Leading Meeting Professionals

Professional Convention Management Association

May 05 2014

Transforming The Role Of A Convention Services Manager Around The World

By David McMillin

With financial assistance from the PCMA Education Foundation, a new three-day, face-to-face program will help convention services managers around the world understand the nuances of working with North American-based meeting planners.

“Some of the emerging markets don’t have the same kind of extensive training that takes place in the United States,” Dawn McEvoy, Director, Education, PCMA says. “This program will help convention services managers in these new meetings destinations know how to meet the high expectations of the planning community.”

The program is about more than meeting traditional needs, though. McEvoy says the education will help transform the role of a CSM into that of a trusted meetings expert.

“We’re designing this to help convention services managers speak the language of the meeting planner,” McEvoy says. “This is about more than helping execute the details of a contract. With this training, you’ll understand how to be a better partner for each planner.”

“From helping them choose the right room set to outlining the new technologies that are shaping attendee engagement, this is a comprehensive program that will help any CSM see the world through the eyes of their clients,” McEvoy adds.

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Powering Sales Success

The curriculum also includes lessons that are very important to the bottom line.

“We want to help CSMs recognize ways to be more collaborative with their entire sales teams,” McEvoy says. “As emerging destinations work to secure more business, the CSM can play a vital role in the selling process.”

One full day will be dedicated to helping attendees understand the unique value proposition of whatever they represent — a hotel, CVB or a convention center — and how to leverage that UVP for upselling opportunities.

“Once that contract is handed off, the CSM is the primary point person for the client, and they still have a sales role,” McEvoy says. “We identified this as a key area where additional training is needed throughout the industry.”

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McEvoy expects the English version will be completed near the end of May. The program is also being translated into Spanish, which should be ready later this summer.

Looking for more education while PCMA puts the finishing touches on the CSM program? Click here to browse the OnDemand learning library and start earning education credits today.

If you’re interested in helping the PCMA Education Foundation continue to fund new programs and research that will power the future of the meetings industry, go here to learn more about the Foundation.

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