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Real connection key to success

The need to connect personally with existing and potential business events customers post Covid and the challenges associated with that were a major focus of a recent TMS.Workshop programme.

Held at Pullman Auckland in the CBD, the learning covered ways that sales teams can build a rapport with buyers.

“This is difficult to do via email and online mediums alone,” says Tania Adolphe, director of Tourism Marketing Solutions (TMS). “We know from our own sales approach/lead generation work at TMS that it is often necessary to be proactive, contact clients ‘in-person’ and follow up business in order to get results. This gives the supplier an opportunity to establish a relationship with the client and to ascertain their real need to conference or meet.

“The challenge for sales people today is many main corporate switch boards are not manned. With staff working remotely it is often difficult to connect with buyers unless you have their mobile numbers,” Adolphe adds.

“Buyers are time poor and often juggling a number of tasks so you need to be able to provide a solution in a quick and efficient manner.”

TMS.Workshop gives business events sales teams ideas and expertise on how to navigate conversations through challenging times along with identifying winning industries to target and business that aligns with a specific property and/or region.

“This allows suppliers to be more strategic with their target markets and marketing spend.” 

Adolphe says that with the recent influx of hotel rooms, new developments, and the current economic climate sales teams need to be more proactive and driven.

“There is a lot more competition on line and properties need to be asking themselves what sets their property apart from their competitors.” 

At the Pullman Auckland workshop, the experienced conference team has grown to incorporate new and recently promoted team members, all keen to develop their skills in maximising business and driving revenue.

Feedback showed that participants felt crucial topics were well covered and some felt follow-up, more advanced training would be helpful.

“Everyone was eager to learn and came away with tactical ideas that they could put into action immediately,” Adolphe adds.