CREATING A CLIENT BASE. PROSPECTING STRATEGIES ► FOCUS ON DIRECT CONTACT WITH PEOPLE AS THE WAY TO...
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Transcript of CREATING A CLIENT BASE. PROSPECTING STRATEGIES ► FOCUS ON DIRECT CONTACT WITH PEOPLE AS THE WAY TO...
CREATING A CLIENT BASECREATING A CLIENT BASE
PROSPECTING STRATEGIESPROSPECTING STRATEGIES
►FOCUS ON DIRECT CONTACT WITH FOCUS ON DIRECT CONTACT WITH PEOPLE AS THE WAY TO BUILD A CLIENT PEOPLE AS THE WAY TO BUILD A CLIENT BASEBASE
►ALWAYS NETWORKALWAYS NETWORK►DEVISE A PLANDEVISE A PLAN►CUSTOMER VS. CLIENTCUSTOMER VS. CLIENT
NEEDS, WANTS & DEMANDSNEEDS, WANTS & DEMANDS
►NEEDS- PHYSICAL, EMOTIONAL, SOCIAL, NEEDS- PHYSICAL, EMOTIONAL, SOCIAL, ESTEEM.ESTEEM.
►WANTS- NON NECCESITIES TO WANTS- NON NECCESITIES TO TRANSLATE FROM CLIENT NEEDS.TRANSLATE FROM CLIENT NEEDS.
►DEMANDS-THESE ARE WANTS THAT DEMANDS-THESE ARE WANTS THAT HAVE BEEN BACKED BY FINANCIAL HAVE BEEN BACKED BY FINANCIAL RESOURCESRESOURCES
MUST TRANSLATE THEIR IDEAS INTO A MUST TRANSLATE THEIR IDEAS INTO A COMPLETE PACKAGE…WHY WOULD COMPLETE PACKAGE…WHY WOULD THIS BE SUCH A CHALLENGE?THIS BE SUCH A CHALLENGE?
THE CLIENT EXPECTS…THE CLIENT EXPECTS…
► GREAT FOODGREAT FOOD► APPROPRIATE ENVIRONMENTAPPROPRIATE ENVIRONMENT► A MEMORABLE EVENTA MEMORABLE EVENT► STRESS-FREE EXECUTIONSTRESS-FREE EXECUTION► FLAWLESS APPEARANCEFLAWLESS APPEARANCE► IDEAL WEATHER/CONDITIONSIDEAL WEATHER/CONDITIONS
CAN YOU THINK OF OTHERS?
MARKET ANALYSIS MARKET ANALYSIS CUSTOMER PROFILECUSTOMER PROFILE
►DEMOGRAPHICSDEMOGRAPHICS►LIFESTYLELIFESTYLE►GEOGRAPHICSGEOGRAPHICS►PSYCHOGRAPHICSPSYCHOGRAPHICS
MARKET DATA SOURCES-TREND MARKET DATA SOURCES-TREND REPORTS, PUBLICATIONS, CENSUS, REPORTS, PUBLICATIONS, CENSUS, PLANNING COMMISSIONSPLANNING COMMISSIONS
CUSTOMER CONTACTCUSTOMER CONTACT
► ENSURE PROPER ATMOSPHERE FOR ENSURE PROPER ATMOSPHERE FOR SELLING/BUYINGSELLING/BUYING
► AVOID INTERRUPTIONS/CALLSAVOID INTERRUPTIONS/CALLS► CLIENTS NEEDS TO FEEL LIKE THEY ARE KINGCLIENTS NEEDS TO FEEL LIKE THEY ARE KING► KEEP CONSULTATION PRIVATE BUT ENSURE KEEP CONSULTATION PRIVATE BUT ENSURE
DECIDING PARTIES ARE PRESENTDECIDING PARTIES ARE PRESENT►HAVE IDEAS BEFORE THE APPT IF POSSIBLE (KNOW HAVE IDEAS BEFORE THE APPT IF POSSIBLE (KNOW
BUDGET) UPSELL, AND CLOSEBUDGET) UPSELL, AND CLOSE► ENCOURAGE DECISION MAKINGENCOURAGE DECISION MAKING► PROPER PROFESSIONAL LANGUAGEPROPER PROFESSIONAL LANGUAGE
WHAT WOULD A PROPER CLIENT MEETING LOOK LIKE?WHAT WOULD A PROPER CLIENT MEETING LOOK LIKE?
