CREATING A CLIENT BASE. PROSPECTING STRATEGIES ► FOCUS ON DIRECT CONTACT WITH PEOPLE AS THE WAY TO BUILD A CLIENT BASE ► ALWAYS NETWORK ► DEVISE A PLAN.

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Presentation transcript:

CREATING A CLIENT BASE

PROSPECTING STRATEGIES ► FOCUS ON DIRECT CONTACT WITH PEOPLE AS THE WAY TO BUILD A CLIENT BASE ► ALWAYS NETWORK ► DEVISE A PLAN ► CUSTOMER VS. CLIENT

NEEDS, WANTS & DEMANDS ► NEEDS- PHYSICAL, EMOTIONAL, SOCIAL, ESTEEM. ► WANTS- NON NECCESITIES TO TRANSLATE FROM CLIENT NEEDS. ► DEMANDS-THESE ARE WANTS THAT HAVE BEEN BACKED BY FINANCIAL RESOURCES MUST TRANSLATE THEIR IDEAS INTO A COMPLETE PACKAGE…WHY WOULD THIS BE SUCH A CHALLENGE?

THE CLIENT EXPECTS… ► GREAT FOOD ► APPROPRIATE ENVIRONMENT ► A MEMORABLE EVENT ► STRESS-FREE EXECUTION ► FLAWLESS APPEARANCE ► IDEAL WEATHER/CONDITIONS CAN YOU THINK OF OTHERS?

MARKET ANALYSIS CUSTOMER PROFILE ► DEMOGRAPHICS ► LIFESTYLE ► GEOGRAPHICS ► PSYCHOGRAPHICS MARKET DATA SOURCES-TREND REPORTS, PUBLICATIONS, CENSUS, PLANNING COMMISSIONS

CUSTOMER CONTACT ► ENSURE PROPER ATMOSPHERE FOR SELLING/BUYING ► AVOID INTERRUPTIONS/CALLS ► CLIENTS NEEDS TO FEEL LIKE THEY ARE KING ► KEEP CONSULTATION PRIVATE BUT ENSURE DECIDING PARTIES ARE PRESENT ► HAVE IDEAS BEFORE THE APPT IF POSSIBLE (KNOW BUDGET) UPSELL, AND CLOSE ► ENCOURAGE DECISION MAKING ► PROPER PROFESSIONAL LANGUAGE WHAT WOULD A PROPER CLIENT MEETING LOOK LIKE?

CUSTOMER SOLICITATION CUSTOMER >CLIENT ► CUSTOMER- INITIAL CONTACT ► PROSPECT-WHEN YOU HAVE INFORMATION- NAME/ADDRESS/ PREFERENCES, EVENTS DATES, ETC. PREFERENCES, EVENTS DATES, ETC. ► CLIENT-PROSPECT THAT HAS COMMITTED TO A SALE

EXISTING CUSTOMERS ► MAINTAIN RELATIONSHIPS ► FOLLOW-UP ► CREATE PROFILES ► CLIENT PROGRAMS ► LIFE CYCLE OF EVENTS THINK OF CUSTOMER PROGRAM YOU MIGHT DEVELOP AS A CATERER……

ORGANIZATIONS ► KNOW MEMBERS ► PERSONALIZE ► FAMILIARIZE YOURSELF WITH THEIR EVENT SCHEDULE/FUNCTION DETAILS

DEVELOPING NEW CLIENTS ► PERSONAL ATTENTION ► ANNOUNCEMENTS ► MAILINGS ► CALLS

PUBLICITY ► FREE EXPOSURE THROUGH  MENUS  ARTICLES  BROADCAST  POSTERS  FLYERS

ADVERTISING ► EXPENDITURES FOR BROADCASTING YOUR BRAND  NEWSPAPER  RADIO  WEB  DIRECT CONTACT  REFERRALS  TESTIMONIALS

MARKETING MIX ► PRODUCT  INCLUDES SERVICES ► PRICE  AVAILABILITY, DISCOUNTS, STRATEGY ► PLACE (DISTRIBUTION)  TRANSPORTATION, PERISHABILITY, PROCESSING, INVENTORY MANAGEMENT ► PROMOTION  COMMUNICATION, PUBLICITY, ADVERTISING 4 P'S 4 P'S

PROFESSIONAL SALES STAFF ► COMMUNICATE CAPABILTIES ► PROVIDE DETAIL INFORMATION ► MEET WITH CLIENTS ► GIVE TOURS/ EXPLAIN OPERATION ► DESIGN MARKETING TOOLS/LOGO DESIGN ► PURSUE AND DEVELOP LEADS ► FORMULATE PROSPECTING PLAN ► DETERMINE MARKETING BUDGET ► PROVIDE INPUT ON MENU OFFERINGS/SIGNATURE ITEMS

TOOLS ► BUSINESS CARDS ► PORTFOLIO ► PHONE BOOK ► SELLING STAFF ► WEB/BLOGS ► UNIFORMS ► BROCHURES ► SIGNAGE ► MAILINGS