The truth is that many people making enquiries at your venue are also comparing you with another venue. Therefore, how you handle their enquiry can be the difference between you getting the business versus your competition.

We have designed this bespoke sales training programme to be highly motivational and practical, focused on enabling your M&E sales enquiry team to maximise sales conversion for your venue. The programme shares best industry practices combined with fundamental business principles, all focused on maximising sales conversion and customer satisfaction.

If you always do what you always did, you always get what you always got.

Tony Robbins, Author and Motivational speaker

Target audience

Suitable for anyone no matter how experienced they are, responsible for converting conference, meeting, banqueting, wedding and event enquiries into confirmed sales.

Aim of the programme

To enable participants to maximise meeting and event sales conversion from enquiries by utilising the Maxima ONE-STOP sales process.

Programme content

Highly motivational, participative and full of real industry examples and case studies.

Key content will enable you to:

  • Utilise a business winning focus and mindset.
  • Understand the buyer cycle and different buyer motivations, including agents, corporate and private.
  • Effectively utilise six key laws of persuasion to influence the buyer to buy.
  • Use the Maxima ONE-STOP process for enquiry conversion.
  • O=Opening the call with a ‘wow’ welcome.
  • N=Needs analysis of why you need to get their specific need – think like a doctor!
  • E=Exploring up-selling opportunities – questions that sell.
  • S=Summarising needs and selecting the best solution.
  • T=Turning customers on to your solution – Selling compelling value, not price.
  • O=Overcoming price concerns, objections and getting beyond, I need to think about it!
  • P=Positive commitment, chasing and ‘wow’ wrap-ups.

The Programme

When an individual learner or a team sign up to a programme then the experience begins.

The MAX Learning Guide

We will send the individual The MAX Learning Guide on the subject they have signed up to. The MAX learning guide is a structured way to work through the programme. It provides space for learners to take notes and it has expanded information for ongoing reference.

Welcome to the programme zoom call

We will schedule a 15-minute zoom call with each learner to welcome them to the programme, explain the aims and objectives and process and to discuss their individual learning objectives.

Online modules

Learners will then be sent the link to an interactive online programme which they can work through at their own pace. The programme is set out in logical sections and works in conjunction with the learning guide. The length of the online programme will vary depending on the subject.

Group Zoom deep dive-session

Having completed the online modules, learners participate in group session on zoom, with all the other learners on the programme. During this typically two-hour session, we will go deeper into the subject and answer questions to help people absorb and apply the training. Learners also benefit from the social interaction. During this session we will run a quiz on the subject with live scoring. This is designed to give a point to the training and to help validate the training.

Online follow-up and exam

Following the Group Zoom deep dive, each learner will be sent a link to additional online learning and the validation exam for the programme. The results will be shared with the learner and a certificate will be issued to people who graduate from the programme.

Individual Zoom Coaching Session & Review

Each learner will then have a 1 hour Zoom coaching session with their Maxima coach. During this session, the learner will have the opportunity to explore any elements of the programme they need more help with. We will also be challenging the learner to confirm their action plan for using the learning in the real world.

Programme fee

£299 per person plus vat – Rate includes The MAX Guide to New Business Development Skills and access to online modules to support the programme.

Programme Leader

Martin is the Managing Director of Maxima Training & Development.

Martin has held Senior Management positions in the airline and hospitality industries and was Director of Sales Training & Business Development Worldwide for Forte Hotels before co-founding Maxima in 1995.

Martin is valued by clients for his experience, down to earth approach, fast pace, understanding of business reality, humour and ability to communicate in a motivational style that makes people want to take action.

Martin is a Fellow of the Institute of Sales Management in recognition of his outstanding contribution to developing salespeople in the hospitality industry. Martin is a sought-after conference speaker on a range of subjects related to developing people to develop business.

Martin is a qualified trainer and coach through the CIPD and is a licensed Insights Discovery Practitioner. A life-long learner, Martin has resisted the temptation to complete a PhD on the basis that no one would take a Doctor Pepper seriously!

What our delegates say

  • "Martin was brilliant, you can tell she is a true professional with passion and experience."

  • "I’ve learnt new skills and to use the skills I already had in a better and improved way"

  • "I love the process; it has really helped me to focus on the customer’s specific needs"

  • "I now know to ask a lot more questions to establish the customers specific needs before I start trying to sell."

  • "This has really helped me to convert more business. I love the law of scarcity and liking. It works.Now I focus on putting the benefits across to the client I get much less price resistance."

Open programmes which dovetail with this programme

  • MAX New Business Development Skills
  • MAX Negotiation Skills
  • MAX Account Development Skills
  • MAX Sales Conversion from Show Rounds

Terms and conditions

On receipt of your booking Maxima will confirm your booking via email. Maxima will also invoice you the fee for the programme for which the payment is due on receipt. All fees must be paid prior to the training day.

Once booked, fees are not refundable, and cancellations are charged in full. Substitutions are allowed at any time. In case of sickness and or unavoidable problems on the day, then we will endeavour to get the participant onto the next available programme.

Maxima reserve the right to cancel or postpone any programme where minimum numbers are not obtained. In such a case, participants will be offered a full refund or a place on an alternative programme. Should a programme need to be postponed or cancelled, Maxima will notify participants at least 21 days in advance of commencement of the programme.

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