In addition to building alliances with other agencies that we discussed in the co-brokering section, you can also work cooperatively with event planners and companies that provide sound and lighting, technical support, hair and make-up and photographers, because they also deal with your potential clients and sometimes they are involved in producing the whole show or suggesting or providing talent. It is important that you reciprocate whenever possible too.
Taking advice from Randy Charach, another big potential source of business is hotels. Contact hotels that have banquet rooms and convention halls and find out who the convention services person is. That is, the person who deals with the hotel’s clients in putting together the details of their meetings. They can recommend your agency and sometimes even do the booking on behalf of their client.