Nine Ways Salespeople Can Build Trust and Rapport with Their Clients and Prospects at Corporate Events

Recently one of my clients asked me to explain exactly how his salespeople and executives can get the most out of their upcoming hospitality event.

I assembled all the tips and ideas I’ve picked up from clients, salespeople, and executives, added some psychology from Robert Cialdini, and went to work.

This mini-masterclass on building trust and rapport at events explains the best practices for getting people to your event, engaging clients and prospects during the event, and having effective follow up conversations afterward.

Enjoy the video.

If I can be any service - answering questions or helping you design your own client engagement event - don’t hesitate to reach out at (561) 596 3877.

MindShift: Understanding Events From The Guests Perspective Improves Event Metrics

Any sales and negotiation trainer will tell you it's essential to know your counterpart. Engaging and influencing another person is much easier when you understand their perspective.

That's a key component to successful events, too. When I'm getting ready to perform at an event, I want to understand what it's like to be a guest or participant.  

• I know that walking into the clubhouse at Augusta National Golf Club was intimidating.  

• Attending "business social events" can be uncomfortable. Will we talk "business" or "social" during cocktails? Will someone be offended if I discuss business?

• Even though I'm in a sea of people at a customer appreciation event during a trade show or conference, I feel a little "lonely in a crowd."

• I rarely raise my hand to comment during a break-out session because people might disapprove of my ideas.

I know I'm normal, too.

That's why I usually start by entertaining on the edges of a party.

I get those people laughing, forming them into a little crowd.

The fun helps them get to know each other.

Now, they're engaged in the event.

I do that in all four corners of the room.

Then I start working to the middle of the event where the extroverted people are.

They naturally laugh louder. They attract people from the edges of the room.

Now, we're all having fun together.

Rinse. Wash. Repeat all night.

That's what turns a typical cocktail party into an event people look forward to attending next year.

Want to see what this looks like in action?

Here are some photos from a 2018 event, where I used the Always Something More strategy to engage the audience, get them laughing and having fun together, and eventually turned the group into one, big laughing crowd.

The first “set” was for a few people who were just arriving…

Then I entertained a group on the other side of the room…

Still another group in another corner…

Then people started to walk over to where I was performing…

Until we collected almost the entire room.

That’s how it works…

Of course, magic doesn’t solve every event challenge or work in every situation.

The best way to figure out if it can help you get the results you want from your event is to have a conversation.

I’ll ask you a lot of questions about the event you’re planning, what you’ve done in the past, and what you hope to accomplish this time.

Based on what you tell me, I can tell you exactly what other people like you have done in your particular situation.

To set an appointment, call (561) 596 3877, or click here to schedule an appointment through Calendly.

What are The Pictures Saying About Your Event?

Great images tell a story about the event - who was there, what happened, and how people felt.

More importantly, they have an impact on your next event by:

• Strengthening the memory of the event for those who did attend

• Developing curiosity among people who did not attend

• Creating anticipation for the future event

But the images I saw after New Year’s Eve 2022 missed the mark.

I saw surprisingly few pictures of performers interacting with the people at the event. Worse, the audience had their back to the entertainment in several images.

Typically, we want to see people laughing, smiling, and slapping each other on the back. Some of the people in the pictures looked a little bored.

These were probably fantastic events, but the images did not tell that story.

Here are three ideas that might help you get better images from your next event:

1. Work with the photographer.  A great photographer knows how to capture “the moment.” 

2. Talk to Your Entertainers.  Experienced performers know how to work with the photographer to create those images “on the fly.”

3. Record a video on your phone. A video is like thousands of still images, so you can select the image you want using the screenshot function.

Of course, events are more than laughs and smiles. Pictures should capture and convey conflict and drama, feelings of frustration and anguish, insightful breakthroughs, and moments of ultimate triumph.

Having all those moments requires experiences that bring people together in an emotionally compelling way. Something has to trigger the laughs, facilitate the connection, and create an experience your guests are talking about for months to come.

Maybe I can help. 

If you are open to a conversation about an upcoming event, what you have done in the past, how you evaluate the success of your event, and what you hope to achieve this year, call (561) 596-3877 or click here to schedule an appointment.

The 2023 Rules

10 Lessons Learned in 2022 and Carried Forward:

Whether it’s reading from LinkedIn, other people’s blogs, or just plain life experience, I picked up a lot of great stuff in 2022. Here’s a short list of ten things I’m adding to my mindset in 2023.

1) The Matt Nettleton Rule: The current situation is neither permanent nor pervasive.

Everything is changing, and every situation can be changed - even if that just means looking in a different place or talking to different people.

2) The Elon Musk Rule: Life is so much simpler when you stop explaining yourself to people and just do what works for you.

3) Dad's Rule #1: Someone's always making money somewhere.

Go find that person and sell him something.

4) Dad's Rule #2: It's Always Something.

There's always a problem, frustration, irritation, or disaster happening. Stop expecting a perfect day and have fun.

5) Scott Adams' Rule: Follow the Money

Works almost 100% of the time if you want to know "why is that happening" and "what happens next."

6) Raffi Rule: All I really need is a song in my heart, food in my belly, and love in my family.

7) The Mary Sue Rule: Don't start at the top. People prefer to hear about the Hero's Journey - start at the bottom, identify the challenge, adapt to meet it, and overcome it.

8) The Marine Corps Rule: Improvise. Adapt. Overcome.

9) Benjamin's Rule: Don't yell at people; they have to discover they want to change.

10) Nema Semnani's Rule: Fear is a liar - it's means well, but hides opportunity.

Last year was a fantastic growth year in events, too.

I’ve got a lot of new “rules” that are key to successful hospitality events, trade shows, client appreciation events, employee appreciation events, team building, holiday parties, and all the things I do to help my clients.

Looking forward to sharing those with you in 2023!

If you’re open to a conversation about the events you’re planning in 2023 - what you’ve done in the past, how you measure success, and what you hope to accomplish in 2023 - I’m happy to share what people like you have done in your particular situation.

Give a call at (561) 596 3877 or click here to schedule an appointment.

From the WD Armstrong / LongItem meeting in Atlanta last year - great audience enjoying the all-new version of Magic with YOUR Mind. We enjoyed three separate standing ovations during that show!

What Your Marketing and Events Team Needs to Know About Entertaining Executives and Engineers

I finally figured it out. I feel like I have to share this with you.

For over 20 years, I’ve wondered why my magic and mentalism always seemed to land so well with engineers, heavy industry executives, doctors, lawyers, and business people.

