Podcast transcript:
Stéphane Depaepe: [00:00:13] Hello and welcome to another episode of the "Performance, Harmony & Commercial" podcast, produced by PHCom in the "transforma bxl" studio with technical support from "The Podcast Factory Org".
Nadia Ben Jelloun: [00:00:23] The "Performance, Harmony & Commercial" Podcast is aimed at marketing and sales managers, as well as company executives with commercial responsibilities.
Stéphane Depaepe: [00:00:32] Every month, we share with you our best practices in finding new customers for business-to-business companies.
Nadia Ben Jelloun: [00:00:38] You can find each episode on the PHCom point be website, P.H.C.O.M, and on all the good podcast platforms.
Stéphane Depaepe: [00:00:48] You can support this podcast and promote its visibility by sharing it with as many people as possible via a like, comment or share.
Nadia Ben Jelloun: [00:00:55] The answering machine is always open so that you can leave us a message, which we'll be delighted to answer.
Stéphane Depaepe: [00:01:00] You can also book an appointment directly with Nadia or Stéphane on phcom dot be.
Nadia Ben Jelloun: [00:01:06] See you soon.
Camille de Meeûs: [00:01:07] Hello Antoine
Antoine Denis: [00:01:08] Hello Camille
Camille de Meeûs: [00:01:09] Nice to have you on our podcast for phcom and, of course, to talk about business development. How are you?
Antoine Denis: [00:01:15] Very good, very good. Busy week but all's well. Friday ends on a high note, indeed.
Camille de Meeûs: [00:01:20] So Antoine, you founded Audéo with your brother. What does it mean in concrete terms?
Antoine Denis: [00:01:24] So Audéo is a fifteen-year-old company, founded by a family, which deals with all technical and audiovisual aspects of events, mainly sound, lighting and all the technical equipment needed for all types of public events, festivals, concerts and others.
Camille de Meeûs: [00:01:43] There's a lot of competition in this field. What sets you apart from the competition?
Antoine Denis: [00:01:48] So it's true that there are a lot of us in Belgium, and a lot of us in Brussels too, because there are a lot of events going on, so it's quite normal. What sets us apart is that we really try to take advantage of our average company size, I'd like to say, and offer customers speed, flexibility and rigor in project preparation. It's also worth pointing out that all the "last minute" aspects are very important, as we get a lot of last-minute requests for modifications. And that's what sets us apart from other, perhaps larger structures, which find it harder to turn around in the event of last-minute changes.
Camille de Meeûs: [00:02:23] So you're clearly flexible and quick to adapt.
Antoine Denis: [00:02:27] Yes, in the schedules, in the equipment and in the field too, of course. We also try to keep all our equipment up to date, in the sense that technologies evolve very quickly, especially in lighting for example, and we know that we have to offer something that's always adapted and updated for ever more immersive and attractive experiences for customers and participants at all our events.
Camille de Meeûs: [00:02:48] What advice would you give to people who want to get into the same business as you?
Antoine Denis: [00:02:52] So there are several things: rigor, which we've already talked about, and stress management. We have quite a few trainees who come to us, who know how things are going to work, but after three or six months, we notice that despite the good work, they still leave tired. Events are great fun, it's a passion for us, we created it out of passion, and there's that aspect of keeping going. In the sense that there are a lot of events, the seasons are busy, you have to keep your head above water but it's something we enjoy, there's nothing similar about every event. I'd like to say that to get started, you need to be one: passionate. And two: to be, indeed, rigorous, keeping in mind all the technical aspects of the events.
Camille de Meeûs: [00:03:32] Where does this passion for the technical and audiovisual world come from?
Antoine Denis: [00:03:35] We're going back to family history, our dear father passed on this passion to us, so you could say that we fell into it, into the magic potion, from the time we were very small. When my brother and I were ten, we were already behind the mixing desk, setting up microphones. A passion, a teenage hobby that has now become our profession, with a company, several employees, etc. Today, we coordinate more projects, but we still like to go out into the field too, which is important. I must also emphasize the human aspect, which is important in the events business. We create events, if we take a step back, to get messages across, so there you have it, equipment is unloaded from the truck, we set it up, but we try to keep a certain human touch to the events. So getting out into the field is important for us too.
