Analyzing the data collected from multiple channels (surveys, polling, session participation) during an event is critical to proving ROI on costs and making program modifications for future events. However, using radio frequency identification (RFID) tools to generate real-time information about customers and prospects during the event enables companies to make optimum use of the unique affordances of face-to-face events. Here are some of the ways to convert real-time data into sales at user group and developer conferences.
Identify prospects and customers interests. RFID data helps sales representatives qualify prospects by revealing product interests and demographics (as indicated by pre-event profiles) in real-time. The information allows them to tailor sales presentations to customer preferences.
View traffic patterns and customer behaviors. By analyzing attendee behavior (sessions they attend, demonstrations they view, etc.), event managers can make immediate adjustments to staffing, program content (repeating a session or eliminating a session), and marketing materials to accommodate the preferences of the group.
Personalize and customize face-to-face engagement. Knowing when VIPs such as company CEOs, media representatives, industry analysts, and shareholders are present at these events helps senior-level executives personalize and customize their conversations with guests.
Add critical real-time information to customer profiles. Customers often indicate in pre-event surveys that they are interested in specific products and solutions only to become interested in other offerings during the event. Merging the profile information with on-site behavior data helps sales representatives form a more complete picture of the sales opportunities associated with a particular buyer and adjust their interactions accordingly.
Streamline the sales cycle. Real-time data is the missing link in the sales cycle. Adding efficient face-to-face engagement to the process of qualifying and analyzing prospects (on paper) during and after the event allows companies to address new and existing customers at all stages of the sales cycle from initial contact through to the final sale.
The real-time data that RFID technology offers corporate event managers, sales representatives and senior-level executives is one of the elements of a robust approach to intelligent data capture and analysis.
How are you using real-time data to advance the sales of your products?