By Elinor Stutz
Our best lessons come from observing how others choose to conduct business. By eliminating witnessed poor delivery of services and adapting the best of what you experience to your style, it will seem as if you graduated from a prestigious business school. There is no better lesson or testament to what works best than real life experience.
A recent event easily attracted 300 people who wanted to learn more about advertising on the social media platform represented that day. But there were several places where the company missed the mark. Comparison to the brilliance of another, who was a master when it came to hosting conferences, confirmed what was missed as described below.
Communicate with all age levels
The young and old should practice communicating with one another in all styles. By anticipating and researching needs and wants, sales will grow substantially rather than just focusing on one age group. Many older folks use social media, and that fact is, they may have more money to spend on services than younger people. However, they are less adept with social media, and so they will be more likely to invest time and money to learn.
The older generation was accustomed to the bigger companies providing some type of pastry with coffee prior to the main event. By encouraging the social aspect with food and drink, you also encourage networking. This is a significant factor for a business venue because the chain of events encourages new connections and increased positive feedback after the fact.
It’s true, younger people take notes on their mobile devices, but if you know older people will be in attendance, provide notepads as was done in the older days. Notepads usually display the company logo. Between reviewing one’s notes and seeing the logo, the event will be favorably recalled and quite possibly further encourage action in terms of buying into services.
Survey your audience
Do you know why your audience is attending and the specific interests of individuals? By obtaining this information ahead of time, you are better prepared to serve them in the future as well as create add-on programs.
Leverage all you do
Hosting a 90-minute program with no follow-on opportunities at the event itself makes little sense. For example, should your event speak to three types of services such as advertising, marketing and public relations, prepare breakout groups for after the major presentation. The purpose of the groups is to zero in on the needs, wants and deep down desires of attendees in order to further encourage them to consider purchasing.
An additional idea for the group is to have a mentor in charge of the conversation. By answering questions and providing added insight, the mentor becomes familiar with the needs of individuals. Those in the group will be more likely to buy a service package.
Another idea for event hosts is to sell vendor tables for other companies to display complementary services and sell their wares. These companies receive added exposure and pay you a fee upfront for the privilege of being at your event.
As an entrepreneur who hosts an event, consider asking other entrepreneurs to help you coordinate the effort, market online, and contribute funds. This is how new ideas are created and events become highly successful.
Going back to the venue just observed, you realize how much was missed by not communicating on different levels with the variety of generations in attendance as well as not leveraging what was already in place. Leveraging applies to all businesses and all venues.
Maximize everything you do to reach increased audiences. Adapting your unique story to multiple platforms as well as generations, will lead you to the Smooth Sale!
Elinor Stutz is a contributing author to the Personal Branding Blog. She is CEO of Smooth Sale, delivers inspirational keynotes at conferences, and the author or INSPIRED Business: A New Vision for Building Business and Communities and the international bestseller Nice Girls DO Get the Sale: Relationship Building That Gets Results. CEOWORLD magazine named Stutz “one of the brightest sales minds to follow on Twitter.”