Hopefully, many of you attended the annual AFSMI World Conference & Expo in Orlando, Florida, this October and heard lots of new information from the speakers in the Sales and Marketing track. Such topics as Linux support and the impact of e-business on the marketing of services were discussed. As track chairman, I was pleased with the lineup of speakers and topics.
     If you missed the AFSMI Conference, however, or want even more great information and interaction in the area of sales and marketing, I have great news. Next February 9-11, Hahn Consulting will present the 5th annual World Class Service Sales & Marketing Conference in San Francisco, California. I am pleased to note that this year’s conference is co-sponsored by AFSMI for the second year in a row. This means a healthy discount for members who attend. It is also one of AFSMI’s primary events for service marketing and sales in the coming year. The last conference was a grand success in terms of attendance, speakers, and audience ratings, and we intend to raise the bar again this year.
     We will begin with a sweeping discussion of “Service as a Strategic Necessity.” This will address where we came from, where we are now, and where we are going. Most people will admit that services have finally arrived as strategic necessities in high-tech businesses today. The ramifications, though, may be different than expected. We will cover the movement from break-fix all the way to e-services, with particular attention to the implications therein. A variety of high-level industry figures will be invited to share their views. I will be providing an analysis and we will end our opening session with specific discussions by several speakers on the ramifications to service sales and marketing functions.
     What else can you expect? Well, the format this year will be keynoters in the mornings and breakouts in the afternoons. Morning sessions will be more strategic and are designed to be of interest to both sellers and marketers of services. Generally, they will discuss what types of things we should be doing. Afternoons will be more focused on how to do things. There are only two breakout groups: one for marketers and one for sellers. This allows for more detailed presentations. Hahn Consulting is known for delivering detailed information and our speakers are prepared to share the important elements that often determine success or failure.

The Good Stuff
There will be considerable emphasis on e-commerce, with speakers from Ernst & Young, Hewlett-Packard, and IBM, as well as a new startup from Silicon Valley with new service sales technology and an established Web page design firm. More practical topics include “Building an In-house Telesales Group,” “Managing Product Salespeople to Sell Services,” “Measuring the Effectiveness of Service Marketing,” “Transitioning to Selling (Previously) Free Services,” “How Marketing Professional Services is Different,” and “Organizational Models for Selling Services.” Because this conference is strictly focused on selling and marketing services, there are too many great topics and speakers to list here. A complete listing is available at http://www.hahnconsulting.com.
     One of the keynotes will be Tom Sadtler, manager of worldwide marketing for Compaq, speaking on “Internationalization/Globalization, Fact or Fallacy.” Tom will be addressing the myriad complexities involved in conducting business globally, such as: who designs services, how much modification is allowed, and how prices are set. In addition to the companies already mentioned, we will have speakers from Cisco, EDS, Intel, Intervoice-Brite, Imation, Promatory Communications, Schlumberger Technologies, and Waters Communication. Services addressed range from break-fix hardware repair to software support, professional services, and e-services.

Just for Fun
San Francisco, California, is the number one favorite destination of business travelers and no trip would be complete without some fun. One fun activity will be a debate regarding the subject of “Is There Such a Thing as Bad Business?”
     Our protagonists will be Earl Humphreys, executive vice president of worldwide service and support at Cabletron, matched against Melinda Watson, director of support programs and strategy for WorldWide Support Services at software-maker B.E.A. Systems. Both have spoken at our conferences in the past and are powerful, persuasive, and popular speakers. Although it’s all in fun, I expect spirited attacks and defenses. The audience will have the opportunity to pose questions and vote on the winner. This ages-old marketing/sales debate may finally be laid to rest.

Investing in the Future
I have written before about the need to take time for learning and exposure to new ideas. Many professionals are required to earn continuing education units (CEUs) each year to maintain their professional status. We do not have this official requirement yet for service sales and marketing, but our marketplace effectively demands these kinds of investments. Our industries move at ever-increasing speeds and it is important to keep current.
     This conference is designed for anyone with an interest in marketing and selling high-technology services, from individual contributor to executive. Topics range from right-now, day-to-day issues to strategic issues that will determine the future of our businesses.
     We are preparing to kick off the new millennium right and want to help you to do the same. If you want to get started with an energizing event that will stimulate your thinking, help your organization, and potentially aid your career, this event should be a priority for you. Please mark your calendar. If you have not received a brochure, check the Web sites of either AFSMI or Hahn Consulting for details. There is also an early registration discount through the end of December, so act now for the best deal. I guarantee that you won’t be disappointed. .

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