We have many years’ experience of running delegate sales campaigns for both large global conference organisers and independent organisations with several events. There are a number of factors that are important to consider in making a campaign successful which will sound obvious but are often not followed by our clients and competitors.
In the first instance and probably most critical, you must be calling current and relevant data. We are often given 1000’s of records to call with little to no priorities due to the lack of information provided in the data. If you consider that in a typical day a sales agent will pitch to 10-15 prospects, then to optimise contact with 1000 records it will take between 70-100 man days (3.5-5 months). Imagine if you spend the first 2 months calling the wrong people?
The second most important factor is detailed product knowledge and by that we don’t mean a 1-2 hour briefing session from the conference producer who has lived and breathed the content for months and expects that the sales people will learn enough about what he or she knows in that brief time to be able to overcome objections and sell the event effectively.
We offer to place our agents on the client site for up to a week to learn about the event thoroughly, whilst making calls from our web based technology and getting support from your internal team. Once our agents have the product knowledge and we are calling on the right data then we can ensure that we maintain the high productivity levels and sales excellence to achieve the best results.