People love to be associated with success. The “big do” indicated success, and a large number of those invited attended. It gave him and his colleagues an opportunity to sell to them, and do so in a positive atmosphere. Instead of questions being asked, assumptions were made about the success and substance of the operation. Meetings were set up, deals were done, and as January got under way new clients were signed up. A snowball effect had been created, literally in one (expensive!) evening.