The economic negatives of the recession have actually done the UK events industry a favour, according to US author and sales leadership consultant Lisa Earle Mcleod.
Earle Mcleod was the keynote speaker at Sold, the first ‘No-Nonsense Sales Conference’ for event industry professionals. The inaugural event was held at the Royal College of Obstetricians and Gynaecologists in London on 10 July.
Belief in a product and passion helped make some people sales superstars while others hovered near the mediocre middle, Earle Mcleod told delegates who included leading event organisers and professionals from UBM, Excel, Informa Exhibitions, Media 10, Centaur Exhibitions and Fresh Montgomery.
“The economic background provides the challenge to meetings professionals to prove the value of their industry,” she added.
The one-day conference was packed with industry experts providing insights into strategies that deliver greater sales across events including former racing driver and founder of the Motorsport Industry Association Brian Sims, and renowned psychologist, coach and TV presenter Rob Yeung, who looked at communications and charismatic public speaking.
Industry sales guru Simon Naudi also explored behavioural science in sales techniques including “sophisticated fobs”. During his presentation, he stressed the most common motives for buying were based on profit, pride and fear and suggested strategies for dealing with each type to maximise sales success.
“The recession has changed people’s buying habits,” Naudi continued, arguing many of the new behaviours were here to stay. He pointed to research that showed 61 per cent of business buyers intended to keep a lid on spending even if the economic situation improves.
The Sold Conference also offered afternoon workshops on sales leadership, maximising digital revenues and writing copy that sells.
Sold was organised jointly by F2F Events and Mash Media, parent company of Exhibition News.
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