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Education, Training & Certification for the Special Event Industry
June 2013 | Vol 6 Issue 4     

In this Issue

The Academy of Special Event Professionals provides special event and catering professionals with the ongoing tools and resources they need to meet the challenges they face and assist them in finding solutions with not only the wedding market, but all aspects of their business, including corporate markets, social catering, sporting events such as golf and tennis tournaments and charitable events.
 
Tools

5 Corporate Event Trends to Watch in 2013
By JR Sherman

After a period of decline prompted by the Great Recession, the events industry is poised to make a comeback in 2013. The Aberdeen Group predicts that corporate meeting and event spend will rise from 9 percent to 20 percent of corporate spending in the next two years.

Despite the expected expansion of event budgets, companies will continue to focus on controlling costs, meaning organizers will need to clearly demonstrate the return on investment (ROI) for their meetings and events. Here are five major trends that have the potential to increase strategic ROI for events in 2013:
  1. Smart events will take center stage: According to the Convention Industry Council, in 2011, 205 million people attended 1.8 million events that cost more than $263 billion in direct spending in the U. S. alone. But Aberdeen Group analysts estimate that only 25 percent of organizations maintain real-time visibility into what they spend against corporate budgets. New event management technology can change that: In 2013, organizations will choose smart event technology to help them operate more efficiently, better manage attendee engagement, and grow their businesses.
  2. Automation will help event planners reduce expenses: As event budgets are subjected to greater scrutiny, strategic meeting management (SMM) technology can help event planners identify new methods to streamline event-related functions and reduce costs. This will make SMM a key tool in 2013 as meeting professionals strive for more efficiency and transparency.
  3. Planners will achieve greater efficiency through solution consolidation: In the past, many companies relied on patchwork solutions to handle individual components of events. This often meant that event planners had to pull information from non-integrated solutions to see the big picture. In the coming year, organizers will streamline their workloads by choosing a consolidated solution, saving time and freeing up event planners to focus on creating exceptional events.
  4. Event organizers will engage audiences with smartphones: Smartphones are increasingly used to conduct business and stay in touch. Gartner predicts that mobile devices will surpass PCs as the tool of choice to access the web in 2013. Forward-thinking event planners will provide attendees with all-in-one apps they can use to track activities, connect with business contacts and share their experiences via social networks. These apps will also empower organizers to engage with users before, during and after an event.
  5. Meeting planners will leverage technology to gather in-depth attendee information: Finding out what makes attendees tick is a crucial part of a successful event management strategy. Now event organizers can use technology to gather and compile information in real time, which enables them to adjust their meeting strategies on the fly and demonstrate ROI.
As the events industry expands to meet growing demand in 2013, organizers will be looking for new ways to maximize value and minimize costs. Using technology tools to gauge attendee needs, get real-time data on event effectiveness and streamline planner workloads makes sense, as does a one-stop solution that leverages the ever-present smartphone. Look for these trends to make an impact in the corporate events industry in 2013 and beyond as events professionals seek new ways to demonstrate ROI.

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"You never achieve real success unless you like what you are doing."
- Dale Carnegie


The All-New, Wedding Professional Certification Program

alecandt.com

Formerly the Beverly Clark Wedding Professional Certification Program, this new Certification Program will not only provide you with the most up-to-date education available in the wedding industry, but it will also earn you the designation as a


"Whether you have 20 years in the private event industry or 2 days, this certification will give you more information and training than you can imagine - donít miss out on the opportunity! Our revenues are proof - it works!"
Belinda Short
Vice President of Sales & Marketing, Eagle Golf

Register

The ASEP Certification Program is celebrating over ten years of successfully training and certifying wedding professionals in the special event industry from all over the United States to International luxury resorts. The interactive, online, program offers seventeen lessons; an online workbook which can be printed and used as your to-do list following the program; online support; videos and photo galleries; and marketing plan templates and resources. Upon successful completion, you are presented with a certificate designating you as a Certified Wedding Professional and logos to use on your personal correspondence, web site and in marketing materials.

