Clients are what make a business succeed. Without them, a business wouldn’t go anywhere. “You should always make your customers feel as if they are not just a number. Without your customers, you would not be where you are now,” Jeff White of Colby Ridge Popcorn said.
To keep clients coming back and bringing in more business for your establishment, you need to make them feel appreciated and take your customer service to the next level. “With the scores of choices we have access to in goods and services, if you don’t find ways to let your guests feel appreciated there is a very good chance that they will take their business elsewhere,” Event Coordinator of the Venue Cherie Anderson said. Getting to know clients’ personalities better and using their interests to show them how much you really do appreciate their business can help you strengthen client relationships.
Not everyone enjoys a fancy dinner or a round of golf, but everyone likes some token of appreciation being thrown his or her way. “It’s the age old saying that ‘it’s the thought that counts.’ So many people feel like they’re so busy servicing their clients that they forget to slow down and realize that any gesture of appreciation is an easy opportunity to set themselves apart,” Jeremy Schafer of Top Shelf Beverage Services explained. “Whether it’s a simple phone call, letter, email or small token of a business’s appreciation, it’s the fact that you took the time out of your day to make them a priority that really matters.”
Ashley Pavlish with Body Nouveaux Spa says, “In my industry, there are day spas on every corner. Every place can provide the same basic service, but I 
and my staff really try to keep things new and fresh and really try and give our clients lots of fun ways to show our appreciation. Our clients mean everything to us. I not only have clients I’m very close with, I even become close with my staff’s clients. We also send out personal thank-you cards saying thank you again for being part of our spa. They are the reason why we get to have a job that we love to do, which makes it easy to spoil them that much more!”
Here are a ways to make help you get started in making your clients feel appreciated:
Taking clients out for a meal
Most people love a good, free meal out. Taking clients out for a meal helps show clients that you appreciate them, but is also an excellent way to get conversation flowing. Even a small get together for lunch can help you get to know your clients on a more personal level. Here are a few tips for your client meal:
Research clients in advance: Look at your clients Facebook profile or company website profile to get a better idea of their interests to help initiate conversation and find common ground among the clients and yourself. Bringing up their favorite sports team will also show them that you took the time out to get to know them beforehand, which always makes people feel good. Researching your clients is also good to know their likes and dislikes so you do not steer the conversation down the wrong path.
This can also be helpful in getting the right clients together for a meal. You might think you’re doing your two biggest clients a big favor by arranging a dinner for all of you together, but if you get there and find out one is a staunch Republican and the other strong Democrat and they end up arguing all night, you’re not doing anyone any favors and might even end up losing a client.
Find a place suitable for conversation: Try not to go to the loudest, newest restaurant in town that won’t allow for any sort of conversation to happen. Make sure you also visit restaurants ahead of time to check the feel of the restaurant, their menu and their service. Also, choosing a restaurant that you have a good relationship with (another client perhaps) can help you look good, especially if you can greet the owner and staff by first names.
Take your time: No need to rush a meal. Take the time to enjoy the food, company and conversation. The goal is to make your clients feel relaxed and not like they are in a business meeting. The point of taking your clients out to dinner or lunch is to make them feel relaxed and not stressed out by work. Try and order an appetizer to make the meal last longer. Make sure you don’t book anything for the rest of the evening in case the meal lingers longer than the expected hour or so. It would look terrible to have to cut a good dinner short because you need to run to another appointment (or other engagement) and may send the message that your client’s time is not all that valuable to you.
Make a reservation: People have busy lives and no one likes waiting 30 minutes for a table. Call ahead of time, even if you are only taking out one client. Doing this will make you look prepared and help start the meal off on the right foot. You not only want to make sure you won’t be waiting with your clients in the lobby, but you also want to try to find a table that isn’t directly by the door to the kitchen if at all possible.
Taking a meal to your clients place of business
Some people can’t squeeze a two-hour dinner into their day, so bringing a meal to the clients place for lunch is an excellent idea. Doing this not only saves time, but also the hassle of picking out a restaurant and making reservations. If you choose this option, keep the following in mind:
Make sure they know when you’re coming: Surprises are great, but not during the workday. Having approved confirmation from your client to bring lunch in is always a good idea. Having a set day will also help to avoid days where staff meetings are schedule or half the office is out of town. Picking a slow moving day is a great idea to allow for the meal to be more relaxing and enjoyable. You also want to avoid the awkwardness of showing up with a delicious spread of food twenty minutes after everyone has already eaten. They will feel guilty for not eating what you’ve brought and you will feel silly for putting them in the awkward position. You never know what kind of eating schedule your clients are on, so pre-warning them will allow them to plan their days around the meal you’re bringing.