These people bring me to events like The Masters, and they want me entertaining their clients and customers at hospitality events, executive summits, and sales meetings.

Their marketing departments and event planners seemed to think they were crazy, too. “Why would magic be a good fit for this event?”

Now I know.

It’s all about DISC.

If you’re unfamiliar with DISC, it’s a four-way classification system psychologists use to categorize communication styles.

Your communication style has a tremendous impact on how you perceive others and how they perceive you. I don’t have time to go into it here, but you can learn more here.

The DISC profiles split two ways:

“task oriented people” (Type C and D) vs. “people oriented people” (Type S and I)

Typically, event planners are very detail-oriented people who really like to talk with other people and have fun conversations.

Most of them are in the Type S and I groups: they like everyone to agree, they love to talk, and they want everyone to like them. They get energy from talking to others.

Focusing on “things” and “problems” takes energy for an I or S (not that they can’t do it, but it takes energy).

Engineers and executives, however, are typically Type C and D. They are task-oriented people, they get energy from solving problems and doing things, they like to move fast, they like to compete and face challenges. Doing stuff gives them energy.

“Chit chat” and “small talk” drains energy for a C or D (not that they can’t do it or don’t like it, but it takes energy).

The problem is that everyone thinks everyone else is just like them.

So when an event planner says,

“Our people don’t need anything to get them laughing and having fun together, they all know each other. They just go to bed at 9pm”

She is 100% correct. Her people do know each other, and they can talk and have fun together. She doesn’t think they need anything to make the cocktail party work, because networking talk and mingling gives her energy.

At the same time, the Type C and D engineers and executives at the event will spend a lot of energy doing the small talk, and they’ll get tired, disconnect, start answering emails on their phone, or even leave the event early.

When I discovered DISC, I realized why my engineering and executive clients kept requesting me back for their events year after year:

Having a problem or a challenge to deal with gives Types C and D a tremendous amount of energy. Working on a problem together actually helps them bond and build rapport with other Cs and Ds.

So having their mind-blown by a magic trick, watching other people get their minds blown, trying to figure out the secrets, and then talking about the magic afterward played right into their communication styles.

The magic and mind-reading gave them tremendous energy in a situation they would normally find draining.

That’s why they stayed later at the events, why they built stronger relationships around the magic, and why they were talking about the events months later.

What does this mean for your events?

I don’t know.

Magic and mind-reading seem to play well for executives, engineers, spreadsheet-enthusiasts, and people who work on “things” and details, but they’re probably not the only things that appeal to the Type C and D.

But you’re open to a conversation about an upcoming event, give me call.

I never noticed this until I wrote this post, but in this image there’s at least one CEO, an electrical engineer, two business consultants, and a guy who manages casinos. All Type C and D personalities, and given that like-attracts-like, you can expect that their spouses are the same…

Robert Sereci Shares Three Unexpected Secrets to Medinah's Member/Guest Success

Medinah Country Club’s legendary clubhouse has been the background for a lot of golf history and some spectacular member events

Background: Since its inception in 1924, Medinah Country Club has hosted many major tournaments. Notably, three U.S. Opens, a U.S. Senior Open, the Ryder Cup, and the BMW Championship, all against a historic backdrop, including their iconic clubhouse, the legendary Course #3, and two additional 18-hole golf courses. Hosting approximately 300 players every year, the club’s premier event - the annual Medinah Classic - is among the three largest member/guest events in the U.S. 

For the 2021 Medinah Classic, the club brought in Mike Duseberg to entertain the players after their practice rounds. Over cocktails and barbecue, players crowded around Mike to participate in the magic and have fun together.  

Mark Gallaudet, the Medinah’s assistant general manager, reflected, “The staff kept saying ‘Wow! That guy can work a room.’ The members just gravitated toward him.”

General Manager and Chief Operating Officer Robert Sereci took a few minutes to dig deeper into why the entertainment was an essential part of Medinah’s member/guest event:

Insight #1: Magic creates a personalized experience for each member and his guest.

Mike’s unique performing style and his “Always Something More” system ensure members and their guests see magic several times throughout the night, and everyone gets to participate in the magic themselves.  

Robert Sereci: “There are not many activities during a member/guest event where participants can sit and enjoy for even a brief time, someone entertaining them in a very intimate setting. Mike is up close, in a very intimate environment, and to me, that is a big deal; it enhances the experience.  It gives participants one more thing to talk about.”

Insight #2: Variety keeps players engaged.

After a long day of golf playing 18 to 27 holes, the players attention can wander. It’s important they stay on-site and enjoy the club’s excellent amenities and food and beverage opportunities. Magic during the evening gave the participants another reason to stick around and have fun together.  

Robert Sereci: “Trying to keep our members and guests engaged is not as easy as it sounds. When an event lasts multiple days for a long period, we’re trying to hold their attention on the event - that's why we have TVs and other entertainment. Getting them to relax and laugh after the day’s round of golf loosens them up. That is not always easy to do.”

Insight #3: Take the pressure off the members and their guests

There can be a lot of pressure during a member/guest event:  The players all feel pressure to score well on the golf course during the day.  

In the evening, a new pressure develops:  the members feel tremendous pressure to “be interesting” and keep their guests entertained and engaged. Similarly, the guests feel pressure to “be on their best behavior” at their hosts’ club.  

Robert Sereci: “Entertainment at our member/guest significant, because, across several days, members and guests are performing, and they get tired. They can get stressed out. Good entertainment takes their mind away from golf and allows attendees to sit back relax, while someone else entertains them, so that they can be participants and spectators for a while.”

This year, the tournament was a tremendous success for Medinah Country Club, and the members and guests had a great experience they look forward to repeating in 2022.

Robert Sereci: “The members said things like, ‘engaging,’ ‘entertaining,’ and ‘this guy is incredibly talented.’  It went very well, and the chairman was thrilled!”

If you’d like to create an engaging and entertaining experience for your players during your next Member/Guest, Mike Duseberg will be happy to describe what he’s done for other clubs like yours. Click here to schedule a conversation or call (561) 596-3877.  

How To Take Advantage of a "Networking Reception in the Exhibit Hall” and Have More Conversations with People Who Will Buy From You

Almost every medium-sized trade show now begins with a “welcome party in the exhibit hall” and ends each day with a  “networking reception in the exhibit call.”

Are these really “networking receptions” or are they just more “exhibit hall time?"

If you’ve attended one of these events, you’ll notice that people are in a different mood.  They aren’t wandering the trade show floor or marching to an appointment at a booth.  They really are walking around, talking with each other, and “networking.”

