Customer loyalty and the psychology of selling will form the
basis of the International Congress and Convention Association (ICCA) UK and Ireland
Chapter’s summer debate.
Hosted by ICC Birmingham on 27-28 June, the debate will
bring together speakers and panels, as professional conference organisers and
UK and international associations explore research from recently published book
The Challenger Sale, which indicates 58 per cent of clients value sales
experience over price, brand or service delivery. The debate will allow
delegates to explore how to maximise opportunities to ‘sell better’.
ICCA UK
and Ireland Chapter chair Kerrin MacPhie said: “In the meetings industry, we
focus on the importance of face to face contact and the value that brings to
business. This recent research highlights what we in the meetings sector
already hold true: there is no substitute for face to face contact when it
comes to ‘selling’.”
Mike van der Vijver, founder of MindMeeting and author of
Into the Heart of Meetings, will open the debate, while other speakers include
John Bradshaw, CEO of The Meetology Group and Oliver Hone, marketing director
of IMEX Group.
The Chapter has also opened up the debate to fellow industry
associations, including Meeting Professionals International (MPI) , Meetings Industry
Association (MIA), International Association of Professional Conference Organisers (IAPCO) and Association of British Professional Conference Organisers (ABPCO) at ICCA member
rates. “We wanted to ensure that all our industry peers had an opportunity
to join the discussions,” MacPhie added. “This debate will explore the
psychology of selling in its broadest sense, considering how we communicate the
benefits of our services to our target audience, including the psychology of
marketing and the perception of selling.”
Pictured: Kerrin MacPhie