Keep dietary preferences in mind: It’s never good to bring in fried chicken when half the clients are vegetarians, or if you bring in a salad buffet when everyone dislikes lettuce. Knowing dietary preferences will show the clients you know them on a more personal level and that you took the time out of your day to find out their preferences. The simple way to do this is by asking. When you call your client to tell them you’ll be bringing in lunch, simply ask what some of his or her favorite meals or restaurants are and what their employees would enjoy. They’ll probably be happy to share their preferences and be appreciative that you’ve taken the time to ask.
Work with a caterer you know: Knowing your caterer beforehand can lead to better conversation between the two of you and also ensure the food will be top notch and delivered on time. Also, if you have numerous occasions you need to have catered, using the same caterer can lead to them knowing your food preferences and make the future meals go much smoother. Whether you are picking the food up and delivering it yourself or meeting the caterer at your clients’ office, knowing them personally always makes for a better situation.
Eat with them: It’s great to drop off a great spread or have one delivered, but the true appreciation takes place when you spend time with your clients. Take an hour or so out of your day and dine with your clients. Talk a bit with your main point of contact, but also get to know the other people in the office. It shows that you really care about the business as a whole and you never know when your main point of contact might take another position and someone else in the office will become your new contact.
Do dessert: It might be too much of a hassle (for you and your clients) to have a whole meal brought in, especially if the office is very large. You can make the same impression by just bringing in desserts some day. For example, a few dozen custom cupcakes that are a variety of unique flavors or that are even decorated with the company’s colors and logos is a great way to show appreciation. You don’t even need to call ahead before you do this, you can just stop in some afternoon and drop them off with a few of your business cards. They can be put in the break room and enjoyed by all of the employees for the next couple of days whenever they get the munchies.
Take them somewhere unique
Who doesn’t love doing something new and different? Lincoln has lots of hidden gems that could make for a great place to take clients for a good time. A new place in town, Corky Canvas, would allow for great conversation, food and drink and demonstration of artistic skills. At Corky Canvas, anyone is considered an artist and they can paint a picture guided by an instructor while having a few cocktails and listening to some great music. Bringing your clients somewhere unique allows them to experience something new and allows them to have a little fun.
Owner of Corky Canvas, Angie Bergren, offers perks to her business clients as well. “If I know my clients are coming in, I will offer a free glass of wine or loyalty cards,” Bregren said. “Discounts make clients feel welcome since Corky Canvas is locally owned and new to the city.” Corky Canvas will also come to your client’s place of business if the clients would prefer painting in a more familiar environment.
Spa days are another great idea for clients. “We can offer spa day events,” says Ashley Pavlish with Body Nouveaux. “Block out the spa for a group to come in and relax. We are also in the works to host spa nights where our clients will be able to bring in their friends to come visit our spa, meet our staff, try some products and receive mini free spray tans, facials and massages.”
Another unique idea is taking clients to Omaha Air Tactical for an Airsoft outing. “A weekend of simulated military operation with Airsoft guns and equipment is an unique retreat idea that everyone will remember,” Jim Churray said. Omaha Air Tactical works with Airsoft Nebraska to have access to fields in Ft. Calhoun, Nickerson and Papillion, all of which are easy to drive to from Omaha. If you decide this idea is right for your clients, you and your clients will enjoy a military simulation that involves a storyline with missions needed to accomplish, ranging from guard duty to planting demolition charges on satellites or weapon caches. “The events can run for 1-7 days. Omaha Air Tactical also provides all the eye/face protection as well as the airsoft weapons and training on how their weapons work,” Churray said. If you choose an event like this, it will be something your clients will remember for life.
“Make your event unique and one that your guests will remember and talk about for some time,” says Annette Marquez with The Perfect Occasion. “Make them want to come to your next event because the last one was so informative, interesting or just plain fun. Your event may stand out because you chose a unique venue, served interesting food or provided unusual entertainment.
I was with a group of event planners who were attending a site visit at a theater. As we walked across the stage, one of the men behind mentioned an event where we had eaten lunch on stage at another theater. That was an event I planned almost two years earlier and people were still talking about it.
Another example is an award banquet where we chose a venue built in 1928 overlooking the Minneapolis skyline. Heavy hors d’oeuvres were served in the lounge and balcony area where guests enjoyed the view. Guests then moved to the venue’s theater where they were entertained by a nationally known singer and a magician. The entertainment was followed by the award celebration, then back to the lounge for more singing and dessert.
