What is it? Client education events are sales programs that deliver education and advice through a series of high quality and coordinated client contacts and face-to-face meetings.
Why it makes sense: Adding client education events to the marketing mix is important because customers are demanding more education and face-to-face interaction as a core part of the selling experience. Leading marketers view meetings as a key way to improve customer engagement and differentiate their organizations as industry thought leaders.
To execute a client education event series that will drive engagement and sales:
1. Create an event plan that integrates with your selling process, messaging and product sales objectives to drive engagement and measurable sales results.
2. Develop original client education, workshop materials and consultative selling content that support your selling goals
3. Assign a single owner to drive the field training, customer contact, customer profiling and registration, sales follow up, and opportunity tracking.