ICCA UK and Ireland debate to explore ’drivers for customer loyalty’

At its forthcoming summer debate at ICC Birmingham, 27-28 June, International Congress and Convention Association (ICCA) UK and Ireland Chapter will explore the drivers for customer loyalty and the psychology of selling.

With a host of industry expert speakers and panel debates with professional conference organisers and UK and international associations, delegates will be able to participate in a series of interactive sessions and share experiences. With recent research* indicating that for 58 per cent of clients, the real driver in decision making is sales experience over price, brand or service delivery, the debate will look to provide an engaging opportunity for delegates to explore how to maximise face time to ’sell better’.

The debate will be opened by meetings industry consultant and facilitator Mike van Vijver, founder of MindMeeting and author of Into The Heart of Meetings. Other speakers include John Bradshaw, CEO of The Meetology Group and Oliver Hone, Marketing Director of IMEX Group.

“In the meetings industry, we focus on the importance of face-to-face contact and the value that brings to business,” said ICCA UK and Ireland Chapter Chair, Kerrin MacPhie (pictured).

“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.

“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. With a number of UK and international associations plus our local chapter venues and suppliers already signed up, it should make for some interesting discussions.”

ICCA UK and Ireland Chapter has extended the summer debate to members of fellow industry associations, including Meeting Professionals International, Meetings Industry Association (MIA), International Association of Professional Conference Organisers and the Association of British Professional Conference Organisers at ICCA member rates.

*Source: The Challenger Sale by Matthew Dixon

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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