Host the Perfect Client Event

Aug 1, 2018 @ 12:01 am

Client events can be a lot of work, and there are many factors that come into play that could determine their success. But they are also a very important part of building your business because they can help you strengthen your relationships with existing clients, meet new prospects, and discuss your services with a target audience. So, what can you do to host the perfect client event?

The answer (although it may seem obvious) is to find the right client event idea. After all, most clients and prospects won't attend a function that doesn't seem educational, fun, or a worthwhile use of their time.

Determine Your Goal

To find the right event idea for your firm, it's important to decide on the specific business goals you would like to achieve. For example, an event held with the objective of expressing gratitude to clients will be very different from one with the purpose of educating clients or gaining introductions to prospects. The chart below offers a detailed look at some common business objectives, plus a few event ideas.

Make a Plan

Once you've determined your event's objective, it's time to get down to thoughtful, strategic planning. The best practices discussed here will help you solidify a great idea and put it into action.

Consider your personal passions. Build events around whatever you're passionate about, whether that's cooking, fishing, painting, or playing golf. Remember, if you're an enthusiastic host, this will go a long way toward making real connections with prospects.

Find commonalities. Once you create your guest list, take the important step of grouping invitees based on commonalities. That way, you can design events that cater to specific personalities, interests, or challenges.

Leverage wholesalers. Do you have relationships with local wholesalers at mutual fund and other sponsor companies? If so, leverage them to learn what resources may be available to you at a lower cost.

Hire a speaker. Sometimes, hiring a high-profile speaker for a large-scale event is an effective way to attract your ideal client. A speakers bureau can help you find all types of speakers (e.g., motivational, sports, and wellness), but keep in mind this approach can be costly.

Stay local. One popular idea that has worked for many advisors is to hold events at local venues. Here, research museums or sports facilities in your community. You might even be able to hold your event in conjunction with goings-on in your area (e.g., Independence Day fireworks display).

Focus on emotion.  For educational events, consider topics that stir an emotional response. For example, if you're hosting a presentation about retirement savings strategies, don't focus solely on the technical mechanics of developing an income plan. A balanced discussion about the risks of running out of money or paying out of pocket for health care may elicit a stronger reaction—and the impetus to take action.

Get Moving!

Regardless of location, size, or audience, the main purpose of a client event is to connect with your guests in a way that they will remember. Now that you're equipped with the tips discussed here, you'll be able to move on to the next step—hosting the perfect client event!

Planning your next client event? Download our free list of 112 Marketing Ideas for inspiration and set your business apart.

This post originally appeared on Commonwealth Independent Advisor, a blog authored by subject-matter experts at Commonwealth Financial Network®, the nation's largest privately held RIA–independent broker/dealer. To subscribe, please visit


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