SRC Special Events Sales Training

Where are we going?
Where are we going?

Sales
Sales Meet and Greet
Meet and Greet

SRC Sales
SRC Sales
Development
Development

Hosting Tours
Hosting Tours Knowledge
Knowledge

• Six Steps to Selling

1. Prospecting & Qualifying

2.Pre Approach
FABV
Features 3.Presentation and
Sales
Sales
Advantages Demonstration
Benefits
Value 4.Overcoming Objections
(value)

5.Closing

6.Follow up and Maintenance

Sales Thoughts!

What are the real motives for buyers
and more importantly how do you find
what it is?

Questions!

Have you had an event here before?
Price or Venue
Why are you choosing us again?
Price, Venue or Service
What is most important?

Was Price the only reason?
How do we counter this?

Three Motives: Purchase, Emotional
and Experience.

Purchase
Purchase
• Venue Shortage
• Venue Shortage
• Meeting Space
• Meeting Space
• Previous Experience

Emotional
Emotional
• High Desire
• High Desire
• Value of Purchase
• Value of Purchase
• Desire to gain (husband/boss/etc.)
• Desire to gain (husband/boss/etc.)
• Vanity or greed -- ego
• Vanity or greed ego
• Low Risk or No Risk
• Low Risk or No Risk

Experienced
Experienced
• Preconceived notion
• Preconceived notion
• Previous experience
• Previous experience
• Confidence in quality
• Confidence in quality
• Confidence in Service
• Confidence in Service
• Brand Loyalty
• Brand Loyalty

Want to make the sale
easier? Establish
rapport first.
If you find common
subjects or interests with a
prospect,you can establish
a business friendship; and
people are more likely to
buy from a friend than a
salesman.

How do you build trust?

You Missed the Sale!
1. Was II on time?
1. Was on time?

2. Was II prepared?
2. Was prepared?

3. Was II organized?
3. Was organized?

4. Could II answer all the product
4. Could answer all the product
questions?
questions?
5. Did II make excuses or blame
5. Did make excuses or blame
others?
others?

6. Was II
6. Was
apologizing?
apologizing?
7. Did the guest ask probing
7. Did the guest ask probing
questions?
questions?
8. Did they express doubt on your
8. Did they express doubt on your
performance?
performance?

9. Did you validate performance
9. Did you validate performance
enough?
enough?

10. Did they express doubt on the
10. Did they express doubt on the
properties performance?
properties performance?

11. Was II on the defensive?
11. Was on the defensive?

12. Could II overcome objections
12. Could overcome objections
confidently?
confidently?

13. Did II demean the competition?
13. Did demean the competition?

14. Was II too anxious/pushy?
14. Was too anxious/pushy?

15. Was II sincere?
15. Was sincere?

8 Keys to Successful
Meet and Greet
1. Develop a professional greeting. Don't just
1. Develop a professional greeting. Don't just
say hello and jump into your
say hello and jump into your
presentation without taking a
presentation without taking a
breath or allowing the other
breath or allowing the other
party to participate. Your
party to participate. Your
greeting should err on the side
greeting should err on the side
of formality. Begin with Mr., Mrs.
of formality. Begin with Mr., Mrs.
or Ms, as in "Good morning, Mr.
or Ms, as in "Good morning, Mr.
Smith." Or "Good evening, Mrs.
Smith." Or "Good evening, Mrs.
Jones." yourself and yourelse says,name
2. Introduce Everyone else says,
Jones." yourself and your company. "My name
2. Introduce Everyone company. "My
"Hello." Be different. BeSpecial
is Sally Be different. BeSpecial
"Hello." Smith with SRC
is Sally Smith with SRC
professional. a local Special
Events. We're a local Special
professional.
Events. We're
Events company that specializes
Events company that specializes
in helping businesses like yours
in helping businesses like yours
create successful meetings."
create successful meetings."
Don't get too specific yet. Don't
Don't get too specific yet. Don't
mention al your product. If you
mention al your product. If you
do, that allows the other party
do, that allows the other party
to say, "Oh, we're happy with what
to say, "Oh, we're happy with what
we've got. Thanks anyway," and
we've got. Thanks anyway," and
hang up. By keeping your
hang up. By keeping your
introduction general, yet
introduction general, yet
mentioning a benefit, you'll peak
mentioning a benefit, you'll peak
your prospect's curiosity and
your prospect's curiosity and
keep them on the line longer.
keep them on the line longer.