That makes these events a much bigger opportunity to capture your idea prospect’s attention, focus it on your booth, and create further opportunities to connect with your prospect throughout the show (and afterward).

There are two ways you can approach this event.  

The first, would be to simply staff the booth as you typically would.  Put out some pens and literature, stand proudly, and hope that someone reads your signage and decides to talk to you.  

Or, you could do what real master networkers do at real networking events - you could be really interesting, and get interesting people interested in what you do.

Great networkers always have a conversation starter - something that gets people’s attention, gets them focused on your conversation, and ideally gets the other person talking about themselves.  

Great networkers also have an elevator pitch - and great networkers know that an elevator pitch doesn’t tell people about you, as much as it tells people about the problem that you solve for other people, and then asks them if they’ve ever had that problem.  (Check out David Sandler’s You Can’t Teach a Kid to Ride a Bike at a Seminar for more).

And finally, great networkers know how to create a follow up conversation after the interaction.  They don’t send emails or offer to send literature - they set an appointment to follow up, have a productive conversation, and agree to a solution if appropriate.

So how do you do that at scale during a “Networking Reception in the Exhibit Hall.”

First, take advantage of how the situation has been framed for the guests.  This isn’t really “trade show time,” it’s actually “a party.”  There’s drink stations, maybe some servers passing something to eat, and sometimes a little music playing louder than during the usual trade show time to keep things lively.

Join in.

Now is a fantastic time to do something unique and remarkable in your trade show booth. I’ve seen exhibitors install blackjack tables, caricature artists, magicians, mentalists, cooking demonstrations, and other performers in the booth to capture attention and focus it on the booth.  

A cybersecurity show in Florida actually required all the exhibitors to present some kind of entertainment to make the “reception on the exhibit hall floor” more interesting for the guests.

This is a relatively easy time to build a crowd because most attendees are focused on talking with each other and having some fun before the show starts.  They’re happy to walk over and enjoy something fun.  In fact, people are happy to bring their friends over to participate in the fun - because it’s a party!

You’ll get the attention of people who never planned to visit your trade show booth during the show:  the clients who already know what you do but don’t know about the new products and services you should be selling them, the clients who used to work with you but don’t know that there’s new products and service they should be buying from you now, and your competitors’ clients who don’t know what they’re missing out on by not working with you.

You’ll get their attention because you’re not trying to sell them anything, you’re just offering something fun.

“Did you see what he just did over there? You’ve got to go over and check that out…”

Next, you’ll want to get your booth staff engaged in the entertainment as well, so they’re having fun along with the attendees at the show.  They’re all laughing together, creating a sense of connection, and building some rapport so they feel like they know each other a little bit.

Then, you make your move.  Just when the show hits its most engaging point, your entertainer delivers your company’s elevator pitch. Just that tightly crafted, clear statement of the problem your company solves for people similar to the people at this show.

Finally, he delivers a very direct statement about what people should do if they have that problem and want to learn more about how to solve it. 

What happens then?

Some people will leave.  The entertainment is over, and they don’t need to talk to you. 

Some people will follow the call to action immediately.  Your booth staff will be able to talk to them and qualify them for an appointment right in the booth.  

Some people will remember the call to action and follow up during the rest of the show.  They’ll remember visiting your booth during the reception, and they’ll have a way to start a conversation with you during regular show hours.  

Some people will come up to your reps during the conference and start talking with them outside of show hours, too.  They’ve developed some connection during the entertainment, which means your salespeople can get more honest and complete answers to their qualifying questions.

Would you deploy a strategy like this? In the past, our clients have described this kind of technique as a “secret weapon” that differentiated their booth and their company from the others at the event. Their competitors occasionally described it as “an unfair advance,” but as a famous US Army Colonel said, “The last thing I want to do is be in a fair fight.”

Do you have a strategy for engaging your prospects and clients during receptions on the trade show floor? Does your company have an “elevator pitch” that makes your prospective clients want to engage with your team and learn how they can help them? Do you want to go home with a long roll of qualified prospects who are looking forward to your phone calls?

I don’t know if I can help you, but if you’re open to a conversation about your trade show strategy and objectives, I’d be happy to share what other companies have done in your particular situation. Give a call at (561) 596 3877 or schedule an appointment here.

How To Use The "Pepsi Challenge" to Capture Market Share At Your Next Trade Show Or Conference Event

The new season of “The Food that Built America” is a fantastic show: there’s drama, conflict, emotion, and lots of fascinating stories about the brands we see almost every day. It’s both inspiring and entertaining.

And there’s some mind-blowing lessons on business strategy too - real stuff you can use right now.

We just finished the episode on the “cola wars.” We all know the story of the “Pepsi Challenge,” where Pepsi sent people into shopping malls and street corners, asking people if they could tell which cup had Pepsi and which had Coca Cola by taste alone.

At the time, Pepsi had about 7% market share compared to Coca Cola (which had 92 of the other 93%).

Why?  Because Coke was the original cola drink, and it never occurred to people to change.  They never tried Pepsi. They didn’t even know how it tasted, and they didn’t care because they knew they liked Coke.

And that's why the Pepsi Challenge was so powerful. It grabbed people's attention, and it said, "hey, try this."  And when they did, about 52% decided they liked Pepsi better - which immediately cut into Coke's market share.

So how does this apply to your presence at trade shows and conferences?

From an earlier post, you’ll remember the three most valuable prospects you can meet at a trade show or conference:

• People who currently work with you and are happy.

• People who work with your competitor.

• People who used to work with you.

These are the people who can buy stuff that will move the needle in your business. 

But there’s a problem.

Just like the Coca Cola drinkers, those three groups of people have no reason to talk to you.  Your current clients don't know that you can sell them other things they also need, so they think they're "happy."  Your competitor's clients are "happy," too, so they don't need you.  And your prior clients think they're "happier" without you.  

They aren’t going to come to your trade show booth.  They aren’t going to attend your customer hospitality event, and they definitely aren’t coming to your webinar or virtual conference.  

It’s not that they don’t need what you sell or want the outcomes you offer - the problem is that they’ve already decided that they don’t need to talk to you about it.

And if you can’t have a conversation, you’ll never have a sale.

So you need a "Pepsi Challenge.”  

You need something that grabs your prospects attention, focuses attention on your brand in a memorable way, delivers a simple message that opens your prospects' eyes to a specific problem they probably didn’t know that you solve, and offers a clear call to action that explains how your prospect can get the outcome they want.

