BAG · Universal Orlando · Event Sales

Selling with Awareness

Nobody buys a venue. They buy the event it becomes.

Change the word. Change the answer.

Same question. Different door. Curiosity opens it.

Select a shift above to open it.
✕ Instead of
“Why did you pick that venue?”
✓ Try
“What led you to that venue?”
“What went into that decision?”
Why it works
“Why” asks people to defend a decision. “What” asks them to describe one. Same information — without the wall going up.
✕ Instead of
“Tell me about your event.”
✓ Try
“Help me understand what you’re planning.”
“Help me get up to speed on how the decision gets made.”
Why it works
“Tell me” is a command — it puts you above them. “Help me” makes them the expert and you the student. People are wired to help.
✕ Instead of
“Why do you say that?”
✓ Try
“What makes you say that?”
Why it works
You get the story behind the statement instead of a defense of it. Use it any time they say something you don’t understand yet — it never sounds like a challenge.
✕ Instead of
“Why did you go with them instead of us?”
✓ Try
“Help me understand — what made that the better fit vs. this?”
Why it works
Asks about the choice, not the person. You learn the actual criteria they book on.
You’re not softening the question. You’re removing the reason to guard the answer.

Awareness earns the meeting. This earns the reply.

5-Steps to Earning a Response

How to get a response without chasing people.

Tap any step to open the swap — what to stop saying, what to try instead, and why it works.

Select a step above to open it.

The psychology

See it in action
Tap an example to read the full outreach.

A UO Sales Manager reached out to a group after discovering limited information online indicating they were planning a trip to Orlando.

Good Afternoon,

Thank you for choosing Orlando & allowing the City to assist you in hosting The 2026 National Championships! (This is a mutually agreeable fact) On behalf of our Gold Key partnership with the Orange County Convention Center, your group qualifies for discounts up to 40% off Universal Orlando tickets. (Provides unique offer while acknowledging their choice & giving UO credibility)

Would you be against hosting a link for your Teams, Athletes, Coaches & Parents to save on their tickets? (Get your Yes with their No) We also have programs for you to resell them the tickets & raise money for your organization while still offering a substantial savings to the attendees. (Allow two choices, no more. Always two never three.)

If there were a way to provide your group with either one or the above options, what would be the best number to reach you at? (This is an easy to answer question)

Much appreciation,
Name
Title & UO signature line

OutcomeConvention Planner called my Sales Manager back that evening on their way home.

A Sales Manager saw a high school band program announce a spring performance tour with no destination named yet.

Good Afternoon,

Congratulations on announcing the spring tour — that’s a big year for your program. (A mutually agreeable fact, and it’s about them) Universal Orlando hosts performance groups every spring, with performance venues, adjudicated festivals, and workshop clinics built for student musicians. (Unique to us — delivered as information, not a pitch)

Would you be against me sending over what a three-day performance itinerary looks like, so you can see the shape of it before you commit to anything? (Get your Yes with their No) If it’s helpful, I can also include what other directors do to keep the trip affordable for families. (Value before asking)

Would it make more sense to send that over, or would a ten-minute call be easier? (Two choices. Never three — and easy to answer.)

Much appreciation,
Name
Title & UO signature line

OutcomeDirector replied asking for the itinerary, and named the two other destinations under consideration.

A Sales Manager followed up with a corporate contact after a leadership summit went quiet mid-planning.

Good Afternoon,

You mentioned the summit has to feel different this year than the last two. (Their words, not ours — an agreeable fact) Most of the teams we host in the parks after hours are solving the same thing: people showing up because they want to, not because attendance is tracked. (Unique offer, framed as their problem)

Would you be against me holding a couple of dates while you work through the budget internally? (Get your Yes with their No — and it costs them nothing) It keeps your options open without committing you to anything.

If it were held, would it be more useful to walk the space in person, or start with what a private evening event actually includes? (Allow two choices — both move it forward)

Much appreciation,
Name
Title & UO signature line

OutcomeContact took the hold and looped in their finance lead the same week.
✉️ Build your own. Pick the buying influence, their mode, and what they value — the Event Sales email builder frames your outreach on the 5-Step framework. You bring the specifics. →

Open it, fill it out, keep it.

🧭Strategic Planning One-Sheet

Knowing what to do, how to do it & why it matters. One objective, the two commitments that protect it, the planning matrix, and the honest questions at the end of the period.

Open & fill ↓ Download
📆Footprint Fridays

The weekly cadence. Three accomplishments from this week, six planned for next week, and one teammate who went the extra mile.

