Event professionals will use negotiation strategies for planning the event process. Strong communication skills are particularly important at the beginning of the sales process, the customer often has several venues from which to choose. The manager must clearly communicate not just what to offer, but also the rules, procedures and requirements that go along with having the event in the university. For example, will include insurance, children on campus policies and limits alcohol from the beginning. Otherwise, the client could claim he or she was not aware of these rules as they get closer to the event and are locked into having the event on the ground.
Once the agreement is signed and Event guides customers through the planning process event, clear communication and negotiation on event options and alternatives continues criticism. For example, the customer indicates turning event set up 90 degrees, causing the level to be placed far from the power supply. Event will be using negotiation skills his or her to explain why, for transport as well as concerns about the budget, the event would be best to set up as originally planned.
Several long negotiation methods are especially useful in the event business. The first involves investigating and understanding the customer. When a client first queries the event space, the salesperson should research the background of a person, organization or company. It is best to know which companies project their faces: Do they represent a non-profit providing advice to those in need of youth or high-end software offering customers a product demonstration? Although each customer will be equal, sales message can be tailored toward the specific event needs. Think about the commonality of the customer, such as a regional or interesting anecdote related to their operations. Studies show that customers who have similar or affinity towards sales representatives are more likely to be open for negotiations. Brainstorm about how the university could be a good fit for this customer. Maybe they need a quiet space away from the students, instead of walking distance to the food court, or building with parking in the vicinity. Have a plan and strategy in mind how to implement their vision.
Next, while the client is to explain the events of their vision over the phone, inviting him or her to walk through the space. This will help customers not only see the beauty of the space, but also fancy their event in the facility. This is called a “foot in the door” technique. Get them to agree to something small, such as inspection, and they will have an easier time accepting that something bigger, like booking the event. The original research on this technology was released in 1966 by two Stanford researchers simulated door-to-door sales people to test the will of customers to accept small and large requests. The results showed that a series of small requests, requests for large working more efficiently than large request in the beginning. Building relationships and getting the customer to say “yes” is best achieved by layering requests.
During the walk through, start by showing Marquee space, even if this does not work for the budget or event needs. This is the “front door in technology.” If the customer the most expensive room first, because my classroom will not seem as expensive. It sets the context and range of space. Moreover, they may have an event in the future, where the Grand space will work. Where the customer came out to see the site, it is important to show the range of possibilities. Realtors or car sales people often use “face in the door” technique. First, customers are taken to the grandest house for sale in an area, or the most expensive car on the lot. Then they are shown a house or a car that fits better with their budget. By going down the most expensive, cheaper items do not seem as out of reach.
The differentiation strategy of negotiations is very helpful in the event the sale. Devise some major topic distinguish between facilities University of competition in town. Maybe it’s an open-air terrace accompanied by rent, free parking, and catering kitchen that allows outside food service. In Las Vegas, universities compete against high-end hotels that offer world-class amenities and casinos. By saying college is “informed choice” from the commotion tourist attraction, customers can focus on their meeting and not wander the casino and miss promotion. This sets the facility apart from the competition.
Next, use scarcity technology by placing restrictions on space. “We book up fast,” or “this is the only Saturday available in two months,” suggests a sense of urgency on the surface. A customer who has too much time to decide may postpone the event altogether. On the other hand, some customers need time to make an informed decision, and for these customers, soft negotiation strategy works well. Proposed space will be on hold for two weeks, and offer to give them the right of first refusal. That is, if any other inquiries about space, the first client will be called to see if they want to use or release space. This technology tells the client that the event manager is a delicate decision and would allow time to make the best choice. By being on their side, the customer may be more likely to choose a university forum.
In the case of goods or services for events, deadlines technology can be used. This is where the client tests the product for a specified period. For example, in week trial online registration service, linen exchange, or Activity Center membership. Not only can this get shot customer service, they will see how much better life is by using the service. Furthermore, it shows the trust between manager as a client, as well as faith in the product. Sales Manager is really saying, “After 30 days, you’ll love this so much that you will want to sign up for it.”
There is a plethora of research on negotiation and communication as it relates to business. Many of the ideas that have stood the test of time and are used again and again by successful sales people in various fields. These methods are also in University events field, however you to think carefully about how best to apply them to their customers.