Why Client Events are Important

Why Client Events are Important

What are you doing for your highest-value clients? Are you doing a quarterly business review or offering a feedback session with a third party? Competition is tight, and you should assume that other firms are going after your top clients at all times. Besides providing the best possible service, what’s in your defense plan?

One of the most effective ways to keep top of mind is to have an in-person event – you know, the kind that requires you to show up, look em’ straight in the eye and thank them for their business.

Here are the top three objections I hear to such events, and why you should take my advice and have one anyway:

  1. My clients are too busy to attend. They might actually decline the invitation, but you get credit for inviting them. Don’t let this assumption squander a perfectly good opportunity to show a client your appreciation. Also, think hard about the value you could bring to your clients by bringing them together. Could they mingle and generate a little biz amongst themselves?
  2. I can’t afford it. Many businesses can’t afford to take all of their top clients to a five-star dinner. However, could you spring for a wine and cheese in your office or rented space? I hired a fantastic sommelier to do a wine tasting for a top client a couple of years ago. She was a huge hit and the client talked about it for months. Her fee was several hundred dollars for the whole night.
  3. I don’t have time. Set aside the time to make a list of your top-performing accounts or clients. What would happen if they all decided to leave? Are you the only service provider who does business with them in your line of business? Is there a chance your competitors are slowly growing a relationship with them?

Yup, I thought so. Now go make your list and start creating a plan.

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