Sales Tip – Selling More at Conferences and Events

Sales Tip – Selling More at Conferences and Events 


If you are like most, you are probably preparing for your sales events in the fall so you can hit the ground running. You are aiming to get the best results from the sales events and conferences you attend.

With a little planning on your part, you can increase your odds of getting better results.

Here are a few ideas to help with your planning…

1.  Clarify Your Event Sales Goals

The clearer your sales goals, the more likely you will accomplish them. With this in mind, ask yourself, “At this event, am I looking to:

  • Close sales
  • Build relationships
  • Qualify leads
  • Ask for referrals
  • Schedule future sales conversations?”

Combining some of the above goals can give you the best results. For example, you might focus on building relationships while qualifying leads. This kind of combining allows you to set up more valuable sales conversations as part of your follow-up and next steps.

2.  Attach Numbers to Your Event Sales Goals  

Divide your event goals into bite-size achievable pieces.

For example, “I want to qualify 18 leads at the 3 day event” is not bite-size enough.

Instead, divide it further into doable chunks. “By each meal time, I will have 2 new qualified leads with next steps clarified.”

These kinds of specific goals make it easier to measure and provide enough pressure and structure for you to stay focused.

3.  Review How You Measure Up to Your Sales Goals at the End of Each Day

After you have reviewed your success relative to your goals, adapt your goals for the next day accordingly.

4.  Build Time in Your Schedule for Follow-Up

One of the ways salespeople reduce their sales is, believe it or not, by doing much less follow-up than one would expect.

With this in mind, be sure to create time in your schedule for follow-up with the individuals from the event.  Also, you may find it helpful to keep an ongoing list of your agreed-upon next steps.

5.  Look for Ways to Maximize Your Results

Be creative about how you might maximize your results at this year’s event.

For example, you might want to make use of “networking hosts.”  These are your more-than-satisfied clients who can introduce you to other qualified prospects. See my post about how to improve your networking results with “network hosts.”It’s easy to execute and provides you with great positioning and excellent leads.

Don’t stop at this year’s event. Think about ways you can maximize your results at next year’s event as well.

For example, if you are a good presenter, offer to speak at next year’s event. This will allow you to qualify a larger number of prospects in less time, while also positioning yourself as a leader in your industry.

A little planning before you hit the busy season of September can go a long way to helping you get better results.

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