Let me entertain you

  • With Wimbledon filling the screens and my old chums at RBS coming under attack yet again, this time for laying out £300k on tournament tickets, I couldn’t help but stick my oar into an online discussion about corporate hospitality.

    Twitter led me to a blog post aimed at the professional services sector. The post held that entertaining clients and referral sources wouldn’t, by itself, lead to new client work. The phrase ‘by itself’ saved the post from being overly contentious, but I couldn’t stop myself jumping to the defence of good old fashioned client entertainment.

    The recession has led to a rapid reining in of hospitality. As The Marketing Eye reported in its news pages last month, many marketers have considered removing corporate hospitality from the marketing mix altogether. A corporate paranoia has emerged, where companies are afraid of being perceived as being profligate in their expenditure on clients.

    This is understandable, but we shouldn’t throw the baby out with the bath water.

    The value of corporate hospitality was reinforced to me on Friday when the business development manager from our printers came to see us. Brian might be described as being from the old school of sales. There’s nothing he doesn’t know about us: where we go on holiday, how many children we have, what our hobbies are is all information stored in his mental hard drive. And, of course, he doesn’t just know about us; he has the same information stored on all of his clients.

    Brian’s knowledge of his clients is second to none. The occasional lunch has been part of his information gathering strategy and has done wonders to reinforce our opinion of him as a genuine nice guy. The result is a loyalty that is hard to break.

    While we wait for the economy to recover, there are few better investments than getting to know clients. Generation Y decision makers might be satisfied with getting to know people through Facebook profiles, but until they dominate there is no substitute for getting to know customers face to face. Relationships will always be deeper, more enduring and more productive.

    Whether it is to seal a deal, embed a relationship or say thank you for the business, lunch or a round of golf is an ideal way of spending a concentrated period of quality time with a client or prospect. Just remember why you are there.

    Anyone for tennis?

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617

E hello@themarketingeye.com

Our offices

Full details of our offices in London and Uckfield more

Request a call