We are working on getting clients in for a visit. They”™re all so busy. We have a lot that we want to show them and we need to get them to our shop for them to see it. We”™re trying to hold appreciation events but are running into really low attendance which is discouraging.
THOUGHTS OF THE DAY: Do something unusual, make an impact. Put yourself in your clients”™ shoes and think about what they want to experience. Make a list of meaningful activities. Build a campaign. Try video when face-to-face won”™t work. Keep your clients because you make them feel special and appreciated.
Focus on a client who can be a leader, someone you know will rave about an experience. Find out what your clients really want, then make the visit to your shop match that experience. Make it an over-the-top visit and send the client home with pictures and examples they can use to talk about their trip.
Clients located out of town? Fly them in first class, put them up at a top hotel or plan a big night on the town.
Build a customer advisory panel. Everyone likes to give advice. Involve your customers by having meetings to discuss where the industry is going and how that impacts everyone. In the process, you”™ll be able to make suggestions on what you can do to help in the future.
Based on what you already know about your clients, answer this question: What are they most interested in? Are they looking to learn about the industry, hear about best practices or find out more about the latest and greatest innovations and what”™s coming next? Or, do they want to be entertained, take a break from the overload of their job and have some fun time off. Perhaps your clients are looking for opportunities to make connections with their peers. If you”™re not sure, start asking questions and get the answers, then target your offer based on specific needs.
Become the great facilitator. Bring clients together who are looking to make connections within the industry. Clients who want an education ”” bring them in for an education day. Look for common needs and concerns and put together programs to address them. Schedule more than one date, so that clients with conflicts have more than one opportunity to join in.
Everyone likes to get an honor. Think of things for which you can hand out prizes; best innovator, most effective, most efficient, best on-time, most creative, best use of your product or service.
It takes planning and sizzle to get priority on peoples”™ schedules. Begin your planning three to four months ahead of the event. Email invitations, make phone calls, and then make follow-up calls when you don”™t hear back from people. Send out reminders as the date gets close. Do a check-in the week before, with exciting teasers on what will unfold at the event, to confirm attendance.
Take lots of pictures at the events. Gather quotes from attendees. And then follow up with everyone on your invite list. Include information on who attended, what happened, what suggestions you”™ve implemented ”” think newsletter. Make people who didn”™t attend wish they had, so they”™ll make coming next time a bigger priority.
If there are clients who can”™t make the visit, share the experience through video. A picture speaks a thousand words. Use a thousand frames tell a story. Interview clients during the visit, asking them to talk about their experience. Take shots of the programming you put on. Show people having fun, learning, sharing. Share pictures and video on social media. Add stories about and links to the people who attended. Ask attendees to forward it on.
Whatever you do, make sure your clients know how much you value them. Send people who attend a thank-you note. People who were invited but couldn”™t attend, send them a note saying you missed them and hope they”™ll be able to attend next time.
Looking for a good book? Try “25 Quick Tips for Creating Memorable Customer Appreciation Events in Order to Maximize Profits and Create Fast Small Business Success!” by Collin Stover.
Andi Gray is president of Strategy Leaders Inc., a business-consulting firm that teaches companies how to double revenue and triple profits in repetitive growth cycles. Have a question for AskAndi? Wondering how Strategy Leaders can help your business thrive? Call or email for a free consultation & diagnostics: 877-238-3535, AskAndi@StrategyLeaders.com. Check out our library of business advice articles: AskAndi.com.
