Delighting event planners can be as simple as providing what was promised, then surprising them with something extra. Building and maintaining planner partnerships play a vital role in ensuring repeat business, upsells and all-around happy planners.
When your planners are happy, they’re more likely to recommend your venue to others, and that’s why this add-on technique is a fantastic way to get return-clients.
Here are three significant benefits of using the technique in your MICE business strategy:
#1 Stronger Planner Partnerships
It isn’t enough to just provide exceptional service to planners. To earn their trust and repeat business, you need to be their hero. That means proving the capabilities of your staff and venue to deliver a memorable, successful event.
According to the 2019 Global Cvent Planner Sourcing Report, 59% of planners say that if hotel staff show a lack of professionalism, they won’t return.
Providing a high-calibre service in every aspect of your communications with an event planner will encourage their trust and satisfaction. This applies from the sales process to post-event follow-ups. Event planners are super busy, which means staff should be pro-active, ready to help and friendly, so take a bit of their stress away and they will appreciate you and your venue.
Not only will it encourage loyalty, but also word-of-mouth and brand reputation. 50% of planners say that brand and reputation influence them to submit RFPs.
#2 More Upsell Opportunities
Here’s a good tip to improve planner partnerships: use above-and-beyond service to boost upselling opportunity and kill two birds with one stone. How? You could build on a planner’s event idea by recommending innovative event tech. This way, you get an upsell, and you strengthen your connection with the planner.
You earn additional income, and the planner has increased guest experience.
In fact, more and more planners are using this technique. According to Cvent’s Report:
- 32% of planners use interactive polls
- 27% use activity feeds
- 25% use personalised experiences with real-time attendee tracking
Other great examples include translation tools, facial recognition, voice-controlled devices and chatbots.
“If (hospitality professionals) are better educated on the importance of event tech and how it can bring ROI and yield results for organisers, you will then be a better connection and have better relationships with those planners, and that’s the name of the game.”
– Brian Ludwig, Senior Vice President of Event Cloud Sales, Cvent
#3 Build a Reputation for Exceptional Onsite Customer Service
Onsite, planners want nothing but perfect execution and this means that you need to help accommodate this, even if it may seem unrealistic. It’s not as hard as it may seem, however. Apprehend guest and planner needs; what kind of guest will be attending? Who is your planner and what organisation are they from? Exceed expectations onsite and wow their socks off.
Go a little bit further to delight your client. Don’t simply set the green room up for conference speakers. Put gifts there for VIPs and include snacks and beverages for the event planners and ensure your staff are available to help.
To Conclude
Consider the three Cs:
- Communicate expectations
- Customise the guest experience
- Close with competence, sincerity and reliability
Make an effort to understand your planner. What will they appreciate, what extras could you include to delight them? What will set you apart from the competition?
All of these things cause positive associations, which in turn will increase MICE business and improve your planner partnerships.
