How to stand out from the crowd and attract the Agency sector

With so many Agents to communicate with and stiff competition in the marketplace, how do you make your venue stand out in a crowd and attract the Agency sector? Jacqui Kavanagh, Managing Director, Trinity Event Solutions, shares some of her top tips that gets her attention…

Tell agents your relevant, juicy news

Agents, by our very nature, tend to take on news and offers when they really tell us something we do not know, something that is not in the general arena. This gives us a reason speak about it with our clients and it helps us show how we can add value to them and they benefit from using your venue.

Get rid of the noise

If you could get only five key messages across to an Agent to help them understand your venue, your pricing, your position and your USPs, how would your communications be different? Don’t take a broad-brush approach which includes wedding offers, father’s days lunches etc – make your message relevant to the events industry and the clients who are booking conferences and meetings.

Help agents to understand you

Demonstrate your knowledge of your bookings. For example, when offering an agent a second option don’t wait for us to ask the most likely follow up questions – is it a direct booking, have they been before, have they been on a site visit, when are they due to make a decision? And if we don’t ask those questions then why not? If we put your venue forward, no doubt the client will ask us – lets save each other time.

Empathise with agents

All agencies are on a service level time with our customers – that’s how we are judged on our service – most of these are 8 hours turnaround on large bookings and 2 hours on small bookings. Any delay in getting back to the agent is not going to make them look good in their clients’ eyes, it could put the client relationship at risk, or mean that you don’t get on to the client’s proposal. So ask yourself, why would an agent return to your venue with an enquiry if they don’t get the response they need.

Treat the agent as a partner and build a trusting relationship

Relationships take time and should never be assumed, but once they are nurtured they last a very long time and are not broken easily. The bond can be built up by honesty, going the extra mile and understanding what that agent needs to convert the business. The agent needs to convert the event, so make sure it is with you.

Why an agent will convert business for your venue

If they trust that you are going to look after their client – this only comes by doing what you say you are going to do and then go a little bit further (upgrades, early check in, room gift etc). It’s not a good idea to work against the agent either on the show round or during the event as the relationship built up between the client and the agent is very strong.

Often the agent will be working with the client on many other events so the allegiance is very high. The client will report back to the agent and this will break any trust you have built up. Prepare yourself well, based on the information the agent has given you before any showrounds, meetings or the event itself.

If you are unsure or have any questions ask the agent beforehand, not the client, as this will build up your knowledge the client preferences to meet their needs and show the agent you respect their relationship. Always feedback to the Agent after the meeting and ask for guidance on the next step together; this is crucial to secure the business and show the agent that this is their client.

Say Thank You

It’s so easy to say but it really does go along way – even if it is after you have been released as an option. This will ensure you are considered for future events and ask if there was anything else you could have done to secure the business – but be prepared to take criticism if your responses were unclear or your pricing too high. Feedback is always good for learning something new.

All of the above is common sense and basically how any of us would like to be treated so to stand out from the crowd.

I’d like to hear if you make any changes and whether they deliver results – email [email protected].