Open & fill ↓ Download
📋WITT Report

Prep one opportunity. Frame it, score fit and readiness, map who has a say, and leave knowing what they want to improve.

Open & fill ↓ Download
✉️Email with Awareness — the builder

Pick the buying influence, their mode, what they value and your timing — the builder frames your outreach on the 5-Step framework. You bring the specifics.

Open the builder →

Most sales training teaches people what to pitch. This one teaches people how to think.

5Their NeedsWhat 5 things need to be true? 3Your ActionsWhat 3 things can I do? 2The ContrastWhat 2 things must we measure? ▾
5-3-2 = 0 — The Simple Math of Great Sales
▶ Watch first · 1 min
Meetings & Conventions
General sessions, breakouts, and citywide programs — with a destination attendees actually want to attend.
They’re buying attendance
Corporate & Private Events
Buyouts, receptions, and catered events inside the parks — the venue no one has been to a hundred times.
They’re buying the moment
Youth & Group Programs
Bands, cheer, dance, sport, and school programs — performance, competition, and the trip they remember.
They’re buying the experience
I. Intentional Awareness

There are three kinds of awareness. Tap each to open it.

🧭
Internal Awareness
Know for Yourself
How clear are you on what's important and why?
Before every call, tour, or renewal conversation.
Open ▾

Clarity

  • What is this event actually supposed to accomplish?
  • What would make this conversation worth their time?
  • What do I want to be true when we hang up — a hold, a site visit, a date?

Motive

  • Why does this event matter — attendance, revenue, membership, morale, or a milestone year?
  • Why now? A rotation decision, a budget cycle, a competition season, a board vote?
  • Why should they trust us with it — what have we earned so far?

People

  • Who has a say — Decision Maker, Guardian, User, Coach?
  • Who carries the day-of stress — the planner, the program lead, the chaperones?
  • Who haven’t I accounted for — procurement, finance, a third-party planner, the housing bureau?

Measure

  • How will they know it worked — attendance, spend, feedback, renewals?
  • Where have they been going — another destination, another venue, a planner?
  • What are they judged on — budget, attendee experience, or the story told after?

Movement

  • What am I asking for — a site visit, a courtesy hold, a proposal?
  • What’s the smallest commitment that keeps this moving?
  • What do I owe them when we hang up, and by when?
CreatesClarity→Focus→Action
👁️
External Awareness
Read the Room
Who has a say & what role do they play?
What mode are they in & what's their win?
Open ▾
Identify — who has a say
Decision Maker — Exec Director / Owner / BoardGuardian — Procurement / Finance / Housing bureauImpact Owner — Event manager, program lead or coachCoach — The planner or champion inside
Uncover — what matters most
What they thinkHow they feel
MoneyTimeRiskStatus

Let’s stop asking “What question gets me a site visit?” & start asking “What question uncovers their Mode?”

The best questions are simple, conversational, and easy to answer — the kind that don’t feel like discovery. Work them in this order, and each answer opens the door to the next:

Situation→Mode→Improvement→Hook

Establish context without sounding like discovery.

  • What do you know about the program so far?
  • Where have you taken it in the past?
  • How many are you expecting, and who’s traveling?
  • Are you planning this internally, with a planner, or both?
  • Has anything changed since last year?
  • What’s hardest to get right with a group this size?
  • What are you focused on this year?

Where most of us struggle. Instead of asking about facts, ask about experience — these seven tell you almost everything about their Mode.

  • How’s that been working for you?
  • How do you feel about where the planning stands today?
  • What’s been the biggest challenge?
  • What’s been the most frustrating part?
  • What’s taking more time than it should?
  • Where do you feel the most pressure — budget, attendance, or the attendee experience?
  • If you could change one thing about the last one, what would it be?

People don’t buy the venue. They buy improvement.

  • What would make this program a success?
  • What’s most important to improve from last year?
  • If the whole thing went exactly right, what changes?
  • What would make the biggest impact on your attendees?
  • What’s costing you the most today — time, budget, or attendance?
  • What would free your team up on-site?
  • Where do you think the greatest opportunity is?

Timing separates a real opportunity from a someday.

  • Why is this important now?
  • What’s driving the timing — a date, a budget cycle, a season?
  • What happens if nothing changes?
  • When do you need dates and space confirmed?
  • What made this move to the top of your list?

Know who matters before you go further.

