Cairns &Region Convention Bureau
Corporations Outbound Telemarketing
Campaign Training & Orientation
1. Background
The Cairns & Region Convention Bureau is undertaking an outbound telemarketing
program to approximately 2284 Corporations.
Our objective is to find out the Association’s needs in regards to events that include
Meetings, Conferences and Incentive Travel Programs and to determine whether Cairns or
Tropical North Queensland (TNQ) would be a suitable location for their event, either now
or in the future.
Cairns & Region Convention Bureau aim to identify Corporations that would consider
TNQ as a suitable location for event(s) and then help assist the corporation with
identifying suitable locations through the extensive member base of the Cairns & Region
Convention Bureau.
The size of the event is not overly important, but to help the Cairns & Region Convention
Bureau provide unbiased and applicable information, the number of delegates attending is
useful to the Cairns & Region Convention Bureau. For example, anything from a small 5
person 2 day management planning meeting to a 1000 person plus 3 day conference is
what we’re seeking, but importantly, they must consider TNQ as a suitable location.
1.1 Training Course Outline
We aim to orient you with terminology you’ll encounter and with information about the
Cairns & Region Convention Bureau to assist you with conversing with prospects and also
with gathering helpful information for the Cairns & Region Convention Bureau.
We’ll be covering the following during our training:
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Terminology
About the Cairns & Region Convention Bureau (read info/brochure).
Using the Script
Recording Information
Call Outcome Codes
Role play script
2. Terminology
Whilst the terminology is not too vague, there are some basic Conference terminology’s
used. By understanding these terminology’s, you will better understand the needs of the
prospect, thus be in a better position to gather information.
Meetings
Meetings could be defined as: (you can prompt this to gather information)
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Management / Sales team meetings.
Board meetings.
Shareholder meetings.
Conferences
Conferences could be defined as: (you can prompt this to gather information)
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Staff training or workshop or management conference.
Product launch or demonstration conference.
Member conference (eg. Medical industry / Associations)
Travel Incentive Programs
Travel incentive programs are generally related to incentivising employees or agents of the
company with travel packages for meeting certain sales targets. An example would be
pharmaceutical companies providing an incentive for agents to attract doctors to a
conference that promotes a new drug product. Or, a company that gives its sales team a
travel incentive for meeting annual sales targets (eg. Insurance reps, or agents).
Offsite
This is critical….. Every company we contact will hold a meeting and/or conference and
possibly a travel incentive program. But it’s important that we define whether they hold
their event off-site. Off-site means they use a hotel, a conference venue, or a resort
environment to conduct their event. Many companies would hold their events at their
office, but some will hold special events off-site. Those that do hold off-site events will
then need to be qualified as to whether they’d consider TNQ for their event. For example,
any event would need to be at least 1-2 days for a company to consider TNQ.
Exhibition
This is an event that usually attached to a conference. An exhibition is an event that
usually has trade exhibits in a room adjacent to their conference. The exhibits will usually
require the hosting member of the Cairns & Region Convention Bureau to prepare and
install booths. If a prospect speaks of Exhibitions, please note this in the comments to
assist the Cairns & Region Convention Bureau.
In-house (AV) Facilities
This relates to ‘audio-visual’ facilities supplied by the members of the Cairns & Region
Convention Bureau. You may be asked whether this needs to be supplied, or whether it’s
available. Note in the comments if people are requiring AV facilities for a conference.
State of the art audio-visual facilities that allow for teleconferencing, video & voice are
available at venues and via suppliers in the region.
3. About the Cairns & Region Convention Bureau
The following information is basically a key summary of the services the Cairns & Region
Convention Bureau provide. You can use this information to assist with questions you’re
asked and also use this information to bridge into your script during situations you feel you
need to provide more information.
3.1 Overview of Cairns & Region Convention Bureau
The Cairns & Region Convention Bureau is a not for profit organisation that has built up a
dedicated and professional team to facilitate introducing organisations to its vast base of
members that provide facilities for events.
The members of the Cairns & Region Convention Bureau include a range of businesses
that will service the requirements of an organisation holding an event in Cairns or TNQ,
including:
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Venues & Accommodation businesses.
Great Barrier Reef activities businesses.
Professional Support service businesses (ie. car hire, exhibition services, printing
services, etc).
Incentives & activities businesses (ie. tours, golf, rafting, ballooning, shopping, etc).
Cairns & Region Convention Bureau see their role as being the facilitator in helping meet
your needs for your event. They will provide unbiased information and help you find the
best and most suitable arrangements for your event.