View Full Course Outline


Tactics

Becoming a Better Sales Person

In May, we hosted a very well-received webinar titles "Becoming a Better Sales Person". The topic was one that absolutely every single person in this special events industry can gain knowledge on in order to improve their relationships, closing ratios and customer satisfaction. (Note: If you missed the webinar, all of our webinars are recorded, so you can still watch it any time you like!)

Here are a few of the highlights that were discussed:
  1. When thinking about how to better your overall sales technique, break it down into three categories - Work on Yourself; Work on Your Product, Service and "Business Portrayal" (Marketing, Image, Presentation Materials); and Work on Your Sales Process
  2. Create an honest, genuine, marketable you!
  3. Become known as an expert and make it a goal to educate your peers and clients.
  4. Be open to ongoing education and always improving yourself.
  5. Referral business is the best way to grow your business and gain repeat clients
  6. Improve your customer marketing and impact through your language, giving clients what they want, having lightening fast response time and using testimonials
Next, create a sales process with your clients that gain a "yes" at each step and allow your clients to sign a contract with confidence! This is critical, as our clients really do like to be "guided" through the process by an expert (you!). So, know your 1st goal - get the face-to-face meeting! That is the point of having a great website - get them to take the next step and then get them into your office. Start the appointment with asking great questions. You will be an infinitely better sales person if you customize your presentation based on their answers rather than just launching into the same sale presentation you give every time. Every presentation should be based on each clientís individual goals and needs! Then:
  • Confirm at each step and get buy-in before moving on. Answer questions immediately.
  • Make sure they always know what the "next step" is.
  • If all questions are answered, offer the contract!
  • Follow-up quickly and often, and in the same day if possible
60% of all sales are closed after the 4th contact, so do not give up too early! Keep following up until you get a definitive answer. And, always remember that people like to do business with people that they like and trust, so work on your people and relationship building skills first!

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"The key question to keep asking is, Are you spending your time on the right things? Because time is all you have."
- Randy Pausch

People in the News!

Congratulations to our new
Certified Wedding Professionals:

Denise Acosta, Pueblo Bonito Oceanfront Resorts & Spa, Cabo San Lucas, Mexico
Tavares Clarke, Atlantis Resort, Bahamas
Miyoshi Higgs, Atlantis Resort, Bahamas
Xavia Rolle, Atlantis Resort, Bahamas

As well as gaining their certification, they now have the right to use a logo with their new designation on all marketing materials.




Every great salesperson in the special events industry, whether new or seasoned, has passion!

Passion for the industry
Passion for the event
Passion for the outcome
Passion for creating unforgettable experiences!

What drives your passion?

Share it here


"I am always doing that which I cannot do, in orderthat I may learn how to do it."
- Pablo Picasso

More Resources

Announcing. . .

Mel Lewis, member of the PGA of New Zealand since 1969 and Golf Tournament Director at Braemar Country Club in Tarzana, California for 14 years, has just published his much anticipated book, "Golf Tournaments 101".


This book describes in detail how charities and organizations can raise money by holding a one-day fundraiser golf tournament. Step-by-step, everything you need to know about setting up and running a successful event is explained in simple terms. Even people with no knowledge of golf can put a tournament together! There is a CD included with over thirty user friendly files; for example: an advertising flyer, golfer registration-forms, entry-forms and golf tournament rule-sheets. This is a must have book for charities, event-planners, schools, religious groups and booster-clubs. It is also an informative reference guide for golf professionals.

For more information, you can visit CharityGolf101.com or contact the author, Mel Lewis at 559-623-9399.