Our clients do that with magic and mind-reading, but there are probably dozens of other ways you can capture attention, engage your prospect, and deliver a message that makes them want to start a conversation with you.   

Is this a bold statement?  Does this break the rules of sales or marketing?

Not at all, really. It’s what I’ve been doing with my clients for decades, and it’s what my mentors and coaches taught their clients to do for decades before that.  It’s a simple, proven, repeatable formula.

You know who really hates this?  You know who calls it “unsportsmanlike” and “rude” and other negative labels?

Companies like Coca Cola.  The big, established players who are successfully dominating the market by keeping their valuable clients focused on them, so they never even think of changing.

Go get ‘em.

If you’re open to a conversation about what you’re doing at trade shows and the hospitality events you’re sponsoring, the results you’re getting, and how you know you’re successful, I can share what other companies in your particular position have done and the results they’ve achieved. You can schedule a short phone call here.

How to Watch a Virtual Event (Without Staring into Your Phone, Table, or Device!)

Probably the most irritating thing about virtual events is their limited viewing capability. Most people watch them alone because it’s hard to get two or more people gathered around a device.

Using your “screen cast” or “screen mirroring” capability on your device, you can broadcast the virtual event to your WiFi connected television, and enjoy the event with your family just like watching TV at night.

View fullsize

View fullsize

We recommend putting your tablet or laptop on an ottoman or coffee table in front of the family during the event, so we can see you while you enjoy the show. When you’re invited to participate in the event, just unmute yourself and you’re ready to go!

This is so successful our clients have actually begun hosting “viewing parties” at their homes - their friends bring the drinks and pizza, and they provide the incredible virtual entertainment!

Here’s a quick video that explains how it works…

If you’re open to a conversation, I’m happy to explain what other companies like yours have done with their virtual events and the results they’ve achieved. Just contact the office through the button below.

Six Things That Prevent Zoom Fatigue

“It’s a poor craftsman who blames his tools.”

Probably the most common complaint we hear around virtual event is “everyone has Zoom fatigue,” which is quickly followed up by “people have short attention spans.”

Neither of these ideas are true.

The great Dan Kennedy, who invariably advocated the use of long copy sales letters, said that “people” have short attention spans because they don’t care much about what they’re looking at. On the other hand, people will watch long videos, real long sales letters, and sit through multi-day conferences if they’re interested in what’s happening.

Here’s Proof: If you were not interested in holding the attention of your audience through a Zoom call, you would have stopped reading by now.

Recently a client compared our “Virtually Impossible” show with a one-hour, content-filled event on the impact of the presidential election on financial markets produced by a famous name brokerage. While the financial event had tried valiantly to bore him to death, he survived long enough to explain six things that he believed our event did better. (Note that none of them involve card tricks, mind reading, or oranges).

Six Ideas that Will Dramatically Improve Your Virtual Event

1) An Impressive Invitation - don't just send a colorful email or a simply blue link. Make it personal, and make the invitation something that builds anticipation. Build intrigue. Make people wonder what will happen. Give it a "can't miss" feel.

2) Punctuality - Let people know when you are going to start, and start at that time. Also, end on time. Have a countdown timer on screen before the event starts, and have a large clock visible for the performers/speakers.

3) Process - The event is supposed to achieve a goal. Let the audience know your goal, and make sure everything you do during the event moves the audience toward that goal. Let everyone involved in your event know your process, and make sure they understand where they fit into the event.

4) Preparation - Rehearse, understand the technology, and have enough experience that you can stay calm when things go wrong (they will). We’ve been doing virtual events for seven months now, and we have a developed a comfortable, repeatable routine because we’ve had dozens of things go wrong along the way.

5) Energy and Flow - Lag time, dead spots, and presentations that drag are death to a virtual event. Keep the energy up. When you write, edit ruthlessly. When you present, do not go off script. Embrace Bob Hope’s “15 Second Rule” - every 15 seconds there must be a joke, an interesting fact, a change in emotion, or an activity that advances the event toward the goal.

6) Feedback - Don't just hope for a good response, and never ask for feedback. Engineer your event so the audience wants to give you feedback after the event. Get rave reviews.

Our ideas aren't a fit for everyone, and not everyone wants our help If you're open to a conversation, I can share some details and examples of these principles at work. DM, email, or call.

Integrating Sponsors into Your Virtual Event

Everybody wants sponsors in their event. Whether you want someone to help pay for the expenses during the event or if you want someone to help raise a lot of money for your cause, sponsorships bring the significant revenue your event needs.

We created a “quick and dirty” example of how to smoothly integrate sponsors into your event. We took the idea from the Jerry Lewis Labor Day Telethon, where Jerry used celebrities and corporate donors to support MDA. Jerry would do a quick segment with the the sponsor, tell a few jokes, and accept their donation.

Ultimately, sponsorships are advertising, so the sponsor should talk a little bit about their company while they make a donation to the cause. This format does a great job of integrating the sponsor and their message without making everything look like a slimy sales message.

If your event isn’t a charity or fundraiser event - such as a conference or meeting - we can do something similar with out the “big check” component. I would simply bring on the sponsor’s representative, have a brief exchange about something relevant to their business (maybe something at a virtual trade show booth or a new innovation they’re releasing), do some magic with them, and move on.

Here’s a video that shows how it works and explains three key components to making this work.

Three things are important here:

1. The person on screen is the "face" of the company or the person your clients will interact with next.

2. The person participates in a magic trick, enjoys the show, and supports the cause or event with the rest of the audience.

3. There is a simple call to action: "Talk to Amanda to learn more" or "Thank Amanda for supporting this event" or "See Amanda for their seasonal specials."

Follow these simple steps, and you'll sell the sponsorships you need AND your sponsors will get the results they expect from their investment.

Just released: Mike Duseberg reveals all the “how to” steps to creating events that create sales referrals, and repeat business in his third booklet The Event ROI Revolution: A Planners Guide to Hospitality Events that Create Connections, Build Rapport, and Schedule Sales Appointments. Download your complimentary copy here. 

Entertainment in the Post-COVID19 World - Engage, Amaze, and Entertain - Safely!

Entertainment in the Post-COVID19 World

Engage, Amaze, and Entertain - Safely!

Our clients are already asking - “how can we keep our guests engaged in our event and create a memorable experience and still prevent the spread of COVID19?”

I’ve spent a large part of the last three months designing and rebuilding our very successful “Magic With Your Mind” show. I am not a doctor or an immunologist, but using publicly available information from the CDC, NIH, and WHO, I have created a show that blocks all the typical ways COVID19 spreads.

