Networks,
relationships,
values and… sales
FEBRUARY | NOEA COLUMN
Susan Tanner, CEO, NOEA, advocates relationship
building, but with shared values in mind
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019 may bring many things to your business, but
no matter how free you are as an event organiser,
no matter how much sustained or long-term
success you have been enjoying, the ideal of business
growth or sales, will be one objective for the year ahead.
As we get stuck into another turbulent year for
Britain, the economy and the UK events industry, the
idea of hitting a budget, pleasing existing customers, and
growing new ones, will be on the agenda for many NOEA
members. Now, within NOEA we don’t do a huge amount
on sales training, we tend to focus on things more
operationally important to members, however that is not
to say we don’t know anything about growing a business,
and the power of relationships and values is key.
This idea of relationships is one that sits at the heart
of our organisation and has become one of the principle
reasons people get involved with NOEA. Within our
membership, we like to think there is every kind of event,
but also every kind of event support business. In fact, we
know that one could organise every aspect of an event,
just by working within NOEA circles, and the buyer
would be confident that these companies and individuals
have been vetted to ensure absolute quality.
The reason we know a little about sales is that we see
this working every single day, and in many occasions, we
facilitate this business being done. We don’t subscribe to
the impression some organisations give; that event and
production companies don’t want to meet new products
or services. They do, they just don’t want to bombarded.
But they want to meet people that can add value.
This is where NOEA knows its place. We create forums,
both virtual and in person, where the right business can
meet the right business. We’re constantly being asked
by our members if they can recommend good staging,
lighting, infrastructure companies, ticketing and all
manor of other things. We get a huge amount of pleasure
in introducing them to the right people.
It isn’t always direct business where this networking
happens, it could be a search for a mentor, advice,
education, or the chance to speak to someone who has
‘done it all before’. Sometimes these conversations do lead
to business, but they always lead to value on both sides.
So why does it work so much better under the banner
of NOEA? Well, it’s not just because these companies are
vetted, it’s also about two really important things; values
and relationships. No one in the events industry needs
to be told the power of relationships, and if these can
be built through a shared experience, be it our annual
convention, our meet ups at exhibitions and shows, or
through the education we do, then they are built within a
softer and fairer environment.
Values are also important, and this is where a room
full of NOEA people really add value. The reality is no one
joins an industry association unless they care about the
industry they are operating in. Most don’t even join for
new business, but relationships, learning and the chance
to meet kindred spirits. The idea of joining an industry
association is a commitment to that industry’s long-term
strength, and our members give their time willingly to
this end.
NOEA has another busy year ahead, and we’ll be
once again looking to represent the best of the events
industry, to be its voice, and look to add value to it. We
look forward to seeing all of our members over the next
few weeks, not least at the Event Production Show, and to
see them flourish throughout 2019.
“The power of
relationships and
values is key”
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