1.Expert – Knew their market. These clients are discerning. I am talking about corporations that look for an event planning company. They are seeking the expert of the area or destination. You can be positioned as a corporate event planner. However, positioning yourself as a destination management company makes you look more like an expert. They will usually have a meeting planner or someone else who is going to plan the event for the department, division or company. When they begin their search, they will look for the company that demonstrates a knowledge of the area. That comes from offering specific products and services and demonstrating a depth of knowledge of the area.
2. Products and Services they Need. These companies are going to seek out experts who offer specific products and services. They will probably go to your website first. The product and service options on your website must demonstrate that you can handle their event. You would think it might be capacity at first, however, way before capacity they have to see what you offer. An area expert focuses on specific services that the company needs, such as transportation for airport arrivals and departures, hospitality desk, shuttles.
The area expert also demonstrates this with a variety of different products. For example, your selection of various tours, activities, restaurants, scavenger hunts, team building, themed events demonstrate your depth of knowledge. They let the reader know that you have done your homework and know what your area has to offer.
3.Competence – After they have made a selection. The event planning company they select has to demonstrate that they know how to execute the event. You can take this information and put up a website and appear to be competent, but you still have to walk the talk. You are going to need to have plans of how you execute events. What plan works best for certain locations? What will the flow be from the airport? How will you greet them? Again this starts from knowing your destination, but it also includes training, and running a few. Competence, in my opinion, comes from confidence. Confidence is developed on the job. This comes from doing it over and over.
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