3.2 Key Services of Cairns & Region Convention Bureau
The Cairns & Region Convention Bureau offers many services, including the following:
3.2.1 Complimentary Services
 General information and advice on Cairns and Region (TNQ). (This includes our
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Convention & Incentive Planning Guide).
Assistance with the preparation of the bid or proposal required to finalise the
decision on the location for the event.
Organisation and familiarisations and site inspections.
Venue & Accommodation information.
Supply of promotional literature.
Assistance in sourcing slides and video promotion resources for your planning.
Sales lead distribution to save you time – your specific requirements are circulated
to appropriate members of the Cairns & Region Convention Bureau to quote on
availability and pricing directly to you.
3.2.2 Bid Support
To save you time with planning for your event, the Cairns & Region Convention Bureau
can provide an invaluable resource and assistance to make the event a success:
 Appoint one our Account Executives to work closely with your committee and
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address bid criteria.
Source written endorsements from key political contacts and dignitaries.
Co-ordinate, produce & distribute the bid document on your behalf.
Plan & host a site inspection for national or international decision-makers.
Prepare your executive committee to present the bid with speeches, slides, and
powerpoint presentations or video assistance. Where appropriate, we can become
involved in the presentation of the bid on your behalf.
3.2.3 Other
In addition to the above, the Cairns & Region Convention Bureau can coordinate and
assist with the following:
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Media releases – designed to announce your arrival in TNQ which helps expose your
organisation via the media, and even distribute details of the event to transport, taxi
and radio operators to welcome delegates to the region.
Delegate boosting service – to help boost your delegate numbers (especially for
conferences) we can assist with staff at promotional booths to promote TNQ,
undertake direct mail campaigns, build links to our website and supply promotion
material you can distribute to potential delegates.
Promotional literature – our extensive range of promotional literature includes
everything from our planning guide, posters, postcards, and videos, to even maps for
delegates.
Membership access – our vast network of members in Cairns & TNQ cover every
need for any event.
(Read information supplied by Cairns & Region Convention Bureau)
4. Using the Script
The script is a call guide. Adapt the script to suit your natural style, but you must maintain
the script flow and ask all questions.
The decision-makers we initially contact may not always be the correct person and there
also may be more than one person involved in decisions for the different type of events
held. This may see us need to contact more than one person and build more than one
profile for one corporate.
(read script and discuss)
5. Recording Information
Please record the answers to all questions.
During the call, people will volunteer information and discuss their event requirements
with you. This information will often not relate to the question you’ve asked. Please record
relevant comments, in bullet point format where possible, in the comment section of the
database if it cannot be recorded against a question.
(check database format/capture sheet and discuss)
6. Call Outcome Codes
Call outcome codes help determine the progress of the campaign without having to
interrogate many fields-this means we save time!!
You must record a call outcome for every conclusive call attempt.
(check call outcomes and discuss)
6.1 CALL OUTCOMES
Background - What are Call Outcome Codes
Call Outcome codes are a code that can be used to ‘flag’ a record. A flag is used for
reporting and to ‘tag’ a customer in a database with a ‘keyword’. This tag can be selected
for specific campaigns in the future.
The call outcomes are also used for reporting on the telemarketing activity.
Positive Outcomes
Code
CAIRNS CODE
on Call
Sheet
A1
HOT LEAD
A2
MEDIUM LEAD
A3
COLD LEAD
DESCRIPTION
Event identified. A decision will be made within 12 months
for the location of the next Open Year and the organisation
will consider Cairns/TNQ.
Event identified. A decision will be made outside of 12
months for the location of the next Open Year and the
organisation will consider Cairns.
Event identified with a Minimum Delegate number of 100.
Contacts indicated that they would NOT consider Cairns in
the immediate future and further sales development is
required by CRBC to persuade this prospect.
Negative Outcomes
Code
CAIRNS CODE
on Call
Sheet
B1
DELETE
B2
B3
B4
B5
B6
DESCRIPTION
Organisation is no longer in Business
Organisation is NOT holding events off-site.
Conference only held in one or two major City(s) and won’t
consider moving. (or Major cities only).
Corporation indicated they do hold off-site events.
Refused to disclose any information.
Other Reason (note in COMMENTS).
Neutral Outcomes
Code
CAIRNS CODE
on Call
Sheet
X1
NEGATIVE
CONTACT
X2
U1
DESCRIPTION
Wrong number / no new listing via Telstra.
Duplicate record, already contacted and no other decision
maker known of at corporation.
Unable to Contact, person away until after April 19,
attempted contact 5+ times.
7. Role Play the Script
Now the fun begins!!
Please partner with a colleague and one person role play the Telemarketing Communicator
and the other role play the Association contact.
Please role play until you are comfortable with using the script.
Question time??
Now we proceed with LIVE calls!!