Meet and Greet
3. Express gratitude. Always thank the
3. Express gratitude. Always thank the
potential client for allowing
potential client for allowing
you a few moments in his busy
you a few moments in his busy
day. Tell him that you won't
day. Tell him that you won't
waste a second of his time. "I
waste a second of his time. "I
want to thank you for meeting
want to thank you for meeting
with me. This will only involve a
with me. This will only involve a
moment of your time so you can
moment of your time so you can
get back to your busy schedule."
get back to your busy schedule."
Don't say that you'll "just take
Don't say that you'll "just take
a moment." The feeling evoked by
a moment." The feeling evoked by
them hearing that you'll take
them hearing that you'll take
4. State the purpose of your visit. It's best if
anything from themIt's best if
anything from them will put
4. State the purpose of your visit. will put
you can provide the purpose
them off.
you can provide the purpose
them off.
within a question. "If we can show
within a question. "If we can show
you a way to improve the quality
you a way to improve the quality
of your meetings would you be
of your meetings would you be
interested to know more?" This is
interested to know more?" This is
very likely to get a yes
very likely to get a yes
response. At this point, you're
response. At this point, you're
ready to start selling an
ready to start selling an
opportunity to meet this person
opportunity to meet this person
or to get their permission to
or to get their permission to
provide them with more
provide them with more
information. You're not selling
information. You're not selling
your product yet--you're selling
your product yet--you're selling
what your event will do for him.
what your event will do for him.

Meet and Greet
5. Schedule a meeting. Get a confirmation
5. Schedule a meeting. Get a confirmation
to meet, either in person or to
to meet, either in person or to
call to get the information you
call to get the information you
need in order to give a solid
need in order to give a solid
presentation. If heisormost appropriate
presentation. If he or she is so
6. If another face-to-face meeting the she is so
6. If another face-to-face meeting is the most appropriate
interested thatof-choice questioning strategy.
interested that they wants to do
next step, use the alternate- they wants to do
next step, use the alternate- of-choice questioning strategy.
it right then andtimes, "Mr.
it right then and there, that's
Offer them two times, "Mr.
Offer them two there, that's
OK..
Johnson, I can pop by your office
OK..
Johnson, I can pop by your office
at 2:15 p.m. today to discuss this
at 2:15 p.m. today to discuss this
further. Or would 9:45 a.m.
further. Or would 9:45 a.m.
tomorrow better suit your
tomorrow better suit your
schedule?" You didn't say, "When
schedule?" You didn't say, "When
can we meet?" When you use the
can we meet?" When you use the
alternate of choice, you take
alternate of choice, you take
control of getting the
control of getting the
appointment. And note: Asking for
appointment. And note: Asking for
an off-hour gets you noticed.
an off-hour gets you noticed.
There's something about setting a
There's something about setting a
meeting at an off-hour that says
meeting at an off-hour that says
you're a salesperson who'll be
you're a salesperson who'll be
punctual and respect your
punctual and respect your
prospect's time. Try it.
prospect's time. Try it.

Meet and Greet
7. Thank them for their time today and for the upcoming
7. Thank them for their time today and for the upcoming
appointment. Reconfirm the date, time
appointment. Reconfirm the date, time
and location of the appointment.
and location of the appointment.
Tell him how much preparation
Tell him how much preparation
you'll do in order to make the
you'll do in order to make the
best use of the time you'll
best use of the time you'll
share. Give him your contact
share. Give him your contact
information this way: "If anything
information this way: "If anything
else comes to mind that I should
else comes to mind that I should
be aware of prior to our meeting,
be aware of prior to our meeting,
please contact me at (212) 555-
please contact me at (212) 555-
1212."
8. Follow up, Follow Up, and Follow Up!
1212."
8. Follow up, Follow Up, and Follow Up!
If your meeting is more
If your meeting is more
than a few days in the
than a few days in the
future, send a letter of
future, send a letter of
confirmation immediately.
confirmation immediately.
If the meeting is
If the meeting is
tomorrow, send an e-mail
tomorrow, send an e-mail
confirmation. Keep it
confirmation. Keep it
short and upbeat.
short and upbeat.

Roll Play

Let’s go on a trip!

ILLUSTRATE to enlighten

ACCENTUATE to focus on the positive

to induce and to prompt
MOTIVATE

Roll Play
Show a special events room
using

I A M

3

©2012 Ernest & Julio Gallo Winery, Modesto, CA. All rights reserved.

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