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Using Live Events To Turn Customer References Into Sales People

Posted by Bill Lee on March 22, 2010 at 04:35 PM


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: 


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