One tactic for reducing costs that a number of associations have recently engaged is that of inviting suppliers to present educational sessions rather than hiring experts, authors and /or professional speakers. Industry presenters usually manage to wrap their presentation around a sales pitch for their product. An important point that is rarely broached in the above mentioned tactic is what effect does inviting one company to present have on other supplier companies?

Since suppliers, or allied members as they are sometimes called, generally pay a disproportionately larger amount to attend a conference than other members, they want value too. Forcing a number of suppliers to endure a competitor’s veiled sales presentation can be considered cruel and unusual punishment. And they never forget.

What does create value for today’s conference attendees? Many attendees, especially those at national meetings, are looking to be recharged. They need and want both the motivation and tools for doing battle in the trenches for another year. What percentage of motivation verses skills? Regardless of what I have been told by meeting planners, over the years I have learned that in both general sessions and concurrent sessions alike, the scales tilt more toward motivation. This is something that a non-professional speaker can rarely deliver.

For a meeting organizer, the rendezvous with value challenge can be enormous. You say, “How in the world can I deliver all the value my diverse group of attendees demands and needs in a time of diminished registrations?” Your answer is in numbers. Just how many of your attendees demand that costly golf outing? Is it a large number or just a few that are quite vocal in their personal demands? Must you have an open bar reception? If so, cut the hours in half.