10 Tips to Make Your Trade Events a Success Part 2, by Robert Savellis of the KONA Group
In last week’s blog we discussed why and how successful Trade Events and Australian sales training
workshops need consistent focus and expertise
(If you haven’t read part 1 please go to the blog below)
In KONA’s Sales Management training programs
we often hear Managers lament that past trade events haven’t been successful and/or generated a poor ROI
Therefore part 2 of How to Make Your Trade Events a
Success includes the following key recommendations:
- Training staff on new products – there is nothing worse than staff being shown the product on the morning of the show and testing their knowledge on live customers. So ensure you train all attendees on new products prior to the show, as well as refreshers on more well established products or services
In addition, if you have ‘none sales people’ manning the stand ensure you give them sales training
on how to approach and engage with customers as well as product training
- Speaking spot – make the most of the show and try to get a speakers spot
Many trade events have international speakers who draw a strong audience however they often are looking for ‘backup speakers’ or fill in speakers if someone doesn’t show up or pulls out. Promote the event to your customer base.
- Staff Roster – ensure that there is a roster prepared and agreed to by all managers outlining shift starting and finishing times and meal times. Make sure that you take into account that you need to split the shifts to enable staff to return calls, return e-mails and meet with customers.
- Pre and post briefing – Most companies spend a lot of money on attending an event where the ultimate goal was to generate leads and/or sales. So what next?
It is crucial to develop a lead distribution and management process. Otherwise all of those business cards your team gathered at the event will end up lost or wasted. (If you are in doubt of this divide the total costs of the event by the number of leads and sales you generate)
- Post-mortem analysis – investigate and learn from the event, document what has worked, what needs changing, what was the ROI, and what are you going to do going forward.
is a Sales and Marketing Performance Specialist as the KONA Group
If Robert can help you and your organisation to develop more opportunities, increase sales and grow profits please telephone 1300 611 288
, or email info@KONA.com.au
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