A sales team event can make a real difference for your organization. Bringing everyone all together has enormous benefits.They’re central to any successful organization’s overall marketing strategy. Sales events help boost morale, build team trust and rapport, and ensure that the entire organization understands the priorities and roadmap for the year ahead.
Strategic sales events also have the potential to bring big bottom-line results—nearly half of all brands realize an ROI of 300%–500% from their events and experiences, according to EMI & Mosaic. That’s why at ITA Group, we make sure to do it as often as we can. Below are our top reasons you should consider holding a sales kickoff or sales event.
Critical Training on Services & Products
A sales kickoff is a great way to start team members off on the right foot with information about new or changing offering—and to do it all at once. Attendee attention spans will be longer, and they will take more in when they are away from their desks learning. While most employees want training and development opportunities, only 68% of employees want to learn while they’re at work, and 49% want to learn only when they need to learn. And the number one reason why employees don’t explore learning is because they feel as if they don’t have the time to do so.
Incorporating activities in your sales team event is another way to learn and connect. Consider challenging employees with a business issue to solve. This is a great way to engage them, give them a chance to work with people they don’t normally interact with and provide newer members with strategy experience. The opportunity to think outside the box can provide interesting insights into the way different employees approach challenges. You’ll be surprised at the ingenuity people express when given free reign.
Learn From & Connect With Industry Leaders
There is a big benefit when it comes to hosting a sales event that includes external guests. People from the same industry getting together allows your sales and marketing teams to get some new insight and inspiration. They can gain more connections and friendships that allow them to improve and work better. This builds a sense of community among groups instead of all being competitive in the industry. Share ideas and motivations and see what can be achieved.
Improve & Enhance Motivation
Few activities may be as effective in motivating employees and helping them regain their strength or fight daily stress as a conference combining work and play in a FOMO-worthy setting. While bringing your team together is an investment, there really is no better way to inspire and motivate your sales force. A study conducted by UCLA found that up to 93% of communication effectiveness is determined by nonverbal cues. And Albert Mehrabian’s Rule of Personal Communication indicates that the impact of a performance was determined 7% by the words used, 38% by voice quality and 55% by the nonverbal communication.
By bringing your team together at a face-to-face event, you are more likely to capture and maintain their attention throughout your agenda.
Recognize Your Teams’ Successes
Employee appreciation activities allow an organization to demonstrate loyalty and commitment to employees’ success and/or improvement. Showing team members how much they are appreciated, and that their contributions make a difference to the company, can improve employee satisfaction. Research shows that satisfied employees stick around.
A great way to inspire and motivate sales reps is to give them the opportunity to learn from each other. Sharing best practices and accumulated knowledge allows your highest-performing sales reps to share how they start their sales conversations, what processes they follow, how they navigated the deal, which objections they have handled and how they collaborated with other team members to ensure a win. Which leads nicely into the next advantage…
Create Internal Experts
Take your sales team, who are already wonderful, creative, fun people and turn them into experts that others could approach for informal follow-up conversations weeks and months after the event. This is distinctly different from when an external trainer is brought in, where the audience gets information without the opportunity to follow up. The level of accessibility of the expert just isn’t there.
There’s incredible power in boosting the experts you already have in your company instead of constantly looking for external sources. A sales event can showcase internal talent and provide a sense of pride for those who work at your organization. Staff engagement doesn’t have to be beer and snacks. Knowing that you work next to a rock star sales rep, strategist, researcher and overall rad person is staff engagement at a level that food perks just can’t match!
Build Strong Bonds & Networking Opportunities
Getting out of the office is a great way to reward your employees and help them relax while strengthening relationships and building bonds. Take them to a nice venue; reward them. If possible, extend the event over a few days. Depending on the size of the organization, it can be tricky to talk with everyone you’d like so having a little more time really opens up the opportunity for more meaningful connections. Keep an eye out for volunteer opportunities going on at the same time that you can build into the event to make your conference extra memorable.
Networking is very important. When people are bonding, they are making connections that will help them in the future. Networking can be beneficial to morale, but also to individual sales rep’s careers, putting them in touch with a wider network of people who can help answer questions and open new doors. On top of this, the business benefits can be great as well, as networking can often lead to new sales.
Don’t Forget: Have Fun
Your sales team works hard—make sure to have some fun. Schedule a cocktail hour at the end of the day. Hand out some company-branded swag—sweatshirts, socks, wine glasses, etc. When you make your event more enjoyable, it will boost the engagement and experience for every attendee. Want to see the proof? See how we were able to deliver a clear and unified message at our own immersive employee event.