We can all have fun, build rapport with our key clients, and create an incredible experience our guests will be talking about for years to come - without anyone getting sick.

Check out the video-blog below:

Mike Duseberg creates “COVID19-Safe” magic and mind-reading experiences for your next conference, meeting, association event, or club event.

When you’re ready to start planning your next event, contact our office at (561) 596 3877 or email contact@magicmeansbusiness.com

Controlling Uncertainty in a Crisis

Wanted to share this because I wondered if it might help you as much as it helped me.

I've been calling and emailing from The Magic Bunker and Library to see if anyone in my network needs anything and how I can help them.  Good news: everyone's okay.

A friend told me that he'd decided to stay in Florida until things passed.  He said it gave him some "certainty."

He's a retired CEO.  That was one of those "think like a leader" moments.

I don't know about you, but every day I'm presented with a huge stack of decisions that I have to make, many of which are based on incomplete information.  The quarantine has added more decisions and less information.  There's more "decision fatigue" than ever before.

Decision fatigue leads to bad decisions: snap judgements, frustrated choices, and "easy outs" that aren't always the best.  Decision fatigue is one reason you leave the apple on the counter and take the potato chips at 9pm.

My friend's decision to stay in Florida gave him one less decision to make each day.  Similarly, Steve Jobs used to eat the same salad each day for lunch, and wear the same clothes to work each day, so he didn't have to decide what to eat or what to wear.  

These are things they can control, so they made decisions that helped them stay in control.

A Navy SEAL once told me that their rock climbing trainer said that people get overwhelmed because they're thinking about the things they cannot control.  He was 300' up a 600' climb, and the trainer said, "You're nervous because you're thinking about things that are 300' down from here and 300' up from here.  You can only control what's about 3 feet from your face - like where your hands and feet go next."  

Fewer decisions, less decision fatigue, better choices.

Amanda and I decided to embrace this:

1. We chose our dinners for the next five days, so we don't have to decide what to eat.

2.  We decided how we will get our groceries for the next two months.

3. We decided how we will exercise for the next 90 days.

4. We set a budget for the next six months, so we know how we will allocate our resources.

5. We set a business plan for the next three months, so I know what I need to do.

6. We set my daily schedule, so I know when I got to the office and when I close for the day.

7. We decided to limit our consumption of social media and cable news, too - TV is for comedy.

These things are decided, so I'm free to "just do stuff."  I'll let you know how it goes.

Got any new revelations or hot tips for thriving during quarantine?  I'd love to hear them and share them with the rest of the network.

Be safe and healthy,
Mike 

PS: We're safe.  Ben is happy and as stir crazy as anyone.  He's got a long list of things to do "when the germs are gone" - the zoo, the store, a haircut, a train ride, and of course Maha, Papa, Granny, and Bud (his grandparents).

PPS:  This article from Inc digs into what the Navy SEAL was teaching us. 

Was this useful? Would you like to get more? Fill in the boxes and we’ll send you The World’s Most Interesting Email…

The Bunker Videos

Entertainers have a responsibility to keep everyone’s spirits high and put smiles on our faces during times of crisis.

Here in The Secret Magic Library and Bunker, I’ve been posting some magic videos to keep the fun going.

Enjoy the entertainment and please keep in touch. We’ll get through this together.

The Strength of Weak Ties

We’ve all lost contracts, events, and revenue. But our relationships will remain long after the virus is gone.

Enter the Bunker…

The first video from the bunker - a few “inside jokes” for our friends.

How to Shuffle Cards and Cut the Aces

Playing cards in your bunker? Here’s three ways to fair shuffle the cards, and my famous “Yoga Aces” trick.

The Legendary Orange Trick

Tell Me How You’re Doing, and I’ll Keep Sending You These Videos

Jeff Bezos Says This Is How We Should Think about The Next Ten Years

I just read an interesting quote about Jeff Bezos.  He said that everyone asks him what will change in the future, and really dismissed the question as interesting but irrelevant.  

Yeah.  Irrelevant.

He said what is important is what won’t change in the next decade.  Bezos believes that ten years from now, people will still want a wide selection of quality products available at the lowest possible price.  Hard to argue that Amazon isn’t positioned for the future.

So what won’t change in the events industry in the next 20 years?  Here are five ideas that should never be dismissed.

Permanent Truth #1: People Want Experiences More Than Stuff

As always, stuff remains obtainable; in fact, Amazon is exactly why more and more stuff of higher and higher quality is available faster and faster and at a lower and lower price.

Great experiences, however, continue to increase in value.  Leading Hotels of the World’s famous customer service slogan will always be true:  “The last bastion of luxury is personalized service.”  

Experiences that feel engaging, conversational, interactive, and participatory have inherent meaning, create lasting memories, and almost compel people to talk about them. 

Don’t be fooled into thinking this is a “millennial” thing or a recent discovery.  This is a fundamental part of human nature.  

Permanent Truth #2: People Crave a Story They Can Tell

One of the most amusing articles I read in the Wall Street Journal this year was about how souvenir hats and shirts have become status symbols.  It’s true. When I travel, I wear a windbreaker from Augusta National Golf Club and a hat from a club so private I can’t legally write its name in this article.  People who recognize those logos instantly reach out to me and tell me about their experiences as these events.

They feel compelled to talk about their experience.  They want to say things like:

• I was there when…

• Here’s what happened to me… 

• This is how I felt when… 

• This is what I saw… 

And they want to ask questions like:

• Did you see…

• Were you there for…

• Did get try the…

• Who did you go with?

The Carnegie Rule is as true as ever: People want to feel important.  Having an experience that they participated in - simply saying “I was there too” - makes people feel incredibly important, and they feel compelled to talk about their experience because that enhances their feeling of importance.

Permanent Truth #3: People Need a Reason to Talk to Each Other

The number of books and YouTube videos about how to network, how to meet people, and how to communicate more effectively grows every year.  These topics have driven the sales and self-help industry for well over a century, and they will continue to sell forever.  

People will always be a little nervous to approach strangers, and they’ll always be more willing to do it when they have a reason to reach out and say hello.  

To reduce the fear of rejection - which is a big part of why people are reticent to approach strangers - we need to create more experiences where rejection isn’t possible.  We need to do fun and engaging things that make people want to come together and do things with other people.

We will always need to create engaging, entertaining, and fun contexts for connecting at events.  If we want to get people off their phones and out of their heads, we need to draw them into a shared experience and provide the opportunity for them to start talking to each other.

