I heard from a financial team that decided they would not have a sponsor or any product or service messaging at a client and potential prospect dinner they were hosting. They wanted a purely social event. They hosted a nice dinner for eight couples, half of whom were clients while the others invited guests of those clients.
One guest told the team afterward that he was “pleasantly surprised” that they simply thanked everyone for coming and didn’t make a “pitch” about their services. He further commented about how refreshing it was to not attend the “bait and switch” dinner event he expected.
Most importantly, that began the start of a relationship which culminated in the guest moving most of his business to the advisor team in the next six months. Why? They said he was impressed that they were not on the hunt but rather wanted to “spend quality time with a few of their clients and a few of their friends.”
Key learning for all of us – Keep social events just that — an opportunity to socialize with others. Do not invite people to an activity billed as a social event and then include a sales talk or a so-called “update.”
If the event is going to include ANY type of business activity, market update, product briefing or service messaging from you or even a sponsor you partner with, make that clear on your invitation. If they feel like it is a bait and switch, they may opt to switch….to someone else.