Avionics News March 2014 - 54

BUSINESS BASICS

Continued from page 52

"You want to have a plan by which
you're going to take advantage of
the relationship that's been deepened

during the event," Stevens said. This
requires, for example, knowing in
advance whether you'll use followup calls or email or do anything else
that moves the sales process forward.
In fact, create those materials before-

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54

avionics news

*

march

2014

hand so you can pull the trigger on
the next business day. By doing so,
you'll poke contacts while they still
remember you, and set yourself apart
from less-organized competitors.
Follow-up also helps you gauge
your event's success. While measuring your exact return on investment is
challenging, you should know how to
evaluate whether it was worthwhile.
At the least, this means measuring
invitations, registrations, attendees
and no-shows. "Categorize these by
purchasing role," Saget said. "With
corporate clients, the more people
you've touched from an organization,
the more friends you'll have at the
table when decisions are made."
If possible, measure other things,
including leads by where they are in
the buying cycle, according to marketing-software company Marketo.
Measure how many customers you
qualified to enter into the sales pipeline, how many new deals were
accelerated and how many existing customers repurchased or were
upsold. The expert level analysis is
pipeline-to-spend, or how much each
dollar of event spending returns in
sales revenue. Of course, the event
only gets credit for deals that originate afterward.
If you made your event objectives
tangible, for example, if you wanted
20 returning customers to attend a
presentation about a new service
offering, then you've got a pretty
clear indication of what worked and
what didn't.
That's all good to know, because,
ultimately, the only reason to host a
shop event is to convince customers to do business with you. And
while they're sure to appreciate your
hospitality, you also need them to
appreciate how you can satisfy their
needs. "At the end of the day, it's all
about sales," Saget said. q


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Avionics News March 2014

Table of Contents for the Digital Edition of Avionics News March 2014

Point of Communication
AEA Now
The View from Washington
International News and Regulatory Updates
Homebuilding Panels
Member Profile
Standards of Participation
A Conversation With...
Member Profile
AEAviators
Creating the Perfect Avionics Suite
Business Basics
Before & After
What's Working?
Survey Reveals Hiring Trends for the Aviation Industry
Legal Ease
ADS-B Early Adopters
Aviation Aces
Meet the AEA Awards Nominees
What's New
Avionics News March 2014 - Intro
Avionics News March 2014 - Cover1
Avionics News March 2014 - Cover2
Avionics News March 2014 - 1
Avionics News March 2014 - 2
Avionics News March 2014 - 3
Avionics News March 2014 - Point of Communication
Avionics News March 2014 - 5
Avionics News March 2014 - AEA Now
Avionics News March 2014 - 7
Avionics News March 2014 - 8
Avionics News March 2014 - 9
Avionics News March 2014 - 10
Avionics News March 2014 - 11
Avionics News March 2014 - 12
Avionics News March 2014 - 13
Avionics News March 2014 - The View from Washington
Avionics News March 2014 - 15
Avionics News March 2014 - International News and Regulatory Updates
Avionics News March 2014 - 17
Avionics News March 2014 - 18
Avionics News March 2014 - 19
Avionics News March 2014 - Homebuilding Panels
Avionics News March 2014 - 21
Avionics News March 2014 - 22
Avionics News March 2014 - 23
Avionics News March 2014 - 24
Avionics News March 2014 - 25
Avionics News March 2014 - Member Profile
Avionics News March 2014 - 27
Avionics News March 2014 - 28
Avionics News March 2014 - 29
Avionics News March 2014 - Standards of Participation
Avionics News March 2014 - 31
Avionics News March 2014 - 32
Avionics News March 2014 - 33
Avionics News March 2014 - 34
Avionics News March 2014 - 35
Avionics News March 2014 - A Conversation With...
Avionics News March 2014 - 37
Avionics News March 2014 - Member Profile
Avionics News March 2014 - 39
Avionics News March 2014 - 40
Avionics News March 2014 - 41
Avionics News March 2014 - AEAviators
Avionics News March 2014 - 43
Avionics News March 2014 - Creating the Perfect Avionics Suite
Avionics News March 2014 - 45
Avionics News March 2014 - 46
Avionics News March 2014 - 47
Avionics News March 2014 - 48
Avionics News March 2014 - 49
Avionics News March 2014 - Business Basics
Avionics News March 2014 - 51
Avionics News March 2014 - 52
Avionics News March 2014 - 53
Avionics News March 2014 - 54
Avionics News March 2014 - Before & After
Avionics News March 2014 - What's Working?
Avionics News March 2014 - 57
Avionics News March 2014 - 58
Avionics News March 2014 - 59
Avionics News March 2014 - 60
Avionics News March 2014 - 61
Avionics News March 2014 - Survey Reveals Hiring Trends for the Aviation Industry
Avionics News March 2014 - 63
Avionics News March 2014 - Legal Ease
Avionics News March 2014 - 65
Avionics News March 2014 - 66
Avionics News March 2014 - 67
Avionics News March 2014 - 68
Avionics News March 2014 - 69
Avionics News March 2014 - ADS-B Early Adopters
Avionics News March 2014 - 71
Avionics News March 2014 - 72
Avionics News March 2014 - 73
Avionics News March 2014 - 74
Avionics News March 2014 - 75
Avionics News March 2014 - Aviation Aces
Avionics News March 2014 - 77
Avionics News March 2014 - 78
Avionics News March 2014 - 79
Avionics News March 2014 - Meet the AEA Awards Nominees
Avionics News March 2014 - 81
Avionics News March 2014 - 82
Avionics News March 2014 - 83
Avionics News March 2014 - 84
Avionics News March 2014 - 85
Avionics News March 2014 - 86
Avionics News March 2014 - 87
Avionics News March 2014 - 88
Avionics News March 2014 - 89
Avionics News March 2014 - What's New
Avionics News March 2014 - 91
Avionics News March 2014 - 92
Avionics News March 2014 - 93
Avionics News March 2014 - 94
Avionics News March 2014 - 95
Avionics News March 2014 - 96
Avionics News March 2014 - Cover3
Avionics News March 2014 - Cover4
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