People crave experiences that give them something to talk about - during the event, after the event, and in anticipation of next year’s event.  

They can use these experiences to start conversations with their friends, colleagues, and the people the want to meet - new friends, new prospective clients, and new network members.  

Permanent Truth #4: Face to Face is More Persuasive Than Print, Phone, Digital, or Whatever Else…

My colleagues and I are convinced that the future of online is a conversation that starts offline.  Permission marketing will be more important than ever before, and future marketers and salespeople will need to get that permission in an offline environment.

Face to Face has always been more productive - “putting a face with the voice on the phone” has been a common phrase since the at least the1950’s, and we’ve only adjusted it to saying things like “putting a face on the email address” and “nice to meet you ‘in real life.’”

Data proves this out.  If I know who you are, I’m much more likely to answer your email, accept your phone call, read your social media request, or open your letter.  

The past, present, and future of business has always been connection - who you know, who knows you, and who is interested in getting to know you.

Events are the fastest and most productive way to get to know people.

Permanent Truth #5: People Crave Good Cocktail Parties 

Nobody wants to go to a networking event - really.  

We say we do because we want leads and prospects.

But nobody wants to go to an event with 100 other people who want us to be their lead, prospect, or referral source.  

From time immemorial, people know they’re supposed to be there to help other people, but their stubborn human nature makes them pitch, pitch, pitch.

We really want to go to an event where fun things happen and we get to know the other people at the conference, trade show, executive summit, dinner, awards event, or client retreat.  The heart of successful networking is developing a catalog of people that we know, like, and trust and who know, like, and trust us.  

“Know, like, and trust” are a progression - we “know” people first (ie: we become aware of them), and over a conversation or two we start to “like” them, and finally we “know them enough” to start to “trust” them.

And when we trust them, we can start to do business with them.  

The best thing we can do is to have more events where people can start introducing each other to the people around them so they can “know, like, and trust” each other.  

From the beginning of time, that event has been a cocktail party.  Just about every culture in the history of time has an example of powerful people coming together and talking while eating and drinking.  

It’s a very simple formula - put people in a room where they feel comfortable talking (ie: reasonable lighting, conversational music, and not a whole lot of echo), provide them something to talk about like unique entertainment, give them something they can eat and drink while talking, and let people do what they do best - talk. 

Hopefully all this was review.  Five things that won’t change in the next ten years and haven’t changed in the last 2000 years.  If we keep these fundamental event principles in mind, we can be sure we’ll be creating productive business events well into the future.  

Just released: Mike Duseberg reveals all the “how to” steps to creating events that create sales referrals, and repeat business in his third booklet The Event ROI Revolution: A Planners Guide to Hospitality Events that Create Connections, Build Rapport, and Schedule Sales Appointments. Download your complimentary copy here. 

Seven Reasons to Host a Hospitality Event During a Trade Show

Trade shows are the best face-to-face sales and marketing venues in the world.  Thousands of current clients and future prospects are gathered in one place, and they’re all focused on industry-wide problems that your company solves.  The sales and marketing activity doesn’t have to stop when the show floor closes, however.  

Hospitality suites and customer events represent a largely untapped opportunity.  Everyone is going to eat dinner, go out for drinks, and probably seek some kind of entertainment - why shouldn’t your best clients and prospects do that with your sales team?

Whether you’re hosting a huge party for a thousand guests or a simple, off-site dinner for your closest clients, here are seven reasons you should do some kind of a hospitality event during your next trade show:

1. Building Rapport - People buy from people they know, like, and trust. The biggest advantage you can give your salespeople is the opportunity to build real rapport with your clients, so they can cross the threshold from “salesperson” to “friend and trusted advisor.” That’s hard to do in a sales call or on the trade show floor, where everything revolves around a “buyer/seller” mentality. At the hospitality, we’re here to have fun and relax together, which lets your sales team connect with your prospects as friends.

2. Convert Your Competitor’s Customers - Successful hospitality events introduce guests to new venues, new food and drink, and new experiences. Research shows these events are “mind opening” - when we try new things and enter new worlds, we see ourselves differently and open ourselves to trying even more new things. By inviting your competitor’s clients to these special events, you open their minds to new perspectives about your industry, your products, and your company. This can help your sales people “get their foot in the door” with clients who would normally be firmly committed to your competitor.

3. Drive Traffic to the Trade Show Booth - Clients need a good reason to stop and engage with your trade show booth staff. By displaying your equipment in the hospitality, mentioning the problems it solves in the welcome speech and on signage, and even integrating these messages into your entertainment, you can help your prospects make a plan to visit your booth and learn more.

4. Set Appointments - In casual conversation at a hospitality suite, your sales team can ask a few casual questions about your customer’s business, identify some pain points, and then schedule an on-site meeting, a phone call, or other “next step.”

5. Referrals - There is no greater referral tool than a hospitality suite. When your best clients bring their friends and colleagues to your hospitality, they are literally introducing these people to your company, your products, and your sales people. It doesn’t get any smoother than that.

6. Make Offers - You could offer a special deal for guests attending the hospitality or trade show, but you can also use your event to offer free white papers and research, complimentary test-drives of software and portal websites, and complimentary need analyses. This could be done as part of a speech or explained on a card or one-sheet in a gift bag. Using opt-in forms, you can tell which of your prospects took advantage of the offer, so you know who your sales team should follow up with and what they should talk about.

7. Show Appreciation - Of course, people do like to feel appreciated. Don’t forget to thank your current customers for their business (while you commit them to a next step).

Hospitality events are a tremendous opportunity to connect with your ideal clients.  Creating a memorable event that connects your sales team to your prospects, positions your sales team for effective follow up, and really drives bottom line results takes strategy and forethought.  

Just released: Mike Duseberg reveals all the “how to” steps to creating events that create sales referrals, and repeat business in his third booklet The Event ROI Revolution: A Planners Guide to Hospitality Events that Create Connections, Build Rapport, and Schedule Sales Appointments. Download your complimentary copy here. 

How to Give Your Guests a "Dream Experience" At Your Celebrity Golf Event

Inviting a sports star, famous musician, or actor to your event is a powerful draw. Unquestionably, your guests will look forward to the opportunity to meet their hero in real life, and they will make plans to attend your event, play in your golf tournament, or even visit your trade show booth.

The people who sign up for these events want to feel like they’ve “met” the celebrity. They want to feel like they’ve exchanged some conversation and authentically connected with this person. 

But if you’re hosting a celebrity golf tournament where the celebrities are your headline entertainment, that’s a problem. 

