Those were among conclusions from a workshop Tuesday with industry consultant Douglas Price at the second annual tourism summit and meeting hosted by the Greater Phoenix Convention and Visitors Bureau.

"You already enjoy a wonderful reputation out there among the traveling public," Price, president of Miles LeHane Group Inc. in Leesburg, Va., told the group, while providing tips to help them better sell their properties.

Sales representatives reflected that point when they ranked Phoenix higher than Las Vegas, Los Angeles, Miami, Orlando, Palm Springs and San Diego in key areas important to groups. A drawback, though, was Phoenix Civic Plaza, which travel industry officials hope can be renovated and expanded with the help of state lawmakers.

"Let's hope this thing passes," Price said in reference to legislative efforts.

Price urged his listeners to focus on selling their market's strengths while being prepared to address its perceived weaknesses.

"Defined, unique strengths are the distinguishable differences that you communicate between your destination and the competition's," Price said, urging sales representatives to know their properties and destinations inside and out. "This is even more critical in a very competitive marketplace, particularly if the competitors do not have distinctive differences," he said. "In a highly competitive marketplace, unless you sell unique strengths with benefits, the customer is forced to do the sorting, and nine times out of 10, they will choose on the basis of price and availability."

Selling strengths and benefits "minimizes the importance of price competition and allows you to make a value proposition," Price said.

Even cruise ships are promoting themselves as meeting sites to help fill cabins, he noted of the intense competition for business.