When people are choosing an online registration service, they already know about the biggest advantages online registration offers: you can automatically collect information in a fraction of the time traditional registrations require, without the expense, all while drastically reducing the stress load on the people running the event.

But here’s the problem: in many situations, the person(s) making the decision about whether or not to use online registration is not going to be involved in the day-to-day planning and running of the event. In other words, the things these decision makers care about most are not always the same as the things that can keep an event planner up all night.

This newsletter is dedicated to helping event planners communicate the importance of online registration to those people making the decisions in terms they’ll understand.

So, if you need to convince someone to give you the “go ahead” for online registration services, then this message is for you: seven important benefits of online registration that will even convince bosses, clients, boards or committees to use it. There are also tips on how to overcome common objections such as:

• It’s not in the budget
• Our old system worked fine last year
• We aren’t ready for online registration

People typically have these objections when they don’t know how online registration works, and how it will help them.

1. Compare Costs

Labour:

This is one of the biggest costs. Start by brainstorming a list of all of the tasks that involve labour and estimate how much time is spent on each. Consider:

• Setting up a spreadsheet or database
• Data entry
• Preparing mailings
• Taking calls
• Manually processing credit cards
• Accounting related to credit card processing
• Preparing reports for management or clients
• Following up with event participants to get more information
• Chasing people for payments
• Sending confirmation notices
• Sending and preparing receipts and invoices

Then consider how much this labour costs per hour. This is a little more difficult as the real labour rate is always much higher than what an employee takes home, but adding 15 – 20 percent to the hourly wage should give you a rough idea of the real cost, because you have to consider what an employer pays for pension plans, holiday pay, insurance, etc. Multiply this rate against the time each task takes (or each task per person attending the event) and you should have a reasonable estimate of your labour costs.

Materials:

Next have a look at what you’re currently spending on materials, by estimating against the below list:

• Long distance charges for phone and fax
• Postage
• Stationary
• Printing promotional material
• Paper for fax, printer and copier
• Toner for fax, printer and copier

Intangibles:

These can be very difficult to estimate, but costs like errors in registration are very real to businesses. Here are some intangibles and benefits to consider in using online registration

Calculations are performed correctly every time, so attendees will not be over or under charged.
Credit card payment processing is automatic and correct every time.
Employees can focus on and build their core business.
'Real-time' information can be accessed from anywhere at any time.
It will drive traffic to your website.
The registrations will be more accurate, i.e. the participants are responsible for entering their details and making their selections.
It will give you a more professional image.
It’s easier for attendees to use.
At the very least, the price comparison sheet you generate will help you realize what your organization is currently spending on event registration.

2. Do a pro/con comparison

Brainstorming the pros and cons of anything is a helpful decision making technique.

We have started a sample pro/con chart on our website to get you started at www.eply.com under the Event Resources menu. The pros and cons will be different for every event and organization, so adapt what we have to your situation. Try to include examples from past events and the anticipated pros and cons of continuing with manual registration.

3. Show examples of online forms.

Showing an example of an online form similar to the one your event requires can be all that it takes to convince someone that online registration is a good way to go. Many people may not be able to visualize how it will look and work so an image really is worth a thousand words.

You can find examples of different online forms at www.eply.com under the Event Registration menu, or call us at 1-800-507-3759 and we’ll direct you to one similar to your requirements.

Examples of how other organizations have successfully used online registration will help support your case. Ask your potential online registration supplier for testimonial letters or past clients that you can speak with.

4. Get a formal proposal from an online registration supplier.

Have something in writing that details exactly what an online registration supplier will do, what you will be required to do and how much it will cost. With a good proposal, you will confidently be able to give prices, details and answer any questions.

 5. Make online registration part of a larger online strategy.

Many organizations spend a lot of money developing a website. Even more is spent trying to get people to visit it. Online registration is a perfect way to get people familiar with your site, as while they are there to register you have the opportunity to show them what other information is available.

Another strategy is to use online registration to build a database of email addresses. This list can be used for future marketing efforts or other online initiatives.

6. Look to the competition.

If someone isn’t convinced that online registration is the way to go, look at what competing organizations are doing. You will find people are using online registration in almost all industries and this may be enough to convince skeptics to try it for their next event - rather than be out done by a competitor.

7. Have someone from an online registration company talk to your decision maker.

If you know that the people you are working with are going to have a lot of questions about online registration, it might be best that you involve a sales person from the online registration company you want to use. They will know the intricacies of their system and be able to offer extra advice and ideas.

To access more details for any of these strategies, go to - http://www.eply.com/event_resources/selling_tools.html

Please feel free to contact us if you have any questions or comments about this article.


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