The core problem of conference marketing operation of conference sales

The core issues of conference marketing include the following six points: I don't remember reading such a sentence in any book: "Selling water as medicine is your skill." At that time, I thought this sentence was really reasonable. Now I feel a little too much emphasis on "sales force" and neglect "product force" "Product strength" is the first factor of successful market operation, which directly determines the "word of mouth" and "life cycle" of products. The possibility that someone sells water as medicine is not ruled out. Even the best people will be fooled and lame. What is impossible? But whether you can continue to make a profit is not whether you sell it or not, but whether buyers continue to consume your products. In other words, it is not whether you sell it or not, but how long you can sell it.

No matter how enterprises operate the market, product strength is always the core. As far as conference marketing is concerned, due to the adoption of the "experiential service" marketing model, salespeople directly face consumers, and the indicators of products are more prominent than traditional marketing channels. For example, functional health care products must first ensure the effect of the products, otherwise even if the sales staff can sell them, it is a short-term behavior and it is impossible to develop them for a long time.

Therefore, if you want to use the conference marketing model for market operation, you must first ensure that the products are excellent. Otherwise, it will be difficult. The implementation of conference marketing is based on enough customers. Without the guarantee of enough customers, conference marketing cannot be implemented at all.

Many conference marketing plans have such a misunderstanding: the more customers present, the better the sales performance. However, according to my years of experience, the conclusion is quite different. The sales performance of marketing meeting depends largely on the work outside the meeting, which mainly refers to the communication between sales staff and target customers, rather than the number of customers coming.

Effective communication in different places is fundamental to ensure sales. I have seen marketing meetings with more than 200 target customers and sales of only 30,000 to 50,000, and I have also seen marketing meetings with only 50 to 60 people and sales of 50,000 to 60,000. He also planned and organized marketing meetings with more than 400 people and sales exceeding100000. The main difference lies in whether the work in different places is in place. If the work in different places is in place, in most cases, the sales performance of the next day can be roughly estimated the day before the marketing meeting. The venue of marketing meeting is only used to complete the sales process, encourage hesitant participants to buy through the atmosphere of marketing meeting, and establish a good relationship between customers and enterprises through the venue of the meeting.

So I think the efforts of conference marketing are all off-site. For conference marketing, the level of experts present will affect the sales performance of the whole conference, especially the keynote speaker. The speaker is the key link of pathology explanation and product mechanism explanation, which is especially important in the whole marketing meeting. In order to save costs, some enterprises employ "experts" who can't even reach the level of attending doctors. Some are even nurses, and even the identity of "lecture experts" has been boasted and packaged. This operation may be feasible at the beginning of conference marketing, but it is not feasible to adopt this method after the conference marketing has developed to a certain stage. Most participants have listened to many similar classes and consulted many "experts". Moreover, many participants have been ill for a long time and are very clear about the pathology of many common diseases. If the experts attending the marketing meeting can't convince the participants, it will be difficult to generate sales. In addition, the teaching level of the lecturer is also very important. There are many experts worthy of the name who can't say anything in their minds, and the participants are sleepy and confused, so the meeting may not have good sales performance.

Therefore, I think that enterprises adopting conference marketing should strictly choose experts who are really suitable for their own enterprises and should not resort to deceit. Typical cases play an important role in the whole marketing meeting. Through the on-site statement of typical cases, it is confirmed that the products really have the effect advertised by enterprises, thus promoting people's purchase. Therefore, enterprises adopting conference marketing must pay attention to cultivating their loyal customers and cultivate typical cases from loyal customers.

It should be noted that typical cases are different from "child care". "Childcare" just talks about the advantages of products at will for the benefit. "Childcare" itself may not use products, and what it says is mostly lip service. A typical case is that the company really experienced the effect by using the company's products, and had a certain affection for the company through contact with the sales staff. In this case, the company sincerely invites customers to describe the process of using the product and compare it with the physical condition before and after use. Typical cases may also get some benefits from the enterprise, but typical cases value not a small gift, but the effect of the product and the feelings with the salesperson.

To sum up, the cultivation of typical cases is a continuous and serious work for enterprises that adopt conference marketing. Every marketing meeting should have a theme, and the whole process of marketing meeting should be designed around the theme, and the process of the meeting should be natural and smooth. Marketing meetings with different themes should have different processes. A good meeting process can effectively promote sales. If the meeting process is chaotic, it will affect the whole meeting process, but it will make many customers quit halfway, and the sales of the whole meeting will be greatly reduced. The organizer of the meeting should carefully design every detail of the meeting and even rehearse it repeatedly before the meeting to ensure the success of the meeting.

Several bosses I am familiar with all require that even if the process of the meeting is familiar, it should be rehearsed before the meeting. This shows the importance of the meeting process. The host is the soul of the whole marketing meeting. He told the details of the whole meeting. A good meeting host can effectively control the situation of the whole meeting site, mobilize the atmosphere of the meeting site as needed, handle emergencies well and concentrate the attention of the participants.

Therefore, for enterprises that adopt conference marketing, it is extremely critical to recruit an excellent host. Sometimes the level of the host can determine whether the meeting will be conducted according to the designed procedure.

Of course, many aspects of conference marketing are crucial, such as the choice of venue, on-site cooperation and so on, but the above six points are more important. Limited to personal experience and cognitive level.