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Key Ideas from session
Understanding Your Perfect Client. It is crucial to identify who your ‘ideal' client is and tailoring your approach to meet their specific needs.
The Importance of Relationships in Tenders. A significant portion of success in tenders comes from having prior relationships with travel managers, rather than just submitting tenders without knowing the client.
Marketing and Brand Identity. There is a clear need for travel management companies to clearly articulate their brand identity and what makes them different in the marketplace.
Engagement Before the Tender Process. Engage with potential clients before the tender process can help build relationships and increase the chances of being invited to participate in tenders.
Clear and Concise Tender Responses. Do NOT copy and paste responses in tenders, stressing the need for clear, tailored, and concise answers to demonstrate expertise and understanding of the client's needs.
This is a summary of Seminar at the Australia Corporate Travel Summit by Changing Times Founder Richard Savva on 13 November 2024 for suppliers on ‘Working with travel managers and procurement’.
Changing Times is offering two sales, presentation and engagement training sessions on the back of the Summit:
Overview
The seminar titled "Preparing for Tenders" was designed to enhance the skills of industry newcomers and those with limited experience by focusing on effective engagement with buyers to achieve optimal return on investment (ROI).
Key topics covered included identifying ideal clients, articulating brand uniqueness, and avoiding misleading marketing practices. Attendees were advised against generic responses in tenders and encouraged to provide clear, concise answers while understanding client needs intimately.
The importance of storytelling, simplifying complex concepts, and demonstrating how solutions align with client requirements was emphasised, particularly in the context of presentations. Public speaking skills were identified as critical for success, alongside the necessity of thorough preparation and the strategic use of technology during demonstrations.
Action items emerged, including developing client identification strategies, enhancing marketing efforts, and improving presentation skills.
Seminar Notes
Preparing for Tenders
Session aimed at individuals new to the industry or with a few years of experience
The session focuses on effective engagement strategies for new professionals in the travel management industry.
It emphasises the importance of understanding client needs and building relationships before participating in tenders.
Participants are encouraged to differentiate their offerings and avoid generic responses to stand out in a competitive market.
Focus on engaging with buyers and getting the best ROI
Understand your ideal client profile and tailor your approach to meet their specific needs, ensuring that your offerings align with their business goals and values.
Build strong relationships with potential clients before the tender process begins, as prior engagement increases the likelihood of being invited to participate and enhances trust.
Provide clear, concise, and customised responses during the tender process, avoiding generic copy-pasting, to demonstrate your expertise and commitment to addressing the client's unique challenges.
Identify your perfect client and have a clear business strategy
Understand the specific needs and preferences of your ideal client to tailor your services effectively.
Develop a comprehensive business strategy that aligns with your strengths and market opportunities to attract the right clients.
Regularly assess and refine your client profile and strategy based on market trends and feedback to ensure continued relevance and success.
Articulate your brand and what makes you different
Articulating your brand involves clearly defining your unique value proposition and differentiating factors.
Understand your target audience and tailor your messaging to address their specific needs and pain points.
Consistently communicate your brand values and strengths across all marketing channels to build trust and recognition.
Be trustworthy and avoid embellishing in marketing engagements
Be transparent about your capabilities and avoid exaggerating your services to build credibility with clients.
Establishing trust is crucial, as buyers often share experiences and feedback about vendors within their networks.
Focus on delivering genuine value and solutions that meet client needs rather than relying on inflated claims.
Stand out from the crowd through unique offerings or capabilities
Identify and highlight your unique selling propositions (USPs) that differentiate your services from competitors, such as specialised technology or exceptional customer service.
Engage in proactive relationship-building with potential clients before tenders to understand their specific needs and tailor your offerings accordingly.
Demonstrate your expertise and value through case studies or success stories that showcase how your unique capabilities have solved similar challenges for other clients.
Improve marketing efforts to engage potential clients
Identify and clearly articulate your unique value proposition to differentiate your services from competitors.
Utilise targeted marketing strategies, such as personalised outreach and content marketing, to connect with potential clients based on their specific needs and preferences.
