News
“To be successful every event or product we
produce will need to deliver greater and more
obvious value to our customers than ever before.”
Lisa Hannant,
Group MD,
Clarion Events
46%
Flume reveals
‘lockdown’
sales insight
Flume Sales Training has compiled
key feedback following a series of
successful online sales training courses
during lockdown.
The company has successfully
engaged with and supported 2,180
professionals with over 1,000
attendees joining their ‘Media and
Events Selling in a Crisis’ Linkedin
group. The company, whose goal is help
event sales teams navigate their way
through the crisis, explained that they
are committed to listening, learning
and sharing the best ideas, approaches
and best practice across the industry.
Here are five core things they’ve
learned so far:
1. Redefining your purpose is crucial.
Centring your team around a
common purpose, built around what
your clients and audience need right
now, will help you make the right
decisions
2. The client’s perspective is king. Build
buyer personas for the crisis and
design opportunities which connect
100% to what they will care about
right now
3. Audience insight is the key to client
engagement. Your client wants to
impact audience behaviour in the
right way - research your engaged
of attendees
attend only one
trade show per
year
community and use this insight to
open client doors
4. Sales leaders need a new charter for
their teams. Clients need salespeople
to behave differently and remote
working is a new experience for
most. Sales teams need to buy into
the new way of working and agree
upfront what behaviours they need
to demonstrate and how the sales
leader will help them during this
time
5. Salespeople who are human and
authentic will come through this
stronger. Clients are looking for
partners right now, so hard-selling
is obsolete. Salespeople who are
genuinely looking for ways to help
the client and guide and support
them through this crisis will see the
greatest rewards
Flume have created a programme of
resources which help industry sales
teams, including regular free webinars,
free video tips, impact workshops,
‘sales chat’ interviews, whitepapers
and blogs.
To join the 2000+ salespeople and
leaders who are already engaging,
learning and sharing with the industry,
go to: www.flumetraining.com/covid-
19-response/
£11bn
in business sales across UK exhibition
industry 2018/19
114,000
total jobs are
directly and
indirectly supported
by UK exhibitions
92%
of trade show
attendees want to
see new products
9.1 million
visitors to exhibitions
in 2018/19
May — 07