|
|
|
BUSINESS ENTERTAINING, MEETINGS & TRAVEL
Beyond Breaking Bread
Building a successful business relationship is a lot like dating — and creativity counts
|
Business New Haven
8/23/99
By: Sharon Cohen
|
Taking a client out to lunch or dinner will probably never become passé - many a deal is finalized over a sumptuous meal. Yet, from skyboxes at the big game to front-row-center seats at the New Haven Symphony, area business people are finding other distinctive ways to entertain and show appreciation.
In today's highly competitive marketplace, building a relationship counts more than ever. With products becoming ever-more equal in price and performance, a customer will go with the company he or she feels more comfortable with and appreciates. The successful salesperson of the 1990s is the individual who provides information, gives advice and becomes a trusted associate.
"Building a business relationship is not much different than starting to date," says Ray Kish, president of Candlewood Marketing in Danbury. And, like dating, it takes time to make a lasting impression.
Making an impression is one of the reasons why area corporations, businesses and professional firms look for alternatives to the free lunch or dinner when seeking to do something for their customer or client.
"When we share beautiful golf courses with our advertisers - both new courses and old favorites like the one at Yale - it makes a lasting impression," says Bob Carney, executive editor of Golf Digest magazine in Trumbull. "We are saying to our clients, 'We understand your love of this sport. And we care about your experiences and your interest.'"
Given the subject matter of their publication, Golf Digest salespeople have long rewarded their customers with complimentary golf outings - many times on the world's most renowned fairways. Over the years, golf has become the sport of business people. With the advent of new, more affordable courses, middle management is now getting into the sport as much as the top echelon executives who latched onto golf years ago. More and more businesswomen are hitting the links as well, as evidenced by the establishment of the Executive Women's Golf Association.
"There's a lot of time to talk between swings," says Carney, when he discusses the benefits of welcoming clients on the green. "You are getting someone away from the phone and fax for about five hours. And during this time, you are sharing a passion. Over 18 holes, you can really begin to form a friendship."
During his tenure at Golf Digest, Carney has also been on the other side of the fence - the party being "wined and dined." In his case, golf was also the featured entertainment. Once someone with the PGA Tour treated him to experience a game on a nine-hole golf course in Florida, followed by a tour of a wildlife preserve. "It was a great time I'll never forget," says Carney. "I even brought home something for my son."
Golf Digest guest columnist Bill Storer cautions that salespeople who take clients on a golf date have to remember the purpose of the day is not just to play 18 holes but to focus on the needs of the customer. "The important thing is to keep the important thing the important thing," he advises.
When entertaining on the course, the salesperson or corporate executive should not concentrate on his or her game but on the client. "Know what you want out of the day, and keep in mind the customer is giving you half a day of his or her time. Don't miss the opportunity to sell yourself - your personality, integrity, reputation," Storer recommends.
Storer adds that this relationship building brings results. A bank vice president tells of a sale he negotiated that was closed by the 15th hole. He focused the whole time on the client and got a $152 million payoff for his efforts.
Ray Kish, whose firm specializes in relationship marketing, notes that people also have to remember that it's not the outing alone that brings results. It goes back to the dating analogy. You may go to one of the most wonderful places on your date. However, it's meaningless if you don't like being with that person.
"There has to be a chemistry and no clash of personalities for business relationships to form," he says. "If you don't have respect for each other, no business is going to take place."
Golf is only one alternative for business entertaining. The goal is to find something that the other party will enjoy and appreciate. Carney recalls that when his wife, Julie, was in sales, she sometimes took female clients out for a manicure or facial. It was a great bonding experience. It also included that extra benefit of having time to talk and get to know each other.
The arts also provide an excellent opportunity for entertaining. "The Shubert has always been a place where corporate people have brought their clients," says Martha Sue Weisbart, director of corporate sponsorship for the Shubert Performing Arts Center in New Haven.
"Four years ago, we introduced a more formal program that would benefit both larger corporations and smaller companies. Membership in the Shubert Corporate Club gives a company the opportunity to purchase premium seats for any event. Each Shubert Corporate Club member also has access to the Wayside of Milford Hospitality Suite, an entertainment space decorated like an elegant living room. Staffed by a waitperson, the suite functions as an oasis where guests can enjoy wine or other beverages, hors d'oeuvres or dessert before or after the performance or during intermission. And if the host company is unable to make the event and welcome the guests, someone on the Shubert staff is available for this purpose.
"The whole idea is to give companies a place to entertain their clients and treat them as special," notes Weisbart. In addition, it offers members the corporate recognition and marketing benefits that reward their participation and support. The people being entertained also see this recognition, which is another form of image enhancement.
"One thing I've learned over the years is that clients love to be treated like clients," says Anthony Scillia, C.P.A. of Simione, Scillia, Larrow & Dowling in Hamden. Clients also appreciate the opportunity to get to know the principals of the accounting firm in a personal, rather than a business, context, adds Laura Flanagan, the firm's professional and practice development coordinator.
Such corporate programs are offered by many other New Haven cultural organizations as well. Corporate sponsorships of the New Haven Symphony Orchestra includes seats plus the use of the President's Room at Yale's Woolsey Hall. The room can be set up for anything from a champagne reception to a full meal.
"It's a wonderful way to bring a client to a sophisticated, elegant event for a reasonable price," says Lorraine K. Young, the NHSO's executive director. Similarly, Long Wharf Theatre gives sponsors the opportunity to entertain guests right in the production's rehearsal halls.
Entertainment is often for the spouse as well as the client. Karen Childers, director of marketing of the Wine Exchange in Farmington, is often on the receiving end of business entertainment when her husband is asked to bring his wife to an event. Previous gatherings have included golf outings, traditional dinners, theater performances and even the Super Bowl.
Childers notes that the spouse has a role to play - and it's more than just enjoying the meal or music. "The spouse should also enhance the business relationship. Before my husband and I go out, I try to find something out about the person who is entertaining us, his company, the industry. This furthers communication and respect among parties."
Sometimes Childers will bring her husband along when she is the one being entertained or entertaining. Not always, however. "It's not appropriate to bring the spouse in every situation. This is especially true at the beginning of the relationship when you and the client are just getting to know each other. The emphasis should be on building a foundation for the future."
Childers agrees that successful business entertaining is based on finding something that the customer enjoys. And it needn't be something high-priced or extravagant. "If someone is interested in wine, try a wine-tasting party. If your client likes art, what about tickets to an art museum plus an informal dinner afterward? It can be much more memorable than a pricy dinner at a restaurant.
In southern Connecticut, minor-league baseball is a perfect example of a reasonably priced gift that sports buffs genuinely enjoy. Companies like the fact that they can do their "entertaining" in a relaxed environment that fosters communication, the basis for building relationships. Even before the Bridgeport Bluefish 1999 season began, the Ballpark at Harbor Yard's 20 skyboxes were grabbed up by businesses from Fairfield and New Haven counties. Each skybox offers full bar service and baseball game refreshments. And clients enjoy not having to drive all the way to New York City to catch a game.
"We offer great wholesome family entertainment," says Will Mebane, a Bluefish sales and marketing executive. "The companies use Bluefish baseball for entertaining clients or prospects and for motivating employees. And, of course, they also love going to the games for their own enjoyment."
|
Go FirstGo PreviousGo
NextGo LastGo
to Index
|
|
