{"id":2782,"date":"2017-12-04T16:17:00","date_gmt":"2023-10-18T16:17:25","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2782"},"modified":"2023-10-18T17:35:46","modified_gmt":"2023-10-18T17:35:46","slug":"get-sales-conference-trade-show","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/get-sales-conference-trade-show\/","title":{"rendered":"3 Ways To Get Sales Out Of a Conference Or Trade Show (Without Sponsoring It!)"},"content":{"rendered":"\n

There\u2019s barely time to think when you\u2019re in the midst of a major conference or trade show. It\u2019s easy to be inundated by all the opportunities to learn, connect with new people and (hopefully) generate some sales.<\/p>\n

If you\u2019re with an organization that\u2019s formally sponsoring a trade show or conference and setting up a booth, that last step may look fairly easy. With some eye-catching signage, a demo station and maybe some fun swag items like a T-shirt or stress ball, customers and prospects may willingly walk up and begin conversations that lead to a closed deal before too long.<\/p>\n

For many other sales reps, though — particularly those working for small and medium-sized businesses without a large marketing budget — driving revenue opportunities at events is a matter of walking around and working the exhibit halls and sessions. Many great sales professionals manage to develop good potential wins this way, but the pros recognize that the days and weeks immediately following the event are not to be ignored.<\/p>\n

Just like the companies sponsoring or exhibiting, the attendees at a conference or trade show are also incredibly busy while they\u2019re on site. It\u2019s once they go back to the office that they may begin to think about how to apply what they heard and bring more value to their organization. With the right approach — and leveraging the data you\u2019ll find in CRM tools such as Sales Cloud<\/a> — a savvy sales professional can help them deliver that value.<\/p>\n

1. Scan For What Stood Out On Social<\/h3>\n

There was a time when what happened at a conference or trade show largely stayed at the conference or trade show (whether it was hosted in Las Vegas or not). Social media services like Twitter changed all that, of course, with not only event organizers but many of those in the audience documenting their experience as it happens for the benefit of their followers. No wonder so many event organizers work hard to promote a particular hashtag to put alongside all those social postings.<\/p>\n

Sales pros could begin their research process by looking through the tweets or posts associated with those hashtags. If some of those sharing highlights from the conference or trade show include customers and prospects, it will be easy to get a sense of what topics or issues resonated with them.<\/p>\n

There\u2019s nothing wrong with making mention of those social postings when you\u2019re reaching out via email or phone — it demonstrates that you\u2019re paying attention.<\/p>\n

And if your customers and prospects weren\u2019t live-tweeting or sharing information on social, their competitors or other influencers that matter to them likely did. Look for information that could help back up what you\u2019ll be pitching later.<\/p>\n

2. Make Use Of The Media Coverage<\/h3>\n

Besides social media, there are still a lot of traditional outlets who regularly send editors, reporters, bloggers or even videographers to interview speakers and attendees about their take on the trade show or conference themes.<\/p>\n

As a sales professional, you build more credibility by leveraging this content and positioning it as thought leadership you\u2019ve curated for a customer or prospect on their behalf. At most events it\u2019s physically impossible for attendees to be everywhere at once, so if you have a sense of what interests them already (based on data in Sales Cloud, for instance), you can either ensure they didn\u2019t miss something important or reinforce the fact that you\u2019re aligned with their priorities.<\/p>\n

Don\u2019t just send links to articles and videos, though — always build on the content you curate by highlighting what resonated with you, how it relates to the products and services you sell, and so on.<\/p>\n

3. Address The Keynote CTAs<\/h3>\n

Even if attendees don\u2019t stay for the entire conference or trade show, they might have been drawn in to hear from an outstanding keynote speaker. This could be a legendary business leader, the founder of a hot startup brand or simply one of their peers who has overcome a big challenge or has unique lessons to offer.<\/p>\n

As the name suggests, a keynote sets the tone for the rest of the event, usually by making clear why the conference theme is vital at a particular point in time. Usually, near the end of their speech, the person delivering the keynote will send off the audience with some recommended action items that could get them to a similar point of success. These could be a set of bullet points or a single rallying cry to change they way they approach their business.<\/p>\n

If you were taking notes during that speech along with everyone else, tailor your outreach to customers and prospects by showing where your firm can assist with the speaker\u2019s call to action. Maybe you sell a tool that can get tasks done that contribute to a strategic shift. Maybe your services include analysis and insights to fill in gaps needed to make the speaker\u2019s CTA achievable. Or maybe the speaker left something out of their CTA, and you can help the customer or prospect see what it is.<\/p>\n

And what if you didn\u2019t take notes — or didn\u2019t even get to the conference or trade show until the second day? No worries. You still have social media and traditional media to fall back on. Better yet, many events offer slides of the main presentations to all attendees after the fact. That could make it even easier to build the speaker\u2019s CTA into your own pitch deck.<\/p>\n

Conclusion<\/h3>\n

Bear in mind that when you follow up after a conference or trade show, you\u2019re far from alone. The event organizer may have already provided a full list of attendees to sponsors, who have immediately begun outreach of their own.<\/p>\n

As a sales professional, you can only compete with that by being as relevant and as personalized as possible based on the information you use, including data from Sales Cloud<\/a>.<\/p>\n

Customers and prospects may find the details of certain events will fade from their memories not long after they\u2019re back at the office. A sales pro that uses an event to help them succeed, on the other hand, will prove unforgettable.<\/p>\n

\"5<\/img><\/a><\/p>\n

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