Camille de Meeûs: [00:04:19] Your sector, it has to be said, operates on a seasonal basis, if you can put it that way. It can't be easy every day, and it must also be very challenging.
Antoine Denis: [00:04:27] We're pretty much on a rollercoaster, so we have super-busy months when there are lots of outdoor events, like June and September. On the other hand, winter is much quieter: December, January, February. It's indeed a challenge in the sense that perhaps 75% of activities are concentrated over four or five months, both in the logistical aspects of managing the warehouse and equipment, and in the HR aspects for all the technicians. It's a real headache to fit all this into all the schedules. And we mustn't forget that in these busy periods, in addition to field management, we also inevitably have all the requests that arrive, the visits that have to be accommodated, the modifications. These are very, very, very, very, challenging and demanding months, but you have to rise to the challenge every time. We prepare over the winter months to get ready for the new season, knowing that it's going to be very busy every time. And I'd like to say that it's all a question of anticipation, both in terms of - I'm repeating myself here - the logistical aspects, of having equipment that's fully maintained and ready for the season, and in terms of staffing, so as to be prepared to accept, respond to and honor all requests, and to have new customers as well - we're here to talk about that too.
Camille de Meeûs: [00:05:34] And speaking of customers, how do you go about meeting new people in your rather niche sector and turning them into your customers?
Antoine Denis: [00:05:41] So with experience, I have to say that what works best is meetings in the field. Once we're going to meet someone, either at a meeting for site scouting, or even better, at an event. Once prospects and customers come to see our equipment, the teams and the way it's deployed, it's much more meaningful than a website, an Instagram page, or a call or email of course. So, the canvassing aspects are very important, but they have to lead to a human encounter, a real meeting to discuss the future project in concrete terms, and how we're going to set it up. And there's also the dimension of projecting into the future event, where the customer will be directly involved, much more than simply replying by e-mail and sending a specification. The human dimension is again very, very, important.
Camille de Meeûs: [00:06:27] We're talking about the human dimension, so we're talking about the network, it's the network, it's also word of mouth.
Antoine Denis: [00:06:32] It's word of mouth, the network, we could have added that in the first part for the characteristics you need to have to get into the events business. You have to build and maintain your network all the time. There are indeed meetings to take advantage of, contacts to reactivate, and don't hesitate to bring people in and get them to meet each other. In fact, every year we organize a little end-of-year drink with all our in-house and freelance technicians. It may seem trivial, but these get-togethers are a great opportunity to exchange ideas and raise Audéo's profile. So the address book, the network, is super important. Of course, you have to work at it all the time, and of course, when you've already got a network, it's like a little springboard and all the operations are easier, so to speak. Aspects of contacts, once you know someone and receive an e-mail from that person you've already seen, are always much quicker, so projects progress faster and offers are signed more quickly.
Camille de Meeûs: [00:07:25] What are the main difficulties and obstacles you encounter in sales?
Antoine Denis: [00:07:30] Quite a few venues, or agencies, or customers, are already committed to service providers, and this is perfectly normal, as it's something that will facilitate relations between a customer, a venue and its technical service provider. But we often come across venues which already have their own equipment, which impose a service provider or which are reluctant to accept another service provider. The main obstacle is that the sector is rather closed, I'd say. Everyone has his or her own contacts, and it's only natural that we should go back to our address books and networks. You have to find a way through and find a small gap where you can offer your services, try to innovate, convince the customer that it might be time, or perhaps an opportunity, to try out a new company for once.
Camille de Meeûs: [00:08:10] Yes, but sometimes you can complement existing infrastructures, things that are already being done?
Antoine Denis: [00:08:15] These are things that are done, but they're not necessarily easy. It's sometimes a double whammy for the customer who rents the room, who has to rent an installation with perhaps a technician on duty, who may be twiddling his thumbs, and the Audéo teams who install equipment in parallel. There can be synergies, but it's not necessarily easy either. When we have to provide a service in a place we don't know at all, to be sure of ensuring a quality service, we sometimes prefer to come with all our equipment and be 100% autonomous, and unfortunately not use the equipment on site if we don't know it, so there you have it, these are contexts that aren't always easy. For the customer, it's also sometimes complicated from a budgetary point of view, so we think it's normal for them to turn to the venue's service provider, who already has their equipment installed on a permanent basis.
