Any sales and negotiation trainer will tell you it's essential to know your counterpart. Engaging and influencing another person is much easier when you understand their perspective.

That's a key component to successful events, too.

Bezos said that everyone asks him what will change in the future, and really dismissed the question as interesting but irrelevant.  

If you want customers to answer your rep's calls after the event, they need to remember meeting your rep at the event... Event planners can help sales reps (and even top executives) by making them memorable people.

We host events to connect our sales people to our customers, so our sales people can build rapport, create trust, and eventually close sales. Here's how.