CREATING A CLIENT BASECREATING A CLIENT BASE

PROSPECTING STRATEGIESPROSPECTING STRATEGIES

►FOCUS ON DIRECT CONTACT WITH FOCUS ON DIRECT CONTACT WITH PEOPLE AS THE WAY TO BUILD A CLIENT PEOPLE AS THE WAY TO BUILD A CLIENT BASEBASE

►ALWAYS NETWORKALWAYS NETWORK►DEVISE A PLANDEVISE A PLAN►CUSTOMER VS. CLIENTCUSTOMER VS. CLIENT

NEEDS, WANTS & DEMANDSNEEDS, WANTS & DEMANDS

►NEEDS- PHYSICAL, EMOTIONAL, SOCIAL, NEEDS- PHYSICAL, EMOTIONAL, SOCIAL, ESTEEM.ESTEEM.

►WANTS- NON NECCESITIES TO WANTS- NON NECCESITIES TO TRANSLATE FROM CLIENT NEEDS.TRANSLATE FROM CLIENT NEEDS.

►DEMANDS-THESE ARE WANTS THAT DEMANDS-THESE ARE WANTS THAT HAVE BEEN BACKED BY FINANCIAL HAVE BEEN BACKED BY FINANCIAL RESOURCESRESOURCES

MUST TRANSLATE THEIR IDEAS INTO A MUST TRANSLATE THEIR IDEAS INTO A COMPLETE PACKAGE…WHY WOULD COMPLETE PACKAGE…WHY WOULD THIS BE SUCH A CHALLENGE?THIS BE SUCH A CHALLENGE?

THE CLIENT EXPECTS…THE CLIENT EXPECTS…

► GREAT FOODGREAT FOOD► APPROPRIATE ENVIRONMENTAPPROPRIATE ENVIRONMENT► A MEMORABLE EVENTA MEMORABLE EVENT► STRESS-FREE EXECUTIONSTRESS-FREE EXECUTION► FLAWLESS APPEARANCEFLAWLESS APPEARANCE► IDEAL WEATHER/CONDITIONSIDEAL WEATHER/CONDITIONS

CAN YOU THINK OF OTHERS?

MARKET ANALYSIS MARKET ANALYSIS CUSTOMER PROFILECUSTOMER PROFILE

►DEMOGRAPHICSDEMOGRAPHICS►LIFESTYLELIFESTYLE►GEOGRAPHICSGEOGRAPHICS►PSYCHOGRAPHICSPSYCHOGRAPHICS

MARKET DATA SOURCES-TREND MARKET DATA SOURCES-TREND REPORTS, PUBLICATIONS, CENSUS, REPORTS, PUBLICATIONS, CENSUS, PLANNING COMMISSIONSPLANNING COMMISSIONS

CUSTOMER CONTACTCUSTOMER CONTACT

► ENSURE PROPER ATMOSPHERE FOR ENSURE PROPER ATMOSPHERE FOR SELLING/BUYINGSELLING/BUYING

► AVOID INTERRUPTIONS/CALLSAVOID INTERRUPTIONS/CALLS► CLIENTS NEEDS TO FEEL LIKE THEY ARE KINGCLIENTS NEEDS TO FEEL LIKE THEY ARE KING► KEEP CONSULTATION PRIVATE BUT ENSURE KEEP CONSULTATION PRIVATE BUT ENSURE

DECIDING PARTIES ARE PRESENTDECIDING PARTIES ARE PRESENT►HAVE IDEAS BEFORE THE APPT IF POSSIBLE (KNOW HAVE IDEAS BEFORE THE APPT IF POSSIBLE (KNOW

BUDGET) UPSELL, AND CLOSEBUDGET) UPSELL, AND CLOSE► ENCOURAGE DECISION MAKINGENCOURAGE DECISION MAKING► PROPER PROFESSIONAL LANGUAGEPROPER PROFESSIONAL LANGUAGE

WHAT WOULD A PROPER CLIENT MEETING LOOK LIKE?WHAT WOULD A PROPER CLIENT MEETING LOOK LIKE?

CUSTOMER SOLICITATIONCUSTOMER SOLICITATIONCUSTOMER >CLIENTCUSTOMER >CLIENT► CUSTOMER- INITIAL CUSTOMER- INITIAL

CONTACTCONTACT► PROSPECT-WHEN YOU PROSPECT-WHEN YOU

HAVE INFORMATION-HAVE INFORMATION-NAME/ADDRESS/NAME/ADDRESS/

PREFERENCES, EVENTS PREFERENCES, EVENTS DATES, ETC.DATES, ETC.

