Debbie Mayo-Smith: Activity = Success

Creating a client function can be a way of growing a client base and generating revenue. Photo / Thinkstock

Opinion

For many of us, business is quiet because of the economic climate. Plus let's be honest, many business owners and self-employed professionals just aren't great marketers of their business to begin with.

I'd like to share a fabulous success story I heard recently at a conference I'd attended. Members of a national group had been selected to share stories of activity they had conducted over the year with their colleagues.

Let's call our heroine Lisa. She is a busy mum and self-employed; runs her own business.

Talking about the business, it was quiet. Instead of the norm (moaning and groaning), Lisa decided to take action. She created a client function that was held at her home. Let me explain her planning and actions, highlighting the relevant takeaway points.

1. Goals. Lisa had two goals up front before she started.

a. To grow her client base

b. Generate revenue.

Having a goal puts structure and focus to your activity. It sets the stage for you to create the right activity and helps you to attain your result easier.

2. Targeting. She spent a lot of time going through her database and manually picking out what she thought was the most influential, connected individuals (with disposable income). Her invitation to them included what the evening would be about and also asked them to bring along a friend.

The rationale for inviting the 'right' demographic worked well. Her thought was these people would bring the right kind of friends along that would help her (and the suppliers) grow their database and clientele in a positive way.

3. Theme. She picked a theme for the evening

This theme was a 'what's in it for me' for the attendees. It was focused to help them share stories and get new ideas. It definitely wasn't a 'selling' party so to speak and people knew that.

4. Suppliers. She invited a few different suppliers to participate, with the proviso that there was no direct promos or hard sell and they were to do a small presentation to the theme. This soft sell approach is particularly appealing and works well. Every supplier there benefited from new business.

Though Lisa didn't ask the suppliers for any financial support - this could be an idea for the future. It doesn't have to be huge - a little catering, a venue. Additionally if space weren't limited, she could have asked the suppliers to invite some of their clients and prospects.

5. No big giveaways. Though the suppliers gave goodie bags with information and little samples, she wanted people to come for the right reason, rather than for a chance to win something.

6. Replaceable. The theme had to allow for future events so it could be repeated as is or create tangents on the original theme.

7. She held it from 7-9 pm. This helped reduce the catering requirement and helped ensure no hangers-on.

8. Lisa telephoned and posted out invitations. She wanted 20 people. The rsvp's totalled 28, though 22 came.

There will always be no-shows so it's a good idea to have your guest list to gently exceed the limit. Also large numbers in these types of events don't mean more success. Small intimate groups work well in allowing people to get to know each other.

9. After the event. Lisa received a lot of thank you calls and she followed up with everyone. Everyone enjoyed it and said they had fun.

10. Are you wondering if Lisa met her goal? She added 14 really good new people to her database. It generated in the immediate short term approximately $1,500 (remember the suppliers benefited too). Yes. I think she recouped her $200, 7.5 times over.

Bottom line? To me the vital points are this:

1. A database is your goldmine

2. Targeting = success

3. Goal gives you a focus. You create a plan to achieve it

4. Follow up

5. Soft selling is savvy

Written by international speaker and bestselling author Debbie Mayo-Smith For more tips, sign up for her monthly newsletter here.