Script Proforma-“Cairns & Region Convention
Bureau”
Campaign Name
Call Objective
Cairns & Region Convention Bureau - “Corporations Qualification
Program”.
Qualifying the meeting, conference & incentive travel program
needs of selected Corporations. Ultimately we determine whether
Cairns or Tropical North Queensland (TNQ) would be a suitable
location for any of their events.
The call objective is:
 Identify key decision-makers for meetings, conferences, events
Target
Script Type
& incentive travel schemes. Including outsourced organisers.
 Gather information about frequency (how often held), type of
event (state/national/international) and decision making process.
 Qualify basic details about requirements (eg. Duration, number
of delegates & gather specific comments from the decisionmaker).
 Confirm the commitment for follow-up with information and/or
sales call.
 Capture the Necessary Information and record into the database
and validate the contact name(s), addresses, phone, fax & email
details.
Approximately 2200 Corporations have been selected for the
campaign. Most are Sydney & Melbourne & Queensland based
companies.
Call Guide - Use prompts to go to relevant section of the script to
help provide & gather the necessary information from the script &
help notes.
Ensure that you absorb as much knowledge about the Cairns &
Region Convention Bureau to be able to interact with the
prospective customer and gather helpful information for a qualified
agent to follow-up. Probe for information to ensure we are referred
to contacts that are integral players in the decision making process.
Modify words in the script to suit your natural style, but make sure
that you capture the necessary information from as many prospects
as possible.
The Corporations that we’re contacting will have minimum of 200
employees and all will hold some form of meeting, conference, and
event or have an incentive travel program, but we need to establish
whether they’d hold these events at off-site venues/or out of the
city they operate within.
Typical Profile of
an
Outbound
Call
for
the
Cairns & Region
Convention
Our initial point of contact will be the PA or Secretary to the CEO.
Bureau.
We hope that this person will be a driver for certain events or at the
least will have knowledge of the business structure to refer us to
speak with a person who can provide the information we need. We
may also discover that different divisions of a Corporation operate
an autonomous process for events and we then attempt to contact
all players in the corporation.
(Continued overleaf)
Our role could be seen to be that of a ‘helpers’ role. Whilst we’re
on a fact finding mission, we also are helping to “improve the
accessibility and organisation of events being held in Cairns &
TNQ”.
The Cairns & Region Convention Bureau’s role is to market the
destination to organisations that hold events (meetings, incentive
travel programs, etc). They do this by providing information on the
services and facilities available in the region that would best suit
the clients needs. Once a client has indicated an interest, the Bureau
can provide assistance with preparing bids, seeking proposals from
venues, providing promotional information, etc.(Think of the
Bureau as a ‘facilitator’ for both facilities & services that helps the
client decide the best option for their events).
Cairns & Region Convention Bureau is a not for profit
organisation, and does not charge for their services.
The objective of our call is to find out as much as possible about
the corporations’ meeting needs, events, etc, so that the Cairns &
Region Convention Bureau can determine what potential there is
for that event to be held in Cairns or TNQ.
Some Corporations may hold a multiple number of events in a
given 12 months. If they do, try to find out which ones they’d most
consider holding in Cairns/TNQ and record information about these
events as a priority.
There will be occasions where you find people that have preplanned their event for the next 12 months and they’ll volunteer
good information, which may also be applicable for next year’s
event(s). Record this information into relevant sections of the
database and into the comments section if there could be an
opportunity in the future.
Maintain a fresh and positive approach to every caller, capture as
many details as possible and use the Script to a point where you’re
comfortable enough to work without it and still gather the
necessary information.
CAIRNS & REGION CONVENTION BUREAU
Outbound Telemarketing Call Guide
Prompt & Help Notes
Greeting
(Reception Level)
Script
Good morning/afternoon, my name is _____, calling on behalf
the Cairns & Region Convention Bureau, may I please speak
with Mr/Mrs/Ms________? (if no name, ‘PA to CEO’ / person
responsible for organising conferences/events/meetings)
If Yes:
If No:
Go to INTRODUCTION
Determine if correct person/arrange call
back time. Politely close call.
Go To Relevant Prompt/Offer.
Good morning/afternoon Mr/Mrs/Ms_____, my name is _____,
Introduction
calling on behalf the Cairns & Region Convention Bureau (how
(Re-introduce yourself to are you today?).
the Key Contact)
We’re conducting research on behalf of the Cairns & Region
Our contact may be the Convention Bureau. Our research aims to identify corporations
correct person for one or that have the potential of bringing an event to Cairns and
more types of events but Region, and provide them with unbiased information on the
there also may be other facilities and services available.
people.
Would you be the correct person to talk to about ‘Meetings,
Build a profile of the Conferences or Travel Incentive programs’ for (Corporation
Corporation with this Name)?
person, then also get the
Continue
details of other people and If Yes:
If
No:
“Would you be able to tell me the best
build additional profile(s)
person (or people) to contact please?”
with them too.
