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When Is It Worth Pulling an All-Nighter for Biz Dev?

A consultant just emailed me this question:

I’ve been asked by an association to do an unpaid webinar in Dubai time, which would be 3:00 a.m. my time. Their experience is that a webinar at the right time can draw 400 participants, but other times reduce participation by half or more. Is it worth accommodating their best time at the sacrifice of my sleep, or should I just make it (more) convenient for myself?

Below is the advice I gave the consultant:

I wouldn’t do a 3:00 a.m. webinar unless there was a very clear path for converting attendees into clients.

This isn’t the case where you’re just doing a relationship-building, brand building exercise. For this to make sense and be worthwhile there has to be an offering and a clear call to action.

If you can convert 15% of 400 participants on a $1k “toe-in-the-water” offering such as a 2-hour strategy session, then the 3:00 a.m. webinar is probably a win.

What advice would you give this consultant?



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