Maximizing the Invoice With Value-Added Selling

Educational Session Sponsors:

Alert Management Systems

Aztec TentsSeitz, The Fresher Company

TopTec Products

Panelists:

George Ghanem, CERP, Creative Events & Rentals/Taylor Rental, Fort Myers, FloridaHeidi Whitcomb, CERP, Ventura Rental Party Center, Ventura, California

Leslie Cole, CERP, Ducky-Bob’s Event Specialists, Carrollton, Texas

Please remember to thank these

educational session sponsors

Booth #2346

Booth #3720

Booth #3740

Booth #2725

Maximizing the Invoice With Value-Added Selling

Educational Session Sponsors:

Alert Management Systems

Aztec TentsSeitz, The Fresher Company

TopTec Products

Panelists:

George Ghanem, CERP, Creative Events & Rentals/Taylor Rental, Fort Myers, FloridaHeidi Whitcomb, CERP, Ventura Rental Party Center, Ventura, California

Leslie Cole, CERP, Ducky-Bob’s Event Specialists, Carrollton, Texas

Creative Events & RentalsTaylor Rental

Fort Myers, Florida

George Ghanem, CERP

What is value?• Customer Focused Value…

• Seller Focused Value…

• Perceived Value…

• Performance Value…

• ….everything you do to something from the moment you buy it, sell it, and service it….

• It is not VALUE until the customer says it’s VALUE

Traditional Sales Approach• Many problems salespeople encounter come from a short-

term transaction-oriented sale mentality. – get in– get out– move to the next sales call

• Traditional, seller-focused approach to selling concentrates on: – Filling the pipeline– pitching the product– closing the deal

Value-added Selling Approach

• The value added selling is a philosophy and a process. It’s not a sales call– The value added sales process brings maximum

value to the customer and to the sales rep– Value added salespeople are thinkers and planners

• Cradle to grave selling – Identify customer needs and follow through until

customer need satisfaction occurs

What is Value-added Selling• The ability to add value to your product and services

that are viewed as a commodity.

• Value added selling that relies on building on the inherent value of a product.

• Value added selling is often tied to up-selling or vertical selling.

• The utility of the product or service, ease of integration, time saving benefits are just a few areas that can be exploited when focusing on value add.

Value-added Selling Skills• Integrity – trust as foundation of all relationships

• Knowledge – well informed

• Equity – mutually beneficial outcomes, get what you give

• Excellence – pleasure from doing well

• Time – most precious resource

• Service – a pleasure, not a pain

• Teamwork – peer respect and value from the “we”

What do Customers Really Want

• Knowledgeable sales person• Product quality• Product availability• Ease of doing business• Technical Support• Acquisition price• Salesperson’s ability to get things done• Salesperson’s follow-up• Product performance• Support after the sale

Value Added Large EventSuccess Story

Festival Event

2013 revenue $ 26,062.612014 revenue $ 32,727.25

5K Race Event

2013 revenue $ 16,027.742014 revenue $ 26,782.49

Ducky-Bob’s Event SpecialistsCarrollton, Texas

Leslie Cole, CERP

I have a long standing relationship with the Wedding Planner.

I was one of the first on property to look at the space for the tents. The overall result of this wedding was to have a one-of-a-kind wedding that was spectacular and over the top.

Budget wasn’t a concern because of the clients lifestyle.

Qualifying the Client

I started with the foundation – the tents and flooring.

Recommending appropriate equipment and services

Then I suggested adding the service entrance and exit stairs, carpet, power, utilities, and catering equipment as well as finishing out the sides of the flooring with scrim.

We also provided “Event Prep” service to get the tent cleaned and ready.

As for the rental equipment, I recommended using our Chameleon chairs dressed with White toppers and custom rhinestone belts, chargers, heaters and upscale linens. These particular upgrades accounted for the biggest rental $ cost other than the tents.

Recommending appropriate equipment and services

Tent & Rental TimelineDate Date Time Item

Monday 10/07 9 am Build bridge for crew to drop equipment. Drop crew RR, Lull, & Bil-jax flooring.

Tuesday 10/08 9 am start placing bil-jax

Wednesday 10/09 9 am overlay bil-jax with plywood

Thursday 10/10 9 amlay structure base platesbuild frame & raise structure

Friday 10/11 9 amInstall sidewallput 10’x20’ & 20’x20’ up

Saturday 10/12 9 am Finish anything, if needed

Thursday 10/17

Set up 15’x20’Lights in tentInstall Green Scrim on 52’ and 40’ **rain plan to be called if needed*

Friday 10/18 Deliver rentals

Saturday 10/19 7 pm Pick up ceremony chairs

Monday 10/21Pickup all rentals in AMStart tearing down downs

Friday 10/25Completely finishedSite run thru – make sure everything is gone

Ventura Rental Party CenterVentura, Calif.

Heidi Whitcomb, CERP

What is the goal of the event?

What is your role as a rental professional?

Ask the right questions!

Illicit solid future business … PARTNERSHIP is the key to success!

Education andSelling

Awareness

Image building

Fundraising

Appreciation

Valentine’sEvent at

Chumash Casino

Pink Carpet RunnerBridal Bliss Wedding Showcase

Women’s Health Breast Cancer Awareness

Created for Filipino event

Chumash CasinoSanta Ynez, CA

Jeepney

Multiple Filipino-typhoon event usageProfit source for fundraising events (photo booth)

Fencing = $7510’x10’ Canopy w/walls = $100Cocktail tables = $25(2) 60” Rounds = $15Linens = $60Chairs = $25Rental cost = $300Guest expense cost = $1,500Total cost to organization = $1,800Profit to organization = $8,200

$10,000 Sponsorship

Rentals include:

Total benefit to rental companies - $18,000 (60 canopies @ $300 each)

Rentals include:

$25,000 VIP CabanaSponsorship

Fencing = $150Moroccan canopy = $250(2-3) Lounge furniture = $400Tables = $75Chairs = $50Rental cost = $1,000Guest expense cost = $2,500Total cost to organization = $ 3,500Profit to organization = $21,500

Time for Questions

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