  • Besides yourself, who else is involved in the decision?
  • Who ultimately signs?
  • Who runs it on-site?
  • Who else would want to weigh in — finance, procurement, the board?
  • What does success look like for them?
🪝 The HookOnce you’ve heard their Situation, Mode, and Improvement — the hook writes itself. Offer a next step that fits what they just told you, and turn it into a warm, informed next conversation.
Build the Hook

“It sounds like [Situation] is creating [Impact]. If there were a way to [Improvement], would it be helpful to see how?”

“It sounds like attendance slipped last year and the team spent the whole week putting out fires. If there were a way to give people a reason to show up — and take the on-site load off your staff — would it be helpful to see how that would work?”

Mode detection shapes how you ask — to gain their permission:
  • Growth “It sounds like you’re looking to…” → improvement
  • Trouble “It sounds like this is creating…” → relief
  • Even Keel “It sounds like things are working, but…” → possibility
  • Overconfident “It sounds like you’re comfortable with where things are…” → curiosity
Align — before end of conversation

These are the questions you ask the planner — and each buying influence behind them. Decision-Maker phrasing is shown; tap any question to see how to ask the same thing of the Guardian, User, or Coach.

Defines the outcome — clarity

GuardianBudget / Risk
What budget, contract terms, and standards matter most?
Ex: Budget per head, minimums, contracts, insurance
Impact OwnerExecution / Experience
What does the program need to deliver on-site?
Ex: Flow, timing, AV, catering, the attendee experience
CoachInfluencer / Alignment
What would make this a win for your organization?
Ex: Attendee satisfaction, brand, the story people tell after

Reveals the process — reality

GuardianBudget / Risk
How are approvals, contracts, and payments handled?
Ex: Procurement, deposits, insurance, sign-off
Impact OwnerExecution / Experience
How are you planning and running it today?
Ex: In-house vs. planner, past destinations, what’s stressful
CoachInfluencer / Alignment
How do destination decisions get made and championed?
Ex: Who decides, who advocates, past partners, rotation

Identifies friction — truth

GuardianBudget / Risk
Where does risk or exposure typically show up?
Ex: Attrition, liability, contract risk, overages
Impact OwnerExecution / Experience
Where does it get stuck or go sideways on-site?
Ex: Arrival, timing, transportation, catering, headcount changes
CoachInfluencer / Alignment
Where do priorities or opinions conflict?
Ex: Experience vs. budget, brand vs. cost, timing

Tests commitment — decision

GuardianBudget / Risk
If it ran on-budget and fully covered, what changes?
Ex: Protected, on-budget, one trusted partner
Impact OwnerExecution / Experience
If we handled the details, what improves for your team & attendees?
Ex: Less stress, a standout program, more time
CoachInfluencer / Alignment
If this succeeded, what’s possible for future years?
Ex: A repeat partner, referrals, a destination in the rotation
CreatesIdentify→Uncover→Align
📋 WITT Report — the worksheet Frame the opportunity. Read the room. Measure the Contrast. Align the Win. Capture the buying influences, their mode, and what each one counts as a win. Fill it out on screen and save it — or print it and fill it out by hand. Open & fill ↓ Download
🎯
Situational Awareness
Solve for Improvement
Is this account worth pursuing?
The right account — and the right time to pursue it.
Open ▾
Right Fit
Are we the right fit for this group?
  • Group size and profile fit our venues and programs.
  • Their dates work against our calendar and park operations.
  • We solve a real attendance, budget, or logistics problem.
  • Attendance & total spend support the effort.
  • The program is annual or has recurring potential.
  • Opens the door to the whole organization.
  • Access to the planner or decision maker.
  • The destination is the draw — not just any venue.
  • Trust can be earned before contracts are due.
Right Now
Are they ready to solve it?
  • Last year’s program fell short — attendance, energy, or results.
  • They want a destination people are excited to travel to.
  • Planners want it simpler to run.
  • A program or event budget exists.
  • A deposit & contract pathway is clear.
  • Leadership or the board is bought in.
  • Dates are set or close to it.
  • Headcount and space needs are known.
  • Dates won’t hold at this size for long.
Right Fit+Right Now=Opportunity Qualification
Curiosity + Empathy = Context
How you show up before the conversation earns you the right to ask.
Belief + Trust = Content
What they share reveals what really matters.
Context + Content = Contrast
What you uncover reveals the distance between where they are and where they want to be.
Role + Mindset = Reality
Role = how they see the problem. Mindset = how they feel about the problem.