From Max Fellows, Founder of allpoints
Here’s the thing: the COVID-19 pandemic didn’t just shake up our daily routines; it redefined how we do business. With hybrid work now a staple, markets more competitive than ever, and procurement becoming the uninvited guest at every negotiation, the landscape is challenging. But there’s one overlooked strategy that could give you a critical edge—and no, it’s not another software tool or webinar series.
I’m talking about client entertainment.
Now, before your mind races to clichéd images of boozy lunches in the City, let’s reframe what “entertainment” actually means. Post-pandemic, this isn’t about expensive wine pairings or fancy golf days (though, hey, if that’s your client’s vibe, lean into it). It’s about shared experiences that create genuine connections.
Why It Matters
Relationships are the foundation of long-term business success. Yes, you’ll do 90% of your work through emails, Zoom calls, and spreadsheets. But that last 10%? The human connection? That’s where loyalty, trust, and advocacy are born.
In today’s hybrid world, getting quality face time with clients is a Herculean task. Meetings are virtual, schedules are packed, and no one really wants another hour-long PowerPoint marathon. Yet, carving out moments to engage with clients on a personal, authentic level is more critical than ever. Why? Because it’s these moments that differentiate you from your competitors.
What Does Modern Client Entertainment Look Like?
Forget what you think you know. Today, client entertainment isn’t about big budgets; it’s about shared values and memorable experiences. It’s about understanding what makes your clients tick and creating events or activities that align with their interests and your business ethos.
- Are they into fitness? Host a yoga class or join a local running event together.
- Avid foodies? Bring in a chef for a cooking class or curate a tasting menu inspired by your shared projects.
- Passionate about sustainability? Set up a volunteer day planting trees or tackling environmental challenges.
The key is to offer experiences that go beyond work and build emotional, human connections. This isn’t just good for your current accounts; it’s a brilliant sales strategy too.
The Long-Term Benefits
When done right, these interactions do more than entertain—they fortify relationships. Here’s how:
- Stronger Retention: Clients are less likely to jump ship if they see you as more than just a service provider.
- Deeper Insights: Casual settings often lead to candid conversations about their pain points, challenges, and goals—intel you can’t buy.
- Brand Differentiation: It’s the little things that stick in people’s minds. Being the team that brought a creative, personal touch to the table makes you memorable.
Time to Act
So, where do you stand? Is client engagement a dusty relic in your sales strategy or a shiny tool you’re actively wielding? If it’s the former, it’s time to rethink how you’re building relationships in 2024 and beyond.
Client entertainment isn’t a nice-to-have—it’s a need-to-have. And when done with intention, it’s a game-changer for growth, loyalty, and long-term success.
So, over to you: How are you reimagining client engagement? What’s worked for you, and what hasn’t? Drop me a note—I’d love to hear your thoughts.
Max Fellows Founder, Allpoints your agency—reach out today.