A well executed client-appreciation event can be an effective way to show clients you appreciate their business.
Taking care of your existing client base, says Kristy Gusick, a sales and marking coach with MarketYourAdvisoryPractice.com in St. Paul, Minn., is essential to growing your business and gaining referrals. A successful and well run client-appreciation event is one way to help achieve that goal.
When it comes to preparing for and hosting an event, the key is managing the details, which, if mishandled, can spell ruin for the entire effort. Watch out for these five common mistakes that might sabotage your next event:
1. Making the event your only client contact
If you haven’t been in touch with your clients throughout the year, Gusick says, the appreciation event will fall flat.
“It really is a pointless action and expense,” she says, “if you’re not maintaining those relationships with some kind of marketing program throughout the year.”
Instead, your special events should work in concert with other marketing initiatives, such as a newsletter, to let clients know they are valued and that you are listening to them.
2. Planning too late
To make the event a success, Gusick says, you should start planning about six months in advance.
Then, to boost the attendance rate, lay out a communication plan to begin contacting clients four to six weeks ahead of the event. The plan should include various communication methods, such as social media, mail and personal calls.
While it may not be practical to contact every client personally, Gusick says, you should call at least your “A” clients and, if possible, your “B” clients.
3. Forgetting a name
Supply nametags to make sure you and your staff are never left fumbling for a name.
“There’s nothing worse then knowing you should know somebody’s first name and just feeling uncomfortable because you don’t,” says Terrie Wheeler, president of MarketYourAdvisoryPractice.com. Nametags take a little effort, but eliminate awkward moments and encourage warmer conversations.
4. Focusing on yourself
The event isn’t just for clients to meet with you; your entire team should be present and involved.
Clients often deal with team members more frequently than they deal with the advisor, Wheeler says. And an appreciation event is the perfect time for your clients to meet members of your staff face-to-face.
Make sure team members mingle with the guests, Wheeler says, and don’t simply chat among themselves.
5. Talking shop
Client-appreciation events are not occasions for talking business. Save shop talk for formal meetings. Instead, keep the tone light and social, with the conversation focused on your clients.
Make sure that you or a team member speaks with every guest at the event, Gusick says. To keep the conversation casual, ask about the client’s family, how they are enjoying the event or topics of personal interest to the client.