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ActiveCo’s 2017 has been an exciting year of transition, especially in how we engage with our clients, vendors and prospective clients.

It’s difficult to develop a relationship with a business owner who feels you see them as “just another prospective sale”; the reason to reach out to them is usually “touching base”, “following up”, or otherwise instigated when your CRM alerts you to give them a call.

It’s easy to realize that a relationship, which we find a genuine joy to develop with a client, is exponentially more difficult to develop with a prospective client. With that in mind, we’d like to celebrate our successes (and confess to our mis-steps!) in this series of articles on sales & marketing engagement.

Engagement is critical: how you engage, who you engage, why you engage and when to engage.

Imagine a world where your clients happily choose to spend their personal time with you, despite having strictly a business relationship. Not only do they come to an event, but they are happy to meet & greet with prospective clients and speak highly of you. This “in-person reference” is exactly what we have created and experienced with a few weekend events this year.

We brought in a dozen representative from our clients and a few prospective clients.

The premise of the event was simple enough…
To Clients: “Come and enjoy a fun event with us! Eat, drink, meet our other clients and, if you don’t mind, talk us up to a few prospects.”
To Prospects: “Come and enjoy an event with us and our clients. Eat, drink and use this as a reference check.”

Everyone, male, female, young, old, had the same response: “sounds great!”.

We couldn’t get over how our clients happily took the time, on 3 separate occasions, to spend their Saturday evening with us. We can’t thank them enough, though we made sure everyone went home with a gift by the end of the night!

In part 2, we’ll get into detail on the invitations & communication process leading up to an event, and add some other event suggestions to get you started!

Related Article:

Event Planning for Prospects – Part 2

Jeff Penner

Jeff has been in the managed services industry since 2015, understanding what business owners are looking for from technology, and helping them find it. The most important element for a business owner taking on a new technology partner is peace of mind and thus Jeff directs his efforts on finding practical information that any leader can apply to their business. Jeff lives in Vancouver, BC, sharing his love for learning and “the great indoors” with his 2 daughters.