background: Marketing, advertising, IT, graphic design..
  11. 11. Matching Your Goals With That Of Your Audience
  12. 12. INCREASING SPONSORSHIP ACQUISITION
  13. 13. Increasing Sponsorship Acquisition Your prospect’s concerns  What's in it for me?  What is unique about this opportunity over others? (The Libyan Ex; Invest in Libya. The first conference of its kind in the Libyan market..  How is my company directly engaging the audience at this event? (BBAC ex: The women card in NAWF)  What kind of return could I see from sponsorship? (Database, Gain new business from investors attending) Your responsibility  Research and learn about the mission statement of your prospect’s company  Save your time, talk to the correct person  Always propose the largest, most expensive sponsorship first (highlighting the ROI)  Offer custom made package options  Deliver what you promise
  14. 14. ACQUIRING MEDIA PARTNERS
  15. 15. Acquiring Media Partners  Research online and print publications that are associated with the theme of your event: Ex: Naharnet: DGTL#U, BIFEX.. L’agefi: SAWM Bloomberg: TAF CM  Approach the mentioned publications with a prepared Media Partnership agreement*  Ask your Media Partners for maximum coverage and promotion (both online and print), providing them with benefits at your event
  16. 16. CONNECT WITH PEOPLE
  17. 17. Connect at Events Once you are attending one of AIWA’s forums or any other business event you can start building priceless business relationships through NETWORKING: Networking opportunities include:  Registration area  Coffee Breaks  Lunch Break  Exhibition Stands  Dinner/Awards  Smoking Areas (for smokers )
  18. 18. Go it alone: Don’t fear to approach people, mingle and initiate conversations. Remember; they are there for the same purpose You are there to grow your network: Not hang out with the people already in your network (ex: your colleagues or friends you met)
  19. 19.  Stand near the registration table: Take advantage of the many opportunities to make small talk with new arrivals after they have signed in. These are the couple of minutes when most people are alone and interested in someone new to communicate with. . Ways to Connect at Events Always make sure that your name tag is well visible
  20. 20. Study the tags: You have the opportunity to study the names of the people attending the event, since they already exist on your computer. (Ex: CRM)  It will be very easy for you to connect if you spot a name of someone you would like to meet.
  21. 21.  Look for people standing/sitting alone: You will notice many people standing alone during the coffee break, registration area or the standing lunch. One on-one networking is the best networking. It is hard to join a group unless invited. Ways to Connect at Events
  22. 22.  Sit between people you do not know well: If you are asked to attend an outside event do not sit by a friend or business associate. You already know that person! You might be sitting there a while, so make sure you are going to be sitting by someone you can form a new relationship with. Ways to Connect at Events
  23. 23. BUILDING LONG TERMS RELATIONSHIPS
  24. 24. Building Long terms Relationships Your role does not end once your event is over. You have to make sure to maintain the relationships you built before and during your event. There are several ways to stay in touch with your new ‘friends’:  Send them thank you letters  Send them a survey asking for their feedback  Send them photos/videos of the event  Send them greeting cards during holidays  E-mail them once in a while updating them with your latest events  Offer them exclusive opportunities for future participations (discounts)
  25. 25. YOU CAN ALL SELL. YOU HAVE BEEN DOING IT YOUR WHOLE LIFE.
  26. 26. Thank you 

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