SKO Series Part 2: Place - The Location's Role in Outcomes

I have been part of so many SKOs for clients. So, I realize just how much difference a good place makes. Yet, many management teams still regard choosing the location for their sales kickoff SKO as nothing more than a logistics puzzle to be solved. But the place chosen is more than just a location for events. In fact, the choice of place should be very strategic, part of the execution of the overarching purpose of your sales kickoff event.

Learning with and from the World Around You

“Location, location, location” is not only a popular realtor's catchphrase. It is also true of any event trying to maximize human interaction and learning. Your team’s ability to communicate, collaborate and learn will all be affected by where your SKO location is held.

Take, for example, any training seminar or a conference that you have ever been to. Did the location inspire you with its drabness? Did its complete lack of charisma add some new inspiration, some more enthusiasm, to your work? Well-chosen locations are the kindling for you to fan flames of inspiration in your staff. Although the spark of inspiration may still be present, it does no good if each of your employee-embers is extinguished in a flash. Venue size, layout, and facilities are key for the success of in-person events. If set up well, a conducive environment can help forge connections on-site and get everyone working together.

Virtual events

The location of virtual events is a digital platform or virtual space, and how successful the event is depends on how much it can reproduce the dynamic character and interactivity of a real place. A few examples of how virtual events can mitigate this lack of physicality to keep participants involved and engaged by digital means: using gamification and creating virtual break-out rooms where small groups collaborate and discuss particular questions together. If you compare some of the more popular event technologies, for example, a great many of these are increasingly employing virtual reality to make the online experience as immersive as possible.

Hybrid events

Finally, hybrid events assume a balancing act as they attempt to enable activity in two different realms; the real and virtual. For both groups of participants, a smooth experience will be guaranteed by a shrewd combination of technical support and spatial strategy.

Creating Spaces that Promote Connected and Collaboration

No matter the format, SKO location management should aim to build an environment that fosters connections among its sales team and helps them succeed. A good design is one that matches your sales culture while at the same time pushing participants to challenge their assumptions and become aware of gaps in their knowledge. This space might also provide team building exercises, networking lounges, or areas where attendees can look for advice on specific issues from others attending.

Revealing the Secret of a Place

As you begin to make preparations for your SKO, we suggest taking some time to reflect on your most unforgettable professional experiences. What is it about the place where that work occurred that has woven into such a vivid memory? Maybe the entire scene was so beautiful that it inspired awe itself, contributing to the work being done there. Perhaps its modern and open structure provided a stage for spontaneous active collaboration. Maybe the very environment was intimate and homely, with security and warmth that made creating connections easy.

Try to capture these memorable things and integrate them into the fabric of that productive place in which you create your SKO. By doing so, people will not only learn and become involved in a place--it will contribute to fulfilling the purpose and outcomes you defined for your event.