Another idea is for a company representative to share fun stories about the company with the entertainer. The entertainer then writes a humorous presentation that is unique to your organization and everyone in the room can relate to it.
Add a new twist to an ongoing event. For a long running three-day outdoor fair, we added students’ art work. The area schools were invited to submit original art created by their students. This was a popular addition.”
Remember, when you take your clients somewhere they’ve never been, you gain a number of benefits:
–You get to introduce them to a new experience. In almost every case, new experiences are good ones that stick in our memories. If you introduce a client to something new that they enjoy, they will always connect you (and your business) to that pleasant experience.
–You get to spend time with them. There is just no substitute for face time with your best clients. No matter how many emails you send, phone calls you make or great service you give, you just can’t make that personal connection with them unless you spend actual time with them. The more time you spend getting to know your clients, the better the relationship will be and the less likely they will be to be swayed by a lower price, newer product, etc. that is offered to them by your competition.
–You can possibly introduce them to another client. We always make a point to take our clients out to other clients’ for outings. For example, we have taken groups to Corky Canvas (a client), to Bryson Airboats (a client) and to the Lincoln Stars (yet another client). We have great relationships with these establishments and get to spend time with them as well as introducing them to a whole group of people who may become future clients of theirs. It’s a win-win for everyone involved.
If you are planning an outing, it’s extremely important that you plan early. If your clients get an invite a week before the event, it’s likely they will already have plans or will even feel like they were a third or fourth choice because someone else couldn’t make it. You should have the event planned and invitations out at least three weeks in advance and get RSVPs at least a week before the event so you can let the venue know how many will be coming. Make sure to send out a reminder a day or two before the event with any final details included (such as transportation or if you’re meeting in another spot to ride together) and reiterate other details (times, attire, food or beverages offered, etc.). Your clients will appreciate this thoroughness and you’ll almost always have one or two who have forgotten about the event even though they’ve already blocked it off on their calendar. You should also make sure to include contact information for you the day of the event, such as a cell phone number, in case clients get lost, are running late or have another reason they need to talk to you.
Throw an appreciation party
Everyone loves a good party, and people especially like one if it is being thrown in their honor. To really show your clients that you appreciate their business, try throwing an appreciation party for them. “Client appreciation parties are a really nice way to get to know your clients away from an office atmosphere,” Jennifer Davis-Korn at 48 Bowl commented.
Throwing your appreciation party at a bowling alley allows a unique and fun space to get together, have a casual meal and step out of your comfort zone to bowl a few frames. “Bowling can humanize your relationship with your clients, as in, this is what you look like when you loosen your tie or kick off your heels,” Davis-Korn said.
Going bowling also allows for a great community atmosphere. People naturally get into the game and rally around their teammates while offering encouragement. Seeing different sides to people personalities, besides just their business side, allows for a better connection to your clients.
48 Bowl often holds appreciation parties that incorporate bowling, food and beverages. “We (48 Bowl) can customize your package specifically to your budget and your needs,” Davis-Korn said.
Another form of an appreciation party is a private event at a secluded location. At Top Shelf Beverage Services they recently invited a sampling of clients to Capital Beach for a showing of some of their products and services. “Doing this gives us an opportunity to really focus on exceeding the client’s particular expectations and make them realize that they are important to us,” Jeremy Schafer of Top Shelf Beverage Services said. Top Shelf also offers intimate affairs like private wine tasting for groups of six to twenty.
Throwing an appreciation party can also be done with the help of an event planner. “An event planner can help you design just the right event and handle all the logistics, while staying within your budget,” Annette Marquez of The Perfect Occasion meeting and event planning said. “Another bonus to using an event planner is it lets you attend the event as a guest, not as the coordinator.”
Marquez considers lots of variables when planning an event for clients. “Before you start planning an event, ask yourself these questions: Who are my clients? Would they prefer elegant, casual, outdoors, or perhaps something whimsical? Would they like something at their office during business hours or in the evening when the workday is done? Should spouses or significant others, or families be included? What do you want them to experience, to remember? Also, don’t forget to take budget into account,” Marquez said.
Some of her past events include golf outings, sporting event tickets and picnics. The possibility for location and type of appreciation parties are endless, it is your job to know your clients’ personalities well enough to throw them a party they will enjoy and remember. This all comes back to good customer service. If you are giving your clients the right kind of service, you will already know them on a personal level and be able to customize your event to their likes and dislikes. If you know nothing about your clients outside of work, this is a good indication that you need to step it up in the client appreciation arena!
