Welcome to episode three of The Craft of Conferencing Podcast. We are very excited to welcome as our guest one of the masters of the craft of selling at B2B events.
Today George Leith is the EVP and CRO of Harvard Media, a local traditional media company in Western Canada. However, the bulk of our conversation draws from George’s years at the Canadian digital marketing software company Vendasta, where George led sales efforts for many years. George and I have spent a lot of time together at events all over the world where he flew in to close enterprise deals for Vendasta.
George is also one of the best public speakers I have had the pleasure to work with. His talks on the art of selling were always conference highlights.
I could not think of anyone better to talk about the craft of selling at events than George.
Our conversation runs the gamut from how to prepare for an event as a sales professional to how a salesperson should approach an event speaking role to the true value of SWAG (stuff we all get).
Here George talks about one of the toughest challenges for someone who sells at events. Winning over the CFO.
Our conversation with George covers a wide range from justifying event expenses to the CFO to how sales leaders should approach event speaking opportunities.
This is a fun listen for anyone in the events space and a must-listen for anyone who uses events for sales or business development.
We hope you enjoy this episode.
If you want to learn more about The Craft of Conferencing, visit our website, or write to us at Charles@craftofconferencing.com.
If you are enjoying this newsletter and podcast, please share it with your friends. We want to build a community of event pros to share experiences and best practices. We can’t do this without your help.
Time Stamps — The Craft of Conferencing Podcast Episode 3
Selling at My First Event [02:25]
Developing an Events Sales System [5:26]
Speaking at Events in a Sales Role [10:52]
Events in the Post-Covid Era [21:14]
Is SWAG worth it? [34:32]
Learn more about The Craft of Conferencing by visiting our website. And please follow The Craft of Conferencing on LinkedIn.
In Case You Missed It
The Craft of Conferencing Podcast E2: Phil Mershon, Social Media Marketing World
In Episode 2 of The Craft of Conferencing Podcast, we talk to the man who wrote the book on crafting great events. Phil Mershon leads the annual Social Media Marketing World event and is the author of Unforgettable: The Art & Science of Creating Memorable Experiences. Phil shares his formula for great events.
The Craft of Conferencing Podcast E1: Daphne Earp Hoppenot, The Vendry
In case you missed it, the inaugural episode of The Craft of Conferencing Podcast features an interview with event-tech founder Daphne Earp Hoppenot, who recently sold The Vendry to Groupize. The conversation covers the state of B2B events, The Vendry’s eventful ride from launch to exit, and much more.
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