The venue market is more competitive and demanding than ever. Event organizers have more options, tighter budgets and less time to make sourcing decisions. They expect venues to understand their events, provide relevant solutions, offer flexibility and deliver on what was promised.
For more than 25 years, we have been in the event industry, working with hotels and venues around the world. We have chosen, negotiated with and experienced their services as clients. That has given us a unique perspective and understanding of what drives a client’s choice of venue, what earns their business and what builds long term loyalty.
This diagnostic looks at venue sales from that perspective, identifying the areas that can make the difference in winning professional event business and turning event organizers into repeat clients.
Assessing the venue’s sales strategy and commercial direction, including its revenue objectives, targets, commercial priorities and growth expectations, and whether these provide a clear framework for the sales operation and its performance.
Reviewing how the venue identifies and prioritizes its target markets and client segments, and whether its positioning clearly communicates the types of professional events and organizers it is best suited to serve.
Reviewing the systems used to monitor the sales operation, measure performance and provide the feedback needed to identify areas for improvement, reinforce capabilities and keep the sales operation on track.
Evaluating the strengths and capabilities of the sales team and its managers, including their ability to perform effectively across the sales process, and identifying areas where further development could strengthen individual and team performance.
Assessing whether the systems supporting the sales operation provide accurate and useful information on clients, opportunities, activity and follow up, and enable the team to manage the sales process effectively.
Assessing the research and preparation carried out before engaging with prospective clients, including their organization, event portfolio, business and potential value, and whether the sales team uses that knowledge to prepare for the sales conversation.
Assessing the sales team’s knowledge of the venue, its spaces, capabilities, availability and flexibility, and its ability to respond accurately and confidently to the questions and requirements of experienced event organizers.
Assessing the venue’s knowledge of the client behind the event, including the organization, event portfolio and potential value as a long term client, and whether this knowledge is reflected in the way the opportunity is approached and managed.
Reviewing the sales pitch, and whether it provides a clear structure to the sales conversation, is relevant to the organizer, communicates its value beyond simply describing the facilities, and creates a compelling case for choosing the venue.
Assessing the way the sales operation handles objections, concerns and negotiation points, and its ability to respond effectively, maintain the value of the offer, recognize buying signals and move qualified opportunities through to a decision and close.
Reviewing the communication and coordination between sales and operational teams, and whether the client’s requirements, commitments and expectations established during the sales process are clearly understood and carried through into delivery.
Assessing the organizer’s experience during event delivery, including communication, responsiveness, service consistency and problem solving, and whether the venue delivers the level of service and experience expected from the sales process.
Assessing the venue’s approach to post event follow up, including communication, feedback and relationship management, and whether it helps strengthen client relationships, encourage repeat business and identify future opportunities.
Assessing whether the venue recognizes the wider commercial potential within its existing relationships with event organizers, including opportunities to develop new corporate event and accommodation business through their clients and across its venue portfolio.