FEATURESTORY

ROI Checklist

Set Clear Objectives

The old adage states that "what gets measured gets done," but what if you're uncertain what to measure? Enter a meeting with a clear set of objectives and realize that they won't be weighted equally.

Start Early

Once objectives are identified, measure where your salespeople are currently at prior to the meeting. This provides a benchmark for follow-up measurement 60 to 90 days after the meeting.

Pump It Up

Make multiple efforts to get people excited about the meeting. Mark Oedekoven recommends encouraging interaction with participants via e-mails and the company intranet to gauge their interest. If there's no buzz, you may have to change the agenda or objectives. Your salespeople will help you determine if the objectives are aligned with their future success.

Train to Train

One trend that JJ Jeska has noticed is more sales managers training to become more effective speakers. If you're delivering the key information, make sure you're up to the task.

Lean on Suppliers

Business travel has rebounded nicely from 2002 lows, but it's still a highly competitive industry. Take advantage of that. "We're not just here to book rooms, we're here to make a difference in what you want to accomplish," says Anne Hamilton-Chehab of Walt Disney World Resort.

Just Ask

Salespeople will tell you if they're getting what they need if you just ask them. ABC -- Always Be Communicating -- before, during and after the event. Use today's high-tech tools to get instant response and adjust the agenda as needed. (Also, observe: "Listen to the rooms during breakouts or breaks," says Jeska. "If the room is buzzing, you know you're reaching people. If the energy level is low, it's a sign that you have to change some things.")

Follow Up

Surveys work. Within 30 days after the meeting, ask participants once more for their opinion. Did they get what they needed? Was the content related to their future success? Did the right people make presentations? Was the environment conducive to the tasks at hand?

Take Measure

Remember the benchmark measurements you set up before the meeting relating to your primary objectives? Reassess those areas within 90 days after the meeting to see if there is noticeable change.

 

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