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Rethinking the Value of Traditional Sales Kick Offs

Catherine Schalk • Aug 21, 2023

In today’s economic climate, should sales organisations still be investing in Sales Kickoff events?

In today's budget-conscious business climate, companies are constantly evaluating their spending and looking for ways to optimize resources. One area coming under scrutiny as of late is the traditional sales kickoff event. 


These larger-scale gatherings bring together sales teams, leaders, and stakeholders to kickstart the year, share strategies, and motivate the sales force. However, in light of financial constraints, it is essential to reassess whether sales organisations should continue investing in sales kickoff events. Together, we will explore both sides of the argument to help you and your organization make informed decisions about the value and relevance of such events going forward.


The Traditional Value of Sales Kickoff Events:


Sales kickoff events have long been regarded as a valuable opportunity to align sales teams, energize them for the year ahead, and reinforce company values and goals. Some key benefits traditionally associated with these events include:


Knowledge Sharing: Sales kickoff events provide a platform to disseminate important information, such as product updates, market insights, and sales strategies. This facilitates knowledge sharing and ensures the sales force is equipped with the latest information to drive results.


Team Building and Networking: Bringing the sales team together in a conducive environment fosters team building, collaboration, and camaraderie. Interactions outside the usual work setting promote relationship-building and encourage cross-functional collaboration amongst various stakeholders.


Motivation and Inspiration: Sales kickoff events often feature keynote speakers, industry experts, and success stories, which serve as sources of motivation and inspiration. Such experiences can reinvigorate the sales force, boost morale, and ignite a sense of purpose and enthusiasm.


Skill Development: Workshops, breakout sessions, and training programs offered during sales kickoff events allow sales professionals to enhance their skills and stay ahead of industry trends. This investment in continuous learning can contribute to improved sales performance throughout the year.



Reevaluating Sales Kickoff Events in a Budget-Conscious Climate:


While the traditional value of sales kickoff events is well-established, it is crucial for sales leaders to critically assess their return on investment, particularly in a budget-conscious business climate. Consider the following factors:


What your business needs now and in the near future: If sales production is in desperate need of improvement, the investment in a kickoff might not only be warranted but also required. If sales are doing well and there are other areas of your business lacking, then it might be time to shift priorities and resources.


Focus on experience and effectiveness: While flashy stages, lighting, audio, and hype videos can be beneficial, in times where our spend must be prioritized it is best to focus on lasting impacts that will change behavior and drive your business forward such as delivering world-class content & speakers, team building, celebrating success and choosing topics in your agenda.


Technological alternatives: With advancements in technology, virtual platforms and video conferencing have become viable alternatives to in-person events. Leveraging these solutions can significantly reduce costs while still enabling effective communication and knowledge sharing.


Targeted content delivery: Rather than relying solely on a single large-scale event, consider delivering targeted content throughout the year or smaller regional sales kick offs. This approach allows for more focused learning and ongoing engagement.


Event size: If you determine that a kickoff is beneficial but are struggling with budgetary concerns, think about the attendee list. Can you limit attendance to strictly the sales team or other specific departments without upsetting people? Maybe holding a series of smaller events to include everyone would be more cost effective than one grandiose production. 


Measure impact: Establish clear metrics beforehand to evaluate the event's effectiveness in achieving the desired objectives for the purpose of determining the execution and style of future sales kickoff events


As you can see, the question is not whether sales organisations should continue to host sales kickoff events or not, but how we can do so more cost effectively without reducing the impact. When thinking about your sales kickoff event, think outside the box. Be creative, consider what your business needs
at that time, explore technology platforms, consider running smaller regional events, and make sure you build in verifiable outcomes.


Ultimately, the decision to invest in sales kickoff events should be based on your organization's priorities, financial constraints, and desired outcomes. Balancing the benefits of traditional sales kickoff events with the need for cost-conscious strategies can help you navigate the changing landscape while
still fostering sales team alignment, motivation, and growth. 


If you are still not sure what the best path for your organization is, reach out for a free consultation today!

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Whether it be a virtual, face-to-face, or hybrid kick off, one of the most critical components in achieving event objectives is content. From videos and panel discussions, to award ceremonies and presentations, content must be engaging, effective, and well designed. But the brutal truth about sales kick off content is that there is a belief it doesn’t matter – anything will do. There is little investment made in the appropriate time and effort into creating a world class experience for sellers and presenters when it comes to content. In a world where your audience and participants are increasingly looking toward well-designed content, you cannot afford to keep looking at the creation process like a simple chore or leaving it entirely up to each presenter to simply show up with their presentations. We have worked with many companies to help them deliver world-class content on countless presentations and we want to help you accomplish the same. One of the key ingredients to world-class content is that it must be reality-fueled. In today's fast-paced and attention-seeking world, it's easy to get caught up in the allure of flashy visuals, gimmicks, and over-the-top presentations. However, when it comes to delivering a truly impactful message, it is essential to ground presentations in reality. Tips for creating reality-fueled content: Know your audience: Understand their needs, challenges, and interests so you can tailor your message accordingly. Craft a compelling narrative: Use storytelling techniques to create an emotional connection and engage your audience on a deeper level. Use real-world examples: Draw from relevant, relatable, and tangible experiences to illustrate your points and make them more memorable. Keep it real: Don’t sugar coat things unnecessarily, never lie to your audience, and avoid fancy jargon and words. Simplify and clarify: Break down complex ideas into digestible concepts your audience can easily understand and remember. Rehearse, rehearse, rehearse: Practice your presentation until it becomes second nature. This will help you deliver your message confidently and authentically. According to Harvard Business Review, great presenters rehearse and put in hours of deliberate practice to refine their skills and messages. And that’s not all… When preparing a reality-fueled presentation, where the focus is on delivering a clear and authentic message, presenters must not only craft compelling content but also consider their own presentation style and capabilities. By bringing these elements together, presenters can enhance their ability to connect with the audience, establish credibility, and create a lasting impact. Let’s take a look at the basics here: Presenters and content creators need to understand the speaker's presentation style. Every presenter has a unique style that reflects their personality, strengths, and communication preferences. Identifying and embracing your presentation style is vital to delivering an authentic and engaging performance. If you are a content creator, leverage the presenter’s current capabilities. Understanding a presenter’s capabilities allows a content creator to leverage the presenter’s strengths and deliver a more impactful presentation. While it is important to adapt to your presenter’s style and capabilities, it is also crucial to consider the audience's preferences and receptivity. Adapt your style to align with their expectations and needs. Research your audience beforehand to gain insights into their demographics, interests, and knowledge level. Tailor your content and your style to ensure it's relevant, accessible, and relatable to your audience. As a presenter, take stock of your own skills, talents, and areas of expertise. Are you a skilled visual communicator? Are you adept at simplifying complex concepts? Are you particularly knowledgeable about a specific subject? Capitalize on your strengths to deliver a reality-fueled presentation. Final thoughts While flashy visuals may momentarily grab attention, it is the content and authenticity of a presentation that truly leave a lasting impact. By focusing on delivering clear and genuine messages, presenters can establish genuine connections with their audiences, fostering engagement, trust, and motivation. So, embrace the power of substance and authenticity to make your presentations truly impactful and memorable instead of hyper focus on the visual appeal. If you have a sales kick off coming up, reach out to us today to talk about how we can help you build reality-fueled content… with a little flash of course.
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