A branded executive event can do wonders for your sales cycle. I recently attended an executive forum hosted by a large payroll company and it was a great experience for many of the attendees. The company was seeking to have the attendees sign on as customers, but they provided solid value in the form of information and netwroking opportunities.
The one-day, two-night event was hosted at a beautiful inn in Yountville, in the heart of Napa Valley. The agenda for the day included speakers from the venture capital community, risk management experts, and HR experts from various companies. The speakers were informative and helped the attending executives take a broader look at their businesses. Additionally, the day provided many opportunities for isolated C-level attendees to share their concerns with fellow execs. It’s often difficult for execs to discuss the challenges they face with anyone inside their own company so being able to connect with others who share the same concerns is a very valuable experience.
As a result of the valuable information and the networking opportunities provided, the host company was bathed in a very favorable light. The host provided these busy execs with a nice retreat and great opportunity to look beyond the day-to-day. In my work with execs, I can tell you that there is precious little time for such strategic thinking.
As my associate said to them, “I really appreciate that today wasn’t a pitch. I get that all the time. I appreciate that this was something valuable.” So aptly said.
I have developed many executive events over the years and the best are always valuable versus merely a sales pitch — as this event was in Napa. The execs know why they are there. The host company wants to sell them something. But never abuse trust that by pitching to them AT the event. Provide them with some valuable information, and lots of opportunity to network with their peers and they will remember you when it’s time to choose the service or product you offer.
Let’s talk about how we can create an executive event that supports your brand and leaves your customers grateful to you.
Until next week,
Jenn