In the world of customer relations, no sales or marketing approach is more effective than face-to-face contact. The problem is, outside sales is the most expensive means of generating sales. It’s also time consuming for both you and the prospect!

One interesting approach to face-to-face sales crossed my desk recently that I thought was fresh and could be applied to this industry. I was e-mailed a solicitation from a company, but rather than try to sell me their product, they invited me to a hosted reception that also included a speaker on a topic relevant to my business. I thought, “Cool. A free happy hour and I might even learn something from the lecture. I’ll go!” There’s more. While the event was hosted by Company X, it was also “sponsored” by other types of companies that were also targeting my business and who were synergistic to the host’s company. To illustrate how this type of promotion can work for you, read on:

What do I call my event? The Worry-Free Wedding Seminar, hosted by (you) and including a guest speaker (a popular wedding planner who will do it for free).

Whom do I invite? Every engaged couple in the area (you can buy these lists).

Where do I hold the event? At a nice local hotel.

What do I provide for my prospects/clients? FREE refreshments and music.

How do I pay for all this? You get EXCLUSIVE sponsors to subsidize it!

Like? A tux shop, a band (use one for free at the program), jeweler, travel agency, wedding planner, stationer, wedding reception facilities and caterer.

What do you promise your sponsors? First, figure out the costs of the event including list rentals, invites, room rental (this can be negotiated for a fee), entertainment (ditto) and food/beverage (ditto again). Let’s say all that comes to $5,000. Then your goal is to sell that much in sponsorships, so you either target five exclusives for $1,000 each or break it down further. Your supporting sponsors should be allowed to say a few words and be part of the meet/greet at the front door. They should also be permitted to pass out business cards and have access to your attendee list. You, as the host, should welcome the group, introduce the speaker and plug your limousine service.

What day/time is best? Tuesday evenings (but you may have a better instinct in your local market).

What kind of hook is needed to get people to come? Great food and a good presenter.

For those of you who have business accounts, you can do a similarly styled program, except offer a professional speaker on a business topic that relates to a diverse group of professionals. And, when targeting corporate accounts, you either need to do a very swanky evening shindig with great entertainment or relegate it to a business seminar held during business hours, perhaps at lunchtime with a hosted meal.

The main point I want to stress is that you can effectively accomplish a great deal using this marketing approach and at the same time overcome a serious obstacle -- money. Hosting your own special event allows you to have human interaction with prospects and clients and save time by bringing customers to you in a productive setting. This offers them some take-home value, all the while having the affair or function subsidized via event sponsors. They win, you win and you will make a greater impact on your clients and future customers than you will by means of traditional sales and marketing methods.

Sincerely, Sara McLean