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Facebook Connect


"The common denominator for success is work."
- John D. Rockefeller



 
Webinar Series

To register or for more information >> Please visit our Learning Center

Live Webinars in 2013:
  • July 25, 2013 - Secrets of the BEST in the Business
  • September 19, 2013 - Blowing Away the 4th Quarter of the Year. . . What You Must Do NOW!
  • November 21, 2013 - The 2014 Wedding Trends are Here!
To register or for more information >> Please visit The Store

Recorded Webinars:
  • Becoming a Better Sales Person
  • Hosting Your Own and Participating in Bridal Shows for Maximum Results
  • Sneak Peek at the 2013 Weddings Trends and Tips
  • Creating Loyal and Repeat Special Event Clients
  • The State of the Corporate Event Market and the Upcoming Holiday Season
  • The Luxury Bride De-Mystified! | With Guest panelist, Wendy Dahl
  • The Secret to Making Sales Calls Work!
  • Setting the Stage for Personal and Professional Success in the Special Event Industry
  • 2012 Wedding Season Tips & Trends
  • Aligning Yourself with the Best Strategic Partners in the Special Events Industry
  • The Top 5 Ways to Increase Your Event Business in 2011
  • Increasing Your Wedding & Special Events Revenues
  • Building the Perfect 2010 Special Events Marketing Plan
  • Attracting the Destination Wedding Market
  • Strategic Partnerships in the Special Events Industry
  • Increasing Banquet Wine Sales and Wedding Upsells With Guest Panelist Troy Conklin, WineBow Imports
Recorded Webinars:
  • Sneak Peek at the 2013 Weddings Trends and Tips
  • Creating Loyal and Repeat Special Event Clients
  • The State of the Corporate Event Market and the Upcoming Holiday Season
  • The Luxury Bride De-Mystified! | With Guest panelist, Wendy Dahl
  • The Secret to Making Sales Calls Work!
  • Setting the Stage for Personal and Professional Success in the Special Event Industry
  • 2012 Wedding Season Tips & Trends
  • Aligning Yourself with the Best Strategic Partners in the Special Events Industry
  • The Top 5 Ways to Increase Your Event Business in 2011
  • Increasing Your Wedding & Special Events Revenues
  • Building the Perfect 2010 Special Events Marketing Plan
  • Attracting the Destination Wedding Market
  • Strategic Partnerships in the Special Events Industry
  • Increasing Banquet Wine Sales and Wedding Upsells With Guest Panelist Troy Conklin, WineBow Imports
To register or for more information >> Please visit our Learning Center


Certification

Are you a Certified Wedding Professional?

Brides today are looking for true specialists that can handle every aspect of their wedding with ease and professionalism - someone they can trust. A "Certified Wedding Professional" designation and logo on your marketing materials and web site is a clear and immediate indication that they are talking to the best in the business.

Wedding Professional Certification Course

100% online, you work at your own pace from any computer. Wedding Professional Certification Program is a "must-do" for anyone looking to provide an overall improved experience for their brides and increase their wedding revenue at the same time. Don't let another wedding go by without becoming a certified expert!

"I want to be a Certified Wedding Professional!"

Enroll me


Wedding Services

Beverly Clark's WeddingLocation.com
Advertise Your Business to Millions of Brides

After 11 years servicing wedding venues exclusively, we are opening WeddingLocation.com to all wedding services. Why? Because our registered brides have asked for it and we always try to say yes to our brides and partners!

To get started today, review our
rate card
; go to weddinglocation.com/vendorpass and follow the easy to use prompts.
Your listing will go live in 2 business days or less!

For national advertising or bulk listings pricing please contact: lynne@weddinglocation.com


About Lynne

Lynne LaFond DeLuca
Editor in Chief
Lynne LaFond DeLuca

Lynne is the Sr. Vice President, Business Development and Education for The Academy of Special Event Professionals. She is a highly regarded speaker in the special events industry and has written for industry publications including Boardroom and Catering magazines. Lynne has trained people around the world in the art of catering industry sales and operations. She has an absolute passion for what she does and for helping the people that she works with in the hospitality industry to perform at their maximum level.

lynne@specialeventeducation.com

More info on having Lynne as a Guest Speaker at your next industry event or sales meeting, please visit >>
SpecialEventEducation.com

Connect with Lynne

Lynne's Blog!   Visit Lynne's Twitter   Become a Facebook Fan
Credits

Top photo courtesy of
Alec and T Photography


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