Besides
Sales there are other important Key Result Areas that we can measure in order
to maximize our participation.
A
lot of companies become myopic or short sighted in thinking expo participation
is all about sales. I am not saying Sales is not important but there more to
expo than hitting or targeting sales.
I
will discuss today about Customer Relationships. Customer Relationships is very
essential in winning a sale. During hard times, a solid customer base will help
you overcome the difficult times and be victorious in practical terms it means
you will have a healthy bottom line.
This
is the reason that a special field was developed in this aspect of the
business. I am talking about Customer Relations Management (CRM). The war on
winning customers and maintaining loyalty is so fierce that CRM as a science is
one of the frontier where companies go at it with each other.
Now,
going back to developing customer relations in expo, these are the following
metrics that we have to measure in order to ensure that we have maximize our
participation in the event.
They
are:
1. Build Customer
Relationships with Current Customers
2. Educate Customers
3. Upsell and cross sell
customers
4. Re-sell lapsed
customers
These
are simple metrics that you can use when you join the expo but very powerful
and I guarantee that it will have a very big impact on your bottom line.
Why?
No
rocket science involve just a simple reason that before a customer buys a
product he/she must buy the person selling the products. The people behind the
products and services are the products themselves and this is an invisible
value that we have to measure and pay special attention in growing our business
for a long time.
- Wednesday, May 25, 2011
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