There’s only one Derek Jeter. You only have three spots in his foursome. If you rotate celebrities at the 10th hole, you’ve got six spots. That leaves at least 48 disappointed people who will not connect with Derek Jeter. 

With Masters Champion Bob Golby in St. Louis

That’s what makes the evening events - welcome receptions, VIP parties, pairing parties, awards dinners, and the cocktail time that surrounds them - so incredibly important. This is everyone else’s best chance to meet the celebrity of their choice. Good event celebrities are excellent minglers, and they can glad-hand anyone, tell a quick quip about their career, and patiently sit through hundreds of “you’re my hero” and “I saw you at…” stories. 

Everyone’s free to roam the room and, if you’ve got the guts, you can talk to anybody.

Which creates two more problems: one, a lot of people just don’t have the guts, and two, the people that do tend to mob the most famous person in the room. Either way, a lot of people are not going to connect with the celebrity of their choice.

Both the celebrities and the guests need a little help. 

As a magician, I have a unique ability to insinuate myself into almost any group at the party, attract a small crowd of laughing and applauding guests, and do some mind-blowing magic and mentalism for the group. 

This is important: The magic is a “shared experience” that connects each member of the group to everyone else. 

They were all blown away by the magic. Whether they’re celebrities or guests, they’re equally amazed. 

And in that moment, they’re all functional equals. The traditional interpersonal barriers drop. They’re not celebrity and golf guest, they’re two guys who just witnessed something impossible. 

That means Bob, the soybean farmer from Iowa, can easily turn to Donald Trump, President of the United States, and say “jeez, I can’t believe it, where the hell did those oranges come from?” And Donald Trump will say, “I have no idea… they were HUGE…”

And that’s all it takes to create that moment of connection. Bob’s happy because he can say he really “met” Donald Trump, and Donald had fun not being the center of attention for a minute (this might be a bad example, but you get the idea).

Entertaining VIP guests including PGA Tour Player Jay Delsing and US Open Champion Hale Irwin

In fact, the moment of connection doesn’t have to be one-to-one. I’ve entertained crowds of ten to forty people during a charity golf tournament cocktail parties and after parties, integrating both the celebrities and the guests into the magic. Guests love reading the celebrity’s mind, or having the celebrity read theirs. They love watching the celebs react to the magic, too.  Even if they’re one of fifty people in the crowd, they go home saying “I watched some incredible magic with Billy Andrade and Hale Irwin.”

The sense of connection is actually more important than who the celebrity is and what they’re famous for. I know several people who authentically have no idea who our Champions Tour guest at The Masters was, but they enjoyed meeting him so much they enthusiastically looked forward to talking with him again a year later. 

By now, you can see the implications. By engaging your guests to your celebrities in a fun and unique way, you connecting people to each other. Interpersonal barriers come down, and people feel comfortable at your event and with each other. They look forward to seeing each other again, and they look forward to participating in your event. 

That means repeat players who are ready to commit to your tournament early, the ability to raise your tournament price each year, and a group of celebrities who look forward to supporting your event each year as well. 

And, if you’re raising money for charity, there’s nothing as powerful as a group of wealthy donors who feel committed to each other and united in their support for your cause. 

That’s a pretty good trick, isn’t it?

Interested in having Mike entertain at your golf event? Check out our golf events page here.

Just released: Mike Duseberg reveals all the “how to” steps to creating events that create sales referrals, and repeat business in his third booklet The Event ROI Revolution: A Planners Guide to Hospitality Events that Create Connections, Build Rapport, and Schedule Sales Appointments. Download your complimentary copy here.

How to Keep The Budget Knife Away from Your Hospitality Event

Sooner or later, the budget knives are going to come out in any industry.  The economy hits a speed bump, industry consolidation happens, or a new CFO comes in thinking he can cut his way to profitability.  Unfortunately, events can be a ripe target for cuts.

And there’s only one way to fight off the budget knife:  show that your event directly contributes to client attraction, lead and opportunity generation, client engagement, brand recognition, and - ultimately - real sales that generate revenue.

If you can show that you’re driving revenue and making sales, no one will cut your budget.  Accountability is immunity.

So first, follow through:  if you promise to send a follow up email or direct mail piece, make sure it goes out.  Make sure the follow up calls get made.  Make sure you deliver on the “next step.”  

Then, track the results.

How many people attended the event? 

Keep track at the door, of course.

Did they enjoy it?  What do they have to say about it? 

Ask your sales team and survey the guests.

How many people took home the gift?

Not only will this tell you how much your gift appeals, it will help you make ordering decisions in the future.  Keep any eye out for extra gifts on tables after the event, gifts discarded in the hallways, and tossed in garbage cans outside the event.  It happens.

How many people obeyed your call to action?

Did they schedule appointments?

Did they open your follow up emails?

Did they click through on the links?

How many people visited your trade show booth and mentioned the event the night before? 

Get a counter, or better yet, ring a little bell every time someone mentions the event.  Makes it fun.

How many people answered the follow up call after the event?

Did any of them schedule an appointment?

How many people answered the follow up email?

Did any of them schedule an appointment?

Do your sales people feel more comfortable making their follow up calls?  

Do they feel like they opened more business?  Do the numbers reflect that?

Use your CRM to track how many deals were created at the event, and keep track of how many of them close over time.  

All this might seem like a lot of work (though most of it can be automated), but the time you’ll spend following up after the event will pay dividends in two ways.  First, it will ensure you make more connections with your clients, start more opportunities, and close more sales.  Second, it will give you the data you need to show the budget committee exactly how valuable your event investment really is.  

Just released: Mike Duseberg reveals all the “how to” steps to creating events that create sales referrals, and repeat business in his third booklet The Event ROI Revolution: A Planners Guide to Hospitality Events that Create Connections, Build Rapport, and Schedule Sales Appointments. Download your complimentary copy here. 

Should Your Event Have a Call to Action?

Imagine if your "thank you" event did more than just say thank you to your customers and clients...

• Could it drive traffic to your trade show booth?  

• Could it encourage more people to attend your speech or convention session?

• Could it encourage your guests to answer follow up calls and emails?

• Could it help you schedule appointments?

It can.  It should.  Events are the intersection of sales and marketing.  They are the direct connection between your message and your sales people.

In previous chapters, we’ve talked about how events can create a powerful connection between your customer and your brand and build lasting rapport between your customer and your sales representatives.  Our clients are feeling some fantastic emotions about our business, and they really like us.

But we can’t stop there.  If we simply say, “thanks for coming” and stop there, we don’t get much value out of the event.

