This is the Transcript of the #WeddingMarket Chat on October 31st, 2012.
Winning & Keeping More Clients: Relationship Tips for Growing Your Business with Howard Givner of the Event Leadership Institute. Lots of video classes on Business topics like this at http://EventLeadershipInstitute.com . The answers were made on Twitter so responses will appear different.
This Transcript was sponsored by Wedding Marketing Online ( @WeddingIndustry ) at http://www.weddingmarketingonline.com
Bio of Howard Givner: (@HGivner of @eventleaders)
With over 20 years of industry experience, Howard is a widely recognized expert and innovator in the field of special events.
Industry Leader & Expert
Howard is President of the International Special Events Society (NY Metro Chapter); a member of the BizBash NY Advisory Board. He has served on the Advisory Board of Special Events Magazine, been a judge of the Gala Awards & HSMAI’s Adrian Awards, and is a frequent speaker at industry conferences. He currently writes the monthly In Business column for Event Solutions magazine. He has been profiled in The New York Times, The Wall Street Journal, CNBC, National Public Radio, ABC News, The Apprentice, and USA Today, in addition to numerous trade media.
Consultant
Howard is a consultant to companies in the event industry, specializing in sales, management, and mergers & acquisitions. He currently serves as an advisor to the board of directors of First Protocol, an event agency headquartered in London and NY, and selectively consults with business owners on a limited number of engagements.
Educator
Howard is the Founder and Executive Director of the Event Leadership Institute (which launched in April 2011), provider of best-in-class training and education for the events industry, through online, on-demand video classes and industry thought leaders sharing their insights in live forums around the country.
On a personal level, Howard sits on the Board of Directors of Every Child A Reader, the charitable foundation of the Children’s Book Council. He lives in Westchester, NY with his wife and two children.
Learn more about Howard Givner at Event Leadership Institute or on Twitter @eventleaders.
Join Our Wedding Market Chats For Wedding Professionals Every Wednesday at 10:00PST, 1:00EST, and 6:00GMT (UK time) with the #WeddingMarket Hashmark On Twitter. Learn something new to help your business grow every week. The chats are hosted by Wedding Market editor Julie Albaugh (@juliealbaugh).
Q1: How did you get involved in the event industry?
A: Founded & ran event company Paint The Town Red for 20 yrs. Sold in ’08 to Global Events Group of Spain. Developed Super Planner mobile event app (itunes/droid), consult with company owners, & started @eventleaders . Most famous wedding we did was Spike Lee’s. FYI, Spike’s real name is Shelton Jackson Lee. Super nice guy.
Q2: What does it take for a client to recommend or hire you again?
A: 1) What will it take to get re-hired by this client” is a question you should all ask at start. Varies by client. Ask client “What does success look like for this event?” Will help define how to deliver a great job.
Q3: What is more important Happy Client or Successful Event?
A: Successful event does NOT always = happy client. E.g. if planning process with you is a nightmare, but event is good. Sometimes events have glitches, but if client is happy with your stewardship of event, all is well.
Q4: What are the Keys to successful client relationships in the events industry ?
A: Need to show expertise and lead client; don’t just say “we’ll do whatever you ask”. Would you like your lawyer or doctor to say, “we’ll do whatever you like, just tell us what you want”? Need leadership
Q5: What are some of the right questions to ask concerning events?
A: Listening is great, but you need to ask right questions! Get client talking so you can see what their vision is. “What is the image you want to project? What do you want people to think/feel about you through this event?” “Who needs to be impressed?” Often they are very focused on how certain friends/family will view them/their event.
Q6: Is the client always right?
A: Client is not always right. You need to tell them if what they want will impact their desired vision. You need to be “guardian of the client’s event vision”, & tell them what works/doesn’t work toward that. And you should tell the client you’re doing this too. They’ll respect you.
Q7: What is the hardest step for young event producers to overcome?
A: Younger planners focus on event, don’t pay enough attention to reading the client, managing the relationship.
Follow Up Question: How is it different from a biz plan?
A: Sales forecast and expense budget are part of the business plan (in mktg/finance).
Q8: What is the difference between Leadership and Arrogance ?
A: Leadership is focusing on the goals (e.g. Steve Jobs). Arrogance is focusing on your ego (e.g. Donald Trump)
Q9: How do you build trust?
A: Great way to build trust is by admitting mistakes. Nothing erodes it more than client thinking you’re hiding something. If you take commission but don’t disclose, & client finds out, trust is gone, and hard to regain. Another way to build trust, repeat back to client frequently to show you understand what they want.
Q10: How do you show value beyond price?
A: To show value beyond price, focus on impact to event/client if something goes wrong when they hire cheaper planner. re: price/value, Starbucks can charge more $ than Dunkin Donuts b/c not selling same product. Differentiation=Value.
Q11: What is the number one reason for unhappy clients?
A: # 1 Reason for unhappy clients (drumroll please): Embarrassment in front of others regarding their event.
Q12: How do you diffuse an unhappy client?
A: Diffuse an unhappy client: Empathize & Minimize. (1) Show them you understand why they’re upset. Admit mistakes if yours. Empathize & Minimize (2): Point out which glitches were ‘back of house’ (not seen by guests).
Q13: What would like everyone to take away from this #WeddingMarket Chat ?
A: Events never go exactly as planned. Event pros who say they do “perfect” are full of it, and should be outed. Please also follow us at @EventLeaders for updates on videos, interviews, ebooks, events and other tips. .
#WeddingMarket Question: What was your best break out advertising?
Answer: Advertising doesn’t work great for planners. Networking is key. Focus on word of mouth, but also on what differentiates you. How do you want people describing you when they refer you?
#WeddingMarket Question: Should I disclose a major DJ issue to bride post-wedding even though she never knew about it?
Answer: I would disclose it. Think “what if they find out on their own”.
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