Is it Time For a Party with Your Clients?
Only if you want to build
your business!
In this issue:
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Discover the true power behind saying “thank you” to your clients with a party. Learn how others use this to build goodwill with clients, prospects, and business associates alike.
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5 very simple and inexpensive theme events you can put together for your best clients. Perfect for the small business owner who wants to start these kind of events, slowly and inexpensively.
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13 powerful ways to make sure your next client appreciation event goes off without a hitch and is talked about for years to come.
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And much more!
Fellow business builder,
How many times in the last year can you remember getting an actual thank you card from your suppliers? These could be business or personal (cars you bought, clothes, printing companies, water companies, media suppliers, etc).
I have thought about this a lot – and can count on one hand how many "thank you for your business" cards I got in return (Christmas cards DO NOT COUNT).
This week I went to lunch with the owner of a Canadian newspaper I use for much of my advertising and lead generation. He puts on numerous customer appreciation parties every year – one of which was this past July during Stampede week (if you never saw my past editions about the Calgary Stampede – it is a major party and a $300 million dollar windfall in 10 days for the city I live in).
For 10 days the city basically shuts down and parties.
Massive customer parties are all over the city in bars, portable airplane hangers, circus tents and parking lots.
Typically they start either early in the morning at breakfast (during Stampede, vodka and orange juice starts being served at 7:00 am) … or the other parties start at noon with lots of cold beer on ice (as you can see, much of the Stampede is booze-related, not that I would ever partake in such a wonderful thing!)
The parties often give away alcohol for free, lunch or breakfast for free, cowboy hats, western shirts and bandanas are commonly given away also to those at the party.
So, does all this free stuff actually payoff?
If you have read Robert Cialdini’s fabulous book, Influence: The Psychology of Persuasion (which you must read – yearly!) … you understand the law of reciprocity. When you give something away for free, there is a psychological trigger activated that makes them (the receiver) feel somewhat obligated to reciprocate.
With that in mind it makes complete sense why these kind of client parties are an exceptional way to give back to your clients a thank you – and you typically will see a substantial return back to your business in the coming months and years.
Back to my lunch … when I asked Rob (the owner of the business paper I advertise with) about his parties, I got complete confirmation that it works just as well for him too.
I was at his Stampede party this year, a tame one, and met some great people while having fun. He said to me that when he evaluates the results of his client parties, a significant part of his advertising revenues come from people who attend his party, people who he had never met before (guests of his existing clients).
These kind of results
are unanimous for those
who throw client appreciation parties.
The cost does not have to be extreme, so it is very feasible for any small business.
Wouldn’t YOU enjoy it if your suppliers threw you a yearly party?
Some important things to keep in mind while you plan your client appreciation party:
- Invite all your existing clients (no matter how long it has been since they’ve heard from you).
- Ask and encourage them to bring their friends and business associates.
- Create a list of media, potential jv partners and associates you would like to attend.
- Invite your suppliers as well (the people you pay money to – the ones that should be throwing you a party! – chances are good they will talk you up big time to other potential customers in the upcoming weeks and months.
- Make them RSVP to get a ticket – no ticket – no entrance (this is your way to get the mailing addresses of those you have never met before). You can be lenient at the door, as long as you get the contact information for those who show up unannounced.
- No sales pitches or talks allowed – this is not a reason for a pitch-fest (doing so would cause you much more harm than good).
- Send thank you cards to everyone who attends – include a business card only.
- Work on getting some sponsors to put together door prizes and a take-home package (samples of products could be included).
- Find something (or someone) you can make a big announcement around (charity donations, personal announcements, celebrity in attendance, etc) – this can create a highly memorable part of the evening that others will talk about for a long time [Note: at my Wild West Wealth Summit, I gave 10% of ticket proceeds to Ronald McDonald House. I brought my wife and kids up on stage to present the check to the Director of the Charity. The tears in the eyes of those in attendance was reward enough for what we did. I am also contributing 10% of home study DVDs and CDs to the charity as well. You can pick up a copy at a substantial discount here.
- You would be wise to bring on an event planner for a larger party – it can be very time consuming and easy to forget small but noticeable details.
- You could also consider posting an advertisement in the appropriate trade magazines or newspapers that your ideal clients would be reading.
- Prepare or post an agenda. People like to know what to expect in the event. You can also mail this out with their invite.
- If you are a low energy type of person, bring along some high energy staff or family members to energize the group.
If you don’t want to throw a large party – or are just looking for ideas for smaller group appreciation events, how about some of these ideas:
- Host a scuba diving event where you meet with clients and family members at a local dive shop/pool – book off the entire pool – and have an "under the sea" party where they get to try scuba diving for the first time in a supervised safe environment (even the die-hard divers would love to come to this!).
- Host a wilderness hike. Hire a tour guide or experienced outdoors hiker to show you the surroundings, point out the areas of interest. Have a lunch delivered and catered on the top of the mountain. Provide everyone with maps and transportation.
- Extreme sports can always be fun (but you may limit who attends). This could include 4×4ing, zip lining, mountain climbing, race car driving, sky diving, ATV driving, bob-sledding, etc.
- Go boating (and invite me when you do!). Not everyone is a boat freak like I am, but people love to be pampered. Rent a nice boat and have a drive, and serving staff in place – treat them like royalty and show them the open water.
- Host a murder mystery night. Hire a company that does this for a living – you can even go to your local acting and drama schools. Everyone loves a good show and you can combine the show with a party and a great meal.
These are just a few of the hundreds of options you have at your disposal. The key is, as with anything in business, just get out there and do it. Talking about it is great – but it won’t win you any points with your clients.
Throw an event – start small if that is what makes you feel most comfortable. If needed – pick your top 10 clients and have the party just for them.
Try this … the long term results may astound you.
I am hosting a large appreciation event this winter in Calgary for clients … if you are in or near the area (or if you want to experience the Majestic snow covered Rocky Mountains in the winter, make sure you let me know).
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE
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A Final Note:
If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.
"The way to get started is to quit talking
and begin doing.”
– Walt Disney
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