It’s too good an opportunity to waste, really.  We have focused the client’s attention on our company and our people, we have created a powerful relationship with them, and we’ve really got them in a place where they like us and they like being around us.  To some degree, they’re even slightly indebted to us for the experience.

We need to continue those good feelings, and we need to bring the business part of the relationship back into the play.  
We need to show them that we’re not simply the most fun company to be around with the more unique and interesting people, we need to remind them that we’re also the company that saves them money, saves them time, and helps protect their family.  

So make an offer and a call to action.  That sounds scary to a lot of event planners and marketers.  After all, an “offer” means someone’s going to buy something, and if someone’s going to buy something somebody’s going to try and sell something.

Not necessarily.  An offer simply means that you’re going to “offer” something to the guest.  Yes, they might want special pricing for being a valued customer.  You could offer a “valued customer special” at the event.  

But it might be more productive to offer information, complimentary software or a smartphone app, access to a live demonstration or access to an on-site inspection and evaluation at their home facility.  

The whole purpose of the offer is to make a call to action.  We want the client to do something that commits them to the next step in our sales process.  Maybe we want them to visit the trade show booth the next day.  Maybe we want them to commit to taking a follow up call or email.  Maybe we want them to review our research and see how our product will save them money.  

We need to get them to agree to that next step.

So how do you do that?  A simple call to action, as part of the event, invites your client to take the next step in working with your company.  Your call to action will be unique to your event and your company, but here are five ways you can make sure your event engages your customers on a business level:

• The company president’s speech. During the event, have an executive welcome the guests, thank them for their business, and briefly mention the product you’re featuring at the trade show booth. This should be very, very brief - two sentences that describe the valuable outcome your guests receive by using the product is perfect. Then, he should say he looks forward to seeing everyone at the booth the next day.

• Product Display at the Event: Actually having the product in the room at the event is a good way to convert connection into a business conversation. Signage and good lighting will highlight the installation, and clients may ask about the product while talking with their representative. They can walk over and look at it, or even schedule an appointment in the trade show booth the next day.

• Integrated Entertainment Message: A strolling magician might mention the name of the company a few times during his table-to-table magic, as well as invite everyone to see the new product at the trade show booth the next day. Again, one sentence with a clear, important benefit is all the product messaging that’s required. This simple call to action drives remarkable results: clients will come into the booth talking about the magic they saw the night before and looking for the products mentioned.

• Invitation from the Sales Representative: As your sales reps move through the room, greeting and connecting with your clients, they should be sure to include some call to action in the conversation. If a follow-up call or email seems necessary, they should absolutely say when and how they will contact the client after the event.

• Giveaway - Everyone gets a water bottle, a Yeti cup, a gift bag, or some other item (that’s usually distributed in a bag) at the end of the night. Put something in the gift that connects the guest to an online white paper, a discount code, a free consultation, needs evaluation, or app download. Online downloads should require an identifying code or a squeeze page in each gift so you know who downloaded it, when they looked at it, and - if possible - if they read the whole thing. Use this information to inform your follow up after the event.

Each business is unique, and your sales process may require a slightly different approach.  Regardless of what you do, you must do something that ensures your sales representatives can easily continue the conversation after your hospitality event.  

We’ve got one step to go as we convert your event into an experience that drives referrals, sales and revenue. Guess what is is before you read the next blog post…

Just released: Mike Duseberg reveals all the “how to” steps to creating events that create sales referrals, and repeat business in his third booklet The Event ROI Revolution: A Planners Guide to Hospitality Events that Create Connections, Build Rapport, and Schedule Sales Appointments. Download your complimentary copy here. 

There’s one critical step left.  Can you guess what it is?

How To Help Your Sales Reps And Execs Build Rapport with Your Customers At Your Hospitality Event

Even at the hospitality event, prospects know that there’s a sales purpose behind the free drinks and fun. 

After all they have one connection with the sales reps at the event - they buy what the sales rep sells.  And that means that every interaction they have with the sales rep is governed by the buyer/seller relationship.  Subconscious barriers to connection are up.  “I’ll take your drink but you won’t take my money…”

To successfully connect your sales person to your customers, these barriers must come down.  If they don’t, your clients won’t feel the connection that compels them to answer a follow up call or open an email, much less schedule an appointment.

The good news is there’s an easy, repeatable, and sure-fire way to take those barriers down every time at every event you host.  

I call it a “shared experience.”  

A “shared experience” changes the relationship by providing a new, non-business point of contact.  After participating in a magic trick, for instance, Bob and Fred might react with laughs and applause.  They’ll naturally ask “did you see that?” and “can you believe that?”  After an incredible card trick, they might talk about other magic tricks they’ve seen or tell a story about gambling in Las Vegas.  

Rather than buyer and seller, Bob and Fred are now functional equals.  They’re just two guys discussing what they saw and felt.  The relationship is no longer governed by business but rather by their shared magic experience.  The buyer/seller barriers are down, so they can connect on a friendly, person-to-person level.  

Note that group of five or even twenty, surrounding the magician at a hospitality event, are all sharing the same magic experience.  A sales person in that group could logically and easily approach any other member if the group and start a conversation based on that shared experience.  
There are lots of other ways to facilitate this connection at a hospitality event.  Games like darts, billiards, and casino tables; live sporting events on television; and any other activity can be common points of connection.  Venues like TopGolf and BowlMor provide great opportunities for shared experiences as well.

When planning your event, pay attention to how each shared experience will begin.  A strolling close-up magician approaches each group during a cocktail or buffet event, facilitating connection wherever he goes. He simply walks up and says, “Emerson asked me to do some magic for you tonight” and the experience begins.

Similarly, a sales rep can watch a sporting event with his prospects, bonding and building rapport over the shared interest.  He can even join an existing group based on their common interest in the game.

Casino games, backyard games like corn hole and horse shoes, and other activities can help build rapport, too.  It’s a little more difficult to approach a group of people who are already playing a game. A sales rep might have to wait for the prospect to suggest they play darts or pool together.  

As corporate event planners, we have a responsibility to create events that achieve business connection, and at the hospitality our job is to facilitate connection.  As you're planning your event, keep “shared experiences” in mind.  

Next, we'll convert all this rapport and connection into a "next action" and trackable return on your event investment.

Just released: Mike Duseberg reveals all the “how to” steps to creating events that create sales referrals, and repeat business in his third booklet The Event ROI Revolution: A Planners Guide to Hospitality Events that Create Connections, Build Rapport, and Schedule Sales Appointments. Download your complimentary copy here.