by; Andrew Maxwell – Wttc.com

An issue that is currently top of mind for many businesses in the meetings, incentives, conventions and events industry is how to attract new business sales during tough economic times. Just do a Google search for “selling in a recession” and you get over 21 million returns, a statistic that is indicative of the level of anxiety that is out there.

To work against this rising tide of recessionary selling, it is best to take small steps and focus on things that require more of you — and less of your pocketbook.

* Are you losing business to competitors who are undercutting your bids? A lot of people react to this by discounting the discount … just to get the business. Instead of this “glass half empty” approach, why not consider offering something of additional value such as a meet-and-greet service. Something like this doesn’t cost much but makes a big impact by adding a personal touch.

* Put yourself in your customer’s shoes. To attract customers you need to know where they go (online) and what they read. Don’t simply place an ad because the price is right. While a medium like craigslist is very attractive, you might want to ask yourself if your potential customers are actually going there to look for the type of services you offer. Instead, try and focus on industry-specific sites or “meeting places” as well as other networking sites like LinkedIn where you are sure to get the attention of your target market.

* While the Internet is a marvelous place to find information and to network (case in point being that you’re reading my WTTC.com blog right now), don’t discount in-person meetings. Supplement your time on line with good old fashioned face-to-face networking for a winning solution. Many social networking sites also list upcoming meetings and events. Meetup.com is also a good resource for finding groups that you’d like to connect with – in person.

* Volunteering is another way to make friend and influence people. More and more professionals are finding ways to combine their volunteer efforts with networking opportunities. You never know who you’re going to meet while volunteering but chances are there will be lots of like-minded professionals out there doing the same thing as you. It’s a win-win situation; you get the satisfaction of doing something worthwhile while at the same time getting to know potential clients on a personal level – and in business that’s half the battle won.

* If you’re a virtual assistant, consider sub-contracting for multinational VA businesses. You receive work and remain independent and the multinational enjoys all the benefits without the employer-employee related costs.

* Most importantly –don’t give up! Stay focused and determined. Think back to when you were just starting out and that excitement that you felt at building a business. Those prospects are still out there and demand for your services is very much alive. Like so many small and independent business owners today – you just have to stay determined and get creative!

Andrew Maxwell is a partner at WTTC.com – The Meeting Planner’s Best Resource. You can reach him at andrewm@wttc.com.

Troon Golf’s Al Larose, head golf professional at Copper Canyon Golf Club in Buckeye, Arizona, shares some team-building ideas that can be easily organized around a friendly game of golf. With a little planning and fore-thought, golf can be a great team-building exercise, providing the type of environment that builds positive reinforcement and strong interpersonal relationships that employees need on the job.

* Accommodate different skill levels. Your team will probably include people with very different skill levels. Different skill levels occur every day on the job, so this kind of team building exercise is appropriate. To accommodate the varying skills of your team members, you may want to play a team scramble or best ball event. This style of play lets each team member contribute where they can. And, it helps everyone feel like they are helping the team, which is the same spirit you are trying to build in the workplace. And don’t forget to call ahead. Most golf shop staff will supply the rules you need for a productive round of golf.

* Establish a set of rules. Put someone who understands the rules of golf and course etiquette on each team to help guide the others. Try and keep each team at or under four players. Sometimes scramble golf is played so that each player on the team has to contribute at least 1-2 drives and 1-2 putts. This is to keep one good golfer on the team from hitting all the “best ball” shots while other team members watch.

* Pick an appropriate location. Picking an appropriate location is very important. You’ll want to look for a player-friendly course like the Schmidt/Curley design at Copper Canyon. This particular course offers up to four sets of tees that range from 5,200 yards to over 6,800 yards in length. In addition to the course itself, there are practice facilities, a restaurant (Indigo Grille overlooking the starting positions of the 1st and 10th tees), a snack bar and meeting rooms.

* Don’t forget the equipment. Everyone on the team should have their own golf clubs and bag. Non-golfers will need a few clubs. A rental set of clubs can even be split between two non-golfers as long as there are enough bags and putters. If the location has a driving range and/or a putting green, the golfers can “tune-up” while the non-golfers can be taught some basics. The golf shop at Copper Canyon can outfit anyone — men, ladies and southpaws, too.

* Book off-season and save. For readers of The Meeting Planner’s Best Resource, Copper Canyon Golf is currently offering a Summer Public Special. Unlimited golf, range balls and 1 sleeve of balls for just $45.00! For unlimited golf, you must book 3 days in advance and tee off before 11:00 AM. Our group special for 12 or more players at $35.00 and a sleeve of balls, coupled with our Troon Golf playing conditions, offers a deal that cannot be beat! Bookings are on a “space available” basis. Call us at 928.252.6783 and mention you saw us on WTTC or go to the Copper Canyon Golf Club listing on WTTC Phoenix/Scottsdale to e-mail us directly.

WTTC: How would you define the meetings and events industry?

