Hosting a client appreciation event is a simple yet intimate way to show how much your clients mean to you. Choose a local restaurant that aligns with your client’s preferences and consider inviting them along with their spouse or another couple to create a relaxed atmosphere for meeting potential prospects. The primary focus of these dinners should NOT be investment discussions or retirement advice; instead, they should emphasize building genuine relationships with your existing and potential clients.
Best Practices for Client Appreciation Events
The Right Time
Prioritize your clients’ schedules when selecting the event date and time. Don’t assume their availability; ask for their input to maximize attendance and make the most of your budget. Be sure to communicate about the event early enough by sending “Save the Dates” to ensure it is a successful event.
Know Your Clients
Analyze your client base to identify common interests and demographics and tailor your event to these preferences. Consider segmenting your clients into groups for more personalized experiences.
Guest Speakers
If you opt for a guest speaker, ensure they can provide a captivating, tailored presentation that aligns with your client’s interests. Avoid turning the presentation into a sales pitch.
Avoid Sales Pitches
Client appreciation events are about conveying gratitude, building loyalty, and retaining clients, not selling financial products or services. Refrain from discussing business matters during the event but be ready to schedule appointments if your guests express interest.
Family & Friends
Encourage clients to bring guests to intimate events to enhance their comfort and potentially garner referrals. Although this is not the purpose of the event, these people may need you and getting to know you personally in a low-key fashion can help people assess their comfort level with you.
Make Connections
This is a chance for you to deepen your relationship with existing clients and start relationships with potential clients. Always remember that your clients work with you mostly because of who you are, not what you do.
Invite Clients Personally
Extend event invitations during client meetings if possible and send personal invitations to each client. Just emailing guests won’t cut it here. On printed pieces or emails, create a QR code for the invitation that takes them to a registration page on your website. Once they register, send reminders as the event nears. Remember to maintain an archive of past events on your website, indicating “previous events” to demonstrate your commitment to your client relationships.
Event Ideas
Bringing in a local chef to host a private cooking class can be a fun, unique option for a client event. Consider a toy, food drive, or silent auction for a local charity for your next holiday event.
Conclusion
At Quantum, we believe client appreciation events are critical to a successful advisor’s thriving financial advisory practice. They embody the essence of your commitment to fostering genuine relationships and expressing gratitude to your valued clients. So, whether you’re mingling at a client dinner, competing in a trivia night, or savoring fine wines at a tasting event, let the core sentiment shine through – your clients mean the world to you, and you’re here to ensure their financial success.
Call us to discuss your client events! 800.440.1088.
Scott spent 20+ years as a large market radio host, on-camera news talent and VP of content creation. He helps develop and manage all advisor client acquisition strategies for Quantum, including live events, digital, social and legacy media campaigns.
