Showrounds to Conversions

As every venue knows, business can be won or lost on the strength of a showround – so is there any sure-fire way to guarantee success?

That’s what attendees of our ‘showrounds to conversions’ event found out on Wednesday 11 January, with expert speakers Kevan Holland and Rose McDonald of Trident Hospitality Consultants with Karen Guile, director of tobook, sharing their insider tips.

The full-day, interactive course was designed to help attendees from a wide range of venues better understand the art of creating a great first impression and converting interest into bookings.

Kevan and Rose shared their fool proof six-stage sales conversion structure, going through the following stages:

  • Preparation
  • Building rapport
  • Establishing needs
  • Negotiation
  • Gaining commitment
  • Following up

One of the key takeaways from the event was just how important preparation is for a showround, from researching the client to liaising with the operating team and planning a personalised route around the venue.

Techniques for conversion and getting one up on the competition were also discussed, with a practical role playing session completing the day.

Laura Whitefoot from Jockey Club Venues, who attended the course, said: “The course has been a huge source of inspiration, I was definitely calling clients with much more confidence today. Thank you for all your help!”

Speaking after the event, Kevan Holland added: “Receiving the great feedback from the attendees of our course makes both Rose and I proud to have helped in some way and it is extremely rewarding. By sharing our experiences, thoughts and ideas that we have found to be effective over the years, we hope we are giving something back to the rising stars in our industry in addition to supporting some of our more experienced attendees, who come away feeling refreshed and invigorated.”

Karen Guile also said: “mia events are fantastic.  There is real structure to the events and engagement with the venues is much stronger. The recent showrounds to conversions day was excellently presented and it was great to see so much enthusiasm for improving showround and closing sales techniques.  It is a valuable and essential skill to master the showround.”

For information about upcoming events and workshops hosted by the mia, click here.

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