As a result of this column you and your organization will understand:

• All organizations, large and small, need to use the latest information technological tools to increase productivity.
• Information doesn’t gain customers, listening to and understanding their wants and needs does.
• Sales are made by building a great relationship using superior “communication skills”, not “information technology.”

This isn’t the “Information Age.” “It’s the “Communications Age.” Our major task is not gathering information; technology will do that for us. The job of Meeting Industry Professionals and organizations is to be sure people are trained to make information useful and meaningful to prospects and clients.

Standard e-mail as well as audio and video emails can be disastrous in the communication process. Voice-mail, blogs and chat rooms, when used improperly, can be annoying and cause both confusion and resentment. Information abounds, are we unintentionally drowning our prospects and clients in it?

These technologies suffer from a widespread presumption that they somehow transfer knowledge from one person to another. Remember, even in this high-tech era, there is no substitute for good relationships built thru two-way communication and information will not be accepted, unless it comes from a “trusted source.”

You cannot use these communication technologies effectively until you earn the right by first communicating with your physical presence and attention so that prospects and clients can accurately understand your interest in them. Only after establishing a trusting relationship can the prospect or client understand the full intent and meaning in your messages.

Effective Meeting Industry communication is made up of three separate elements: speaking, listening, and engagement. Speaking and listening are skills that can be learned. As you have heard many times, we have two ears and one mouth. The best Meeting Industry Professionals have learned to listen twice as much as they speak. Repeating to the prospect or client what you think you heard them say to confirm that you understand what they want can further enhance listening skills.

Engagement, however, only comes from an authentic interest and respect for your prospects and clients and their points of view. It is only thru effective listening that you can learn about your customer’s goals and desires.

Technology has had a remarkable effect on our ability to increase results in the Meeting Industry. Good training however, must remind us that new technology by itself does nothing to spur sales on; any more than a speedometer makes a car go faster. There is a big difference between easy information access and closing the sale.

There are two main facets to a good Meeting Industry Professionals understanding of communication technology: First, before offering a solution, you need to ask some tough questions. Do you understand what your prospect or client really wants? Would you recommend this same product or service to your family if they had the same budget and goals as your prospect? Would you buy this solution yourself?

Second, always communicate the customer’s vision first. Every Meeting Industry Professional must buy into the prospect or clients goals and clearly understand them so that they can be met. Closing any transaction simply depends on understanding what your buyer or seller wants and then delivering it.

Meeting Industry Professionals must realize that “traditional selling” need not live in fear of the Internet. The Web won’t kill your businesses. It may be able to engage people and provide information, but sales only take place when there is a relationship based on trust.

History also shows that new modes of commerce did not replace old modes; but they do force them to sharpen their focus. The VCR did not eliminate movie theaters, but it forced them to vastly improve the customer’s experience. Traditional Meeting Industry Professionals will have to provide more even more reasons to work with them.

The meeting planner will have to sell more than merely saving the client time and money by organizing a series of steps to add to the quality and value of their event. Audio and video companies, hotels and conference centers, caters…everyone will have to increase their value proposition, just like the movie theaters did. Those that don’t are likely to perish.

All Meeting Industry Professionals and organizations need to use new technology as tools to increase productivity while applying the time-tested principles of listening to clients and prospects to clearly understand their wants and needs. Information may be gathered by technology but sales are made by building a great relationship using superior communication skills.

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