Picture this: You’ve built a successful relationship with a customer virtually and are close to closing a deal but haven’t yet gotten them to sign on the dotted line.
Or this: You’re a sales rep trying to build out a book of business and pipeline and want to drive awareness of your brand at scale, while building relationships with your prospects.
If the pandemic proved anything, it’s that business can be conducted virtually. But (and this is a big but), the close rate for in-person meetings is 40%, and furthermore 75% of customers either require or prefer in-person meetings. This means that when you meet with customers in-person, break bread with them, and build foundational relationships - you’re way more likely to close than if you just meet them on Zoom.
So how do you take those in-person meetings to the next level, provide an experience that your customer will never forget, and help you seal the deal? Here are 10 tips to get you started:
- Take your customer out: As inspiring as fluorescent office lighting can be, take your customer to dinner or an activity to take your partnership to the next level. The right ambiance can make a huge difference, and it’s way better than mediocre burnt office coffee.
- Customize: Hot tip! Many restaurants will print custom menus on your behalf. Send them a copy of your customer’s logo and ask them to print a custom menu with the logo and they should be able to accommodate your request.
- Hands on: Sometimes it is easier to have a conversation while doing something with your hands because it takes the pressure off - try an activity rather than a standard dinner - glass blowing, axe throwing, golf simulators, bowling, and cooking classes are all fun ways to do something more active that still enable you to cover your objectives.
- Peace and quiet: Is it just me or do restaurants seem louder and louder these days? Avoid shouting at your customer and book a back room or more secluded space.
- Take notes on their preferences: If you’ve connected with your customer before, ask about their interests and hobbies - are they a foodie that would appreciate a Michelin star experience, do they golf every Saturday, do they crave tacos, or love games? Plan your meeting around their passions and get creative with it.
- Special touches: Custom cookies at every place setting, passing out hats with your company logo, sending a thank you gift or flowers after the night is over - these little details can make an impression and keep your brand top of mind.
- Variety: It can be easy to fall into the same patterns and take your customers to the same spot every time - hey, you know what the menu and service will be like, and it’s consistent. I’d encourage you to shake things up and try a new steakhouse, it’ll be more interesting for everyone involved.
- Location, location, location: Minimize logistical challenges by finding dinner or activities close to where they work. More and more, we’re seeing that customers are willing to show up to something local if it's convenient, they’re less likely to get on a plane or go out of their way, so make the experience easy to get to.
- Get techy: Inquire if the venue has AV options (projector, microphone) ahead of time so if you want to make a speech and land a few key points, you’re not pulling out your laptop during dinner to show the slide.
- Capture everything in CRM: After the night is over, make sure to make notes for next time! Note what people ordered - if you have a sushi lover you can make sure to find the best new sushi spot next time you meet. If you work with luxury brands, note how you dressed so you don’t repeat outfits and have a fashion faux pas. If Glengarry Glen Ross taught us anything, it’s “always be closing.”
Need help making it happen? Zinnia can help you crush your next customer meeting and take it to the next level with Zinnia Private Dining Planner, book today.
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