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5 Ways to Convince Your Boss that Marketing Seminars are Valuable

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Updated By: Dan Soldner on Thu, Feb 15, 2018

5 Reasons Why Your Boss Doesn't Want You to Attend Marketin Seminars

In today's tech-savvy world, just about everyone has a few thought leaders and industry experts they follow. Whether it's a favorite TED speaker, industry influencer, or inspirational author you look up to. And when they come to town to present at a seminar, the urge to see them live can be pretty strong.

After all, learning the story behind how they mastered their craft and picking up a few secrets they only share while touring can leave you feeling motivated and inspired. So, how do you get your boss to support you attending? Before you ask, here are five common objections to prepare for. 

#1 It's Too Expensive 

Sometimes seminars, workshops, and marketing events cost a pretty penny. Whether it's $50 or $500, how do you approach your boss in order to get a "yes"? 


If you know one of your top industry leaders is coming to speak at an upcoming seminar, plan for it. Let your boss know well ahead of time and provide some examples of how the conference will provide value. Not just personal value, but value to your role within the company. Your boss will be more likely to give you the green light if the event increases ROI. Remind your boss of the reasons why professional and personal growth should be a priority.

#2 You Have Other Commitments

If your list of commitments is long, don't be surprised if your boss hints at it when you ask to attend a marketing seminar or conference. 


Find a way to catch up and get ahead - whether it's by working after hours once a week or blocking off an hour every day to get to the pile of post-it notes you have laying around your desk. Plan ahead and get your commitments done so your boss doesn't even have to bring this objection up.  

#3 There Are Other Resources Available

He or she might say, "can't you learn about that online?" or "I heard about a free resource for that." What should you do when your boss tries telling you there are cheaper and quicker ways to learn about marketing or personal growth? 


Figure out what makes this event different. If there are event-only resources, make sure to mention them to your boss (with an added note about how they will improve your businesses' marketing ROI). If there aren't any resources being given away, find out what big names have to say about the keynotes - extra points if you can get a quote or reference from someone your boss admires.

#4 You Already Know About That 

You know the saying, "don't fix it if it isn't broken?" The better approach might be to challenge what's there and bring new ideas to the table. Just because something works doesn't mean there isn't room for improvement. 


If your boss thinks there isn't anything new to learn at an upcoming marketing event, prove him or her wrong. Find success stories from businesses that have excelled by using the seminar topic you are interested in. Prove that new ideas can work and explain why your company should learn about them.

#5 There's No Value

Your boss might view your marketing seminar or workshop as an opportunity for more play and less work. They could see it as a chance for you (or them) to pay for a lunch, cocktails, and a chance to meet up with a few friends from other agencies or businesses in your industry. If so, where's the value in that? 

The solution:

You can find value in the right event, seminar, or professional growth opportunity. The right event will promote professional and personal growth, help you grow, and provide value. This type of event (like One Squared) will also ensure a high ROI for your marketing efforts. After all, if it doesn't help you grow in more ways than one, it isn't worth your time.

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Dan Soldner

About The Author

Dan Soldner

Dan believes that marketing has one purpose: to generate sales leads. He is certain the best marketing tactics and sales people are decision-making facilitators, not yes getters and being customer-centric is the only way to be successful in the long run. Dan started Leighton Interactive in 2009 with a vision to help high-growth companies attract and close more ideal customers. A perpetual student of sales and marketing, Dan focuses on two things: finding clients with problems Leighton Interactive solves and talent with the expertise to solve them.

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