How to Differentiate your Venue – Think Benefits NOT Features!

Promoting your BENEFITS & ADVANTAGES using the Ultimate List of Venue FEATURES

In a Crowded Marketplace you need to FIND what makes your venue truly unique, special and different and promote it widely to all your prospects during the sales process. Otherwise your venue is NOT different, it’s just a commodity without any redeeming features and ends up competing mostly on price.

Venue Features

Every venue has a range of special features that help differentiate it from competitors. Your role is to find, know and promote the relevant features and turn them into clear advantages and benefits.

You can use the “FAB Technique” to turn your Venue FEATURES into ADVANTAGES & BENEFITS. You want to sell the SIZZLE not the SAUSAGE to promote the benefits that differentiate you from your competitors.

  • STEP 1 – Brainstorm with your team to Identify ALL your Venue Features and the BEST ones.
  • STEP 2 – Identify HOW each Feature is an Advantage or Benefit to your prospect or repeat client.
  • STEP 3 – Explain the REAL Benefit to your prospects – using “Which means”, “that means” or “because”.

For example here are some phrases clearly explaining venue benefits

  • “We have Refrigerated Airconditioning which means your guests will keep really cool on those humid days” (unlike our competitor who has cheap evaporated cooling)
  • “We have a function room with NO Posts or Pillars which means you and your guests will enjoy uninterrupted views of bay” (unlike our competitor that has a room with many pillars)

Also remember that a feature is only a BENEFIT if it meets that Prospect’s NEEDS. For example having an onsite chapel may NOT be a benefit to a couple getting married in a church however it will be a BIG benefit for a couple wanting to get married on site.

So make sure you talk about BENEFITS when describing or showing prospects around your venue.

Promote Your Benefits – NOT Just ALL your Features – A Story with a Sad Ending for the Venue.

Many years ago we were looking to book a conference. so we had a inspection tour around a very nice venue. The tour was being escorted by a pleasant Function Co-ordinator.

I was truly amazed as she went on and on pointing out the bleeding OBVIOUS – every single feature of the venue. “there is a window, that’s an airconditioner, thats a tree, here is the stage”.

At no point did she ask ANY QUESTIONS to find out what our needs were and explain the specific and relevant BENEFITS of what she had to Offer. –  SADLY NO SALE MADE BY THAT PERSON.

Remember – Don’t tell them everything you know, tell them what they want to know & need to know. Most people struggle to remember more than 3 KEY things about your venue.

 THE ULTIMATE LIST OF VENUE FEATURES 

You and you team need to turn these Venue FEATURES into ADVANTAGES & BENEFITS!

  • “We have (FEATURE) which means you can … (BENEFIT)”
  • “We have (FEATURE) so that you can … (BENEFIT)”
  • “We have (FEATURE) because… (BENEFIT)”

 1. POPULAR VENUE FEATURES

  • Your Location,
  • Your Theme and Decor
  • Restrooms nearby
  • Handicap Toilets and Access
  • Windows – natural light
  • Views – garden? seas? Mountain? City?
  • Soundproofing – Band limitations
  • Ability to darken Room
  • Multiple breakout rooms
  • Moveable Walls
  • Courtyard or Gardens nearby
  • Feature Flooring
  • Dance floor- central?
  • Tall Ceilings
  • Special Tables or chairs
  • Pillars or open – segmented room
  • nearby Carparking
  • Smoking area or balcony
  • Open Kitchen feature
  • Refrigerated Airconditioning

 2. BEVERAGE FEATURES

  • Beer on tap / Craft Beer / Microbrewery
  • Special Beers available
  • Local Food & Wine
  • Imported Wine Menu
  • Wine Matching
  • Wine presentation
  • Well stocked cellar
  • Licensed til Xam
  • Late licence Xpm
  • In wine room – Racks
  • Awards for Bar Cocktail

3. SPECIAL EVENT CAPABILITIES

  • Inhouse Production Team
  • Bump in/Bump out
  • Green Room
  • Ticketing Company – can buy tickets
  • Live Music Venue
  • Tribal Following online – huge database

4. VENUE FEATURES

  • Architecturally Designed
  • Backup Power Supply (Genset)
  • Celebrity chef
  • Cellar – wine, sommeliers, cellar Door
  • Concierge
  • Courtyard
  • Curtains
  • Deck – covered, dancefloor
  • Fairy Lit trees
  • Feature Bar
  • Feature Gardens / Rockery
  • Gardens – photo
  • Good Signage – Easy to find
  • Good Space, private
  • Heaters Outside
  • Intimate Space
  • Kids Welcome
  • Outdoor dining
  • Pet Friendly
  • Pokies onsite
  • Pre-drinks area
  • Private Amenities – self contained
  • Restaurant onsite
  • Rooftop smoking
  • Secret Location
  • Smoking Areas
  • Spacious rooms
  • Split rooms
  • Staircase
  • Umbrellas
  • Undercover Entrance
  • Walkways

