In Event Sales, Relationships Matter
February 22, 2013
A little more than12 years ago at a gathering of top tradeshow organizers in Santa Barbara, Calif., the keynote speaker – himself an organizer who had just bought one of the largest shows and most well-known show groups in the U.S – stunned the room by telling his audience: “You are nothing but a bunch of concrete salesmen” and then continued to skewer them for running, in his opinion, unsophisticated businesses, where they bought floor space at a discount and resold it at a premium. He went on to say that he was going to single-handedly change the exhibition industry. He didn’t make any friends.
For those of you that believe in karma, three years after buying the show, this organizer filed for bankruptcy. While his style was abhorrent, the message did resonate: Treat your customers better.
The good news is that tradeshows are not unsophisticated businesses, but marketing and commerce powerhouses. They grease the wheels of industry and often deliver a nice profit for their ownership. Tradeshow marketing and audience development has become as sophisticated – if not more – than that of publishing or broadcasting which were often considered the gold standard in those disciplines. Organizers and their partners recognize that they are now providing an ‘experience’ that has to deliver consistent substance and value.
Most notably, the sales profile of tradeshow organizations has evolved tremendously. Relationship selling, formerly reserved for the advertising and hotel sales world, is now de rigueur across the industry.
If you are calling your customers once a year – or just re-signing them at the show and not seeing them until next year – you are missing a huge opportunity to serve the market. Relationship selling is about partnering with a customer and solving their problems. This customer orientation had been a foreign concept in tradeshows for many years. There is one immutable rule in relationship selling: Listening is the most powerful form of influence.
Here are a few key things for you and your organization to remember about ‘listening’ and operating in this environment of customer orientation:
• Focus on understanding customers’ requirements
• Generate an organization-wide understanding of the marketplace
• Respond effectively with innovative products and services
• The customer is at the center of the model
• Return on customer investment
• Lifetime value of a customer
Understanding these points – on a daily basis – has transformed businesses around the world and has transformed our industry. No concrete sales here, but selling an audience and unique marketing opportunities is what we now do. Listen and innovate. Listen and respond.
That executive in Santa Barbara probably owes concrete salespeople an apology because they do a better job than he did. He didn’t take his own advice and didn’t listen to HIS customers. And he is out of business.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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