The Business of Events - Selling the IMPACT of Your Work

sales strategy Nov 21, 2023

This is a recording of my contribution to Global Meetings Industry Day - where my brief was to elevate the mindset of the events industry to talk about the importance of their work.

Persuasion is a fundamental aspect of any role in the business world.  We all engage in persuasion in one form or another.   Whether you are an Event Planner looking to promote your event within your organization, justifying event investments, or secure a larger budget.  

OR if you are in sales and aiming to secure new high value business deals – this is for you. 

This is an insight on the profound impact the events industry has on business.   Let’s work together to raise the industry’s profile, positioning it more prominently at the boardroom table to minimize budget cuts and maximize ROI. 

 Learner Outcomes:

  •  Learn effective strategies to communicate your contributions and secure a seat at the boardroom table and winning the...
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Fabulous follow-up after a Trade Show, Conference or Sales Calls.


What is great follow up to after a trade show, conference or doing sales calls.  Make sure you do this one thing to avoid the table tennis game afterwards.  

You know the way - you had a great conversation with them at the time, then you end up trying to chase them... and annoyingly they aren't getting back to you.

Try these techniques and have more success.

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Trade Shows - WIN More Leads with these Mighty Moves. Tip #4


 Tip #4 for winning more business at trade shows:

Follow the hashtags for that particular event and engage in the conversation beforehand.

Anytime I am at a trade show I can't help but think that loads of potential clients are walking past me!  So, I have created this trade show tip to help avoid that wasted opportunity.

>> Start the conversation with them before the show.  See who's talking online.

>> Follow the #hashtag for the show.

>> Be present and active in any social media groups related to the show.

>> Post regularly on LinkedIn to let people know you will be there and would welcome a conversation.

I met a great contact a few years ago via Twitter and arranged to meet him at the trade show.  We met up for a glass of wine and I felt like I had known him for years. Why? Just because we had an online conversation first.

We've been great friends since. I subsequently interviewed him for my book and this year a business opportunity has...

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Tradeshows - "7 Mighty Moves" to WIN More Leads - Tip 2


Tip #2 to WIN a lot more Business at Trade Shows:

Get Clarity on Who Your Ideal Profitable Client is! 

Who is your ideal profitable client?

Who is a fabulous client that you would really like to meet?

The more you know them, the more you know about them, the easier it is to find them.  If you want to keep the sales funnel full and the leads coming in...then it is time to be pro-active.  The really profitable business rarely walks in the door - you have to go out and find it.

A quick way to get clarity on who is a profitable client is to ask these questions:

  • Who is a great profitable client that you have right now?
  • What do you help them to do?
  • What are their pains?
  • What are the solutions they want to achieve?
  • Where did you find them or how did they find you?
  • Where do they hang out?
  • What is their role?
  • What is their industry?

The more you know them, the easier it is for you to create the right kind of messaging before the trade show in order to attract those right...

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Overcoming Overwhelm in Sales - what to do when you can't decide what to do next!

sales strategy Mar 03, 2022

Overcoming Overwhelm in Sales - what to do when you can't decide what to do next!

I have a really quick one this week.  A question came in from Carla: "Ciara," she said, "sometimes I'm so busy that I just don't know what to do next. I get all confused and I end up not being productive. Just jumping quickly from one thing to the other because sometimes your brain feels really full."

That happens to me all the time -- you're jumping and not following through on one thing. I am not really focusing to get one thing finished and finished really well."

This is how I responded...

I've been listening recently to a Buddhist monk, Thich Nhat Hanh.  His response to when your brain gets in "overload mode" is to breath. To help to calm your mind.

Your breath is what connects your mind to your body and it helps to bring you back into the present. To be able to make a clear decision as to that one thing that you're going to do next in order to get it right.

Breathe in for the count of...

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Gathering Testimonials to Make Sales


Today I wanted to share some tips with you from my book, Steps to Win. I want in particular to focus on a strategy that will work for you right now in selling in the online space. And that is on gathering testimonials or client reviews.

We all know how valuable websites are when we're trying to make decisions on travel. But no matter what industry you are in, social proof is a very important tool to have to help clients to make a decision.

And that's really what sales is all about - helping the client to make the right decision, which hopefully will be working with you.

So it's very important to be having conversations with your clients right now, even if they are not buying. And a great excuse to call them up, or get them on a zoom call or email them, is in asking for testimonials.

Now you really want to get a testimonial that shows the value that you bring to the table. Every company will have customers that are happy and that will say; 

"I had a great experience, love...

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Common Mistakes to Avoid When Making Cold Calls


I just had a cold call sales call from a very enthusiastic salesperson trying to send me some software, it was over the phone, and I probably will never buy from them for a number of reasons.

  1. He went straight to a sales pitch and did not take the time to even figure out if what he was trying to sell me was a fit for me.

  2. I was confused. I was trying to figure out what was relevant about this software; how it was going to help me in my business. Now, I gave him a little bit extra time because the person who runs the company, he mentioned them, and I knew him, you know, from a number of different views of years ago. And so I wanted to give him a chance, I asked a lot of questions to really figure out if it was the right software for me.

So sales leaders, it's really, really important right now to help your team to earn the trust of the buyer.

What that salesperson needed to do was earn enough of my trust to give him my time to take that free demo that he really wanted me to sign up...

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