► CLIENT-PROSPECT THAT CLIENT-PROSPECT THAT HAS COMMITTED TO A HAS COMMITTED TO A SALESALE

EXISTING CUSTOMERSEXISTING CUSTOMERS

►MAINTAIN RELATIONSHIPSMAINTAIN RELATIONSHIPS►FOLLOW-UPFOLLOW-UP►CREATE PROFILESCREATE PROFILES►CLIENT PROGRAMSCLIENT PROGRAMS►LIFE CYCLE OF EVENTSLIFE CYCLE OF EVENTS

THINK OF CUSTOMER PROGRAM YOU THINK OF CUSTOMER PROGRAM YOU MIGHT DEVELOP AS A CATERER……MIGHT DEVELOP AS A CATERER……

ORGANIZATIONSORGANIZATIONS

►KNOW MEMBERSKNOW MEMBERS►PERSONALIZEPERSONALIZE►FAMILIARIZE YOURSELF WITH THEIR FAMILIARIZE YOURSELF WITH THEIR

EVENT SCHEDULE/FUNCTION DETAILSEVENT SCHEDULE/FUNCTION DETAILS

DEVELOPING NEW CLIENTSDEVELOPING NEW CLIENTS

►PERSONAL ATTENTIONPERSONAL ATTENTION►ANNOUNCEMENTSANNOUNCEMENTS►MAILINGSMAILINGS►CALLSCALLS

PUBLICITYPUBLICITY

►FREE EXPOSURE THROUGHFREE EXPOSURE THROUGH MENUSMENUS ARTICLESARTICLES BROADCASTBROADCAST POSTERSPOSTERS FLYERSFLYERS

ADVERTISINGADVERTISING

►EXPENDITURES FOR BROADCASTING EXPENDITURES FOR BROADCASTING YOUR BRANDYOUR BRAND NEWSPAPERNEWSPAPER RADIORADIO WEBWEB DIRECT CONTACTDIRECT CONTACT REFERRALSREFERRALS TESTIMONIALSTESTIMONIALS

MARKETING MIXMARKETING MIX

► PRODUCTPRODUCT INCLUDES SERVICESINCLUDES SERVICES

► PRICEPRICE AVAILABILITY, DISCOUNTS, STRATEGYAVAILABILITY, DISCOUNTS, STRATEGY

► PLACE (DISTRIBUTION)PLACE (DISTRIBUTION) TRANSPORTATION, PERISHABILITY, PROCESSING, TRANSPORTATION, PERISHABILITY, PROCESSING,

INVENTORY MANAGEMENTINVENTORY MANAGEMENT► PROMOTIONPROMOTION

COMMUNICATION, PUBLICITY, ADVERTISINGCOMMUNICATION, PUBLICITY, ADVERTISING4 P'S

PROFESSIONAL SALES STAFFPROFESSIONAL SALES STAFF

► COMMUNICATE CAPABILTIESCOMMUNICATE CAPABILTIES► PROVIDE DETAIL INFORMATIONPROVIDE DETAIL INFORMATION►MEET WITH CLIENTSMEET WITH CLIENTS►GIVE TOURS/ EXPLAIN OPERATIONGIVE TOURS/ EXPLAIN OPERATION►DESIGN MARKETING TOOLS/LOGO DESIGNDESIGN MARKETING TOOLS/LOGO DESIGN► PURSUE AND DEVELOP LEADSPURSUE AND DEVELOP LEADS► FORMULATE PROSPECTING PLANFORMULATE PROSPECTING PLAN►DETERMINE MARKETING BUDGETDETERMINE MARKETING BUDGET► PROVIDE INPUT ON MENU PROVIDE INPUT ON MENU

OFFERINGS/SIGNATURE ITEMSOFFERINGS/SIGNATURE ITEMS

TOOLSTOOLS

► BUSINESS CARDSBUSINESS CARDS► PORTFOLIOPORTFOLIO► PHONE BOOKPHONE BOOK► SELLING STAFFSELLING STAFF►WEB/BLOGSWEB/BLOGS

► UNIFORMSUNIFORMS► BROCHURESBROCHURES► SIGNAGESIGNAGE►MAILINGSMAILINGS