This training course has been developed to empower delegate sales people to win more business in the competitive events market. The interactive workshop focuses on practical approaches to current challenges and the tools to win more delegate bookings. Proven sales techniques are used to equip each attendee to carry through a pro-active and focused sales strategy for using the telephone to build profitability and delegate revenue.

Course outline:

Understanding the benefits that the event brings to diff erent delegates

+ Examination of the key motivations and buying triggers for attending a conference

+ Mapping diff erent customer types and their decision making process for attending a conference

Building an effective delegate sales strategy

+ An overview of proven conference sales cycles and methodologies

+ The traits and behavior of successful sales people

+ Managing the decision making process

Opening the sales call confidently and engaging the contact

+ Recognising the reasons for caller resistance and strategies to overcome it

+ Establishing our credibility and describing our purpose

+ Establishing context for the sales call and creating a customer focused agenda

Discovering delegate needs and requirements

+ Techniques for building a constructive dialogue

+ Using the Probing Cycle to understand the delegate, their needs and sensitivities

+ Creating a common sense of purpose through empathy and rapport

Building a persuasive case for attending the event

+ Describing the conference most effectively and articulating the value of attending

+ Making the most efficient and appropriate use of discounts and incentives

Winning the booking

+ Getting a positive and lasting commitment

+ Managing objections and moving the sale forward

+ Generating referrals and gaining access to other influencers and decision makers

Making the most of your selling time and maintaining motivation

+ Assessing your own sales performance and taking ownership of your own development

+ Establishing good calling habits and following the sales process

+ The secrets of confident and comfortable telesales

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