Class Library The Opportunity with Small Business Clients

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  • Title:The Opportunity with Small Business Clients
  • Category:Business & Sales
  • Level:Beginner
  • Instructor:Chris Litster
  • Length:15 min
  • Posted:12/17/2012
3.95 out of 5 star rating


Filmed live at the Event Innovation Forum, at the Jacob Javits Convention Center in NYC.

While most event industry sales people target large corporations as potential clients, they may be ignoring a vibrant and eager market segment right under their noses: the local small business owners in their communities.  In this revealing session, Chris Litster explains the opportunity available with small businesses, which are increasingly looking toward special events as a marketing vehicle to grow their companies.  Unlike their larger corporate counterparts, they rarely have internal resources to handle event planning, are time-pressed, and very loyal once they make a connection.

Learning Outcomes

    1. Recognize how small business clients can be
      great referral vehicles for your business.
    2. Understand how small businesses utilize live events to grow their customer relationships.
    3. Discover a new way to look at your neighborhood small businesses as potential clients.

Table of Contents

Watch the Full Class Without Chapter Breaks
The Opportunity with Small Business Clients 14:59
Watch the Class in Chapters
Understanding the Opportunity with Small Businesses 5:36
Using Events to Drive Customer Relationships 2:26
What Makes them Tick 3:05
Tapping A Loyal Referral Engine 1:37
Getting Involved 2:55

The Certified Meeting Professional (CMP) is a certification offered by the Convention Industry Council (CIC), an umbrella group comprised of 30 organizations. As part of the application process for the CMP, candidates are required to log a minimum of 25 Clock Hours of approved education. If you see the CMP designation next to a given class on this site, it indicates that class has been approved by the CIC to count toward that educational requirement, for the designated number of clock hours. For more information go to

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