I'd like to share a tale, as it were, of two different salesmen I recently met in Westchester County, and of which won the dinner event business we were bringing to the table. I was shocked at the differences. Our client was looking for a great venue in the White Plains, NY area to book an evening dinner event for a group of approximately 100 attendees. Quite a nice little gig for most venues.
The first stop on our site visit was the property of the first salesman. Rather than show us around rooms himself, he had his younger counterpart show us the space. Thankfully she was knowledgeable and pleasant. When finished with the tour we were brought to the office where we could sit and chat with the salesperson...to talk about pricing, possible menus. I, as a diligent and careful event planner, had set up the appointment and had discussed the particulars of my client's needs for the event upfront. You can imagine my surprise when he said, "How can I help you?" as if he knew absolutely nothing about why we were there. He had to look at the books to verify the date I reiterated which was of course penciled in. Rather than launch into a feeling of familiarity i.e., something to the effect "I understand this is a dinner for A and we typically would suggest B" he handed us generic "Wedding Package" menus from which to pick. He did not have a suit on, or even a button down shirt. Although the office was richly appointed, a casual attitude matched his casual tee-shirt attire.
When we left he didn't even get up to shake our hands and escort us down the stairs out of the facility. He just exuded a general lack of attention and a sense of, "Eh, if they come back great, if they don't, no worries."
My client and business partner (both women) remarked the exact same sentiment when we got to the parking lot. The facility we had just seen was indeed lovely, the menu selections extensive and affordable, and physically would be a perfect fit. But the salesperson left a very blah and somewhat sour taste in our collective mouths. We couldn't quite put our finger on it, but that lingering sensation was there. The salesperson, not the facility, was a complete turn off. Regardless, at this point the venue was still under consideration due to pricing/location/and looks.
Upon arrival to the last facility of the day, we were immediately greeted by one of the head servers and seated at a table obviously intentionally set for us. The salesperson we were to meet was finishing up another appointment, and would be joining us momentarily. In the meantime we were asked if there was anything we would like to drink. No sooner had we gotten a beverage, a service of tasting samples came out course after course from the kitchen. We were on the "entree" sampling by the time the second salesman of our tale came to greet us with a firm handshake, wearing a suit and clasping a portfolio containing notes he had taken when the appointment was made.
I must digress and say that we had originally told this salesperson that we didn't have time for a tasting and were just coming to see the facility. Plus we asked him to see us much earlier in the day, but he steadfastly refused. As meeting planners we can be pretty insistent on what we request and how we'd like it done. But he said aptly, "You wouldn't want to have your attendees arrive to one of your events before you were ready and all the players in place, would you?" . Of course the answer was no. So we acquiesed to the later appointment. He did however arrange for his staff to get in as early as possible (much earlier than typical) for us so that he could show us what they do at his venue. And he was right. He sold himself and his values as much as he sold his venue.
Before we left our client was literally taking out her checkbook to put down the deposit to hold the space.
Both facilities were esthetically pleasing, both facilities had extensive and delicious menu choices,both facilities were geographically desireable. But what made the difference in this case was the salesperson. Personal attention, taking care to put their best foot forward, knowledgeable about the client and their goals, these are all things that the second salesperson possessed and exposed. The first, in my opinion and more importantly in the opinion of my client, failed on all those fronts.
I learned something myself that day, as we are all "salespersons" of one sort or another. I have to sell my area venue knowldege, my meeting planning skills, demonstrate my years of experience in order to win special event and meeting business. Part of the "sale" is how I treat my clients, listen to their needs, take copious notes and try to match my proposals to meet each of their requests (whether fact or implied). Add to that, personal attention to details in timely appointments, proper attire, careful conversation. All of these things fold into the overall experience and will either turn a client on, or turn them completely off and out. I have often maintained that the representative selling the facility is the first impression you get on how your group will be treated once they get there.
This tale of two salesmen ended up being a very good story which clearly showed who won the business, and demonstrated how to live happily ever after in the special events world.
Lisa N. Swartz, CMP~Meeting Services Outsource Specialists
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