25 Jul Maximising referrals from past functions & events – a guide for salespeople

In the competitive world of events and functions, referrals from past clients can be a goldmine for securing new business. As a sales trainer specialising in the functions and events sector, I’ve seen firsthand how strategic referral practices can significantly boost bookings and revenue. Whether you work in a restaurant, hotel, event centre, reception and/or wedding venue, here are some proven strategies to maximise referrals from past functions.

1. Deliver Exceptional Service

The foundation of any successful referral strategy is exceptional service. Ensure that every interaction with your clients, from the initial inquiry to the follow-up after the event, exceeds their expectations.

This includes:

• Personalised experiences: tailor your services to meet the unique needs and preferences of each client.
• Attention to detail: ensure every aspect of the event is meticulously planned and executed.
• Responsive communication: be readily available to address any questions or concerns promptly.

2. Build Strong Relationships

Building strong relationships with your clients is crucial for encouraging referrals. Take the time to understand their needs, preferences, and expectations. Maintain regular communication before, during, and after the event.

This can include:

• Pre-event meetings: schedule detailed planning sessions to ensure you fully understand their vision.
• During the event: be present and attentive, ensuring everything runs smoothly.
• Post-event follow-up: send a thank-you note or gift to express your appreciation for their business.

3. Ask for Referrals

Don’t be shy about asking for referrals. Your satisfied clients are often more than happy to recommend your services, but they might not think to do so unless prompted.

Consider these approaches:

• Timing: ask for referrals shortly after the event when their positive experience is still fresh.
• Personal touch: make the request personal, expressing your gratitude for their business and explaining how much you’d appreciate their recommendation.
• Incentives: offer incentives such as discounts on future bookings or gift cards for successful referrals.

4. Make It Easy

Make it as easy as possible for your clients to refer you. Provide them with the tools and resources they need to spread the word about your services.

This can include:

• Referral cards: create referral cards that clients can easily share with their friends and family.
• Social media: encourage clients to share their experiences on social media and tag your business.
• Online reviews: prompt clients to leave positive reviews on platforms like Google, and event-specific websites.

5. Maintain an ongoing relationship with your past clients.

Regularly keep in touch through newsletters, social media, and personal outreach. Share updates about your services, upcoming events, and special promotions. This helps keep your business top-of-mind when they or their acquaintances need event services.

6. Leverage Testimonials

Use testimonials from satisfied clients to build credibility and trust with potential clients. Feature these testimonials on your website, social media, and marketing materials. Video testimonials can be particularly powerful, providing a personal and authentic endorsement of your services.

7. Create a Referral Program

Develop a formal referral program to encourage and reward clients who refer new business to you. Clearly outline the benefits and incentives for both the referrer and the referred client. Promote this program through your website, email campaigns, and at the end of each successful event.

Maximising referrals from past functions is an essential strategy for growing your business in the events industry. By delivering exceptional service, building strong relationships, and making it easy for clients to refer you, you can create a steady stream of new business opportunities. Implement these strategies, and watch your bookings soar!

If you’re looking to further enhance your sales skills and learn more about maximising referrals, consider our 1-day Functions & Events Sales Masterclass.  Conducted regularly in Melbourne, specifically designed for functions and events salespeople. Together, we’ll explore advanced techniques and strategies to take your sales performance to the next level.