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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
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How has the customer landscape changed in the last 3 years? What is impacting
their decisions and expectations?
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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?
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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
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How do you identify the best industries/market segments/clients to pursue?
– Market Research
– Marketing/Exhibitor Lists
Panel Questions
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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
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How do you achieve the value proposition and avoid pricing commoditization?
– Brand Differentiation
– Passion/Company Mission
– Drive Loyalty
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How do you develop your relationship into a partnership versus just being seen as a
vendor?
– Customer Loyalty
– Symbiotic Supplier Relationship
Panel Questions
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How will trade shows and events evolve in the future to serve the global business
climate?
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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