Five ways to make the winning bid rate higher in exhibition industry
The author has not been engaged in the exhibition industry for a long time, but he has participated in tens of millions of projects in a short period of more than one year, and has a deeper understanding from the early bidding and bid preparation to the later project operation and long-term customer relationship maintenance.At the same time, 10×20 trade show booth It is no longer a relatively unfamiliar industry, and it enters the public’s sight more and more frequently, gaining more attention and recognition. https://quickshowdisplay.com/
As an important part of exhibition tourism, large-scale outbound incentive tourism has always been a battleground for military strategists. The gains and losses of tens of millions of projects in the outbound incentive tourism market directly affect the brand influence and team morale of each company. Winning the bid for a well-known company’s incentive tourism project can often have a positive chain effect in the industry. The market is changeable, and the development of a certain industry is very unpredictable. On the basis of maintaining the inherent customers, maintaining a high bid-winning rate and developing new industry markets are the direction for the exhibition industry practitioners, so “how to win the bid” is particularly important.
Choosing the Breakthrough Point: Profession+Attitude
Most domestic enterprises have insufficient experience in operating incentive tourism activities, so after obtaining the bidding information, exhibition managers should first bring confidence to customers. This confidence is conveyed by professional operation experience and sincere attitude. Experience in operation process is as important as familiarity with the destination, and attitude should be sincere, and communication should be maintained continuously, so that customers can gradually understand the key points of operating incentive tourism, and then have dependence psychology. The designer of the scheme must be good at using the advantages of his own enterprise to create bright spots at the beginning of the design scheme, and deliberately strengthen the connection between the two. The unique highlight of the scheme is the first key to winning the bid.
Cultivate a sense of identity: corporate culture+personal identity
Managers of state-owned enterprises, foreign-funded enterprises and private enterprises have obvious management style and attitude towards life. Incentive tourism activities of state-owned enterprises are often a part of the enterprise development strategy, which bears some responsibilities at the strategic level of enterprises; The incentive tourism activities of foreign-funded enterprises pay attention to the process, the control of details, and the technical level of operation; Private enterprises pay attention to the specific returns of rewarding tourism teams and focus on cost control. At the beginning of the scheme design, it is necessary to make a case analysis for the temperament of different enterprises. Before making the tender, the author will spend a long time paying attention to the official website of the bidding enterprise and collecting previous activity cases, hoping to match the overall feeling and color of the tender as close as possible to the style of the bidding enterprise. The tender preparation is close to the culture of the bidding enterprise, and at the same time, the communication methods and skills should also conform to the characteristics of different types of enterprises; Communication with state-owned enterprises should strictly abide by the “work norms”; Treating foreign companies should be “efficiency first”; Communication with private enterprises must pay attention to “flexibility”.
Solution to win: tailor-made after repeated communication
The success of the scheme is not empty talk. The successful scheme is based on continuous and effective communication with the customer. A casual sentence from the customer will often reveal his focus on a certain aspect of the scheme. The successful scheme is not the unilateral result of the bidder behind closed doors, but must be the result of repeated communication and polishing with customers. While communicating, we should pay attention to protecting our own cards. The so-called cards are the presentation methods and key operating points of the highlights of the scheme. Don’t use the solutions provided by destination suppliers casually. The most classic solutions may not be the most suitable, and the most feasible solutions may not be the most favored by customers. The so-called tailor-made, we must identify customer needs and strengthen and reflect them. Talk about the feasibility only after winning the bid, and then state the feasibility arrangement to the customer in detail according to the remarks clause of the plan after the dust settles.
Resource allocation: a chess game of combining inside and outside.
Only powerful competitors can go to the final PK. The plan is only a few dozen pages of PPT, but the story behind the plan is a thousand times. Incentive tourism activities are a chain, designed not only for food, accommodation, travel and entertainment, but also for copywriting, main visual design, expansion, dinner performance and so on. The success of winning the bid for an activity requires the joint support of internal and external resources. There must be experts in scheme making, operators in charge of various projects, middle-level managers who allocate various external resources, and the connections of the company’s top management. External support: two suppliers are selected to participate in tender preparation and cost estimation, public relations company is responsible for copywriting and main visual design, convention and exhibition bureau coordinates the incentive policy, tourism bureau coordinates the cooperation of destination tourism resources, and embassy visa office coordinates the visa facilitation scheme. The focus of the game is who can get the greatest support from all kinds of resources in the shortest time. Exhibition companies should be sincere not only to their customers, but also to their supporting organizations. Don’t put pressure on the situation, don’t cram for the last minute, and maintain the relationship with various resource parties at ordinary times, which is also the key to winning the bid.
On-site bidding: the shining point in the flowing water
Stable performance is as important as excellent scheme when bidding. It is necessary to keep practicing the bidding, and the speech without manuscript is the most basic requirement for bidding. The second point is that the highlights are outstanding, and the highlights are outstanding. The key points of the scheme should be explained emphatically, which will arouse the customers’ sufficient attention. Third, we need the data support of previous successful cases, and the key data of similar activities that have been dismantled are as handy as a few treasures. Doing this requires usual accumulation and personal experience, which can be done without rehearsal. The key point of the lecture is to grasp the time and tell the plan incisively and vividly within the specified time. It is also necessary to invite the top management of the company to attend the bidding of the 10 million-level project. The presence of the company president is an attitude in itself, and his concluding remarks can often make the finishing point.
The above is some experience of rewarding tourism teams for bidding, but shopping malls are like battlefields, and winning or losing is a common occurrence for military strategists, and there is no enduring “secret book” to speak of. Winning the bid for large-scale overseas incentive tourism projects is the victory of the comprehensive strength of enterprises, and no factor is the only reason for winning the bid.
Among many factors, good customer relationship is the weapon to win, and many companies firmly hold customers by virtue of good relationships maintained for many years. However, knowing that you can’t do it is a kind of fighting spirit that exhibitors need to have, so that customers can see their sincerity and go all out to bid instead of going through the motions. Even if this time, it will lay the foundation for the next success and the next cooperation.