How to plan an effective sales meeting plan?

The so-called sales meeting, as it clearly means promotion through meetings, so as to achieve the purpose of conversion ; this article will focus on offline sales meeting cases to share the planning ideas and core processes of sales meetings, hoping to bring you some useful information !

1. Determination of the Theme

When doing a sales meeting, the first thing to do is to identify the purpose of the meeting.

The purpose of the sales meeting needs to be discussed and finalized by the planning team and must be in line with the current customer needs of the company to ultimately achieve a common goal.

Here are a few purpose types for your reference:

1. Brand promotion;
2. Performance conversion;
3. Enhance customers' confidence in the company;
4. Enhance industry influence and visibility;
5. Improve the company's credibility
6. …

If the purpose is brand promotion, the sales meeting plan must be developed around brand promotion; if the purpose is performance conversion, the sales meeting must be developed around performance conversion... Once the purpose of the sales meeting is determined, the subsequent planning will be easy. All processes will be developed around the determined purpose and will be more targeted. It will be clear what the purpose of this sales meeting is and there will be a clear goal!

The next step is to determine the theme of the sales meeting. The role of the theme is self-evident. It is the main thread throughout the entire sales meeting and an important element in helping to achieve the purpose of the sales meeting.

There are also skills in choosing a topic. Let’s analyze it briefly below:

1. Does the theme support the purpose of the event?
2. Is it possible to let users know what sales meetings are for?
3. Is it attractive to target users ?
4. Is there any appeal?
5. Can it be easily spread?
6. …

By clarifying the main direction and several elements, it is relatively simple to determine the theme. At this point, the copywriter needs to work hard and focus his energy and thoughts on the conception, and finally reach a consensus through internal meetings to form a suitable theme.

The purpose and theme have been determined, and the following planning is relatively simple. Although it is simple, it particularly tests the planner's ability to plan details.

2. Determination of content

It mainly includes: time, place, number of invited guests, invitation conditions, sales meeting format, etc. This must be very clear, and whether it can be done well is the primary factor that directly affects the success or failure of the sales meeting.

1. Choose the right time for the sales meeting;
2. The location of the sales meeting should be convenient and well-connected;
3. How many people should be invited and how big the event should be?
4. What conditions need to be met to invite customers, and whether they are dignable?
5. How to invite and how to sign up customers?
6. How to promote the sales meeting and how to let the target users know about the sales meeting;
7. What are the core links of a sales meeting, such as guest speeches, information display, customer testimonials, lucky draws, performances, group photos, etc.

3. Process Arrangement

1. Determination of the person in charge of the sales meeting

The person in charge is like the director in a movie . He needs to be meticulous about the details, processes, personnel transfers and allocations of the event, make reasonable work arrangements, ensure a smooth sales process, and actively activate the scene.

1. Screening and confirmation of sales meeting locations

The location should be selected based on the total number of participants it can accommodate. The travel time between the departure and destination should be reasonable, and the selected location should be able to meet all the conditions of the sales meeting, including meeting needs, banquet needs, stage needs, layout needs, equipment needs, etc.

1. The layout of the sales meeting

Check whether the projector, computer, microphone, lighting and other equipment at the venue are functioning normally; the deployment of materials such as trifolds, posters, X-stands, banners, signboards, gift bags, etc. needs to be prepared the day before the sales meeting, so be prepared in advance to avoid mistakes.

1. Confirmation of host

The number of hosts will be determined based on the size of the sales meeting. If it is a large-scale meeting, two will be needed, preferably a male and female combination. Of course, professionalism and a good image are prerequisites.

1. Customer invitation

First of all, we need to determine who to invite? What conditions need to be met? Where to invite? Who will invite?

At the same time, we must promptly follow up on the customer's situation after a successful invitation, and remind the customer of matters that need attention from time to time.

1. Confirmation of the vehicle for the sales meeting and interaction on the vehicle

Two staff members are assigned to each car, one responsible for livening up the atmosphere and the other for counting personnel; maintaining interaction with customers and providing a good travel environment.