Leverage social proof and case studies to build trust and credibility, showcasing successful partnerships and outcomes with existing clients.
Engaging with Buyers
Avoid copy-pasting responses in tenders
Avoiding copy-pasting responses in tenders helps maintain authenticity and relevance to the client's needs.
Personalised responses demonstrate a deeper understanding of the client's requirements, increasing the chances of winning the tender.
Copy-pasting can lead to errors and inconsistencies, damaging the credibility and trustworthiness of the organisation.
Provide clear, concise answers respecting procurement's time constraints
Understand your ideal client profile and tailor your offerings to meet their specific needs.
Build relationships with potential clients before tenders to increase your chances of being invited.
Ensure your tender responses are personalised, clear, and concise to demonstrate your expertise and value.
Offer expert recommendations rather than multiple options
Engage with potential clients before tenders by conducting free diagnostics to build relationships and demonstrate value.
Focus on clear, concise, and tailored responses in tender submissions to avoid copy-pasting and ensure relevance to the client's needs.
Highlight the return on investment in your proposals by clearly articulating the benefits and savings your services provide to the client.
Try to understand the client's needs before responding
Understand the client's specific requirements and pain points to tailor your response effectively.
Engage in preliminary discussions or diagnostics to gather insights into the client's expectations and challenges.
Demonstrate how your solutions align with the client's goals and provide clear benefits that address their needs.
Share relevant stories and experiences specific to the client's industry
Explain complex concepts (like NDC) in simple terms
Use analogies or relatable examples to illustrate the concept, making it easier for the audience to grasp its significance.
Break down the concept into smaller, manageable parts, explaining each component clearly before connecting them to the whole.
Encourage questions and provide clear, straightforward answers to clarify any misunderstandings or confusion about the topic.
Always meet the client's needs but also offer alternative solutions if beneficial
Always prioritise the client's specific requirements to build trust and rapport.
Present alternative solutions that align with the client's goals, demonstrating flexibility and expertise.
Clearly explain the benefits of any alternative options to ensure the client understands their value.
Presentations and ROI
Public speaking skills are crucial for winning business
Public speaking skills enhance clarity and engagement during presentations, making it easier to convey complex ideas to potential clients.
Effective public speaking builds trust and credibility, allowing presenters to connect with their audience on a personal level.
Strong presentation skills can differentiate a company from competitors, influencing decision-makers and increasing the likelihood of winning tenders.
Use a presentation captain to control the session and ensure client understanding
Use a presentation captain to manage the flow of the presentation and keep the team on track
The captain should monitor audience engagement and body language to gauge understanding
They can intervene to clarify points and ensure all client questions are addressed effectively
Keep technology demonstrations short, sharp, and relevant to the client
Demonstrate how your solution fits together for the client's specific needs
Clearly articulate how each component of your solution addresses the client's unique challenges and objectives.
Use relevant examples or case studies to illustrate the effectiveness of your solution in similar contexts.
Highlight the integration of your services and how they work cohesively to deliver measurable benefits and ROI for the client.
Show return on investment, positioning your service as an investment, not a cost
Clearly articulate the benefits and value your service provides, demonstrating how it contributes to cost savings, efficiency, and improved outcomes for the client.
Use specific metrics and case studies to illustrate past successes and potential ROI, making it easier for clients to visualise the financial impact of choosing your service.
Position your pricing as an investment by highlighting the long-term advantages and strategic benefits, rather than framing it as a mere expense.
Prepare thoroughly for presentations, including multiple run-throughs
Prepare your presentation content well in advance to ensure clarity and relevance to the audience.
Conduct multiple practice run-throughs to familiarise yourself with the material and improve delivery confidence.
Involve team members in rehearsals to gather feedback and refine the presentation based on their observations.
Build trust through effective communication
Engaging effectively with travel procurement requires a deep understanding of client needs and market positioning.
Building relationships prior to tenders significantly increases the chances of success and trustworthiness.
Clear, tailored communication in tender responses is crucial to stand out and demonstrate expertise.
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