A relationship event needs prepared hosts, not just staff assigned to attend. Hosts should know the objective, guest list, relationship history, current status, priority guests, topics to explore and avoid, what they can promise, what to escalate, the follow-up process, privacy and photography rules, accessibility needs, how to make introductions and when to involve an executive or specialist. Never discuss confidential account notes in front of other guests.
Customers can tell within a minute whether the host knows them. A one-page briefing is the difference.
Checklist
Host briefing
- Event objective
- Guest list
- Relationship history
- Current account or partner status
- Priority guests
- Topics to explore
- Topics to avoid
- Promises that can be made
- Issues that require escalation
- The follow-up process
- Photography and privacy requirements
- Accessibility considerations
- How to make introductions
- When to involve an executive or specialist
Reference
Host assignment
| Guest | Organisation | Host | Relationship context | Conversation goal | Follow-up owner |
|---|---|---|---|---|---|
Hosts should not disclose confidential account notes in front of customers, partners or other guests.
Reference
Conversation prompts
| Customer | Partner |
|---|---|
| What has changed in your priorities since we last spoke? | Which customer needs are increasing? |
| Where is the team seeing the strongest value? | Where are our teams working well together? |
| What is making adoption easier or harder? | Where is handoff or delivery becoming difficult? |
| Which areas deserve more support? | Which accounts or markets deserve joint attention? |
| Which colleagues or teams should be involved next? | What enablement would help your team? |
| Is there anything we should improve before the next review? | What should we change in the partnership? |
The objective is useful dialogue, not forcing every conversation into a sales qualification script.
Meeting mechanics
Requests, scheduling, booking calendars, confirmations, briefs and notes are covered in the Exhibitor Meetings Guide. Executive-hosted conversations and senior preparation are in the Executive Event Strategy Guide. This guide stays with why the conversation is taking place and what relationship outcome it should support.
Worksheet
Worksheet: host brief
| Event and objective | |
| Guests assigned | |
| Relationship context for each guest | |
| Topics to explore and avoid | |
| What you can promise | |
| What to escalate and to whom | |
| Photography and privacy rules | |
| Accessibility notes | |
| Follow-up process |
Frequently asked questions
What should a host know before a customer event?
The objective, guest list, relationship history, priority guests, topics to explore and avoid, what can be promised, what to escalate and the follow-up process.
What should hosts ask customers at an event?
What has changed in their priorities, where they see value, what makes adoption easier or harder and what should improve.
Where can I learn about meeting booking and scheduling?
In the Exhibitor Meetings Guide, which covers requests, booking, confirmations, briefs and notes.