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Five Fixes to Energize Store Events.
#1 - Inspect What You expect
This is management Rule #1! Just because you expect your people to contact clients, don't think it will automatically happen. If you don't measure how many invitations are being extended daily and the results of those invites, the event is guaranteed to yield disappointing results.
Manager - Create a Leader board so that everyone can visually see each other's results.
Sales Entrepreneur - Find an accountability partner with whom to share your goal and progress.
#2 - Drip Feed Names
Handing your sales people a print-out of clients is like drinking from a fire hose. It's visually overwhelming. They can't process all the names at one time. They will end up cherry picking the list and end up calling the same people for every event causing customer fatigue.
Do This: Utilize a CRM database (some are free) that will feed the sales people names to contact one at a time. This has been a key secret to the Exsellerate event success.
#3 - Communicate Irresistible Value
If I called you and said, "On January 1, 2019 we are giving away a million dollars but you need an appointment to win," most likely you would say "Sign me up!" A key reason why customers don't set an appointment is because they don't see any value in attending your event.
Do This: Develop four COMPELLING calls-to-action for your event. Then ask, would I actually show up for these reasons. If not, start over.
#4 - Prune Your Events
Less is more. Too many events takes a toll on your best customers because they are getting called for every event causing "customer fatigue." It takes a toll on your sales people because they get tired of customers yelling at them to get them off their call list.
Do This: Plan one major event each quarter. Cut out non-productive events. Focus all your energy on making the quarterly events extremely successful. Everyone will be happier.
#5 - "I Forgot"
The work isn't over when the appointment is made. Customers get busy and forget their appointment time or they double book themselves. Experience dictates that 50% of appointments will actually show up. Increase your show up rate to increase your sales.
Do This: Send two teaser or reminder email/texts one week before the event and two days before the event.
Let Us Train Your Staff.
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The Exsellerate Event Success System
Generate at least 3% of your annual sales, or you don't pay!
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