Business Essentials
Five To Help You Thrive: Nurture Critical Business Relationships
By Ty Freyvogel
Being successful in any business means nurturing those relationships you create along the way. Even though this column is directed to independent meeting planners the advice is just as relevant for meeting planners who work in organizations and corporations.
You’ve probably heard it said that meeting planners are “married to their work.” (There are so many details to keep up with, it’s hard not to be!) Being a meeting planner does require amazing quantities of
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 Ty Freyvogel is a consultant, visionary entrepreneur, public speaker, author of It’s Not Your Smarts, It’s Your Schmooze (Fast Track Press, 2001) and Seize the Century! as well as an advice guru on his new Web site www.makingsenseof
yourbusiness.com.
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time, energy and devotion. But there is one big difference: While matrimony is all about maintaining a healthy relationship with another person, being married to a meeting planning business or department is all about maintaining healthy relationships with several groups of people. In fact, there are five relationships that meeting planners must nurture: relationships with customers, employees, vendors and mentors.
Smart meeting planners never forget their own success is intertwined with a complex network of other people and organizations. All of those relationships must be constantly tended and nurtured. Even though your interaction with each of these groups will be different, your reason for creating positive relationships with them will be the same — building a successful business.
Here are five of the most critical relationships to focus on...and why your efforts with these people and organizations can make or break your business:
1. Customers
Of course, any business owner wants his customers to be happy. But you need to ask yourself whether you are really going that extra mile to ensure that your customers have the ultimate positive experience? Particularly if you’re an independent meeting planner, your customers are your bread and butter. Not only do you want them to be so happy with your service that they come back, you also want them to go tell someone else that they loved the experience they had while working with you. Learn as much as you can about your customers, so that when their needs change, you can be the one to provide them with the new services they need — not one of your competitors! Constantly ask them, “How can we continue to provide value for your company?” They’ll appreciate your efforts to help them be as successful as possible.
2. Employees
The importance of seeking out the most dedicated, honest and passionate employees you can find can’t be stressed enough. After all, you have to trust these team members to serve your customers, protect your brand and help your company grow. When you have found the best for your business, do everything in your power to hold onto them. They are the face of your organization when you aren’t there. So they must feel like they have a stake in the business. Encourage a sense of ownership among your employees. There’s no better way to keep them happy than by giving them the recognition they deserve. Have one-on-one conversations with each of your employees on a regular basis to let them share their problems with you and to give you a chance to recognize their good work. Make sure you find out which jobs within the organization they are the most passionate about and put the right people in those positions. Remember, passion equates to hard work! Nurturing your employees to love your business as much as you do will strengthen your company’s foundation — and your business will be that much more likely to survive setbacks and grow to great heights.
3. Vendors
It’s important to nurture relationships with those people who aren’t necessarily working for you but who service you or your company regularly. This can mean anyone from the package delivery guy who stops by every day to the materials supplier who provides the essentials for your meetings and events to the designer who keeps your Web site updated. Think of your vendors as “honorary employees.” Show them that you appreciate what they do for you and also that you care about them and their companies. Get their e-mail addresses and cell phone numbers and stay in touch with them. You never know when an emergency might arise in which you could use their help. Your
| Smart meeting planners never forget their own success is intertwined with a complex network of other people and organizations. |
company may not always grow 10 percent a year and you may have to ask for an extra 30 to 60 days to make your payment. If you already have a good relationship with them, they will be more willing to give you extra time and to work with you to get back on track. Never treat them like they are serving you. Always acknowledge when they have gone above and beyond the call of duty to make you happy. It’s also important that you make sure your vendors are getting as much value out of their relationship with you as you are with them.
4. Bankers
At the beginning of your venture, it’s likely that you will require a start-up loan of some kind. Therefore, the best way to nurture your banker is to make sure you always have enough money in your account to make your monthly loan payments on time. With my businesses, I always made sure I had some emergency cash saved up to use in case I had a rough month. You don’t want to gain a reputation with your bank as someone who doesn’t make loan payments on time. Staying close to your bankers can also help you secure your finances.
5. Mentors
It’s great to have someone to go to when you are first starting as an independent meeting planner. Find a successful fellow meeting planner whom you respect and ask her/him to be your mentor. Always show her the respect she deserves and let her know you are thankful for her help. It’s likely that your mentor will have many connections in many different areas. You want to have a close relationship with her so that she is willing to go that extra mile to help you find more clients. Don’t contact your mentor only when you have a problem. Regularly contact her even if it is just to give her an update on how things are going. You never know, she might tell you about a contact that could help you in a certain aspect of your planning process, for instance, or tell you where she sees a potential problem. Always send a thank-you note after she’s done something to help you — it’s a small gesture that has a big impact.
The Bottom Line
Here’s the bottom line: no matter how determined, hardworking and talented you may be, you simply can’t be a successful meeting planner all by yourself. It will take a village to help you reach your full potential. Never forgetting that fact is critical to your success.
Always be on the lookout for ways to show these key players that you value your relationship with them. Make sure they are getting as much out of the relationship as you are. Show them you care. Creating and nurturing these positive relationships will make being an independent meeting planner a hugely rewarding experience. The more people who care about you and your work, the more successful you’re going to be. C&IT