| Social Failures | | | | client - what do they do for fun? If you don't ask it |
| The typical social event professional (from wedding | | | | shows you don't really care. |
| planners to caterers and photographers to DJ's) | | | | 3. Connect. Use social media tools like LinkedIn with |
| struggles to find new clients because they never | | | | every B2B customer. Friend them on Facebook and |
| leverage the power of relationships. | | | | follow them on Twitter. Get their email addresses. |
| | | | Always. |
| The unsuccessful event pro says, "Why should I | | | | 4. Find Ways to Serve Them. Don't use Facebook to |
| waste my time following up with a bride after the | | | | sell and tell - use it to listen and help. When an old |
| wedding is over? It's not like she's going to hire me | | | | client posts "I have the flu" on Facebook - pick up |
| again any time soon." | | | | the phone or send a get well card. They'll be |
| It's this type of faulty thinking that causes many | | | | amazed... just don't stalk. That's creepy. |
| event people to fail. | | | | 5. Let Them Know You'd Appreciate New Business. If |
| The successful event business owner says, "Of | | | | you always seem overworked - nobody will want to |
| course I keep in touch with my brides! They're not | | | | burden you with new clients. Think about it! Let your |
| going to get married again soon - but they've got | | | | clients know you want to help there friends. |
| sisters, brothers, cousins, friends and co-workers. | | | | 6. Don't offer commissions to everyone. Yes- |
| When I get referrals I don't have to sell hard and I | | | | sometimes it helps to offer a percentage - but many |
| don't have to deal with price shoppers." | | | | times it can insult your client. If they feel you are |
| And this applies to corporate event pros even more | | | | bribing them - or exploiting their friends they won't |
| so! | | | | want to refer clients to you. Use commissions with |
| Referrals are your easiest sales and your best | | | | other event vendors only. |
| customers. They trust you and they're willing to listen | | | | 7. Tell Them What Kinds of Clients You Want. Don't |
| to your advice. They don't want to waste time | | | | assume your wedding photography client knows you |
| shopping for price. So, are you getting enough | | | | also do family portraits. Educate your clients about |
| referrals? | | | | your business. |
| Here's a few ways to get more referrals - or should | | | | 8. Expand You Definitions. Are you only an A/V |
| I say "earn more referrals" from your clients. | | | | company or are you an event production solution? Or |
| | | | are you a partner in your client's success... above and |
| 1. Amaze Your Clients. If you want to be successful | | | | beyond the event? |
| don't give them a good deal for the price, give them | | | | 9. Love. That's right. Love and serve your clients to |
| a remarkable deal. And then give them the very best | | | | the best of your ability. It will come back to you in a |
| personal service in your industry. Being good enough | | | | big way. |
| isn't good enough. | | | | Growing your event business isn't that hard when |
| 2. Know Your Clients. Where did they grow up? | | | | you do an amazing job and love your clients. Make |
| When is there birthday? What college did they | | | | sure you're marketing your business in the most |
| attend? What's their biggest passion in life? What's | | | | effective way. There are many free internet tools |
| their favorite restaurant? Hobby? Teams? If they're | | | | that make attracting more event clients easier than |
| a social event client - what do they do for a living | | | | ever before. |
| and how can you help them? If they're a business | | | | |