Spring is in full swing and summer is just weeks away. One of the best ways to enjoy the warm weather seasons and show your clients you care is to offer client appreciation events. Client appreciation events are great ways to connect your clients with one another. Such events should be viewed as a business strategy—a set of business activities designed for a specific purpose. In this case, the specific purpose is to increase client retention and possibly cultivate new client relationships. Conversely, if you view your client appreciation events as merely social gatherings with no purpose in mind, that is exactly what you will get—a nice gathering from which nothing is necessarily gained.
After speaking to a number of my financial adviser clients, I have found that the following steps are keys to coordinating successful client appreciation events (indoors or out).
Follow Your Passion
You are more apt to enjoy promoting and attending the event if you are passionate about the type of activity you decide to host.
If you are passionate about boating, then host a dinner cruise. If you are passionate about the movies, get a permit to put up a screen in a local park. If you are passionate about fine wines, host an outdoor wine tasting event. Making the most of spring-like weather and offering events outside is a terrific way to change things up from the more traditional dinners at restaurants or cocktail parties and allows everyone to enjoy some fresh air.
Co-Host Your Event
If you wish to increase the number of prospects attending your event, while decreasing the cost, you will want to co-host your event with a center of influence— someone with whom you have something in common—namely your key clients!
What better way to cement your relationships with key clients than to be seen co-hosting a client appreciation event with their attorney or CPA? It also allows you to share the limelight in front of your co-host’s clients. This is a great way to get a passive endorsement to prospects.
If you wish to have a successful client appreciation event, it is important to find a detailed-oriented associate adviser, assistant, friend or significant other who loves to plan. Let someone else take care of the details while you take care of spreading the word.
Following these simple guidelines will help you show your clients you value and respect the business they bring you, with hopes that by doing so your clients will value and respect your services even more.
If you have a favorite client appreciation event or have heard of a unique event, please share it with us using the comment section below. If you are interested in discussing in greater detail the best way to coordinate your own client appreciation event strategies, email me at email@example.com to schedule a free 30-minute coaching session.
Daniel C. Finley
St. Paul, Minn.