Why try a hosted-buyer event? Why not!

By: Kate Stec

Hosted-buyer events often get overlooked and dismissed for many reasons, most notably the high price tag and the question of potential ROI.

Still, these events sell out quickly and over 80% of suppliers that exhibit at them automatically reserve for future events. This is because they see results and ROI, so they don’t hesitate to reinvest.
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Plus, these events satisfy a specific sales strategy. If a supplier is looking for numerous unqualified leads that will require nurturing and developing into 2nd- and 3rd-tier accounts, then big trade shows are the way to go. Honestly, at least one of these shows should be on every supplier’s “Must-Exhibit” list, even if it’s just to keep their name relevant and in-play against the competition.

But, if a supplier is looking to drive a good portion of their business quickly through fewer high-producing, loyal customers, then hosted-buyer events should be layered into their event strategy.

If you break it down and really look at what the investment offers, then it turns into a no-brainer:

• Distributors are vetted for you: The best sellers with high-dollar end-user accounts are recruited and scheduled for these events. You just need to show up and meet them.
• Access to exclusive distributor data: You’re provided valuable data to help you tailor your presentations specifically to your private one-on-one meetings. A chance to WOW them! 
• Opportunity to make a memorable impression: Your investment allows you to tie your name to events held in 4- and 5-star hotels with networking opportunities and meals at top-rated restaurants, without handling the details.
• Time invested is equal to that of a trade show: After you factor in setup and tear-down days – which don’t offer you selling time – hosted-buyer events are equal in length and offer you more facetime with top sellers.
• The price is justified: When you calculate what it would cost you in time and money to identify and schedule over 30 qualified distributors for private meetings and networking dinners on your own, the price is a steal.
• Easy ROI: If you convert one hosted-buyer distributor into a loyal repeat customer, then the lifetime value of that customer more than offsets your investment. Plus, factor in their respected word-of-mouth promotion and it’s even more rewarding.

Some hosted-buyer events offer a higher level of vetting and matchmaking to make your time spent and your ROI even more rewarding.  Check out ASI Show ConneX for the newest cutting-edge hosted-buyer opportunity, offering more qualified distributor attendees, precision-matched private meetings and networking meet-ups to make your time even more productive.

Bottom line: It always pays to try a variety of marketing opportunities to ensure your spend delivers on your sales strategy, and hosted-buyer events have a place and a purpose and yield strong results.