The Special Event 2011 (TSE), the world's largest gathering of event professionals in a tradeshow and conference environment will take place January 25^th-January 28^th in Phoenix, Arizona. 

TSE features the largest lineup of quality education sessions available anywhere. For the first time ever, TSE is offering an early-bird "confidence price" of $595 (vs. $695) on the full education package at The Special Event prior to the publication of the actual session descriptions and details in early October. Go to www.thespecialeventshow.com to take advantage of this great deal.

Hundreds of exhibitors display thousands of traditional and not-so-traditional event products and services. Prepare to cross off those items on your event wish list one-by-one as you discover them all on the exhibit hall floor.

Soak in the décor, food and techniques that event maestros have used to create this year's fabulous lineup of seven showcasing events, including the all new "Spotlight: Off the Hook Teen Events" lunch. Check out the totally revamped Opening General Session and the always-a-sell-out Wedding Lunch. Then impress your own clients with what you've learned. Stay tuned...registration opens for the showcasing events in October.

by Kevin Stirtz  

The headline of this post comes from a blog post by my friend Brian Carroll. His post describes a conversation he had with a client where they discussed how lead generation often ignores current customers. As a result of the discussion, one CEO decided his company would begin focusing more on current customers. He even referred to their new focus as their "Customers First Plan".

The outcome of their new-found focus on existing customers was revealing. They increased revenue from current customers by 15%. Even better, their referrals jumped over 100%.

As they focused more on existing customers, they no doubt did things that improved their relationships with them. And, probably they learned more what their customers wanted from them, how they were doing and what the current gap was. Perhaps they also took action to improve the service they delivered to their customers. (It makes sense they would.)

By doing all this they delivered a powerful message to their customers: You are important. We are here to serve you.

I've seen this happen time and again. When you honestly and sincerely reach out to your customers and ask them how you can do better, you build a stronger relationship. Your customers begin to see you less as a vendor and more as a partner. They see the value in having an ongoing, two-way exchange of ideas, feedback and best practices with you. This increases your value to them.

You become more important to them. You might even become indispensable.

I think these numbers show how important this company became to their customers. By increasing referrals over 100%, their customers told them "we trust you". It's their way of saying, we want to help. Sometimes, it's as much about bragging as it is helping. Either way, the increase in referrals is a sure sign this company built tremendous value and better relationships with their customers.

And they did it all by reaching out, by connecting with them.

How could you do something similar in your company?