Building a successful event strategy requires constant refinement, testing, and a willingness to give extraordinary value. In our recent Builder Summit events across Melbourne and Sydney, we discovered the powerful impact of creating an offer so compelling that potential clients feel almost foolish to decline.
What made this particular event series different? After running these summits for nearly three years, we identified several key factors that contributed to our highest conversion rate yet. The primary difference was our approach to value – creating an offer stack that was significantly more substantial than previous events. When one team member commented, “You’re giving away too much,” it sparked an important realization: if you’ve never had that thought, you’re probably not giving enough.
The power of exceptional value cannot be overstated. In today’s marketplace, particularly in the construction industry where competition is fierce, merely providing adequate value isn’t enough. You must overwhelm potential clients with so much value that saying “no” seems irrational. This approach follows the principle that marketing expert Paul Mosey demonstrates – give consistently before asking for anything in return. This strategy builds tremendous goodwill and creates a sense of reciprocity when you finally present an offer.
Another critical factor in our event success was the evolution of our presentation skills. With experience comes confidence and the ability to connect with audiences more effectively. Small engagement techniques, like interactive exercises that challenge participants to give their full effort, create memorable moments that resonate beyond the event itself. These skills develop naturally over time but can be accelerated through deliberate practice and refinement.
The construction industry is rapidly changing, particularly with the integration of AI technologies. While some builders believe they can succeed without marketing (though they’ll never build truly large businesses), most recognize that ignoring AI implementation isn’t an option. This awareness created additional urgency and relevance for our offer, as builders recognize the competitive disadvantage of falling behind in technology adoption.
Perhaps the most valuable lesson from our events is the importance of thinking differently. When everyone else follows conventional approaches, the opportunity to stand out becomes significant. One builder shared how he secured a shortlisting for a $13.5 million project by delivering his proposal in a branded box with high-quality printed materials, while competitors merely emailed PDFs. This extra effort created a perception of quality that extended to how clients viewed his construction capabilities.
The mindset of providing extraordinary value applies beyond formal business settings. When networking or seeking advice from industry leaders, consider what value you bring to the interaction rather than simply asking for time or insights. Instead of offering to buy someone coffee (suggesting their time is worth only $4.50), find meaningful ways to provide value that makes connecting with you the obvious choice.
As we expand to new locations like Perth in late November, we’ll continue refining our approach while maintaining our core philosophy: give so much value that people feel compelled to continue their journey with us. This principle works across all markets, though the specific value propositions may need adjustment based on regional priorities and needs.
The construction industry rewards those who think differently and consistently over-deliver. Whether you’re marketing your services, tendering for projects, or seeking employment, the willingness to go beyond standard expectations creates opportunities that others miss. The question isn’t whether you can afford to provide exceptional value – it’s whether you can afford not to.