BUILDINGBUZZ
BRINGING
IT HOME The ROI of the Sales Conference By Ben Moorsom
When the sales conference is over and your teams are back in the field, are they applying what they learned? Selling is one of the toughest jobs in any organization. It requires the right mix of motivation, personality and skill to persuade a potential buyer to commit to a deal. And it’s a grind — pursuing leads, relentlessly following up, making them the right offer, all while keeping a close eye on the competition. It’s not for the faint of heart, this job. To keep the motivation going, organizations stage sales conferences. As with all such 10 | www.corporatemeetingsnetwork.ca
events, the aim is to get attendees fired-up enough to remain motivated long after it’s over. Unlike contests, which are aimed at generating raw competition within a limited time period, conferences often include an educational element with the expectation that salespeople will retain the learning and ultimately use it to improve their performance once they are back in the field. So how will you drive retention?
GETTING YOUR PRIORITIES STRAIGHT It’s important to ask what you want your/ your client’s conference to accomplish. What are your organization’s priorities and how will this conference align with them? What do you expect your attendees to do differently as a result of this conference? Sales conferences are ultimately opportunities to continue learning about and honing one’s craft. A motivated salesperson