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Online
Meetings
Increase
Market Reach for Business Executives
Tools
for the Trade
For
executives wishing to expand their businesses opportunities,
online meetings can be a very effective way to reach new prospects
anywhere in the world.
Rather
than hiring expensive rooms and amenities for seminars, instead
of paying thousands of dollars in travel expenses to meet a few
prospects, executives are turning to the personal computer and the
Internet. They hold online meetings around the world to make initial
presentations, to single out or qualify real potential customers,
to provide informational seminars (sometimes called "Webinars")
to many prospects at once. They do all this at a fraction of the
cost of face-to-face meetings - from the comfort of the executives'
PC.
At
its simplest, an executive takes any program or file running on
his or her PC and shares it with one person or many around the world.
Meeting participants hear the executives through a conference call,
and see the presentation as it is made, on their PCs. It is as if
they were all in the same room, watching the PC presentation. Many
online meeting systems employ Web-based Video Conferencing in order
to enhance the meeting.
Initial
online meetings permit the executives to later travel to the prospects'
location with the confidence that prospects were properly qualified
in advance. Alternatively, executives may first meet with prospects
face-to-face and then arrange online meetings to maintain relationships.
Many businesses have been able to generate significant revenue solely
through the use of online meetings.
The
primary benefits of online meetings for executives include the following:
1.
Levelling the Playing Field Between Large and Small Firms
Large firms with many locations use online meetings to maintain
better communication between their offices and their customer bases.
Smaller firms use online meetings to compete in markets that otherwise
would be too geographically vast to manage.
2.
Reduce Travel and Marketing Costs
Organizations can arrange online meetings anywhere, at a fraction
of the cost of traditional meetings. Online meetings give global
reach to the best practices of an organizations' top staff.
3.
Ease of Meeting at a Moment's Notice
Typical online meetings can be created in less than a minute, on
the Internet, as easily as making a telephone call.
4.
Enhance Internal Office Productivity
Online meetings are quite often used for company staff who work
in various offices, to provide internal training, inform on software
support, conduct budget meetings, and prepare spreadsheets, proposals
and other documents.
5.
Increase Cash flow by Reducing Sales Cycles and the Cost of Sale
Executives can interact with prospects more often over a shorter
time period. As a result, more effective information is provided
to prospects more quickly, reducing traditional sales and information
costs.
6.
Maintain a Well Informed Distributor, Agent, Clients and Prospect
Base
Changes in marketing conditions, regulations, new products and services,
pricing and terms can be communicated as they occur to target groups.
Executives can respond to questions, ideas and plans as they are
presented. They will become more responsive to market changes at
a fraction of traditional costs.
7.
Increase Market Reach without the Need for Additional Brick and
Mortar Offices
Online meetings, allied with research conducted on the Internet
and with development of strategic alliances, can make executives
more familiar with distant markets and provide local and far off
customers with responsive services at a fraction of the cost of
maintaining various offices.

8.
Enhance Response Time with Existing and Potential Clients
Participants in online meetings can by agreement take control of
each other's PCs (it's called bi-directional sharing) and communicate
back and forth. This works well for on-line consulting, or for strategy
discussions that may involve materials that reside on two or more
PCs involved in the meeting.
What
to Look for in an Online Meeting System
An
organization will make the best use of online meeting tools when
they shape them to fit their unique corporate culture. The learning
curve for the actual technology is very small: an executive can
learn the basic usage of the system in fewer than 10 minutes. The
key is to tailor the solution, the form and content of the online
meeting, in the way that best complements the firm's business model.
The
technology used for online meetings should be measured on key criteria
that includes:
- Infrastructure
and support
- Global
presence and performance outlook
- Ease
of use
- Ease
of implementation and utilization across the enterprise
- Ability
to archive and edit recorded sessions
- Voice-over
IP ability
- Long-term
market focus and positioning
How
to Measure Return on Investment
With
the proper online meeting technology and strategies deployed, the
return on investment should appear within the first month of usage.
Consider
a subscription cost of $500 USD per month. If the system saves at
least three members of an organization from making one business
trip each month (the average cost of a trip being $1500 between
flight, hotel, lodgings etc.), it has saved the firm $54,000 USD
in a year for an outlay of only $6,000 USD. Increases to sales revenue,
new market reach, and internal productivity are additional bonuses
from the system.
Why
Online Meetings? Why Now?
Executives
that acquire online meetings systems within the next 18 months will
have an advantage over competitors as well as first access to the
revenue and productivity gains available from this Internet based
medium of communication.
In
the next two years, like e-mail, online meetings will be a corporate
necessity.
Christopher
Whittier is a manager of Corporate Solutions for Results International,
a management consulting firm with head offices in Markam, Ontario
Canada that provides comprehensive online meeting tools and deployment
strategies for the business community.
He
can be reached at 416-918-1263 or at: Christopher@myonlinemeetings.com
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