Sometimes it's hard to understand our clientele. We don't
know whether to kiss up or dominate. But what we say and do pretty much
determines how things will pan out. Will we get the account? That's pretty much
the important question here. Food is a universally effective sales tool. We use
food on first dates, we use it at office parties, and we even sometimes use it
as gifts. Some of us us actually re-gift the fruit cake so much that it
actually rips through the packaging! Why not use food to land that next big
account? I'm not talking about a huge conference with a lot of people. Try
doing a simple business gathering for a small group of 4 to 6 people. Here's a
list for impressing those major clients with a business luncheon.
First
of all, you should do a little research. Finding out the person's lifestyle is
just as important as their business track record. Without imposing, discuss
whether or not they work out, if they like a certain type of food, if they're a
dessert fanatic, etc. This will also help you plan your budget in the long run.
After you complete the first event, you can plan to repeat it every few months
for other potential clients.
Invite
the clients that you wish to impress as well as some of your most valued
current clients. Keep in mind that they should have similar interests, if
possible. The current clients will not only make you look good but will most
often compliment your business verbally during casual conversations. Follow up
with an email or phone call. If they have in fact said yes, give them a
courtesy reminder to confirm the date and time.
Your
display and ambiance should be inviting. Have a server or two, available. If
you're able to, rent or bring glassware and silverware. Try not to use paper or
plastic. This can be really important for an earth-friendly possible client.
The food should have its own individual containers. Use warmers for the hot
food and make sure to serve the guests. Condiments should be displayed in
covered containers, not packages.
Plan
a reasonable menu. Your menu should be light but filling. Make sure to have
options for particular allergies such as, gluten, fruit, nuts, etc. I'm
suggesting chicken salad. Be sure not to hold the onions and garlic! If
you're heading back to the office these odors can be a little offensive and
overpowering. A simple, but colorful Green Salad is suggested, using a variety
of vibrant colors with spinach, cherry tomatoes, kale, radicchio, carrots, etc.
No Iceberg lettuce! For the sake of the guests that do have allergies,
cranberries, almonds, and such should be displayed as options for salads.
Dessert should be light with only two choices, such as a slice of pound cake
and slice of plain cheesecake. You may provide fresh strawberries or
blueberries as an optional topping. No sauces or whipped cream. Beverages
should include coffee, tea, iced tea, water, and lemonade. Please...no red
punch!
Finally,
if you like to kiss up as much as some of us do, have a small "thank you
for your time" gift, nothing too bulky or overly suggestive. For ladies,
it can be a small nicely packaged compact mirror or coin purse, but not too
corny. Men usually like to grab and go so this can be a little tricky. It needs
to be something that they can shove into their pockets. One of those tiny nail
or mustache clipper sets may do the trick. With either gift, choose your
packaging creatively so that you can insert your business card or a small note.
Try not to use the obvious promotional items with your information printed on
them. This small gift is sometimes more effective after the fact. By sending it
as a thank you a week or two later, you rekindle the clients thoughts and
sometimes persuade them to consider your company even more so.
This
particular type of business gesture is a sure way to get attention. It is an
unorthodox form of advertising and does take careful planning and a moderate to
generous budget. If you keep it simple, keep the business conversation or
presentation short, and use some ingenuity, you may just land the next Mark
Zuckerberg-type account!
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