QUESTION:

We need help with saying the “right thing” when we talk to our clients on the phone to invite them to an event.

We are inviting clients to a cooking demonstration with the head chef of a hotel in San Francisco. We’d like to invite them to invite a friend (with spouse). We wanted to see if you had a good script for inviting the clients’ friends to this event. We want them to understand the “reason” is we are always looking to expand our business however we are NOT going to be “salesy” at this meeting.

Examples we found online were:
“We encourage you to bring a friend or a couple who might also enjoy a fantastic evening.”
“Many of our clients have expressed an interest in having us sponsor some social events. We have lined up a special event that is an ideal time to introduce us to a friend or colleague.”

Please do not just say: “those look good.” We want you to tear those apart and give us something superior to work with. We expect lots huh? Thanks so much.

ANSWER:

When hosting an event where you want and expect clients to bring a guest – who might be a good prospect for your – you have to be very clear. Just saying “bring a friend” will not always get you what you want.

Here’s a 3-step process with some sample scripting.

1. Call your client to alert them to an invitation. (YOU make the call, not your CA.)

After the pleasantries: “George, I’m calling to let you know that you and Martha will be receiving an invitation from our office soon. Many of our clients have voiced an interest in having us host some social events where they can introduce us to others – but in a low-key, non-salesy environment. So, next month, August 11, we’re having a very special dinner at Chez Expensive. The chef is preparing a special dessert for us and will even pick the best wines to go with our dinner. We’re only inviting 3 couples and asking them to bring another couple whom they think should know about us and the work we do. Don’t worry. No sales pitches. Just a fun evening. …. I just wanted to alert you to the event so you can put it on your calendar and begin thinking whom you guys would like to invite. I’ll follow up in a few weeks to see if you can make it.”

2. Mail the invitation.

3. Call your client back to make sure they have received the invitation, to see if they can make the event and who they’ll be bringing. With dinner events, such as above, they have to bring someone to attend. If it’s a more loose event – like a wine and cheese tasting – you might let them attend w/o a guest.

QUESTION:

I have one quick question that I need a little help on. I am currently in the process of working on different marketing ideas and specifically marketing to Wedding Planners. Being in the mortgage industry this could potentially pose a huge benefit to both parties. I need help with showing benefit to the Wedding Planner and why she/he would want to refer business to me. Obviously both of our businesses will thrive from referral business and without it we would not survive. When I initially meet them, what questions should I ask, and how would I show value to them for using me?

ANSWER:

What is your main goal here? To turn these Wedding Planners into clients or Centers of Influence (COI)? For the purposed of my response, I’ll assume you want them as COIs and that if they become clients, that’s icing on the cake.

Think in terms of creating reciprocal referral relationships with 2-3 wedding planners. The best way to meet these folks would be through a referral from one of your clients or anyone else. Meet them through a referral if at all possible.

Once in front of them, be very straight forward about the type of relationship you’d like to establish with them. Both of you should cover such areas as:

1. What types of clients you serve the best.
2. How to recognize a good prospect for each other.
3. What are the processes you use to serve your clients.
4. How do they benefit.
5. What makes you different.
6. How you will become referable in each others eyes.
7. How you will make the connections – give the referrals.
8. How you will know if this relationship is working.
9. How often you should meet and talk on the phone to keep the relationship working for both of you as well as your clients.

Does this all make sense?

Don’t hesitate to send follow-up questions.