(Gather name(s) / thank person and reIF NO-ONE:
contact correct person(s).)
Ascertain if they use a Do you have time to answer a few quick questions please?
Conference organiser or
travel agent and gather If Yes:
Go To ANALYSING NEEDS
their Company name & If No:
Determine need & preferred Call Back time.
phone as well.
Analysing Needs
Our aim is to identify if
they hold conferences,
meetings & events, and to
determine how often and
how many people.
We may discover that a
Corporation holds many
events and that each event
could have a different
number of people.
We aim to record the
different event, dates &
number of people, as well
as identify the appropriate
decision-maker for each
event.
We firstly establish the
Type of Events they hold
then qualify whether they
would consider Cairns or
TNQ for the event(s). They
may consider it for one or
all or none.
We then record
information pertaining to
the event they’d consider
holding in Cairns / TNQ.
Thank you.
Our first questions relate to the types of events you hold and
your specific needs:
1) Does the (Name of Corporation) hold Meetings off-site (eg.
Management / Board meetings / Shareholder Meetings?) If
NO: (Are you considering holding offsite meetings in the
future?)
2) Does the (Name of Corporation) hold Conferences off-site
(eg. Staff Training or Workshops / Product launch or
demonstration / Member or Employee conference?)
If
NO: (Are you considering holding offsite conferences in the
future?).
3) Does the (Name of Corporation) have an Incentive Travel
Program for employees, or agents?
4) Are these events for just a particular division / state office /
or whole of organisation?
a) IF ONLY FOR DIVISION/state office… Is there a person
who oversees the planning of the whole of the organisation’s
meeting activity? (If Yes, may we note their name please?)
Our next questions help us understand your needs for your
events:
(record separately for Meeting / Conference /
Incentive Travel program).
1) Would you consider Cairns or TNQ for your Meeting /
Conference / Travel Incentive Program? (record: Yes / No /
Depends – note comment / Unsure). (If NO to ALL: Go to
OTHER CONTACTS)
2) How often is this event(s) held?
(prompt each event type where would consider TNQ)
3) Approximately how many people participate in ……?
(prompt each event type where would consider TNQ)
4) How many days would the….. last for? (prompt each event
type where would consider TNQ) (eg. 1 day / 3, etc)
5) How is the decision made to choose the location for your..…?
(prompt each event type where would consider TNQ) (eg.
self, CEO, Board, etc).
6) When do you begin to plan for your….? (prompt each event
type where would consider TNQ). (ie. How long before / how
many months before date of meeting?)
7) What is the Month & Year of the next …..you haven’t yet
planned? (prompt each event type where would consider
TNQ)
8) Is your organisation a part of a larger international
corporation?
a) If Yes, would the parent company hold international
meetings/conferences that would come to Australia?
Go to OTHER CONTACT
OTHER
CONTACTS
In this section we aim to
qualify whether there are
players in other parts of the
Corporation that would
consider Cairns / TNQ for
events. (ie, the person we’re
talking too is not helpful or
doesn’t appear to be a main
player and they’ve ‘said no’
to get us off the phone).
Would you suggest we contact anyone else in the organisation
(such as other State offices, or Divisions) to check whether they
may like relevant information from Cairns & Region
Convention Bureau for their events?
If Yes:
If No:
May I please have their names? …(Thank you)
And would you have their Phone number please?
Close call
Go to CONFIRM THE COMMITMENT (if yes to Cairns)
CLOSE CALL (if NO to Cairns)
Mr/Mrs/Ms________, thank you for your help, we appreciate
your time. Have a good day. Thank you. Good bye.
Confirm the
Commitment
Depending on the need
(long-short term), it’s
likely that we’ll offer to
mail information and
arrange for a
representative of the
Cairns & Region
Convention Bureau to call
at the relevant time.
(if you obtain other contacts, telephone these people and
complete the profile).
As mentioned earlier, our role is to provide corporations seeking
to hold offsite events with unbiased information on Cairns &
Tropical North Queensland.
This includes sending you information, having one our business
development executives speak with you and coming to
personally meet with you.
I.
II.
If Yes:
If No:
Closing the Call
Check all spelling &
address details.
Would you like information from the Cairns & Region
Convention Bureau mailed to you?
(Yes / No)
After this has been sent, would you like contact from our
office to discuss your requirements?
What date / month would you like us to contact
you? (record follow-up details).
Politely Close the call.
Go to CLOSING THE CALL
Mr/Mrs/Ms______, we’ll send you the information (and one of
our colleagues will call you on <date>). Thank you for your
help, we appreciate your time. Have a good day. Thank you.
F:mathew/consulting file / Cairns & Region Bureau /Scripts / cairnrcbscr1.doc