 5. FACILITY FEATURES

  • Exclusive Use
  • Wifi access
  • Soundproofing – heavy doors
  • Airconditioning
  • 3 Phase Power supply
  • Backup generator power
  • Security systems / control
  • CCV Cameras
  • Access for vehicle into room (drive off)
  • Award winning
  • Cantilever Balcony

6. FUNCTION SPACE FEATURES

  • Tiled / Parquet Floor /Carpet
  • Historic Artefacts
  • Feature Lighting
  • Log fire fireplace
  • Mirrors
  • Long Tables
  • Openable windows
  • Separate Bar
  • Rustic
  • Chandeliers
  • Elegant Décor
  • Various Layouts
  • Lighting
  • Flowers
  • Natural Lighting
  • Wheelchair Access

7. SPECIAL LOCATION

  • Waterfront / Riverside
  • Beach views / nearby
  • Vineyard
  • Historical building / precinct
  • Winery Restaurant
  • CBD
  • Marquees available

 8. FOOD/KITCHEN RELATED FEATURES

  • Seasonal Fresh Cuisine
  • Platters / Food Carts
  • Modern Australian
  • Menu Tastings Available
  • Traditional
  • Shared Menus
  • Casual Style Event
  • Cocktail Style & BBQ Buffet / Smorgasbord / Feast Menu
  • Feast – choose animal, rotisserie
  • Feasting Banquet Table
  • Dessert Buffet or Cart
  • Coffee – Barista
  • Special Diets catered for
  • Gluten Free
  • Open Plan Kitchen
  • Personalied Menu
  • 3/3/3 Choice on night – 3 Entrée, 3 Main & 3 Dessert
  • 50/50 – alternate drop
  • Food stations
  • Lolly Bar

9. ENTERTAINMENT OFFER

  • Dancefloor
  • Live Music
  • Band / DJ / Speakers
  • Trivia Nights
  • SUMO wrestling
  • Beer Pong
  • Pool Tables
  • Photo Booth
  • Pre & Post Parties

10. SALES TEAM STYLE & SUPPORT

  • Personalised Quotes and menus
  • Site Visits
  • Curation of Event
  • Min Spend $$$
  • Split Bills
  • Pay by Credit card / Diners/ Bartercard / Zipmoney / Afterpay ?

11. VENUE ACCESS FEATURES

  • Taxi Rank
  • Public Transport
  • Bus Drop off/Pickup
  • Access Building/Lighting – laneway
  • Short walk from…
  • Undercover parking
  • Bus to Town
  • Validated/carpark sheet
  • Carparking
  • Loading Zone

12. NEARBY FACILITIES

  • Big Free Carpark Nearby
  • Accommodation nearby
  • Entertainment nearby
  • Churches nearby
  • Feature gardens
  • Great Photo backdrops nearby
  • After party locations

13. EQUIPMENT AVAILABLE

  • AV Supplier
  • Audio Systems
  • Bespoke/custom events
  • Record Player, vinyl collection
  • Lanterns,
  • Projector, Screen, Mike

14. SPECIAL MARKET EXPERIENCE / EQUIP

  • Surprise Weddings
  • Footy Clubs AFL
  • Tennis Events
  • Car Launch
  • Fashion Parades

You probably found that your venue has MANY great features & benefits that could be promoted widely – on your website, in your marketing brochures, during phone and email enquiries and especially during the site inspection, venue tour or “show round” (in UK).

If you have any more great ideas for VENUE FEATURES – Send me an Email!

ABOUT THE BLOG AUTHOR – David Staughton CSP CCEO

READ THESE BEST BLOGS RECOMMENDED FOR VENUES & HOSPITALITY

David Staughton Hospitality TrainerBig Hat Professional Services can help you grow your hospitality business and improve your Function  Event & Wedding Sales. David & Kevin can help you!

David Staughton CSP is an award-winning International keynote speaker, and experienced Small Business consultant.  With over 15 years ‘hands on’ experience in the Hospitality industry, he speaks and consults on a wide range of hospitality business improvement in the areas of sales, staffing, service and strategy.

Kevin Kosky is a skilled business communications trainer. He is a specialist on inbound phone skills, presentation skills and delivering sales presentations. Kevin is an expert teacher of face to face communication skills like sales, supervision, and presentation skills.

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