KC: Currently our industry is in a bit of turmoil and it’s hard to forecast what will happen. It appears that everyone from vendors to clients to planners continue to perform with less, for less, making less. For instance, the hoteliers are offering huge discounts in very creative ways but obviously their gross profits are taking a hit. A transportation vendor still needs the business as they have their vehicle inventory payments so they too are discounting. My team still makes the same amount of phone calls for a group that used to be 400 people but is now 180 people. Our gross profits are deteriorating all while the same work effort is being put forth. That being said, I do believe that these times truly make us stronger as a group, as a team, and as an industry. These financial hiccups provide us with an opportunity to retool, rework, and embrace new practices and procedures to position for future successes.

WTTC: What is the biggest change the meetings and events industry is going through today?

KC: A quote I heard recently at the MPI WEC in Salt Lake City (and what a great destination) was: “The new growth is flat line.” I don’t want to believe it but if one can hold on and not slip backwards, that should be considered good. It’s hard to put your arms around celebrating a flat lined type of success but we all have to lower our expectations from where they were in ‘07/’08.

WTTC: What’s your forecast for the industry?

KC: I believe face-to-face meetings are a critical function of humans and businesses; they are part of our make up. Think back to the Roman times where groups of people would travel for weeks on end to join together for various purposes. Our Congress and House meet face-to-face frequently. There will be a rapid return to hosting meetings as well as celebrations, be it an incentive trip or simply a holiday party.

WTTC: You’ve had a long career. Can you tell us about any particular lessons you’ve learned?

KC: There are many and I continue to learn daily. One lesson that stands out is about negotiating… what can be negotiated, having an understanding of the impact of what you are negotiating, and what is being achieve by the item(s) you select to negotiate. We had a resort cancel a meeting years ago. I hadn’t been through that situation before, although I had learned about protecting yourself (and your client) in the initial contract. Although we had a reasonable clause placed in the contract, there were items that would impact our client well beyond providing like accommodations at the contracted rate. Issues such as contacting all those registered and all those considering to attend, including payment for the collateral material, the notices, the postage, and the additional time that now had to be dedicated to this notification. Another negotiating point for example is about room specs, changes and expectations. Understanding that the hotel has to have a huge number of labor on standby to change your room sets frequently, they will be less likely to negotiate your request for comp or reduced meeting space. I think you have to be courteous and reasonable while understanding the impacts of your requests and if you do, then go for the salient points that are going to make life more palatable for your client, in some cases that may be a financial reduction or a service addition.

WTTC: How is your role changing?

KC: My role has evolved from being a passionate planner and event coordinator to a business manager. I don’t get to be involved in the day to day event planning as I used to as I’m on the peripheral with many other responsibilities. As I grow and develop in different directions, I have to move over and allow those I’ve entrusted with execution. As my role changes, I pass along my experience and allow my team to create the programs and systems that work best with the group and client dynamics. In other words, I hire great people and then get out of their way.

WTTC: What advice would you offer to other event planners?

KC: Stay the course if you can hold on financially; develop a marketing campaign that demonstrates your worth and abilities either internally for the corporate planners or externally if you are an independent. And lastly, stay current on the trends and issues of your chosen segment of our industry.

WTTC: Is there an easy way for people to stay informed especially during a recession?

KC: There are webcasts provided by associations and publications that are free or very affordable. Participating in blog discussions or in on-line forums is helpful and stimulating. And for up-to-the-minute information, idea sharing and opinions, blogs are very helpful. If its within your budget, I would recommend attending an association meeting to meet and connect with people as well as obtain education or information. There are always a variety of tracks and sessions to meet everyone’s needs. Extend your time by a day or two in that destination and learn more about the area.

WTTC: Has the current economic climate affected the number and/or type of events you’ll do this year?

KC: Yes most definitely. We have seen client cancellations and meetings that have to “fly under the radar.” Most events that we continue to work on have been reduced in the number of attendees participating — whether it’s an association meeting where its up to the members to attend or a corporate meeting where the corporation is being more selective on who attends. In either case a reduction in those attending…

WTTC: How do you calculate return on investment?

KC: This is a broad subject and the ROI has to be tied to an objective. Since objectives vary, it’s hard to calculate in a broad terms. The ROI could be meaningful to me to simply retain my existing team — providing the information flow, training or recognition to keep them employed through these turbulent times. An ROI for a meeting may simply be creating the plan and actions surrounding the goal. Reaching that goal is the ROI. In some cases the ROI is somewhat intangible. I think it is important to investigate, have a group thought discussion on what the outcomes are to look like so that there can be plans in place to facilitate the success.

WTTC: How is your company saving money?

KC: My staff was asked to reach into their daily operations and provide cost saving suggestions over a year ago. Many of the suggestions have been implemented. We have always operated frugally and here are a few of the suggestions we have implemented:

* Print on both sides of the paper.
* Invest in an electronic system of a print/scanner/copier. Saves you money on having to buy ink cartridges.
* Request a 10 day furlough of each team member (including senior management) to be taken at the individual’s leisure but with supervisor approval.
* Take a minor pay cut.
* Cross-utilization of team members.
* Re-visit agreements for long distance carriers, cell phones/blackberries, insurance (GL) and DSL carriers.