Becoming a Recognized Expert

There is an old axiom in marketing that a prospect does not become a customer until a vendor touches them seven times. Touches or interactions involve every tool in your marketing quiver, including face-to-face meetings and free seminars. The axiom is supported by the fact that consumers prefer to do business with people and companies they know, like and trust.

The question every business must answer is how to initiate and sustain the process without crossing the fine line of being perceived as just another pushy or (worse yet) desperate sales person. Event-based marketing can be a very effective way to start the ball rolling. It will allow you to interact with potential customers and build trust as you demonstrate your expertise. It will also encourage them to seek you out for your knowledge and expertise, and to recommend you within their circle of influence.

There are several free event-listing sites available on the Internet should you wish to open your events to the public. Most allow business promoters to coordinate announcements and listings through Facebook and Twitter. Some allow you to issue tickets, limit attendance, collect fees (via PayPal) and even ask qualifying questions. Online event-listing websites include:

  • EventBrite
  • EventSync
  • Facebook Events
  • PlanCast
  • Zvents

Prospective attendees will ask themselves a very selfish question. What is in this for me? Most small businesses will welcome free advice in at least three areas: how to increase sales, how to reduce costs and how to generate more cash. Whatever your subject matter, promotional material must identify specific customer problems and promise real solutions.

Make sure information presented at the event closely matches those promotional promises. They are what drew attendees. It is unlikely that disappointed prospects, frustrated at not hearing the promised solutions, will become your customer.

The main point of your presentation is what the audience wants to hear, not what you want to tell them. Get to it quickly.

You want your audiences’ undivided attention. Therefore, present only a cryptic outline on slides and handouts at the event. Otherwise, attendees could have read the presentation at home and saved the trip.

Attendees will expect a commercial. Hold it for the last or next to last slide.

Finally, a drawing for a free gift certificate, an autographed copy of your latest book or some other valuable prize will encourage attendees to stay for the entire presentation.

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