Getting Buy-In: Strategies to Sell Events to Key Stakeholders

Gaining internal buy-in for events can be challenging with multiple decision makers involved. Here are effective strategies to get key stakeholders on board:

 Identify the Real Decision Makers

Map out the actual people who hold budget authority and influence. Meet with them directly instead of going through gatekeepers. Understanding priorities and pain points allows tailored positioning.

 Quantify the Value

Create specific ROI projections showing how the event will support business KPIs like sales, recruiting, or engagement. Use data from past programs to showcase potential impact. Numbers convince rational stakeholders.

 Get Middle Management Buy-In First

Secure advocates in middle management who can endorse your event idea upwards. They can communicate value to senior leaders based on staff needs and frontline insights.

 Involve Stakeholders Early On

Bring key stakeholders into the planning process from the start. Brainstorm ideas collaboratively and ask for input. They’ll feel invested and be more likely to grant budget and support.

 Emphasize Brand Visibility

Highlight PR and branding opportunities with the event like speaking slots, sponsorships, social media exposure, media coverage and thought leadership. Link to marketing and comms goals.

 Be Flexible on Timing and Scale

If you sense hesitation, offer to pilot a smaller-scale event first or push the date further out. Don’t put all your eggs in one basket. Start small and build a recurring program.

With stakeholder buy-in secured early, events gain momentum and internal support. Make the value clear and undeniable to each decision maker through targeted positioning and constant communication.