Why An Event Should Be In Your Sales Development Plans

In the early stages of building a business it’s key to establish a network that  will help your company to grow and be successful. Investors, commercial partners, potential staff/collaborators and ideal customers are all an equal part of your early ecosystem that can be the difference between your venture being a success or another failed startup. 

A great way to connect with multiple people at once is to hold an event. When asking yourself how to get more customers in the door or grow your network, this should be a high priority in your sales development and pre marketing strategy. An event, if executed correctly will be cost-effective, and will help you to engage with multiple potential stakeholders.  Although we believe in all things digital, if a face-to-face meeting is possible we will always recommend taking/creating that opportunity.


What you’ll need to do: 

  • Create an event page Splashthat and Eventbrite  are two of our favourites… And they’re free! 
  • Create an invite that sells value outside of your offering.  
  • Build an exciting panel…Reach out to thought leaders and industry experts in your field and explain why your event will be mutually beneficial. This can be done at no financial cost.  
  • Find a decent venue that holds a good amount of people. You don’t want to be too ambitious here as you want to try and fill all seats. An empty event won’t do your business any good. 
  • Finally, create some great content and begin personal outreaches. 


For your event page you want to include the perfect mix of written and visual content that does the job of selling your event. Remember you are not trying to sell people on your product at this point. Here you’re trying to convince potential attendees that your event will be beneficial. The main reasons people will attend your event is to learn something new and make new (valuable) additions to their networks. 

Here’s an example message for Invitees:  


“Hey {First Name},

What are you up to on February 18th?

We’re hosting a private event for {industry specific} professionals where we will be discussing ‘X.’

Our panel features  {list speakers and their companies or what they’re known for}.

It would be great to have your input on the evening.

Drinks and canapés will be served during our networking hour after the event where you’ll have the opportunity to connect with likeminded industry professionals. 

Do let me know if you’re available to attend and I’ll shoot you over some further details. Alternatively you can rsvp here {event page link}. 

We look forward to welcoming you. 


(Your name or Business name)


Remember that first impressions last! This is a golden opportunity to leave your impact on those who will make a difference for your business… We recommend asking for feedback at every given moment. During your event, be sure not to oversell and talk to much about your business. Listen to the needs of potential customers and what they’re looking for. This will help you to find out where your business can fit in and how to best articulate your offering based on feedback. 

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