Effective delegate sales starts with knowing the event inside out. Sales teams need to understand the event's content, key topics, speakers, audience and the issues affecting the market, so they can have informed and credible conversations with potential delegates rather than simply selling a ticket.
This requires close collaboration with the Conference Producer and a clear sales brief, combined with the salesperson's own research into the industry, current issues, speakers and relevant terminology. The better the team understands the event and its market, the more relevant and effective its sales conversations become.
This diagnostic examines the delegate sales operation as a whole, from audience targeting and preparation through to prospecting, conversion and closing.
Analysis of how delegate acquisition objectives, audience positioning and commercial targets are defined within the overall event strategy, and whether they provide a clear direction for the sales operation.
Analysis of how target audiences are identified, prioritized and segmented across industries, markets and delegate profiles, and how those priorities guide prospecting and acquisition activity.
Reviewing how the sales team works with event production to understand the event, its key topics, speakers, market relevance and attendee value, and whether they work together effectively to support sales.
Assessing whether ticket prices, categories and packages give the sales team clear and compelling offers to present to different delegate groups and support the event’s registration and revenue targets.
Assessing whether the sales team has accurate, well-segmented delegate data, an effective CRM and the tools needed to identify prospects, manage opportunities, follow up consistently and maximise every sales opportunity.
Reviewing how the sales team is trained, supported and developed from the moment they join, including product knowledge, sales skills, coaching and ongoing development needed to perform consistently.
Assessing whether the sales team is trained and supported to develop the mental strength needed to deal with rejection, pressure and setbacks, maintain confidence and resilience, and sustain performance in a demanding sales environment.
Reviewing how the sales team presents the event, communicates its value and attendance benefits, gets through to the right decision-makers, asks effective qualifying questions and moves prospects toward registration.
Reviewing how well the sales team prepares for, anticipates and handles objections throughout the sales process, from the first contact and gatekeepers through to the final stages of the sale, and whether the team has the practice, confidence and ability to overcome objections and close effectively.
Examining the team’s ability to convert prospects into registrations, maintain effective follow-up, manage the sales pipeline and deliver the registration and revenue results expected from the event.