business profile database

Have you ever tried to sell tickets to a workshop, training event, exhibition or product launch? When is the last time you ran an event and just broke even? Whatever business you are in the manufacturing sector (retail, trading, training, distribution, etc), VIP events, seminars and workshops are an excellent opportunity to build relationships with customers, add value and increase sales and profits. Learn to develop, promote and implement effectively could mean thousands of dollars to the outcome.

However, promoting an event or workshop is very different from raising the profile of a business and therefore requires a completely different strategy. Here's my 5 tips to make your next event an overwhelming success.

1. Be clear why you are holding this event
Looking for direct sales of products and references or simply looking for an opportunity to train and educate their customers and strengthen relationships? Be clear about your original intention can save time and money. If you are looking to sell products, then spend most of their time explaining the benefits and the creation of offers that are irresistible. Giving away the tickets (if you have to), but make sure that the room is full and you have made it easy (and free of risk) to buy from you.

If you intend to educate and build relationships, spending most of their time ensuring that you deliver value. Err on the side of over-delivering in terms of information and value for money. Ensure that all customers encourage and assist to bring a friend. If sales of tickets or reservations are available, consider a teleconference (or incentive reserve) so that people know you and your products / services. It seems to many clients relax and give better presentations once they take the selling pressure off yourself and focus on building long term relationships with customers and potential customers.

2. Focus on your asset # 1
No matter what product or service you sell, the set # 1 is the database / List. Represents the permission that they have acquired to talk to them about what you do and to add value by providing the information. Be careful to respect the agreement that has been entrusted to you – not a license to flog endless reams of available products. View as a long term relationship – focus on value added and communication regularly and consistently …. and the rest will follow.

3. Do Your Research
Is there really a demand for the workshop or event you're planning? How do you know? Have you considered asking your target market what they want?
Remember, it is more flexible and open to change wins. Just because something worked or hot last year does not mean that it remains relevant today. The success lies in its ability to detect trends and to give its customers what they want when they want it.

4. I'll scratch yours, if you scratch mine …
Stop trying to do everything yourself! Knowing who to ask and ask for help are the two best skills you can learn in your business. Look for people who have access to the kind of people who want to reach (ie, their ideal target market) and be prepared to make it worthwhile. Everyone wants WIFM know (what is for me?). Depending on the strategic potential, you may want to consider a fee or membership fee or a free place on your table appropriate, assistance with another project, the opportunity to make an offer to attendees, etc. Think of this as an opportunity to develop a mutually beneficial relationship in the long term.

5. Do not be afraid to give it for FREE
Pre-event conference calls and offers early booking (ie if you book before X date, you will receive a CD audio and electronic book value of X, free of charge). Both are an excellent way to double or triple their records and will cost very little in time or money to do so. The greatest value you provide, the more likely prospect is that part with their hard earned money to attend your event!

For more information or to contact the author, Rhondalynn Korolak MD of Imagineering Unlimited and author of “On The Shoulders of Giants’ and “Financial Foreplay”, email info@imagineeringunlimited.com or visit http://www.imagineeringunlimited.com

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