SalesCast #1: Startup Selling with Conference Escorts (sales podcast)

In this SalesCast, Robert and I talk about “conference escorts.”

WingmanWe discuss how to set meetings at a conference, executing on those meetings, and following afterwards. Throughout the conversation, we talk about lots and lots of practical strategies – everything from using “InMails” on LinkedIn to sending meeting confirmations via text to roles (or “casting”) in a meeting to using questions to land more meetings.

Detailed Show Notes:

Intro: This SalesCast is brought to you by, well, SalesQualia. Improve Sales Performance with:

  1. Self-learning resources, including books on Amazon.com and self-paced online courses.
  2. Workshops & Training, hosted at venues across Silicon Valley and the US.
  3. 1:1 Coaching & Consulting for company founders and sales professionals that want a personalized plan.

2:30 – Introducing “conference escorts” and what this person does for startup founders & entrepreneurs at conferences and live events.

5:32 – Using multiple people in a meeting to facilitate conversation at a conference meet-and-greet conversation.

7:08 – Roles & casting for meetings. How to position each person on your side in a meeting based on person you’re meeting.

9:00 – Using ambiguity to your advantage. Having the second person on your side as a “wild card” in a meeting to allow for flexibility in the casting for a meeting.

11:18 – Positioning yourself as a business conference escort and setting up meetings for startups.

12:20 – Using “customer development” to your advantage to landing meetings with executives

13:30 – LinkedIn & InMails to set conference appointments

16:00 – Results using LinkedIn & InMails to get 25-40% response rates for conference meeting requests instead of emails.

18:30 – Why using conference escorts might be a good idea for a startup founder/entrepreneur

20:20 – How much time should you plan to spend setting up appointments prior to a conference?

21:30 – Approaches and research for sending effective InMails and appointment requests

24:00 – Helping an outside sales consultant to get up to speed with your product and value proposition

25:30 – Managing responses to meeting requests for conference meetings

26:00 – General time and budget allocation pre and post-conference. Pricing out a conference project with a sales consultant. Setting up incentives and setting baseline expectations.

30:30 – Building a conference escort team. Who do you hire? How do you build a team? What to do if the startup wants to hire a conference escort on a full-time basis?

33:30 – Finding talent to help with customer development at conferences including part-timers and established business veterans.

36:15 – Breaking down the stages of conference meeting development – pre-conference, at the conference, and after the conference.

38:20 – Tips for sending meeting invites for conference meetings. Confirming appointments.

39:30 – Ideas for finding conference [business] escorts

42:00 – Using people only for the conference itself, not pre- and post-conference follow ups.

44:18 – Post-conference follow ups. What to do after the meeting? How to pull these meetings through to be real sales leads? Avoiding the dead space after conferences.

47:30 – What to do if you met with someone that isn’t a decision-maker?

50:00 – Revisiting success metrics for conference meetings. Defining a quality meeting with four (4) success metrics.

54:00 – Identifying gatekeepers & heros vs a true partner at your prospect

56:00 – Wrap up and summary

Here’s a link to the podcast one more time…

Three things to know about Enterprise Sales

Thanks to Atlas Accelerator for the opportunity to present at their Fall 2013 Symposium last night. And a special thanks to John Sechrest for the introduction and his wonderful hospitality in Seattle yesterday. I had a hoot hanging out for the day at ImpactHUB and SURF Incubator. Even had a sunny day up there.

Slides posted to Slideshare. Check ‘em out and let me know what you think.

[slideshare id=26633983&doc=atlas-20accelerator-20-20enterprise-20sales-20draft-202013-09-17-130927193319-phpapp01]

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