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August 18, 2009

Eventia offers agencies key sales insight with special seminar

As part of its Business Action series, meetings and events industry association Eventia is hosting two seminars on the 11 September in London, designed to challenge the sector’s current thinking and approach to how it sells its services.

The seminars are aimed at all client-facing personnel from agencies and companies selling associated services.

Insights and deployable techniques will be shared with this audience for the first time in the UK by leading guru and business development expert Blair Enns. Enns is the owner of Win Without Pitching, a successful business that helps owner/managers of creative and marketing agencies rethink their roles as salespeople, and explains how what an agency sells is determined by how it sells.

Enns challenges the assumptions of what is needed to win business and offers a way out of the cycle of endless pitches.

The sessions comprise two half-day seminars:

Morning Session: Positioning for Profit in a Poor Economy
Many experiential marketing agencies are using the recession as an excuse to rationalise bad business practices, such as cutting prices to win business, pitching ideas for free, or pursuing opportunities that are too small, unprofitable or just poor fits.

By the end of this half-day seminar Eventia pledges that you will see that for the well-positioned agency, business development success has very little to do with the state of the economy.
Afternoon Session: The Ladder of Lead Generation: Closing the Pipeline
To give clients the best possible results, an agency must be allowed to lead the engagement. But leading begins in the buy-sell cycle.

If the client does not let you lead before you are hired, he won't let you lead once you are engaged. In this seminar, you will learn how to gain the high ground in the client-agency relationship.

Eventia is also offering members and non-members the opportunity to access a series of insightful extracts prepared by Enns, including:
– 7 Tips for Selling in a Recession
– Can Sales & Business Development be Out Sourced
– Responding to RFP’s
– Business Development Planning
– The 5 Objections from Prospects & Clients
– A Selling Website
These can be downloaded at www.eventia.org.uk/events

“Increasingly, we are being asked for advice and guidance from our members on how to manage their sales and business development,” said Eventia chief executive Izania Downie. “During our recent Summer Eventia conference, delegates expressed concerns around clients taking full control in the buy-sell relationship, leading them to pitch against increasing competition, give away all their ideas for free and to lose the business to the cheapest bidder.

“Blair Enns has been working with and presenting to creative and communications agencies around the world. He has worked extensively with UK design and creative agencies, but this is the first time he has addressed the events industry.

“This will be a unique opportunity for event marketing agencies and associated service providers to rethink and revolutionise their approach to planning and selling their services. But more importantly they will leave these sessions armed with deployable techniques to help them take back control of the buy-sell relationship and in time position themselves to win without pitching.”

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