How to conduct a large-scale sales meeting?

It's the end of the year, and there is still some gap between the performance targets, so many companies will organize some meetings at this time point to achieve the purpose of filling the gaps in the annual performance targets.

A friend of mine asked me these days, Lao Hu, the current environment is so severe, how do you think we can hold the agent meeting?

In fact, organizing a meeting is not complicated. The general process is that the marketing department or brand department extracts a theme with appeal according to the needs of the company or business department, integrates internal and external resources of the company, sorts out the agenda of the meeting, designs and produces materials and displays them on site, invites target customers, and performs on-site execution and communication before, during and after the meeting. Finally, organize relevant personnel to review the meeting and then close the file.

If we only look at a conference marketing from the process point of view, it is indeed not complicated if we follow the procedures step by step. But why does this friend still find it difficult?

The reason is that organizing a meeting is just an action. As for whether the meeting is good, how the measurement criteria are set, and whether it will have a negative impact on the performance of the project leader, these are the reasons why meetings are difficult to hold.

As a form of marketing and branding activities, the essence of conference marketing is to lock in, develop and monetize target customers. It finds target customers who have cooperated or hope to establish cooperation from the customer database, and achieves the purpose of sales and brand communication through conferences.

There are two key words here, one is sales and the other is brand. In fact, any marketing activity should have these two effects at the same time, which is what we often call "integration of brand and effect", but the weights of these two are different in different types of activities.

For example, Hisense’s recent sponsorship of the World Cup is mainly aimed at demonstrating brand strength and providing long-term incentives for future sales conversions. Back to the agent meeting mentioned by the friend at the beginning, the weight of sales will be greater. So we start from the end and need to determine the goal of this agent meeting first.

Regarding how to design goals, I mentioned the SMART principle in "How to Make an Annual Plan" before, which means specific, quantifiable, achievable, relevant and time-limited . Here, we can still follow this principle and set three-level goals, such as ensuring 5 million, reasonable 7 million, and challenging 10 million, for sales collection at this sales meeting. The assessment period is the meeting site and one week after the meeting.

With a specific goal, the next step is to solve the variables that affect the achievement of the goal. Taking the above agent meeting as an example, we can simply list the sales collection equation, that is, sales collection = number of target customers * conversion rate * average customer collection amount .

Among them, what affects the number of target customers attending are the number of invitations and the quality of the invitation method. The factors affecting the conversion rate can be further broken down into variables such as the sales policy to customers, the customer's confidence in future cooperation, the attractiveness and convincingness of the meeting content, and the market expectations for new products. These factors, together with the actual number of major customers attending (customer structure), will have an impact on the average customer repayment amount.

With such a process of unraveling the mystery, it will be easier for us to formulate corresponding strategies and specific actions.

First, conduct a research on the needs of target customers. Visit some important customers, conduct face-to-face interviews, understand their real needs, collect information for the formulation of the meeting agenda, and make pre-invitations to test customer feedback and manage the gap with the target number of invitations.

Second, formulate attractive sales policies. The ultimate purpose of the meeting is clear to both the enterprise and the customer. The simplest and most direct way to get the money back is to provide policies, such as discounts on designated products within a limited period, to stimulate customer orders.

Third, design a multi-dimensional display of brand strength to show off your strength. For example, the development of the industrial chain, recent important R&D achievements, system certification, major awards and honors, industry cooperation, etc. Although the policy is crude and simple, long-term use will not only trade time for space, but also cause no real increase, and will inevitably cause deep damage to the brand. Only by continuously building a high-quality brand can a siphon effect be produced.

Fourth, launch star products with market prospects. Good products that others do not have and that we have better than others and positive market feedback are always scarce marketing resources.

Fifth, show the expansion plan and supporting support of new channels. For example, empowerment in various dimensions such as finance, training, and marketing. Service productization is an effective means to win new agents for on-site and later cooperation and to increase the incremental market outside the existing channels.

Sixth, explore new business models. Gree Electric and major provincial distributors jointly established regional companies. Distributors became shareholders, and their relationship with Gree changed from a game to a partnership with a common goal. This is a new attempt at a business model.

Therefore, whether a conference marketing can achieve the expected result depends not on the form but on the "content marketing". If the above important variables affecting conference marketing can be comprehensively considered, and flexible designs are made according to the actual situation of the enterprise, and then the relevant departments are turned into a collective of interests through reward and punishment measures for achieving the goal, then a conference can be turned into a good one, and "quality" and "effect" can be unified.

Author: Lao Hu Shuo, a brand marketing professional born in the 1980s, with more than 15 years of practical experience and an effective marketing practitioner.