| Industry: |
Training and Executive Education
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| Client: |
The American Management Association, $300 million professional services firm.
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| Challenge: |
The sales organization needed to increase and measure the results it gained from attending an average of six conferences, expositions, and trade shows each year. From a cost perspective, they knew they were wasting money on 50% of their efforts, but they did not know how to pinpoint and implement improvements.
From a revenue perspective, management was also sure they were leaving money on the table, but needed help to identify how much, where, and what to do about it.
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| Intervention: |
Wellesley Hills Group's consultant engaged a detailed analysis of the organization's:
- Trade show exhibiting history
- Target markets
- Exhibit booth staff assignments
- Training and performance
- Show choice strategy
- Pre and post-show marketing and sales activities
- Overall goals and objectives for the organization's exhibit marketing
In addition, the consultant:
- Observed the sales force in action before and after our exhibit enhancement intervention
- Coached both the sales team and sales management in pre-show marketing and sales planning, trade show sales techniques, and effective post-show selling and marketing
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| Results: |
After working with Wellesley Hills Group's consultant, the organization experienced:
- An increase in attendance at shows, with revenues rising from an average of $6,000 of signed business per show, to an average of $35,000 per show for at least the next 10 conferences in a row
- $290,000 in total revenue gain for the 10 shows, not including revenue from the increase in leads gathered at the conferences
- A 500% increase in the acquisition of qualified leads––from 100 to 600 leads, on average
- A marked increase in sales force morale and excitement in attending each event
- Improved client perception of the organization's brand
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