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The majority of event planners find it hard to create value for their clients. Even as an expert, many event managers find it hard to create value, which ultimately leads to lower price, losing clients and failure. As a manager, you need to grow your business and realize the full potential of how to create value and bring clients to your table and close the deal.

Ask yourself whether you have defined your audience that fits the desired persona. If you haven’t done so, make sure to do so firsthand. Once you have successfully defined your audience, the next step is to find out the value proposition dependent on what your audience really likes. Let’s find out how to create value for your event clients to meet their expectations.

How is Your Event Unique?

Like selling a product or service, people mostly look for what unique is offered that no one else does. Same goes for your event clients who are looking forward to having something unique and valuable. Why would someone hire you, if you were going to hold an event with same boring style?

You may ask the following questions to offer a great value proposition.

  • What unique am I offering that my competitors do not?
  • How do I add value to my client’s money?
  • How economical my services are that would save the money of client
  • How to make the customers happy and opt for your services

The best way is to talk to the clients and conduct a survey. Make sure, the clients are related to different industries so you may extract unique data. You can also dig deep down into what competitors are not offering that would definitely deviate clients to have your services.

Moreover, look at your content; is it better and having something different or same old boring pieces that others are writing about? Location is also a great way to make your event unique. How about conducting the event in the open air.

Services offered at your event to the clients is also the main differentiator. Whether you are offering free snacks, airport transfers or better customer support services. All of these unique offerings can make a huge difference in what makes a client feel the real value.

Marketing Matters a Lot

No matter what unique value proposition your offer, unless you fail in marketing, you would not be able to present your unique offerings. Try to recall the previous events you held and clients’ statement at the end of the event. What was unique in your event, how clients reacted to it and how people were engaged in unique services?

All of these things can be presented with the help of marketing. For instance, you can upload past videos of your event on social media websites like Facebook and Instagram. Use appropriate hashtags where possible. Moreover, write blogs that would portray everything that is different from competitors. Compare the prices and features of your event through blog posts, videos, and presentations.

Talk About Return on Investment 

Place yourself in the shoes of a person buying a house. The person has to pay the price over the next 10 years with price two times more than its face value. However, the person will not consider it anyway because he/she would think about what opportunity cost they are availing. Instead of paying the rent, they will prefer to have their own house, even if it costs them double.

Same is the case when you are talking to a client about the cost of the event. Instead of trying to tell how much amount, they need to invest, tell them what they will yield in long run. Show them the return on investment with examples from the past events. Show them the dark side of not arranging an event and the ROI they would sacrifice.

Presenting the Previous Clients Problems & Solution

When it comes to buying a product or service, you might have gone through several stages. One of them is what was the problem and how the product/service solved them. Same goes for event clients where you need to present what was the real problem and how you helped the client.

You should also show them the best practices that worked best with the previous clients. Make sure to have a separate category for each industry for which you have worked with. Whether it be big or small enterprise, showing similar examples to the clients related to that particular category would likely to win the client.

Pricing does not Hold Clients Back

If you are serving clients with value, there is no reason to negotiate on the price. Some event managers often slash the price because they think it is too expensive. However, providing value and serving clients means you can charge as much as you desire.

If you look around and see that premium product are offered at high prices and still people buy. Lowering the price does not win the client if you are not offering quality services. Charging high prices mean that the quality of service and the value offered is more than the competitors who are offering the same services with little value.

Conclusion

What wins a client depends on your marketing and selling skills. As an experienced or newbie event manager, you need to identify the pain points and address them directly in order to create value.

Ray Parker

Ray Parker

Ray Parker is an entrepreneur and tech enthusiast who loves to incorporate new technologies to get more efficient outcomes. When he's not marketing his latest venture, he keeps himself busy in writing technical articles to educate peers and professionals.
Ray Parker

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