If you have a party and are planning on having adult beverages, you should put some thought into transportation. Not only do you want to avoid liability if an accident or other incident happens, but you also want to ensure that all of your guests get home safe. If you really want to make an impression, you can rent a limo for the evening and pick up your guests before the event and drop them off after. If this isn’t in your budget, keep the number of a local cab company handy and make sure you call it if any of your guests look like they can’t drive home. You can always make arrangements with them the next day to get their vehicle delivered back home.
If you are planning a party, keep in mind that the holidays are quickly approaching. If you are already planning a holiday get together for your clients or customers, you might not want to try to throw another party into the mix just a couple of months before. Not only will it be a lot of work and expense on your part, but you might also get some clients who won’t attend both. Even if you aren’t planning a holiday party, it could still affect your plans as receptions halls, restaurants, party planners, rental companies and other professionals you might want to partner with can get booked quickly during this time. Your clients may also have a number parties already planned and their scheduled get very booked during the holiday season. If you are planning a client appreciation party, you might want to wait until a few months after the holiday.
Remember your employees get busy during the holiday season as well. Many times, you will want all (or at least some) of your employees to attend the party and you don’t want to overload them with after-work events (even if they are fun ones!). This is another good reason to wait to guarantee good attendance and low stress from your own staff!
Give them a custom gift
Often times, throwing a party for your clients or bringing them lunch is always a hit and shows your clients how much you appreciate them; but sometimes giving something they can hold and keep makes people feel extra special. “Custom gifts are a hit in the business environment because it shows that you really went out of your way to make them feel special while promoting your business at the same time,” Jeff White at Colby Ridge Popcorn said.
At Colby Ridge Popcorn they offer a variety of products for businesses which include: Popcorn Canisters, heat sealed bags of popcorn with custom labels (starting at .99 cents), chocolate covered potato chips and gift basket arrangements.
Sending out gift baskets is always a good gift because they are so easy to customize. Gift baskets can be for one person or a hundred depending on the size and contents. You can bring multiple baskets or have everyone share one. Common basket contents are food (think munchies like snack mix, chocolates and other finger food that your clients’ officemates can snack on throughout the day), customized products like coffee mugs with your logo on them or pens and notepads, perhaps some baking mixes or wine and even a higher-end gift like a stadium blanket.
At Top Shelf Beverage Services, they send out holiday gift baskets for their clients. “What we’ll be doing for the holidays is sending out gift baskets with wine, cheeses cured meats and other unique wine gadgets,” Jeremy Shafer said. It’s likely that many of your clients will be receiving gifts from those they do business during the holiday season, so make yourself stand out by sending a gift not connected to the holidays. It won’t get lost in the shuffle and will be seen as an ‘I value you’ gift rather than a ‘it’s the holidays and I have to send a gift to all my clients’ present.
“We offer gift cards for our services,” says Ashley Pavlish with Body Nouveaux. “We have other business owners come in all the time to purchase gift certificates for clients of theirs. Just the other day I had a guy come in from a bank who bought one for a long-time customer of his.”
Some other ideas for custom gifts are going above and beyond when it comes to special events your clients have. At Venue, they aim to think outside the box when it comes to doing something extra special for their clients. “It can be as small as coordinating the napkins for a 50th wedding anniversary to that of their wedding colors, to creating a menu from scratch to complement wine a guest wants to bring in. It takes time to have this mind set, but this is what builds loyal customers,” Anderson at Venue said.
Custom gifts are great also, because they show your clients gestures that are outside of the norm. “Treat your guests like you treat your significant other,” Schafer said. “They (clients) always appreciate flowers, hand-written cards and other gestures that show you care.”
The personal touch is critical these days as everything seems to be automated or digital. How many times do you receive something hand-written or have something delivered in person by a representative of the company? As this gets more and more rare, it also gets more and more noticed. You need to do what your competition isn’t doing–and that doesn’t mean lowering your prices or adding more service. It means showing those clients you have that you appreciate them and are willing to do what your competition won’t to show them that. If that means taking a couple days out of your month to make visits to office with a few cupcakes and a hand written note, it’s well worth the time and effort!
Clients make a business flourish. Without clients, a business would just be an empty building and an idea. Client appreciation is important because it keeps your clients coming back and spreading word about your business to their friends. As Anderson for Venue said, “the best marketing out there is word of mouth.”
Client appreciation doesn’t have to be expensive gifts or all-expenses paid vacations to Hawaii, as mentioned, the littlest things make people feel special and want to continue doing business with you. “With the scores of choices we have access to in goods and services if you don’t find ways to let your guests feel appreciated there is a very good chance that they will take their business elsewhere,” Anderson said. “It is a competitive market out there and you usually get one chance to make that first impression.”