Sales management is a business discipline which is focused on the practical application of sales techniques and the management of sales operations to achieve profit. This involves establishing procedures and transaction processes for all the on-site, remote and electronic sales activities that are connected to the event.
Effective sales management involves the following factors:
Business Plan Objectives
A business plan is a formal statement of business goals, reasons they are attainable, and plans for reaching them. Determine income and sales requirements and be clear on income sources for example entrance fees, sponsorships or sale of products, which helps establish appropriate pricing structures which must be based on the target audience. Too high a cost may be unaffordable and too low may compromise the standards of the event. Effective management is ascertained by building a dedicated sales team and developing new tactics. Promotional incentives such as buy one, get one free, is effective.
Direct Sales Activities
Prepare appropriate offers for potential customers. Offers can also be used as incentives to encourage people to purchase the products. You then need to qualify leads, conduct sales call and participate in events. Tickets and registration operations are a major component of the activities involved in direct sales. They must be managed properly in order to maximise the profits. You also need to determine the direct food and merchandise that is going to be used in the event.
Sales Tools and Tactics
For effective sales clearly define your selling points and ensure your sales person understands this. Determine how many sales are required and managed effectively. Retrieval systems are needed to avoid loss of data and enhance efficiency. Your sales team must be up to date with consultative and selling practices. Identify and employ inducements to influence sales for example, when a parent buys a product you can offer the child a free one.
Determine on-site sales activities which includes entrance fees and sales of products. They must be coordinated with sales outside or prior to the event for example promotions. Identification and use of e-commerce technology is essential to provide effective use of systems and retrieval and storage of data. Clear parameters and authorisations for external sales outlets must be established for efficiency. Unauthorised on-site or remote sales must be controlled. Ensure event sales are controlled and handled by the team.
Efficient transaction procedures involve obtaining necessary processing equipment. Clear implementation of appropriate cash handling procedures is essential to ensure transparency and effectiveness of cash handled. Integration of discount, coupon and refund procedures also helps.
As emphasised before, customers are essential to the event and high customer service levels are crucial.