Built to offer a high level of customer interaction and engagement, Executive Briefing Centers reduce a B2B sales cycle, which takes between three to six months, by around 30%. They are the perfect platform for having a relevant dialogue between key decision-makers and subject matter experts.
In other words, the entire experience at Briefing Centers help convey the company’s brand story through a highly personalized experience and promote highly strategic conversations with customers in a way that is effective and innovative.
Considering that the success of a Briefing Center experience lies in its execution, the onus of the entire briefing falls on the shoulders of a Briefing Manager or a Briefing Coordinator. Determining the agenda, taking care of all logistics, and essentially contributing to the success of the session lies in their hands. These managers will have to ensure that the agenda is customized based on the requirements and challenges of the customers/prospects and all presentations that occur happen with the goal of converting prospects faster. Additionally, these sessions need to build relationships and promote alignment towards company goals. Not surprisingly, Briefing Managers have a huge responsibility on their shoulders. No matter how experienced they are, there is always the possibility for error.
Keeping this in mind, we have compiled a set of guidelines for every Briefing Manager to go through prior to setting up the prospect visit in order to ensure a successful Executive Briefing Center Experience. This will take one through the entire process of planning sessions at Experience Centers until the actual successful execution.
Before the Briefing
Prior to the briefing, managers will have to complete a number of tasks in order to ensure a successful briefing experience. Preparation for the session will begin well in advance. Generally, a briefing request comes from sales teams, customers, or vendors. Therefore one of the first steps that the manager will have to take is profiling the customers. A pre-briefing survey can help gain an understanding of their business relationship, their position in the sales cycle, expectations, the outcome expected and any other information that can be used to determine the purpose of the briefing. Once this is done, the next steps to take would be as follows:
- Determine the Agenda
The most important step for Briefing Managers is to decide the agenda based on the requirements of the prospect, customer, or vendor based on the information received from the survey.
- Decide the Participants
Armed with the agenda, managers can now determine who the participants for the briefing will be. These sessions generally take place between the decision-makers of either company along with subject matter experts and other key executives. Based on the purpose, either certain executives will meet with the clients or sometimes only the subject matter experts.
- Create Presentations/Plan
Once your agenda and participants have been determined, the next step would be to ensure that all necessary presentations or content that is being used or shown during the session is in place. This could also refer to a tour of the facility, presentations in a specific room, demos, and so on.
- Logistics and Concierge Services
The next step would be to ensure that all logistics are in place and this is quite a heavy-duty task. Right from deciding the date of the session to clearing and scheduling the calendars of all participants involved, deciding the venue, chauffering, catering services, and every other necessity should be done well in advance to avoid eleventh-hour emergencies.
D-Day-1
Unexpected emergencies or changes are to be expected but the Briefing Manager will need to ensure that there are no chinks in the armor and the session can go on as smoothly as planned.
- Confirm Attendance
Managers should coordinate with all participants and confirm their presence for the briefing session. If there are last-minute changes to be made, then this is the time to do so.
- Ensure all stationery and other promo materials are in place
This includes other items such as brochures or booklets if required.
- Last-minute check
One final check to ensure every aspect of the session including logistics is in place and is set.
D-Day
This is the day of reckoning for managers as all the hard work, planning, and preparation that has been put in will show results. It is showtime!
- Take charge of the session in the beginning
Briefing Managers are expected to take charge of the session right from the get-go by greeting clients, making introductions, facilitate interactions and discussions if needed, and overseeing the entire session and all other logistics.
- Ensure that the session is being conducted without any hiccups
They need to ensure that the session is on schedule, all requirements of the agenda are being met and that the entire briefing session is being conducted seamlessly.
Post- Briefing Session
As good as it feels to have pulled off a successful briefing session, Briefing managers can’t sit back and relax just yet. Here are a few more steps managers need to take –
- Send thank-you notes
Briefing Managers or Coordinators can send thank-you or follow-up notes to all participants, vendors and everyone else involved in the session. Although it is not compulsory, it can help foster relationships in a better manner.
- Send a post-event survey
Feedback is always helpful regardless of the type of event or session that was conducted. Were the customer’s needs and requirements met? Were all their questions answered adequately? Did the session meet their expectations? And so on.
- Debriefing session measuring the session’s success
This is perhaps the most important step that managers will have to take after a briefing session. Managers and coordinators will have to review the entire briefing session. Analytics and minutes will be useful to determine the session’s success and the challenges faced.
Briefing Managers and Coordinators are the liaison between the host company including key executives, subject matter experts, IT, etc., and the client. Their job is also to ensure that an Executive Briefing Session is conducted seamlessly thereby providing an unparalleled experience to customers in a manner that satisfies the agenda of the session, and advances sales cycles while building relationships. Companies spend millions of dollars on Executive Briefing Centers and a successful briefing experience can help close partnerships much more effectively.
Jifflenow for Briefing Centers is a fully customizable solution that ensures that your Briefing Center experience is unparalleled by automating all tasks associated with session workflows and thereby increasing productivity. Click here to talk to our sales experts or to schedule a demo.
