Getting in front of it...

A great practice that came up in our bi-weekly event prep call on Friday...use meeting requests to get prospects to commit to attending.

Instead of email (and since pretty much everyone is using Outlook), just get it on the calendar...

and do it as far in advance as possible!

If you call someone a week in advance, it's tough for someone to commit. Call them 2 months in advance and 90% of the people out there don't have anything else to do, so they start thinking "hey, I guess I'm going to the event on that day."

It's all about positioning. Place your event in the customers' mind to build greater conversion rates and reduce drop-off.