Host Stephanie Chavez talks with Alice Heiman, founder of Trade Show Makeover, about how to engage the buyer and follow the buying process to close larger percentages of attendees. Her program, Create, Dominate, Generate, has become a masterful tool borne from over 20 years in B2B complex sales strategies and tactics, designed to keep investors happy.
Alice quickly delves into opportunities to align sales and marketing, because all appointments need valid business reasons to drive hot conversations. While most marketing messages are focused on reaching the masses, it’s important to get messaging sales people can use for 1 to 1 conversations, too. This will enable sales meetings to be set before the event that can occur during the event, saving costs associated with time and travel to meet them on another occasion.
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Alice describes how to dominate through preparation and post show lead generation. If marketing effectively provides messaging sales professionals need for this, then even if you don’t get the deal, your lead won’t disengage.
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