I was with a business yesterday; they have invested in a big conference and they asked me could we help them get a bigger ROI from the event

Of course we can

I heard the same old story; company turns up at event and hope people will come on the stand

I’m sitting here, writing this at the AWS event in London and a lot of companies have invested big money

While on this call with this company I went through how they can increase the ROI of events

First and foremost, anybody who is going to the event, needs (in advance) to look good online

I’m not talking Kim Kardashian good, I’m talking about when a buyer looks you up

This is about you getting meetings, buyers are not going to meet with just another salesperson

If you are a CEO, in sales or marketing, if a buyer looks you up you need you need to look interesting, impactful and interesting, useful to talk to

(By doing this, you will also increase your connection rate) which is the next point

Next you need to be connected to the people you are trying to influence

The people you want to meet

If you are not connected to your buyers then you are invisible

When you connect, you need to stop thinking about pitching and think about a conversation 

Our customers get a 60% to 80% acceptance rate to give you an idea what “good” looks like in terms of connecting with people cold

As a business you should be getting this level of connection

The next thing is you need authentic content

If you think about meetings at a conference a buyer wants to meet a real human

Not some corporate robot

They want to know about you and they can get brochures from your website

Think about what happens when you meet somebody for the first time

You try and find a commonality, this creates trust

One of my meetings today we talked about running

Content enables to build trust, but in the digital world

Don’t worry, we will teach and coach you how to create amazing content

You know have the basics; you can start building relationships ahead of the big day

One the day of the conference, your sales teams’ calendars will be full of new business and customer meetings

That will drive the ROI of your events for sure 

Can you drive revenue from social media?

Social selling is not about spamming people or inmails or connect and pitch

Our definition of social selling is 

"Using your presence and behavior on social media to build influence, make connections, grow relationships and trust, which leads to conversation and commercial interaction"
 

And the results?

For an AE, we can shorten sales cycles by 30%

And the average SDR will get 1 x ICP meeting a day

Which should increase your revenue by 20%

You can get these results by using our social selling methodology, that is certified by Institute of Sales Professionals (ISP)

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders and sales people who use social selling every day to drive revenue growth. 

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.