Camille de Meeûs: [00:08:57] How do you build a long-term relationship of trust with your existing customers?
Antoine Denis: [00:09:02] When a request is made, an event takes place, and several weeks or months later, a second request arrives, we consider that the relationship of trust has already been established. It's only after a successful first event that the customer can be totally reassured and call on us again, hopefully for a long time to come. I think we try to establish a fairly close and human relationship directly. When it comes to submitting bids, I always give priority to telephone calls rather than e-mails, to try to understand the needs and constraints of each customer, and to try to get as close as possible to each customer, step by step of course. But I think that trust is also established through a close relationship, and I think it's important to underline that too.
Camille de Meeûs: [00:09:46] It still requires a lot of follow-up. Do you have any specific in-house tools or practices to support your customers and show them that you're still there?
Antoine Denis: [00:09:54] There are several of us at Audéo, and each project manager has his or her own customers. Take Bozar, for example, which is a venue we work with a lot. All the requests from Bozar's various customers come to me, for example, for ease of use. When we receive a new request from a new customer, we decide internally who will take charge of the project and the customer in question, and we try to keep a single point of contact between this customer and our teams to facilitate exchanges and communication. I think you have to be quick and reactive. I've mentioned this before, but so last-minute requests and modifications are normal, and quite usual in the events business. The customer needs to feel that the technical service provider is behind the project, is being monitored, and that he can rely on the service provider for all logistical aspects.
Camille de Meeûs: [00:10:48] When you're a technical service provider at events, you've got a lot on your shoulders.
Antoine Denis: [00:10:51] It all depends on the type of event and, above all, the type of customer. Once you're working with customers, let's call them professionals, and it's a long-term collaboration, the missions are very clear and everyone has their own tasks and agenda, and we know how to move forward. For private customers, it can sometimes be more complicated, as it's less clear to them what Audéo can and can't do. We sometimes have to refuse certain services that the customer thought we could provide, but which in fact aren't part of our range at all. I'm thinking, for example, of decoration aspects for a wedding. Sometimes we have to reframe customers a little, but generally speaking, things go pretty well. And I think it's pretty clear on all our communication channels, the services we offer, the staff we offer, are really purely technical aspects, very few ancillary services, no photographers, no decoration, etc..
Camille de Meeûs: [00:11:45] To keep in touch with your customers, what skills do you think are essential for sales?
Antoine Denis: [00:11:53] I'd say don't just sit back behind your PC and wait for the requests to come in, keep up to date. I think there's a lot going on in Brussels in terms of culture and events. And keep up to date, informed, simply by following social networks, agendas and activating your networks. And in fact, go out and find prospects, look for events or offer services. Once you've acquired the network, you need to activate it to find out what events you'll be organizing over the next three months, and do you need a technical visit? Can I help you? This will really build customer loyalty, and they'll feel that we're there to support and assist them in all logistical aspects.
Camille de Meeûs: [00:12:35] At Audéo, what's your next goal, your next business ambition? We're at the end of 2025, how do you see 2026?
Antoine Denis: [00:12:43] How do we see 2026? We're starting to feel very cramped, both logistically and in terms of storage space, and this becomes quite restrictive in peak seasons, such as September. So we're really looking for a new storage location, so that's for the purely logistical aspects. And in terms of staff and events, we're currently at around 300 projects a year, and we'd like to pass the 400 mark next year. Growth is still good, the number of events is increasing, so that's great. We've reorganized everyone's tasks within the company a little, and we'll probably have to hire another project manager in 2026 just to ensure that we can meet all the new demands in a timely fashion.
Camille de Meeûs: [00:13:23] That's why this new Project Manager will be really for the commercial aspect, to always have a follow-up in real time and show that you're there, and that you don't abandon your customers.
