Conference Conundrums: Why Businesses Should Rethink Spending on Networking Events That Don’t Deliver and Redirect Funds to Sales Initiatives Instead

As a business leader, it’s easy to get caught up in the excitement of attending the networking event you hear about. After all, conferences and trade shows offer opportunities for networking, learning, and staying ahead of trends. But let’s be honest—those ticket prices, travel costs, entertainment and accommodations can quickly add up.

For many business leaders, these expenses can take a significant bite out of your budget.

While certain conferences can be valuable, there’s an important question to ask: Is attending every conference the best use of your money? Probably not, because when you return home from some conferences, you’re most likely suffering from one of the following conference conundrums:

  • At some conferences or trade shows, attendees were not the financial decision makers who have the power and budget to buy from you. Instead, you spent time and energy talking to lower-level folks at the conference who can’t help you or pave the way to the decision makers who can buy from you.
  • You sent your sales folks who came back with a box full of business cards. But back at the office they get too busy to follow up with people they met at the conference and that stack of cards leads nowhere.
  • You or your colleagues were asked to speak at the event and the spotlight of pontificating on stage fed your ego but did nothing for your bottom line. Your fifteen minutes of fame didn’t lead to business.
  • You spent a ton to meet your clients face-to-face at a conference and that interaction is important. But you could have flown into the city where the conference is held, set up meetings or dinners with your clients in the hotel, without ever attending the conference itself. A no brainer without busting your budget!

Focus on What Really Moves the Needle For Your Pipeline: Direct Sales

When you look at all the conferences and trade shows you’re investing in, which of these consistently lead to the right prospects who need to know you and will eventually lead to closed sales? Instead of spending thousands on networking events that might offer a handful of new connections (at best), spend on only certain conferences where you receive the most ROI. For the events that led nowhere, think about how much more impactful it will be to spend that same amount on directly reaching out to your important prospects. This approach can yield measurable results, such as new connections, customers, increased opportunities and revenue.

Here’s why direct sales initiatives are a smarter move for businesses:

1. Targeted Approach
Some conferences bring in a wide variety of people—many of whom may not be relevant to your business. When you invest in direct outreach, you have the power to target ideal prospects who are the right fit for you. This means more meaningful conversations with people who need what you offer.

2. Stronger ROI
For the cost of the few conferences that don’t deliver results, you can cover extensive outreach efforts, from personalized emails to phone calls to LinkedIn messages to texts. By dedicating people and resources to specifically reach out to the right clients, you ensure that your money is spent on activities that can directly result in new opportunities and business.

3. Control Over Your Strategy
At some conferences, you’re at the mercy of the schedule, speakers, and events. In contrast, when you invest in direct outreach, you have full control over how and when you connect with your prospects. You can tailor your approach, follow up as needed, and adjust your strategy to achieve the best results.

While certain networking events offer value for sure, it’s time to rethink the money you’re investing in every conference. Redirect the budget to sales initiatives that will sit you in front of the exact right prospects, so you have more opportunities to close. Direct outreach allows you to target the right people, build relationships, and generate measurable results.

So, before you purchase a ticket to the conferences that don’t deliver results, take a step back and ask yourself: Could this money be better used in building relationships with potential customers who can grow my business? Chances are that the answer is yes.

By reallocating your budget toward sales initiatives that directly impact your bottom line, you’ll invest in what truly matters: new customers, sustained growth, and long-term success!

If you don’t have the people, resources or time to handle direct outreach, outsource the job to proven professionals who love sales hunting and are experts at securing meetings for you with your ideal prospects. But don’t trust just anyone for this difficult and crucial part of your sales strategy. For more than 25 years, our senior level Door Openers at Kopp Consulting have landed meetings for our clients with valuable prospects that led to growth they could not achieve on their own. To learn more, call Sue today at 919-427-6151 or reach out HERE on our website.

Isn't it time your business had a Door Opener®?
We land the C-Suite meetings so you can close more deals.

Send a message or call us today for a consultation at 908.781.7546  

The Chief Door Opener® Blog

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