05/20/2024
: If you follow Erik Hatch - he just put this out. I thought it was great and wanted to share:
"The Purpose of a Client Event"
If you're in sales, it's fairly common that you're going to do a "client event."
This is something intentionally designed to bring in people that you care about to remind them that you care about them.
Yet I think most people miss the mark on these events.
Our real estate team has done LARGE client events for the last decade - and I've learned an awful lot as we've handed out over 10,000 pies, 10,000 pizzas, and a river of beer/wine/soda.
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Lesson #1
Size doesn't matter
In fact, a big client event can be detrimental.
The purpose of a client event is to have your people feel seen, heard, valued, and cared for.
If they're in an assembly line or rushed through, you might fail more than you think.
Small and intimate > big and flashy.
Big and flashy makes you look like the star.
Small and intimate makes them look like the star.
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Lesson #2
For the love of God, please don't mass blast your messaging
I have failed WAY too many times on this.
If, in fact, your desire is to make people feel seen, heard, valued, and cared for - does a copy and paste text message convey that?
NO!
Does a mass email or social media post convey that?
NO!
Your very first message to your clients should be a customized voice memo or video (you can do these on social media or through your cell phone's texting plan).
89% of all communication is nonverbal. So make sure you can bring the energy and the right body language!
It's 10x better than texting or mass blasting. I promise you.
(By the way, most people are going to need 4-6 invitations in order to commit and actually take action. Be consistently kind and differ the way in which you invite each time.)
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Lesson #3
This isn't just for your clients
Do you have a neighborhood you're farming...or some leads that you've been trying to chase down...or some people that are acquaintances/friends that you hope to eventually do business with?
BINGO - that's your invite list.
Yes, invite your clients.
AND ALSO invite people you are nurturing.
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Lesson #4
Don't sell a single thing at your event
If you try and sell something - or ask for a referral - you just lost the relationship.
Lemme show you.
Hey Mike, thanks for coming to get this free pie! I sure appreciate you!
By the way, who do you know that wants to buy or sell a house in the next couple of months?
Yuck.
Double yuck.
It says "i am giving you this pie because I want to milk this relationship for your referral."
It doesn't say "you are loved and cared for by me." HARD STOP.
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Lesson #5
The win comes in the follow up
After the event, you should call or send a video/voice memo to every person that attended.
Thank them for coming.
And then, if you desire, ask them for a conversation next week about business.
At that next conversation, you can talk about referrals and future business.
But DO NOT rush this process!
If they didn't make it and they had or had not registered, follow up and let them know that you missed them.
Continue the connection.
Every connection (or missed connection) should lead to another scheduled connection by you.
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After giving away over $300,000 worth of food and drinks - and throwing some of the biggest parties in the industry - I'm convinced that these 5 lessons can help you to maximize your efforts the next time you go after it
Call now to connect with business.
