Cue the Entertainment

It’s that time of year when I start to think of creative ways to play Santa to our customers. A lunch, dinner, game of golf, a seat at the hockey game — those are great ways to say thanks.

The question is not whether you should entertain but how to do it in such a way that gets you the most bang for your buck. Before you start phoning scalpers for a pair of ducats to the Super Bowl, consider some of the lessons I’ve learned (many the hard way) while entertaining over the years:

* Is it part of your marketing mix? No one ever admits to being one of those carriers that’s only interested in filling its trucks with deal-of-the-day freight. If, by chance, your company is one of these, keep your American Express card in your jeans. Price motivates your customers. Don’t waste your time and money entertaining them.

* What’s the policy? Many companies today have a “no entertainment” policy. Before you invite someone out for a night on the town, check to make sure his company allows it. If it’s against the rules, don’t put your customer in a compromising position by forcing the issue. I always remember what my mother told me before I went to the high school prom: “Son, no means no.”

* Entertain strategically. Lunch with a buddy from your old-timers’ baseball team is not strategic entertaining. In fact, it’s a waste of time. Make a list of your top customers and what they like to do. Make a point to spend some social time with every one of them throughout the year doing what they like to do. Spending Saturday night at a bar watching the latest WWE cage match on TV may not be your idea of fun, but it’ll be worth it on the next sales call when you take three lanes off your main competitor.

* Lunch or dinner? My rule of thumb is that I entertain prospects during the day and customers in the evening. For evening events, I find that it’s not a bad idea to invite spouses or significant others; it increases the chances that your customer will attend, and including two other people may help the customer feel at ease.

* Lose the sales pitch. In more cases than not, especially during evening events, business talk rarely comes up. It’s all about allowing your customer to get to know you a little better so he’s more comfortable with you as a person. Don’t talk business unless your customer starts the conversation, and certainly don’t try to close the deal. Big, big mistake. Save the pitch for the next sales call. Remember, the purpose of entertainment is to get to know each other as people, not as a buyer and seller.

* Watch and learn. I once played golf with a good customer at a charity tournament. I saw him cheat three times that day. It sent up a red flag about the type of person he was. From that time on, during our business dealings, I had trouble taking anything he told me at face value.

* Alcohol. A couple of drinks is fine, but don’t wreck the night by taking alcohol to an extreme. In fact, don’t allow the evening to get extreme in any way. Don’t be the loudest, don’t be the last to leave, and don’t order the most expensive bottle of wine. Be gracious and moderate. When everyone is having the best time, that’s when you know it’s time to go home. About getting home: no drinking and driving, period. Take a taxi. That’s why you have an expense account.

* Plan every detail. Plan for the unexpected and make sure your customer never has to go into his pocket, unless he offers. Bring enough cash for incidentals, including your customer’s parking, babysitter, and taxi home if necessary.

* Keep good records. The personal insight you gain over lunch or dinner will prove invaluable on your next sales call. Make sure to jot down notes on your customers’ likes and dislikes. You’ll be surprised at how quickly you forget the details.

The strength of your personal relationship with a customer has a direct correlation on the quality and the quantity of the freight you receive. Spending time away from the office with a customer can be one of the more productive things you do.

Over the years, my wife and I have had a lot fun entertaining customers. It’s helped my business grow, and we’ve met a lot of people (many have become great friends) and seen some great events. We’ve also seen a lot of bad events. Anyone want to buy some Leaf tickets?

Have a safe and merry holiday season.