Antoine Denis: [00:13:30] So, given the growing demand for events and, let's say, general management time, to manage all the logistical aspects, personnel, vehicles, equipment, meetings, modifications, all this takes up a lot of time and we'd like to have an additional project manager to support our customers even more reactively, even more efficiently. And to show customers that responses within a quarter of an hour are commonplace in our company, to ensure a really, really, fast follow-up.
Camille de Meeûs: [00:13:56] To ensure that your business development works, you called on phcom. Why did you choose this partner?
Antoine Denis: [00:14:01] So we were already in contact with phcom, I think, before Covid. Then Covid came along, and we stayed in the freezer for about two years. We were in contact with phcom to give a little boost, so to speak, to our business development. My brother, who's my partner, and I didn't have much time to find new prospects. Because between all the events and the administration, it's complicated to put the priority on that, as we realized after a few years. Phcom really helped us to free up time that was really allocated solely to canvassing, making calls, mailing, getting Audéo recognized, activating outreach, already showing all the references. It's a very time-consuming job, so you have to allocate very specific time to it. Once again, we're going to talk about networks, but when you call someone who may refer you to someone else, it's important to activate all these contacts and networks.
Camille de Meeûs: [00:14:58] You're currently accompanied by Stéphane, phcom's CEO. I think he accompanied you on an appointment to listen to you and help you with the sale. How does it work?
Antoine Denis: [00:15:08] So Stéphane took part in a call with me a few days ago, in a rather passive way, to listen, that's normal. We debriefed right after the appointment for a good 20 minutes, which was the first time he'd listened to my sales pitch and methods. Two or three comments have already been made, and some advice given directly. After the call, I had a call, I think 1 hour later, and advice that was applied directly afterwards. And the main piece of advice, if I can give it here, I guess yes, was simply to ask the customer more precisely what their needs were for a concrete event, whether that's in two weeks, in two months, but so that they can actually launch, project themselves, already imagine themselves in an event with Audéo. Apart from that, Stéphane felt that the presentation of the company and the way we interacted with each other were perfectly fine. But perhaps we needed to personalize things more for the customer, to understand their needs and imagine a concrete relationship.
Camille de Meeûs: [00:16:05] Is this sales support important to you?
Antoine Denis: [00:16:08] Yes, I think phone calls and e-mails are classic. But a videoconference or an on-site meeting is when you have to pull out all the stops, and you know that time is precious for everyone. When you've got someone at the end of the line, or in front of you, that's the moment to take advantage of, to try and make things happen, to build loyalty already, to...
Camille de Meeûs: [00:16:28] We have to seize the opportunity.
Antoine Denis: [00:16:29] Seize the opportunity, the moment, and hope that within the hour or the next day, you'll already have a request arriving in your inbox and you'll be thinking "Ok, we talked about this yesterday during our video, here's the project outline. Can we meet there?". It's a straightforward way of getting down to business. And Stéphane guided us in this way, saying "Ok, so we're talking about events, we're talking about the human dimension, we're talking about events, we need to get together", we need to go there, we need to project ourselves into the event.
Camille de Meeûs: [00:16:55] The importance of terrain.
Antoine Denis: [00:16:56] It's important to be hands-on and concrete, to be able to say, here's what you can imagine in your specifications, and here's what I can offer you, and here are the little extras we can propose. What is Audéo going to do to stand out, to stand out a little from the crowd? Given our experience, the events we've already done in venues, and our technicians who are used to this kind of event, we need to pull out all the stops to convince the customer directly and launch a relationship with them.
Camille de Meeûs: [00:17:20] Finally, Antoine, how would you describe your collaboration with phcom in three words?
Antoine Denis: [00:17:25] So, in three words, just off the top of my head, I'd say: efficiency, rigor and transparency. Transparency, especially via our online platform, which enables us to track appointments and calls by the day, or practically by the minute. And it's important to know how things are progressing and how we can work together.
Camille de Meeûs: [00:17:44] Merci Antoine.
Antoine Denis: [00:17:45] With great pleasure.
Camille de Meeûs: [00:17:46] See you soon.
Antoine Denis: [00:17:46] Goodbye.