1. Invitation to guest speakers

The invited speakers should be people with a certain reputation in the industry as much as possible, and they need to be properly packaged. The number of invited people will be determined based on the actual situation of the sales meeting.

1. Invitation to attendees

Unlike guest speakers, out-of-state guests only need to be present to enhance the authority of the meeting. Invitations are mainly selected from those with a certain degree of fame in the industry, leaders of industry associations, senior executives of friendly companies, leaders of chambers of commerce, etc. If the right ones can be invited, it will be of great help in enhancing the attractiveness of the entire event.

1. Confirmation of sponsor

There are two purposes for joining as a sponsor. The first is win-win cooperation (the sponsor provides gift sponsorship and promotional materials, and the organizer provides user resources). The second is to save the organizer's gift costs, so that both parties can ultimately achieve their respective goals.

1. Preparation for the show

There are two options for program preparation, one is external invitation, the other is internal selection; the advantage of external invitation is high professionalism, the organizer does not need to spend a lot of time and energy on rehearsal, etc., and the cost can be reasonably controlled; internal selection is just the opposite, it is necessary to borrow the working time and energy of internal colleagues to practice, etc. The professionalism may not reach the required level in a short time, but the cost is very low. This depends on the reasonable control of the organizer of the sales meeting.

1. Gift screening and confirmation

Gifts mainly include casual gifts, event lottery gifts, gifts to reward customers, program performance gifts, performance conversion gifts, WeChat red envelopes , etc.; at the same time, attention should be paid to the procurement and management of gifts, and the person in charge of the sales meeting needs to make reasonable arrangements and follow up.

1. On-site materials and staff arrangements

The main material arrangements include: event invitation letter (preferably H5), sales announcement/text message/platform promotional materials, public account tweets/warm-up news, spray-painted walls/banners/X-stands/signboards/trifolds/posters, etc., host speech, guest card, guest speaker PPT, on-site equipment (projectors, computers, microphones, cameras, camcorders, etc.), lottery tickets and other materials.

The main staff members include: etiquette ladies, stage props personnel, personnel responsible for designated customer areas, banquet staff, sound engineers, personnel who control the venue time, etc.

1. Preparation for the banquet

Confirm with the person in charge of the selected venue before the meeting, and make detailed considerations mainly from the aspects of customer habits and the organizer's costs to ensure customer satisfaction and experience, etc.

1. Budget Request

The person in charge of the sales meeting will lead the application of all budget costs for the entire sales meeting, and will also record the expenditure receipts for each expense in order to provide vouchers for reimbursement after the meeting.

Attached below is the activity plan flow chart:

After sorting out the above processes, the entire plan will come into being; plan planners can analyze based on the company's current situation, combine the customer's actual needs, compliance with industry characteristics, outstanding marketing selling points, etc., integrate the above activity processes, and integrate the plan content in the order of sales meetings.

4. Some suggestions

1. The division of labor among various matters must be in place and reasonable;
2. There must be time nodes for the divided work items;
3. The control of details of each matter should be highlighted;
4. Good ability to control the scene at the sales meeting;
5. Demonstrate flexible adaptability to unexpected situations;
6. The sales meeting summary focuses on summarizing, analyzing and making suggestions on what went well and what didn’t.

at last

The effect of a good conference marketing is not only limited to the improvement of brand, popularity, credibility, etc., but also can lay a good foundation for the growth of performance.

Of course, from planning to preparation, to process execution and the end of the sales meeting, every detail and every process is very important, directly affecting the user experience and is also an important factor in the effectiveness of the results!

The preparation period for a sales meeting is generally 1-2 months. You need to be fully prepared, do things that touch users’ hearts in every aspect, and put experience first. Only in this way can you build a good reputation and users will be more willing to help share and spread the brand. Therefore, the best marketing is trust!

Source: Minghang Operations