After 20 years at the helm of Merlin Events, overseeing iconic venues like Thorpe Park, Madame Tussauds, and the London Eye, I've witnessed the best and the worst of event sales. And I'm here to sound the alarm on a pattern that's baffled me for years: Why do so many venues and hotels still get the basics so wrong?
I've seen firsthand the magic that happens when Enquiries are handled with precision, show rounds are captivating, and packages are tailored to perfection. But I've also seen the heartbreak of venues investing millions in décor and ambiance, only to fumble at the crucial moment of client engagement.
Here's the hard truth: A stunning venue is only half the battle. If your sales process is lacklustre, you're leaving money on the table and disappointing potential clients.
Let me paint you a picture. I recently mystery-shopped a hotel's event department. What I received was a generic email with PDF attachments. The show round was devoid of images, lacked a compelling guest journey narrative, and felt utterly impersonal. It was a stark reminder that even experienced venues can fall prey to complacency.
So, what's the secret to acing the sales game? It's not rocket science, but it requires a relentless commitment to excellence in every interaction. Here are a few non-negotiables I learned during my tenure at Merlin Events:
Treat every inquiry like gold. Respond promptly, provide accurate information in a personalized tone, and never rely on generic templates. Every client deserves a tailored quote with a clear price per person.
Show rounds are not a spectator sport. Host them yourself or assign your most experienced team members. It demonstrates that you value each client's business and allows for immediate answers and relationship-building. Ask the client if this is regular event, where they held it last time, what could have been done better. The one other key question is where else they are looking. This key question allows you, if you know your competitors strengths and weaknesses to weave doubt or highlight items included in your venue but no theirs.
Embrace technology to create immersive experiences. We were pioneers in offering VR show rounds, structured show round tablets, and virtual show rounds on YouTube—all back in 2014 and 2016. These tools bring your venue to life and captivate potential clients.
Gather feedback and adapt relentlessly. Call every client post-event to gather insights on their experience. Use these to refine your process and identify areas for improvement. Keep a pulse on your competitors and stay ahead of the curve. If you're ready to transform your sales process and unlock your venue's true potential, I'm here to help. As the "Event Detective," I'll uncover hidden opportunities and equip you with actionable strategies for success. For a flat fee of £500, I'll conduct a mystery shop, provide a comprehensive report, and guide you towards a winning sales experience.
What venues do you think need help in delivering exceptional show rounds any venues you think do deliver great show rounds?
Don't let your investment in a beautiful venue go to waste. Contact me today, and let's work together to create a sales process that converts inquiries into unforgettable events.
Let's level up the event industry, one venue at a time.