Sales Techniques for Corporate Events & Conferences by Mario Kanaan

Sales Techniques
Prospect | Sell | Connect| Follow-up

Outline
• Sales Techniques Definition
• What Are We Selling?
• Increasing Sales Attendance in the Event Industry
• Increasing Sponsorship Acquisition
• Acquiring Media Partners
• Connecting with People at Events
• Building Long terms Relationships

Sales Techniques Definition
 Understanding the importance of your industry (Ex: People need to
attend events.. Budgets allocated for conferences)
 Exploring the opportunities that lie in your industry (Ex: Discussing
the latest topics, Networking Opp)
 Believing in what you are selling (Ex: People pay to attend)
 Learning negotiation skills (Product knowledge + Believing in it)
 Finding the right prospects (research, target market)

Sales Techniques Definition
 Learning all you can about your prospects (mission statement, their
key messages, website, expansion)
 Approaching your prospects (Telesales, meetings, E-mails, Other
marketing techniques)
 Showing your prospects how your service meets their needs (Ex:
Meeting with X Speaker, Investor, B2B platform..)
 Thinking outside the Box: The Mena Invest ex..
 Turning your prospects into loyal clients by building long term
relationships:

What Are We Selling?
In our industry, we sell the following OPPORTUNITIES:
 Delegate Participation: an opportunity for individuals to attend a forum
 Sponsorship: an opportunity for a company to promote its products/services at a
forum
 Subscriptions: an opportunity for an individual to receive up to date publications
 Media Partnerships: an opportunity for a Media Agency to be associated with a
forum
 Potential Advertisers: in AIWA media platforms..
 Events Proposals: JTI, BSI…

How to Drive Attendance?
 Research your target market (identify the right audience)*
 Choose a convenient date and location
 Select partners (associations and media partners)
 Engage your sponsors (inviting their clients..)
 Highlight important speakers (Tony Blair, Carlos Ghosn)
 Tackle up to date topics in the agenda (Women Entrepreneurship)
 Create effective Marketing campaigns with clear messages:
Emails, telesales..
 Invest in outdoor campaigns (large or small)
 Use all the free social media channels available
 Highlight learning opportunities (ex: for students)
 Highlight networking opportunities (ex: for middle and high level
management)
 Promote early bird discounts
 Refer to success of previous editions (if applicable)
 Follow up

Identifying The Right Audience
Who do you want to see at the event?
DGTL#U Example:
 Create an “ideal” attendee profile: female or male, middle
management, age 22 and above, college educated demographic
 Past attendance
 Geography: Mostly from Lebanon
 Industry: Advertising agencies, marketing consultants, digital
planners, Social media specialist..
 Educational background: Marketing, advertising, IT, graphic design..

Matching Your Goals With That Of Your
Audience

INCREASING SPONSORSHIP
ACQUISITION

Increasing Sponsorship Acquisition
Your prospect’s concerns
 What's in it for me?
 What is unique about this opportunity over others? (The Libyan Ex; Invest in
Libya. The first conference of its kind in the Libyan market..
 How is my company directly engaging the audience at this event? (BBAC ex:
The women card in NAWF)
 What kind of return could I see from sponsorship? (Database, Gain new
business from investors attending)
Your responsibility
 Research and learn about the mission statement of your prospect’s company
 Save your time, talk to the correct person
 Always propose the largest, most expensive sponsorship first (highlighting the ROI)
 Offer custom made package options
 Deliver what you promise

Acquiring Media Partners
 Research online and print publications that are associated with the theme
of your event:
Ex: Naharnet: DGTL#U, BIFEX..
L’agefi: SAWM
Bloomberg: TAF CM
 Approach the mentioned publications with a prepared Media Partnership
agreement*
 Ask your Media Partners for maximum coverage and promotion (both
online and print), providing them with benefits at your event

Connect at Events
Once you are attending one of AIWA’s forums or any other
business event you can start building priceless business
relationships through NETWORKING:
Networking opportunities include:
 Registration area
 Coffee Breaks
 Lunch Break
 Exhibition Stands
 Dinner/Awards
 Smoking Areas (for smokers )

Go it alone: Don’t fear to approach people, mingle and initiate
conversations. Remember; they are there for the same purpose
You are there to grow your network: Not hang out with the people
already in your network (ex: your colleagues or friends you met)

 Stand near the registration table: Take advantage of the many
opportunities to make small talk with new arrivals after they
have signed in. These are the couple of minutes when most
people are alone and interested in someone new to
communicate with.
.
Ways to Connect at Events
Always make sure that your name tag is well visible

Study the tags: You have the opportunity to study the names of the
people attending the event, since they already exist on your computer.
(Ex: CRM)
 It will be very easy for you to connect if you spot a name of someone
you would like to meet.

 Look for people standing/sitting alone: You will notice many
people standing alone during the coffee break, registration
area or the standing lunch. One on-one networking is the best
networking. It is hard to join a group unless invited.

 Sit between people you do not know well: If
you are asked to attend an outside event do
not sit by a friend or business associate.
You already know that person!
You might be sitting there a while, so make
sure you are going to be sitting by someone
you can form a new relationship with.

BUILDING LONG TERMS
RELATIONSHIPS

Building Long terms Relationships
Your role does not end once your event is over. You have to make sure to
maintain the relationships you built before and during your event.
There are several ways to stay in touch with your new ‘friends’:
 Send them thank you letters
 Send them a survey asking for their feedback
 Send them photos/videos of the event
 Send them greeting cards during holidays
 E-mail them once in a while updating them with your latest events
 Offer them exclusive opportunities for future participations
(discounts)

YOU CAN ALL SELL. YOU HAVE BEEN DOING IT YOUR WHOLE LIFE.

Sales Techniques for Corporate Events & Conferences by Mario Kanaan

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Sales Techniques for Corporate Events & Conferences by Mario Kanaan