Add Training Component to Beef Up Sales Meetings

By Jeff Seeley, CEO, Carew International

It’s no secret that belts are being tightened worldwide in response to the current economic crunch. Businesses are looking hard at expenses, particularly those which cannot be attributed to a positive impact on the bottom line. Corporate meetings, sales events and incentive trips are under tremendous scrutiny, now viewed as an extravagance rather than a business investment.

Want to cut costs and still gather the troops? Rather than eliminate face-to-face gatherings altogether, savvy business leaders will opt to beef up their events by adding educational elements. Adding training/education increases the company’s return on its meeting investment without losing the benefits these meetings provide. And the fact is sales meetings do serve multiple purposes, whether it’s motivation, recognition or sharing of information. With all that modern technology offers to facilitate remote communication, it is still no substitute for face-to-face interaction -- particularly at a time when sales professionals and managers may be feeling disengaged and frustrated as a result of the current economy. And keep in mind, scrapping events already under contract will result in costly cancellation fees.

No one can argue the need to control costs in today’s economy. But businesses need to be careful they are not throwing out the baby with the bath water. Combining sales and training functions at your next meeting will not only help justify the expense, it’s a more efficient use of everyone’s time; offering development at a time when it is greatly needed and facilitating a more integrated approach to your organization’s performance goals. The need for effective performance has never been greater. Training and recognition are key elements to attaining top performance from any sales or customer service team.