A question we get asked a lot by our clients at Clubs Away is how to create events or experiences that can open up conversations. We’ve probably all attended an exhibition, trade show or product launch and had experience of how a conversation can fizzle out pretty quickly and the opportunity with it. If you’ve been the exhibitor you’ve probably been thinking why, but it doesn’t have to be this way.
So, why does this happen? Having seen this instance many times at the various events we deliver, it happens as a result of having nothing beyond your product or service to talk about. You believe in your brand and could talk about it all day but going in directly for the sales pitch can turn off your potential customer. If you are going to get someone interested in having a conversation about you or your brand, then that person first of all needs to engage with you on a level outside of what product or service you are offering.
We have always felt there are two essential elements to sales;
- The product or service you are providing and how it can solve the problems for your potential client
- The relationship between the sales/account person and potential client.
You can’t have one without the other, but there is evidence contrary to that rule but generally speaking it’s safe to say that to maximise on the success of your brand you need to have both those elements working flawlessly. Allow me to provide an example;
One of our clients is a top sportswear brand and it would be fair to say they are a dominant force in the market they operate in. Their sales would flourish just as a result of the sportspeople, endorsements and marketing alone. They could happily sit back and watch the online orders role into the company and without doubt would maintain a successful business as a result.
The reason they don’t is that a key part of their business focus surrounds their people, not just sales people. Their brand resonates throughout their business, from marketing to HR, its not just an outward facing approach, it starts from the core. They focus on people right the way through the business because they understand that having a relationship with their clients whether it be distributors, sales people, operational staff are all key to building their business to further success.
People, no matter who they are or where they come from are more likely to buy from a brand that they feel they have a relationship with. The better the people are within the business at creating and maintaining relationships the more successful the brand is likely to be – it’s that simple!
During 2018 we started researching ways we could make it easier for our clients to engage with their audience at a higher level. 2019 saw Clubs Away launch its UK Golf Simulator Hire service and 12 months on has seen huge results of engagement for our clients;
11 Exhibitions
3 Product Launches
22 Golf Days
6 Charity Engagements
4 Conferences
Golf Simulators have proved to be really helpful in unlocking those conversations for our clients and importantly given them the time to build a relationship with their potential customers. A big success has been the response of how a simulator can drive in all manor of customers, keen golfers and those who’ve never played, people just want to have a go. Due to this non intimidating setup it’s been a real hit for brands and provided considerably larger lead generation stats compared to when they’re not using it.
If a golf simulator sounds like a solution to you and your business or you just want to find out more, please get in touch hello@clubsaway.co.uk and look forward to helping you improve the engagement of your business.
