Our regular talking points present personal views from industry professionals, and invite readers to comment. This week Ros de Vekey, business development manager at Cavendish Conference Venues, explains why a broad and adaptable venue offer is vital to winning business and providing an excellent service.

The more opportunities a potential client has to say ‘yes’, the more chance you have of winning the business. Essentially, the simple answer to winning new business is to offer options – because customer choice in the events business is more important now than ever before.

As venue owners, we can’t be 'all things to all men'. However, we can offer a tempting array of spaces and facilities, designed to inspire and deliver maximum impact and effectiveness.

In our experience, customers have two different lists of requirements. One is a practical description of essential items needed to meet the event brief. The other is a wish list, the detail of which is difficult to pinpoint – as the client often has no preconceived ideas as to what should be on this non-specific but important list.

Our job is to add content in the form of creative options and inspirational ideas.

A consultative approach at the enquiry stage is key to ensuring that the tailored choices offered stand the best chance of winning the business. It is not enough to offer a huge list of options, as this will only confuse and have an adverse effect.

At Cavendish, we are in a position to offer five very different, unique central London venues – and therefore a variety of options suited to an inordinate number of different event formats. This is by design. We have focused over a number of years on developing a diverse and flexible product that caters for a wide range of client needs.

We offer a range of settings and backdrops – from contemporary to retro and traditional. Specific examples include the Boardroom at the ICO Conference Centre, an impressive meeting space which could equally provide the perfect setting for a James Bond-themed cocktail party. And at America Square, the Cornhill – with the 2000-year-old, original Roman London Wall at its centre – is an exceptional break-out area for coffee or lunch, and a fantastic setting for product launches or corporate receptions.

Our whole catering operation is geared up to deliver menus which cover popular, unusual and exceptionally creative dishes. We have Thai, Indian and Moroccan-inspired menus as well and British and modern European classics, to ensure that all palates can be catered for.

Regardless of size and facilities, a venue presented creatively, which offers unusual and unique options, will catch the eye of prospective customers. Surely venues are the foundation of the events business – and therefore the onus is on us to set the scene and be the catalyst for our clients’ inspirational events.

Ros De Vekey, business development manager, Cavendish Conference Venues

Contact

Website: www.cavendishconferencevenues.com