For this week's submission, The Oechsli Institute breaks down the planning process behind an affluent social event.
Team,
We need a strong pre-meeting if our upcoming client event will be a success. There’s a lot at stake with deepening our affluent client relationships and being introduced to and engaging the affluent guests who attend. Remember, this is all about relationship management and relationship marketing. Our success will depend on careful preplanning and thoughtful execution.
This event is a team effort and we need everyone’s best effort. Let’s meet to define some key responsibilities:
Event Preparation:
The following is a list of final to-do’s before our event:
| To Do | Team Member Responsible | Timeline |
| Example: Client Check-in Call | Susan | Today |
Event Roles:
In addition to engaging clients and prospective clients, each of us will play a slightly different role at the event:
| Team Member | Role | Key to Success |
| Example: Fred | Greetings and Name Tags | Knowing Names and Faces |
Our Story:
We need to all be on the same page with our team message. Let’s discuss our answers to questions we are likely to get:
What’s going on with the markets right now?
How are things at the office? and/or How’s business been?
Who do you think is going to win the election?
Client Concierge Assignments:
Our objective is to give each client and guest concierge level personal attention. We will divide up primary responsibilities in advance so that each team member is responsible for certain clients. This does not mean you can’t venture off and speak to others, but do keep an eye on your client assignments.
Client/Guest: ex. John and Sally Smith
Team Member Responsible: Sam
Conversation Topics (Key Life Events, Hobbies, Interests): Recent golf courses played, progress with flower garden, involvement at Boys and Girls Club, Daughter (Rebecca – 28) and son (John Jr. 32).
Strategic Intent: Uncover names of John’s golfing buddies
Follow-up Game Plan: Invite them to upcoming golf clinic
Client/Guest:_____________________
Team Member Responsible:____________________
Conversation Topics (Key Life Events, Hobbies, Interests):
Strategic Intent:
Follow-up Game Plan:
Client/Guest:_____________________
Team Member Responsible:____________________
Conversation Topics (Key Life Events, Hobbies, Interests):
Strategic Intent:
Follow-up Game Plan:
I’m really looking forward to this event – hope you are too. We will all have a great time together. Thanks for your extra effort in making this a success.
Regards,
Team Leader
Stephen Boswell and Kevin Nichols are coaches with The Oechsli Institute, a firm that specializes in research and training for the financial services industry. @StephenBoswell @KevinANichols www.oechsli.com
