Show-round to Conversion

Wednesday 20th February
09:30 hrs - 17:30 hrs

King Power Stadium, Leicester

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Event Summary

Inviting prospective clients to view your venue and bring their event to life is a critical opportunity to stand out and differentiate yourself from your competitors. Discover the art of converting a show-round into a sale with this session, taking you on a complete journey, from making the appointment, to securing real revenue. You’ll learn the importance of establishing the client’s needs, to the venue show-round itself, touching on negotiation and closing skills, and concluding with a follow up to convert.

Led by expert consultant, Jo Woods, from The Smart Training Company, delegates will benefit from interactive learning in two morning and afternoon sessions with a programme expertly constructed from 30 years of industry experience.


Throughout the day, you will learn how to be able to:

  • plan and prepare for a successful show-round by appointment OR a walk in
  • conduct show-rounds to give you the edge against your competitors 
  • work with a Hotel Booking Agent when an enquiry or show-round has been booked 
  • identify your client’s buying criteria and qualify future business
  • present your venue, using features & benefits, in line with your client’s buying criteria 
  • have a better understanding of face-to-face negotiation
  • handle ‘objections’ with a positive outcome 
  • best engage and involve your operational team to help maximise conversion 

Who Should Attend

This workshop will benefit meetings and events managers, supervisors or co-ordinators that deal with venue enquiries. It would also benefit any manager who would handle walk-ins during the evening or at weekends. 

About the speaker

Jo Woods is an experienced consultant who has worked in all aspects of front of house, meetings and events sales and revenue management for over 30 years. Jo has a fun and interactive approach when it comes to coaching and finding ways to develop individuals and teams to manage their space more profitably.



Jo Woods

My passion lies in revenue management for meetings & events and during the last 15 years of my career I have been involved in national training and consultancy roles for various venues, individual hotels and both hotel chains and management companies throughout the UK.

Jo Woods

Venue Location