Have you considered hosting a client appreciation event as a new year’s objective? If you have never done this before, or even if you have, there are a few primary questions to ask yourself before you determine the size, scope and format of your event. Don’t forget to identify your outcome goal, too, as that can guide you in the decisions you’ll be required to make. These events can lead to new revenues, but their other value may be increasing client loyalty and referrals.
Who do you want to participate? Is it your top tier clients, prospective clients, centers of influence, allied professionals, or a few of each? Can they comfortably interact with each other? Donna Graber of Planning Sense, Inc. in Syracuse, NY says of events she has hosted, “Probably the biggest benefit to our clients is they know we love them. Our connection with them becomes stronger each time. They also enjoy seeing that we really do help other people like themselves. Our subsequent planning meetings seem to flow with an increased feeling of trust.”
Donna added, “Our last event we invited a planning client who was ‘on the fence’ thinking about giving us 1.5 million to invest. She was really stuck! From across a crowded room, she apparently recognized one of our long term clients as someone she knew, looked her number up, phoned her and heard all about us (we do not give out references). In our next meeting she had a heightened trust level, a totally different attitude and made the decision to go ahead.”
The number of optimal participants depends on the program you want to provide. Will you hire a speaker or performer to entertain your group? If having meaningful interactions as part of the program is your preference, a group of 50 or less is best. If you have an outside speaker, talk with their clients and make sure their topic has universal appeal and is not controversial given your group. What will your role be? Are you going to speak primarily to express your appreciation for their business, or do you hope to get some discussion going as client feedback?
Most often it is best to limit your role as host or hostess, rather than being your own key note speaker. Your job is to welcome each attendee and possibly to introduce the speaker or entertainment. Keep your business remarks as a simple statement of appreciation for their business and your goal for the event is that they have a great time.
Be mindful of sensitivities to disclosing any confidential information about attendees in introductions. As a rule, it is best to talk to people individually about how they would like to be introduced to others in attendance, so information is stated in their preferred manner. Some clients may be about to make a career change or some other transition they don’t want shared. Rather than guess what they are okay with, just ask. This can be, however, a great opportunity for you to suggest a meeting to discuss these changes and anticipate how they may impact their financial plan.
Janet Stanzak of Financial Empowerment in Minneapolis suggests having several varying prizes, gifts, and party bags and to be sure to have ice breaker activities that help attendees network. Janet added, “It helps you connect with them later because it's a social setting and more casual. It’s a nice way to share a relationship away from the office and it is a pleasant memory for people.”
In our over-extended workaholic culture, integrating some unique fun into a business relationship can help your clients find a little balance when they’ve been too busy to create an event for themselves. They will remember a pleasant experience created by you for a long time.