Weeks ago, I participated in a presentation with a fellow Marketing & Sales professional, who I'll call "Jon".  Jon, an ambitious sales person, coordinates and markets a number of these educational presentations.  I'd heard that many of his events were widely attended and quite successful.  I was eager to join in. 

Unfortunately, this particular event ended up with a lower than average attendance due to bad weather.  But I didn't care - I was excited to be there and looking forward to talking with the audience.  Jon, the host, opened the session with an enthusiastic introduction to my presentation and I was really feeling good. 

Then, disaster struck.

Seconds before Jon passed the podium over to me he said to the audience, "Since there aren't many of you here today, feel free to ask questions."  He then continued with my introduction and closed with, "like I said, this is a smaller than average crowd today, so don't be afraid to chime in."

"Not many of you...?"
"Smaller than average crowd...?"

Wow. Why not just come out and call the audience a bunch of losers.  I was starting to feel that way and I'm sure they were too.  They were probably starting to question their decision to come.  Why didn't I stay home like the other smart people?

I could have kicked Jon.  But, I plunged in and did my best to convince that crowd that they made an excellent decision in joining us.  Hopefully they took some good ideas away with them and forgot that they were part of such an unpopular event.

Why Insult Those Who Support Us?
So why did Jon feel the need to let everyone know (more than once) that this event's attendance was so low?  It's likely he felt bad about not being able to encourage more people to join us.  It's understandable to feel that way - sometimes we don't get the response we were hoping for.  However, his big mistake was in not letting it go.  He chose to focus on those who did not come, rather than thanking and rewarding those were there, supporting his event.

Reward Those Who Come
When we're holding a meeting, giving a seminar, or throwing an event,  we need to stop worrying so much about those that didn't come - especially when it's show time.  There's a time and place to plan and improve future events.  But, when you're there, with the people who went out of their way to be with you - you need to treat them like gold.  Reward them for making the right decision. 

That's really what sales and marketing is all about - reassuring someone that they are making the right decision.

Thanks & Take Care,
Kathy Hrach 

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