Using Live Events To Turn Customer References Into Sales People
PRESS RELEASE, MARCH 22. DALLAS, TX
The rapid growth of social networking is making it not only more essential, but also easier, to engage with your customers--as well as have them engage with your prospects and markets. But there's nothing like face-to-face interaction at live meetings and events. Combine those two is key to creating powerful customer communities.
Today we'll focus on the in person, up-close-and-personal interactions, with a case study. Here's how a global software firm turned it's international customer conference into a high-powered sales machine. The numbers bear this out. For years, sales resulting directly from standard pre-arranged meetings between sales people and prospects at the annual conference covered barely a fraction of the cost of the event.
Then they tried a new approach: at its next conference, the firm arranged for its customer references to meet with prospects. Sales influenced by those meetings covered 100% of the event costs within the first month after the event.
Here's some lessons learned from the firm's new approach: