Sales training: Why spending can be wasted

Sales training is designed to optimise sales staff, but costs can top billions of pounds every year. A huge proportion of that spending goes down the drain. Surveys show recently trained staff performance in meeting revenue targets, tends to taper off drastically after the initial benefits of the training are experienced, often going straight back […]

Hosted buyers…who needs ‘em?

New Year? New fiscal? New opportunities? And what better opportunities could there be for new sales growth than attending an industry exhibition in 2018. But there are rumblings amongst professional attendees that the ‘hosted-buyer model’ may be creaking a little. At a recent industry gathering actual buyers…not exhibitors…were asked if they were happy with the […]

You’re missing out if you’re not utilising brand ambassadors

Brand ambassadors aren’t exactly a new idea in the marketing world, but they’re a criminally underutilised resource for most marketing departments. The public trusts earned information, like recommendations from their friends, word of mouth, and testimonials from key influencers more than they trust any other kind of marketing. Using passionate, involved voices speaking on behalf […]

How to make incentive travel even more motivating

Incentive travel inspires, motivates and excites staff. Using travel as an incentive for staff can be up to twice as effective as using cash or merchandise as a reward, and 76% of employees have said they’re motivated when rewarded with travel. That said, it’s always worth looking at how your motivational tools can be improved. […]

Better event planning and budgeting

John Fisher suggests that leaving event planning until the last minute is not only unprofessional, but expensive too. The US wit and journalist H.L. Mencken was reputed to have once said: ’When someone says it is the principle of the thing, not the money, it’s the money.’ Event planning is like that. Buyers will always […]

Hard metrics aren’t always appropriate for experiential marketing

Hard metrics are by their nature difficult to dispute, especially in digital marketing, where campaigns might not always be successful, but they are measurable in black and white. However, this simply isn’t a plausible expectation for a great deal of experiential marketing, particularly when businesses aren’t anticipating on-the-day sales. Hundreds, perhaps thousands of people could […]