If you mean that I organize an event, thats costly, not sure if it will have good ROI.
I always listen to people and learn from them. Honestly probably around 12 features of my products came from potential clients and by listening to them.
> Even if they never buy from you, if they recommend you to a peer, they've given you a patina of credibility that no online marketing effort can match.
Marketers have this rule of thumb that you need between 3-7 touchpoints before your target becomes a customer. So, after one interaction with someone at a seminar, you are about 1/5 the way towards making the sale.
Don't lose heart - marketing and sales is as much, if not more, about the grind as it is about the product itself.
Don't organize events.
Also, there's a difference between listening for features which can usually be asked as "What" questions and questions which are designed to get your counterpart to solve your problem for you. I'd recommend a book called "Never Split the Difference" on how to ask questions to make the other person work for you without them even realizing it. It's by an ex-FBI hostage negotiator. His insights were used to save lives and personally, I found the book useful.