Successive success for The Meetings Industry Association’s Sales HIIT

Back by popular demand, the Meetings Industry Association’s (mia) highly anticipated Sales HIIT event returned earlier this month at thestudio…in Birmingham, ready to flex the sales muscles of the industry.

Facilitated by Kevin Jackson, Creative Director at The Experience Is The Marketing, the fast-paced event was packed with inspiration and ideas to develop winning sales strategies and boasted an expert line-up of speaker sessions to encourage maximum learning.

Kicking off a day of high intensity, impact training, former BBC Apprentice candidate Neil Clough uncovered the deep-rooted motivations behind sales success and invited delegates to find their ‘WHY’. Revealing how personal and business ‘WHY’s’ develop the drive behind every expert salesperson, Neil then shared practical advice and techniques such as the 80:20 sales rule for delegates to implement.

With the pace set, founder of Kimba Digital Kimba Cooper took to the stage to explore the fastest growing social platform and how it can be utilised by the industry. With 1 in 3 people in the UK now using Instagram, Kimba revealed the growing number of sales opportunities available at our fingertips, with her 5-step plan uncovering tricks and tips on how to start the conversation with potential prospects.

“There are no such things as bad prospects, only poor salespeople”, according to ‘The UK’s Most Hated Sales Trainer’ Benjamin Dennehy. Challenging the perceptions of salespeople, prospects and all things sales, Benjamin left delegates thinking about the role of emotion in the buying process, a theme that would prove common throughout the day.

Continuing to explore the role of emotion, director at MG Sales Performance and miaList judge Mark Gallen demonstrated how sellers can leverage emotions to elevate their relationships with prospects and ultimately achieve more sales. Challenging the thoughts of sales leaders among the room, Mark highlighted the need to uncover deeper meanings behind prospects’ targets, looking at the ‘WHY’ on a more personal level to build rapport more effectively.

Moving into numbers, Dr Sue Holt of Cranfield School of Management provided powerful insights into the evolution of Key Account Management (KAM), demonstrating why KAM has become increasingly important for many organisations within the industry and how to implement the process to full effect.                               

Meanwhile, former World Boxing Champion Billy Schwer made an energetic ring walk to the stage for a round of Mental Boxing. From outmanoeuvring and outthinking to looking for the right angle, the next move and when to strike, Billy utilisied his experiences in the ring to challenge the underestimated internal dialogues salespeople regularly battle with.

Adding to a number of practicalities for delegates to takeaway, best-selling Amazon author Niraj Kapur addressed the crucial question every salesperson wants to know, ‘How to hit your targets’. Explaining how “common sense is important because common sense is not common practice”, Niraj examined both the massive breakthroughs as well as the day-to-day considerations that are central to sales success, applying many of the day’s learnings into quick-wins and takeaway actions.

Closing the afternoon, ‘The Entrepreneur’s Godmother’ Alison Edgar inspired delegates with the secrets of successful sales, as told in her Amazon best-selling book. Focusing on the ‘four key pillars of sales’; behaviours, process, strategy and confidence, Alison had delegates recognising the win-win sales mindset, while also uncovering her ‘WINtroduction’ method and questioning techniques for delegates to put into practice. 

Speaking on the successive success of the event, chief executive of the Meetings Industry Association Jane Longhurst said: “We first introduced Sales HIIT to our events calendar last year when we identified a lack of diversity in sales training opportunities for the industry. Building upon the resounding success of last year’s event, we’re delighted to have put together another fantastic programme where delegates have been able to take away insights from a wide range of sales topics that aren’t always applied to our industry.”

We’ve been thrilled with all the exceptional feedback that we’ve received so far and I’m excited to see how the insights taken from the event are now taken back to the office, shared and implemented across a wide variety of our members and organisations.”