A client recently asked me: “You go to so many events… do you ever find it’s not worth it?”
My answer was simple: Never, because I make it worth it.
Here’s why: • If I learn a lot → I’m in a room with people above me. That means I can either learn from them, or sell to them. • If I learn nothing → it means I’m already ahead of the room. That means others can buy from me, or I can add value and position myself as an authority. • If I just get reminders → it builds confidence that I’m on the right path, because someone of authority is confirming what I already know.
It’s win, win, win. There is always a positive return if you choose to find it.
Case in point: I once paid £10,000 to attend events and one of them, I didn’t learn a single new thing. But I met my business partner Vincent Hovorka there. That relationship alone was worth every penny. From the same event, another attendee later connected me with two of his investors. Again priceless.
And if you help someone “below you” at an event, don’t discount it. Many times, they circle back years later at a higher level and want to work with you. Free value today often compounds into future dividends.
The only time I skip an event is if the room is completely outside my target market, for example, I wouldn’t attend a kids’ conference unless I was paid to speak there. But even that could be a win, because speaking boosts credibility.
So for me, the equation is clear: At events, I either learn or earn. Sometimes both at the same time.
