Brief: Supporting MIA Members with Sales Growth

The Meetings Industry Association (MIA) approached Selling Savvy with a clear objective back in 2022. They needed us to deliver accessible and impactful sales skills training for its members in the meetings and events industry. Many of these businesses operate with lean teams or limited budgets, making industry-relevant training solutions challenging to implement.
MIA wanted to provide its members with a cost-effective and flexible solution to address these key challenges:

  • Improving Sales Skills: Equip teams with the tools to increase conversion rates and drive event revenue.
  • Cost-Effectiveness: Provide training options that were accessible to all members, including small businesses and individuals.
  • Convenience and Flexibility: Offer virtual sessions that minimised disruption to daily operations.
  • Continuous Development: Enable teams to upskill on an ongoing basis without committing to long-term training programmes.

By collaborating with Selling Savvy, MIA aimed to enhance the value of its membership by providing professional training that directly impacted business performance.

Solution: Virtual, Professional Development

Selling Savvy delivered a series of virtual workshops that aligned perfectly with MIA’s goals and the needs of its members. This ongoing programme has become an integral part of MIA’s professional development offering.


1. Virtual Delivery
Selling Savvy deliver the workshops online, making them accessible to businesses across the UK without the need for travel. Each session is a manageable 1.5 hours long, ensuring participants can upskill without losing significant time from their day-to-day responsibilities.


2. Training Topics
Each session focuses on a specific, actionable area of sales, such as:
The art of consultative selling.
Handling objections with confidence.
Upselling event services to maximise revenue.
This targeted approach allows participants to address the challenges most relevant to their roles and businesses.


3. Accessible to All
The sessions cater to businesses of all sizes. Delegates can book individual places on workshops, ensuring that even small teams or individuals can benefit. MIA members also receive discounted rates, making the training highly affordable.


4. Continuous Upskilling
Our workshops are run on a regular basis, enabling businesses to continuously develop their teams’ skills. Participants can attend as needed, building a flexible and ongoing development plan without committing to a long programme.


5. Relevant and Practical Content
Selling Savvy’s expertise in the meetings and events industry ensures that the workshops are not only practical but also highly relevant to the unique challenges faced by MIA members. The sessions include real-world examples and actionable strategies that participants can implement immediately.


In addition to these workshops, Selling Savvy supports MIA by delivering free talks at key industry events, including Confex and The Meetings Show, further extending the reach of their training and expertise.

Results: Measurable Impact on Sales Performance

The collaboration between MIA and Selling Savvy has delivered tangible benefits for participants and their businesses, driving noticeable improvements in various areas.


Participants have consistently reported greater confidence in handling enquiries, building stronger client relationships, and closing sales. The workshops’ practical techniques have enabled teams to adopt a consultative approach, increasing client engagement and delivering better results.

The virtual, bite-sized format of the training has made professional development highly accessible, allowing businesses of all sizes to benefit. Even small teams or individuals can invest in their growth, ensuring that training opportunities are inclusive and available across the industry.

Many businesses have also seen direct revenue benefits, with improved ability to convert leads into bookings, upsell event services, and establish long-term client relationships. These enhanced sales skills directly contribute to revenue growth, demonstrating the value of the training as a business investment.

The ongoing nature of the workshops provides teams with the opportunity to continuously upskill, ensuring they remain adaptable to changing challenges and opportunities.

Feedback From MIA

Sandra Eyre, Director of Business Development at MIA, shared her thoughts on the collaboration:
"The Meetings Industry Association has worked with Selling Savvy for a number of years, bringing sales training and coaching to our members and the wider meetings and events industry. The workshops and sessions they have delivered offer tailored insights and a deep understanding of the meetings and events industry, which ensures their approach is both relevant and impactful, equipping attendees with practical tools and techniques to enhance their sales strategies and improve client relationships.

We look forward to continuing our relationship with Selling Savvy to support our members' growth and success in the industry."

Conclusion

By addressing the specific challenges faced by the meetings and events industry, Selling Savvy has empowered MIA members to enhance their sales performance and grow their businesses.
Through regular, virtual workshops, MIA members benefit from practical, impactful training that fits into their busy schedules. This collaboration not only delivers measurable improvements in sales skills but also reinforces MIA’s commitment to supporting its members with valuable resources.


For organisations looking to equip their teams with the skills to thrive in a competitive industry, Selling Savvy’s workshops offer a flexible and cost-effective solution that drives real results. Explore more about Selling Savvy’s services here, and enquire about our bespoke training solutions below.

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