Affluent Prospecting with Intimate Client Events
The Most Rewarding Client Experiences Often Don’t Occur in Your Office.
Just because affluent clients are successful doesn’t mean that they don’t want to also have fun. Casual and entertaining non-business events are an effective way to bring this segment of clients and prospects together, according to the Oechsli Institute. Done correctly, intimate client events can help you deepen those relationships.
Lighten up. Have some fun at your events
Choose the type of event (see the list of suggested ideas below) and the date/time. It’s good to have a solid understanding of your clients and their interests. When in doubt, pick an experience that you would find entertaining, too. Chances are if you are excited about it others will be as well.
- Fashion and Finance
- Antiques Roadshow
- Car Demonstrations
- Sporting Events (Spectator)
- Cooking Classes
- Golf Clinics
- Zoo Day for Families
- Art Gallery/Museum
- Cigar Night
- Fly Tying Class
- Tea Parties
- Gardening Events
- Trivia Night
- Batting Practice at Minor League Park
- Hunting/Fishing Trips
- Retirement Parties
- Birthday Parties
- Holiday Parties
- Chocolate Tastings
- Dance Classes
- Outdoor Concerts
- Theater Night
- Wine Tastings
- Fitness and Finance
How you invite clients and prospects is the key to success
The invitation is critically important to get the right people to attend. Consider the following talking points (to be used by you, not your assistant):
“We’re hosting a wine tasting at XYZ Vineyard on May 16, and we really hope you can make it. It’s for a small group of some of our best clients. It’ll be all fun, no business. Are you and (spouse’s name) free?” (Wait for response.) If they express interest in attending: “Great, I’ll circle back with you in a week or so to confirm.
Determine who's doing what
Determine who’ll be responsible for the logistics of the happening (i.e., invitations, venue, etc.). Then begin listing the clients and potential guests who will be invited. Call each personally and invite them to the activity. Limit your list to two to four client couples and two to four of your clients’ guests. This size allows you to have time to strengthen client relationships, while also developing new relationships. Smaller gatherings encourage invitees to bring guests, especially if you’ve suggest they bring a specific person by name. In other words, “Bring Sally Smith with you” rather than simply “Bring a guest.”
Don't talk business
A fun, non-business event is safe for people to ask you questions related to their investments. However, don’t get into too much detail. If someone asks you quite a lot of these questions, set up a follow-up meeting. You might say, “It’s probably not the best time for us to dive into this topic tonight, but I’d love to connect with you sometime next week. Are you free?”
How to follow up
Follow-up with every guest. If business was discussed, suggest scheduling a follow-up meeting to continue that conversation. If conversations were purely social, propose a secondary social point of contact, like a lunch meeting.
Many elite advisors hold occasions like this on a monthly to bi-monthly basis. When you do these consistently, you might even start getting invited to events clients and their guests hold.
- Within one week, Use the list above to identify three types of events that you and your clients and their guests will enjoy.
- Within two weeks, make a list of clients and potential guests who you’ll invite.
- Get The Affluent Mindset workbook by entering your email below. Work through the intimate client event steps on page 11.
Matt Oechsli video: How to implement intimate client events
Matt Oechsli and Stephen Boswell, from the Oechsli Institute, provide tips on implementing intimate client events.
The Oechsli Institute is not an affiliate or subsidiary of Hartford Funds