CUSTOMER SOLICITATIONCUSTOMER SOLICITATIONCUSTOMER >CLIENTCUSTOMER >CLIENT► CUSTOMER- INITIAL CUSTOMER- INITIAL
CONTACTCONTACT► PROSPECT-WHEN YOU PROSPECT-WHEN YOU
HAVE INFORMATION-HAVE INFORMATION-NAME/ADDRESS/NAME/ADDRESS/
PREFERENCES, EVENTS PREFERENCES, EVENTS DATES, ETC.DATES, ETC.
► CLIENT-PROSPECT THAT CLIENT-PROSPECT THAT HAS COMMITTED TO A HAS COMMITTED TO A SALESALE
EXISTING CUSTOMERSEXISTING CUSTOMERS
►MAINTAIN RELATIONSHIPSMAINTAIN RELATIONSHIPS►FOLLOW-UPFOLLOW-UP►CREATE PROFILESCREATE PROFILES►CLIENT PROGRAMSCLIENT PROGRAMS►LIFE CYCLE OF EVENTSLIFE CYCLE OF EVENTS
THINK OF CUSTOMER PROGRAM YOU THINK OF CUSTOMER PROGRAM YOU MIGHT DEVELOP AS A CATERER……MIGHT DEVELOP AS A CATERER……
ORGANIZATIONSORGANIZATIONS
►KNOW MEMBERSKNOW MEMBERS►PERSONALIZEPERSONALIZE►FAMILIARIZE YOURSELF WITH THEIR FAMILIARIZE YOURSELF WITH THEIR
EVENT SCHEDULE/FUNCTION DETAILSEVENT SCHEDULE/FUNCTION DETAILS
DEVELOPING NEW CLIENTSDEVELOPING NEW CLIENTS
►PERSONAL ATTENTIONPERSONAL ATTENTION►ANNOUNCEMENTSANNOUNCEMENTS►MAILINGSMAILINGS►CALLSCALLS
PUBLICITYPUBLICITY
►FREE EXPOSURE THROUGHFREE EXPOSURE THROUGH MENUSMENUS ARTICLESARTICLES BROADCASTBROADCAST POSTERSPOSTERS FLYERSFLYERS
ADVERTISINGADVERTISING
►EXPENDITURES FOR BROADCASTING EXPENDITURES FOR BROADCASTING YOUR BRANDYOUR BRAND NEWSPAPERNEWSPAPER RADIORADIO WEBWEB DIRECT CONTACTDIRECT CONTACT REFERRALSREFERRALS TESTIMONIALSTESTIMONIALS
MARKETING MIXMARKETING MIX
► PRODUCTPRODUCT INCLUDES SERVICESINCLUDES SERVICES
► PRICEPRICE AVAILABILITY, DISCOUNTS, STRATEGYAVAILABILITY, DISCOUNTS, STRATEGY
► PLACE (DISTRIBUTION)PLACE (DISTRIBUTION) TRANSPORTATION, PERISHABILITY, PROCESSING, TRANSPORTATION, PERISHABILITY, PROCESSING,
INVENTORY MANAGEMENTINVENTORY MANAGEMENT► PROMOTIONPROMOTION
COMMUNICATION, PUBLICITY, ADVERTISINGCOMMUNICATION, PUBLICITY, ADVERTISING4 P'S
PROFESSIONAL SALES STAFFPROFESSIONAL SALES STAFF
► COMMUNICATE CAPABILTIESCOMMUNICATE CAPABILTIES► PROVIDE DETAIL INFORMATIONPROVIDE DETAIL INFORMATION►MEET WITH CLIENTSMEET WITH CLIENTS►GIVE TOURS/ EXPLAIN OPERATIONGIVE TOURS/ EXPLAIN OPERATION►DESIGN MARKETING TOOLS/LOGO DESIGNDESIGN MARKETING TOOLS/LOGO DESIGN► PURSUE AND DEVELOP LEADSPURSUE AND DEVELOP LEADS► FORMULATE PROSPECTING PLANFORMULATE PROSPECTING PLAN►DETERMINE MARKETING BUDGETDETERMINE MARKETING BUDGET► PROVIDE INPUT ON MENU PROVIDE INPUT ON MENU
OFFERINGS/SIGNATURE ITEMSOFFERINGS/SIGNATURE ITEMS
TOOLSTOOLS
► BUSINESS CARDSBUSINESS CARDS► PORTFOLIOPORTFOLIO► PHONE BOOKPHONE BOOK► SELLING STAFFSELLING STAFF►WEB/BLOGSWEB/BLOGS
► UNIFORMSUNIFORMS► BROCHURESBROCHURES► SIGNAGESIGNAGE►MAILINGSMAILINGS