Using Events as a Business Development Tool

Client development is relationship-based selling, and relationships require work. If you’re in a business development role, often your job is that of a facilitator and connector. Events are parties for the guests, but for a business development professional events are work. Have a clear agenda in mind for your event.

Event Agenda: You want an event that your invitees will look forward to attending (so they accept your invitation) and will remember fondly for weeks and months afterwards (so your subject matter experts can schedule post-event appointments with them).

Event Type: The key to a great client appreciation event is to tailor it to your client profile. If your clients enjoy cruises and Krispy Kreme donuts do not plan a museum gallery event and serve caviar. Such an event may feel like work to your guests, and they may dread attending. Some of them may even feel uncomfortable about what to wear and how to balance the appetizer plate and wine glass while shaking hands and schmoozing. They may not know much about art and may fear saying something that makes them feel stupid. You may think they may want a new experience, but why take the risk? Your goal is to put them at ease and in the mood to be receptive to your SME’s who want to set meetings with them. Therefore, it’s better to go with an activity more likely to achieve that goal.

With down to earth client reps, create an air of inclusivity. On the other hand, elite client reps are likely to prefer an exclusive event. So, create an air of exclusivity to make them feel special.

Connect Buyers with SMEs

There is a good chance that many of your SMEs will not have much in common with your guests. Most SMEs are upper middle-class professionals who attended good schools and live in the suburbs while the “down to earth” crowd is likely to have less education and income and different interests than the SMEs. Your SMEs also often lack a natural connection to elite buyers as well. The crowd of C-Suite executives tend to be super wealthy private banking, private jet, private club individuals who developed and financed the suburbs where the SMEs bought homes. Therefore, effort is necessary for the SMEs and the buyers to find commonality and establish rapport.

At either the inclusive or the exclusive event, the effort to fit in should be expended by your SMEs, not your guests. The SMEs should find topics to discuss and identify interests they have in common with your guests whose only job should be to attend, be themselves, and have a great time.