The Seven Conditions for Successful Event Sales

If you are good at it, there is nothing more satisfying than being a salesperson. You have few of the mundane tasks often required in other kinds of roles and your individual performance can have a direct and immediate impact on your (potentially unlimited) income. The sales role also rewards an entrepreneurial mindset, as the most successful salespeople treat what that do within their companies as their own “business.” And if allowed to do so, they will regularly exceed expectations.

I am often asked if I were to chart the road to success in sales, what characteristics of a salesperson and the environment in which they work would I insist upon for salespeople to exceed their quotas.

  • A Commitment to Daily Activity – As an inside salesperson, you should be making 60-100 contacts a day, with the goal of 6-10 daily engagements (conversations). This is the foundational work – the unglamorous day-to-day activity – needed for any success.
  • A Clear Monthly Sales Goal – At a minimum, this target for a salesperson should be equivalent to the annual quota for each show, divided by the twelve months of the year. At any point in the year, your reference should be the number of months year to date times that monthly number. But good sales reps will strive to get ahead of that number, so that they have a cushion when they encounter the inevitable slow patch.
  • Plan B Items – What are you going to do if you find yourself short of that aggregate monthly total? You should have a number of remedies that could include quantitative actions (e.g., increasing the number of calls, sending more outbound emails) or qualitative steps (e.g., getting management assistance on key calls, leveraging or creating new marketing materials, soliciting help from other sales reps, etc.). If things are not going well, you must adjust.
  • Seamless Engagement with Exhibitor Marketing – You should have a regular sales shot to your prospects and your past exhibitors (at least one monthly per event/activity you are working on). The marketing folks who work for your exhibitors should be your best friends; so treat them well.
  • Mechanisms for Getting New Leads – This should already be happening in your company, as you should be getting leads from Google Alerts, competitive events, LinkedIn, Salesforce, etc. Are all the available tools being employed to deliver the desired ‘addressable audience’ sought by your exhibitors? If not, get help to do so.
  • Seamless Exhibit Operations – Flawless execution of your events/products is critical. Nobody notices when things run smoothly, but everyone does if things are a mess. Problems with execution create a barrier to renewals, add-on sales, etc.
  • Great Sales Colleagues – Is the atmosphere of your sales office collegial or cutthroat? You need a bit of ambition, but ensure you help your colleagues as necessary and they are willing to help you. There should be enough money to go around so share it!
If you adhere to all these conditions, you should soon see the results in your sales performance and your commissions. Keep disciplined and good luck!

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