IMEX Las Vegas puts the spotlight on the science behind persuasion, showing how the right mindset can turn every event into a masterclass in connection and influence.
By MT Bureau
At its core, every event is an act of persuasion. Whether the goal is to win over clients, engage delegates or align partners, success depends on understanding people. Negotiation is not only about striking deals — it is about empathy, awareness and creating environments where participants feel heard.
Reading the room
Empathy is the starting point. Event design and negotiation cannot succeed without understanding what audiences truly want. Often, motivations go beyond cost or convenience. Delegates may seek recognition, professional growth or a sense of belonging. When event planners look beyond logistics to decode these underlying drivers, they are better positioned to create experiences that resonate and deliver meaningful engagement.
Safety before strategy
Events perform best when people feel safe to speak, share and connect. Creating psychological safety is therefore not an optional add-on but a strategic necessity. This can involve rethinking seating layouts, setting clear participation norms or designing formats that allow introverted attendees to contribute comfortably. As one expert noted, “Simply removing a few chairs changes the energy in the room.”
Merch is memory
Physical objects — often overlooked event giveaways — can play a subtle yet powerful role in reinforcing memory. When thoughtfully designed and linked to an emotional takeaway, these tokens help participants carry the event’s message beyond the venue, extending recall and reinforcing connection.
Collaboration over competition
Effective negotiation is less about compromise and more about discovery. The familiar analogy of two people competing for an orange illustrates this well. Once they realise one wants the juice and the other the rind, both walk away satisfied. For event professionals, the lesson is clear: better outcomes emerge when the focus shifts from fixed positions to shared value and mutual benefit.
Power of psychology
The most impactful events combine intuition with insight. Clear objectives set at the outset and results measured against meaningful metrics are essential. Surveys, data analytics and close collaboration with marketing teams help demonstrate tangible return on investment (RoI) and strengthen the business case for future events.
At IMEX Las Vegas, experts highlighted how a deeper understanding of human behaviour underpins smarter negotiation, stronger engagement and more meaningful outcomes across business events.
