Win More Conference & Event Business

Sales training

Win More Conference and Event Business recognises that in most locations, an increasing number of venues are competing to host conferences, events and meetings and in order to excel, operators need to take their sales to the next level. This programme provides participants with the secrets of sales success, including customer targeting, building a customer-focused team and competitive marketing strategies.

You will look at how to:

  • identify target customer needs and expectations
  • develop high-quality facilities and services
  • build a customer-focused and sales-orientated team
  • identify your competitors
  • work effectively with your suppliers and other relevant agencies
  • prepare to sell your facilities and services effectively
  • undertake reactive and pro-active selling
  • make the most of marketing opportunities, including e-marketing, social media and networking events
  • plan and deliver events that meet and exceed customer expectations
  • increase business through customer loyalty and recommendations
  • increase sales turnover and profitability.

For booking enquiries please contact your local Welcome to Excellence manager


Full course details

This essential one-day training programme is designed to provide managers, supervisors and front line staff with the skills to generate additional revenue from events and conference business, through a combination of thought-provoking presentation, stimulating group activity, essential tips and individual action planning.

Win More Conferences and Events covers:

  1. Introduction
    • High-quality, cost effective facilities and world-class customer service
    • Personal objectives
    • Knowing your customers
    • Meeting expectations
  1. Providing a quality product
    • Identifying potential customer needs and expectations
    • Industry standards
    • Meetings and conference room facilities
    • Business facilities and internet connectivity
    • Food for thought
    • Providing residential accommodation
    • Accessible facilities and services
    • Developing your team
  1. Preparing to sell
    • Knowing your product
    • Knowing your competitors
    • Developing conference and events packages
    • Benefits of add-ons
    • Working effectively with suppliers
  1. Managing the enquiry process
    • Converting the enquiry: reactive selling
    • Using questions in the enquiry process
    • Asking the right questions
    • Developing a website that sells your venue
    • Obtaining information
    • Presenting customer benefits
    • Managing enquiries
    • Using add-ons to overcome price objections
    • Successful showarounds
    • Dealing with walk-in enquirers
    • Closing sales and employing closing techniques
  1. Developing sales
    • Developing a sales and marketing plan
    • Market research
    • Pro-active selling
    • Your target markets
    • The sources of sales leads
    • Prioritising sales leads
    • The pro-active sales call
    • Maximising the value of your website
    • Search engine optimisation
    • Using social media to generate sales
    • Email marketing
    • Successful networking
    • Profiting from exhibitions
    • PR activities
  1. Delivering facilities and services
    • Delivering a successful event
    • Generating repeat business
    • Using feedback
    • Developing a personal action plan


Course prices

Open course price: £95.00

In-house course price: £900.00

Course reviews

"When I attended the Win More Conference and Events course, I had only been in my current position of Hospitality and Events Manager for two weeks and couldn’t have attended a more appropriate course at this time.  I found the instructor to be very knowledgeable in her field.  The content of the course covered a wide variety of elements all relevant for anyone working in the Conference and Events industry. There was so much to take away and action immediately and much more to develop at a later date.  I had a two hour journey each way to attend this course and was glad I made the trip.  If I was scoring this course it would get a 10/10 for trainer, venue, content and relevance"

Donna Saunders, Hospitality and Events Manager
South West Lakes Trust

Course dates

For more information call 023 8062 5439 or click here to email

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