There are four primary reasons for holding sales conferences:
1) To provide sales training (new and revisited)
2) To motivate your sales team
3) To provide company and sales team comradery
4) To provide company and non-sales training (new products, services, etc.)
One of the biggest bumps in our sales results was from our effort during our sales conferences to provide new and continued sales training. Sales training and technique are like anything else: use it or lose it. And even the best sales people can fall into negative habits with their current sales skills. We often noticed some of our seasoned veterans deviating from our sales talk / cycle and therefore decreasing in their sales results. Monitoring their sales vital stats as well as the entire teams’ vital stats enabled us to plan our sales training agenda accordingly. It’s also exciting and engaging to encourage everyone to participate in the training. This provides for an excellent way to share ideas and “tricks” or skills that are working for different sales people.
Along with sales training, one of our major goals was to provide a “boost” or motivation to our sales team. We used our conferences as awards presentations for the prior 90 day period (yes- we did sales conferences every 90 days!) Many of our sales people worked diligently to win an award or to be in top finishers in time for the next conference.
Company and Team Comradery
Our sales conferences provided an excellent opportunity for team comradery. Often our sales conferences were the only opportunity for our many sales representatives from around the country to meet and visit. So we always incorporated plenty of social time into our intense training schedule.
Company and Non-Sales Training / Communication
And finally, in addition to the above, we utilized our sales conferences as an opportunity to present exciting new product launches and for in-person communication. No amount of emailing, conference calling, skyping, etc can replace good ‘ol fashion in-person sales and company face time.