Transcript - EDPA.com
Panel Discussion: Building and Maintaining your Sales Pipeline Panelists Rhonda Brooks, Sales & Marketing Director Elevation Point, Inc. Sean Combs, President Steelhead Productions David Saef, EVP Strategy & Marketing Global Experience Specialists Moderator Scott Sokol, VP Business Development The Term Group The old days The customer landscape Expectations Contact Turnover Competition Smaller Margins More For Less RFP’s Procurement Shrinking Budget Global Programs The WAY we communicate, WHERE we communicate and HOW we communicate has CHANGED TRADITIONAL Telemarketing Direct Mail Collateral Print Advertising Publications FACE TO FACE Referrals Meetings & Appointments Networking Events Trade Shows Industry Events Client Relationship DIGITAL CRM Email & E-blasts Internet / SEO Texting Web Advertising Webinars Video Conferencing SOCIAL LinkedIn Facebook Twitter Blogging Yelp Panelists Rhonda Brooks Elevation Point, Inc. Sean Combs Steelhead Productions David Saef Global Experience Specialists Moderator Scott Sokol The Term Group EDPA 2011 Building and Maintaining your Sales Pipeline Panel Questions • How has the customer landscape changed in the last 3 years? What is impacting their decisions and expectations? – – – – – – – – • More for Less Procurement, Marketing and Sales Decision Makers Contact Turnover RFP Process Budgets Timeline for Purchase Competitiveness Types of Shows and Events In terms of existing clients, what ideas/strategies are being used to gain insight into their needs and gaining more business? – Client Interviews and Feedback – Diversification-Additional service/product offerings – Referrals Panel Questions • What sales strategies/techniques have you found to be most effective in today’s environment? – – – – • Marketing vs Sales Traditional vs Digital/Social Face to Face Combination What attributes do successful salespersons need today? – Hunters vs. Farmers – Account Mangers now AE’s-training/adjustments – Ability to utilize tools available • How do you identify the best industries/market segments/clients to pursue? – Market Research – Marketing/Exhibitor Lists Panel Questions • What are the ways that your company identifies and qualifies sales leads and ultimately convert quantity into quality? – CRM/Lead Management Programs – Pipeline to Funnel – Sales Conversion to Customer • How do you achieve the value proposition and avoid pricing commoditization? – Brand Differentiation – Passion/Company Mission – Drive Loyalty • How do you develop your relationship into a partnership versus just being seen as a vendor? – Customer Loyalty – Symbiotic Supplier Relationship Panel Questions • How will trade shows and events evolve in the future to serve the global business climate? – – – – – • Global Growth International Partnerships Digital/Virtual Vertical Shows Client Events What has been the effect of Social Media, Webinars and Virtual Trade Shows and Events on our Industry? – Supplemental Tools – Experiential Marketing – Ultimately need Face to Face, Human Interaction via Trade Shows, Meetings and Events