Eventia hosts dedicated sales course

Eventia has hosted a dedicated sales course for event industry professionals, providing delegates with a roadmap for getting and keeping business in a challenging economic climate.

The one-day event, entitled 'Sales in Action', took place at the Barbican Centre on 24 November and was presented by executive coach and business mentor, Mary Sharp, chief executive officer of MSI Global Group, who took delegates through the preparatory process for generating sales during lean periods.

She said: 'It's when the market is tough that you can actually make the greatest difference,' before outlining tactics used by successful salespeople to gain a competitive edge in a hard market.

Her comments were echoed by a panel of industry experts, comprising Cath Couzens, managing director of Perception Sales and Marketing; Gary England, director of sales and marketing at Ascot Racecourse; Anthony Hyde, head of corporate sales at the Barbican and Duncan Reid, event director at Confex Group.

In a question and answer session on successful sales and marketing techniques, England discussed the pros and cons of cold-calling and Couzens highlighted the benefits of effective networking and the value of competitor analysis.

Reid said: 'Most recessions last for around 11 months.

'Now is the time to hold good clients close and look to provide added value.

Delegates from a cross-section of events service-providing companies were shown a process to identify their personal and corporate goals, before being given the recipe for successful goal realisation.

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