Increasing Sales using Vendor Events

Recently a business owner inquired if using vendor events would increase their sales, especially if it was a large event. While I have never participated in an event, I would expect the answer would be based on the product or service you are selling. For businesses selling products that are necessities, I don't feel the size would not matter. Products that need a demonstration or explaining might benefit from smaller sizes to offer intimate close contact.

However, the psychology of selling says a space/event should not be too big where the crowd can't influence potential sales. In the late 80s, years ago, I worked for Holiday Inn's Vacation program. When a salesperson had a person buy the program, we were instructed to stand up and introduce the customer, saying their first vacation would be....... The excitement of hearing that someone would be taking advantage of the program moved others to purchase. 

So as a business development specialist, whatever the size of the event, I recommend providing a form of "announcement" to encourage a positive crowd mentality to spur selling. It can be elaborate like a verbal announcement or simple as hands clapping. (Think of what would happen if in a crowded event, people would start to hear hands clapping. Like you, they would move to the vendor's table to see what was going on.) It is thus taking advantage of positive reinforcement, immediate feedback, crowd mentality and the exclusion fears (FOMO) that prompt human jealousy and/or competition. It is a simple selling trick that works.