As in-person sales industry events begin to resume, you may want to get back to having face-to-face interactions with prospects and customers. To be effective, you need to clarify your goals, conduct research, and create a strategy to achieve what you set out to do. This can lead to increased success with the event.
Include these five factors when preparing to participate in your next sales industry event.
1. Clarify Your Purpose
Stating the reason for your participation in a sales industry event clarifies why you want to attend. This may involve the problem you want to solve for your customers, how your product resolves the issue, and how participation in events helps further the purchasing process differently than other marketing initiatives.
2. Define Your Target Audience
Base your customer persona on the reason for your participation in the event. For instance, if you want to generate awareness of your brand, you may decide to join a day conference with breakout sessions and speakers. This can attract potential buyers at any stage of the sales funnel. Or, if your goal is to convert leads into customers, you could participate in an event that lets you provide information to move your leads along in the decision stage. Be sure to share white papers, client case studies, testimonials, and other content to display social proof and build trust.
3. Plan for Engagement
Decide on ways to engage with event attendees. For instance, have a breakout session for small groups to get facetime with the speakers, discuss challenges, and have questions answered. Also, encourage attendees to tweet about their experience using your event hashtag.
4. Set Your Metrics
Determine the success of the event by tracking and measuring your performance. Keep in mind that your metrics may involve lead behavior and demographics rather than just sales. Common event metrics include the location of your leads, the close rate of attendees, and the overall engagement based on trending hashtags, social interactions, email clicks, website visits, or other factors.
5. Create Your Follow-Up Strategy
Determine how to stay top-of-mind with your prospects after the event. For instance, share a blog post about the highlights of what took place. Or, schedule a webinar or follow-up event to cover common pain points or questions your attendees had. Another idea is to create content aimed at solving these challenges, then send it to your attendees to make the information feel exclusive. You might want to email a survey to rate attendee engagement and event satisfaction. You also could keep the conversation going by inviting your attendees to sign up for your newsletter.
Interested in a New Sales Role?
If you are interested in sales roles in the industrial safety equipment and PPE fields, contact the expert recruiters at The Charis Group today. Or, browse our current sales openings and apply online.