Independent event managers have a distinct advantage over many industries in that they become fundamentally intertwined into their client’s company and culture. No transactional sales here, you are the product and service. What they pay for is your expertise and abilities. Your clients don’t just become invested in the event you are planning for them - they become invested in you.

We often hear from event planners that word of mouth is vitally important to their business. We know how hard they work to make sure their events are executed to perfection, so that clients will spread the good word about what a fantastic job they did. Is that enough? How much do you rely on your clients to recommend you to their inner and outer circle on their own? Is that working?

Referrals can be unbelievable valuable tools in your selling toolbox if you are making them an active prospecting activity. After running a successful event, what does the referral conversation sound like with your clients? Do you simply hand them a stack of business cards and encourage them to tell their friends? In a competitive market, how important is it to set yourself apart?

When asking for referrals, be specific about:

Who you’re looking to talk to

"If you know anyone else who has company events, let me know..." may not be enough to inspire a client to take action. When you give your clients specifics, they will give specifics back to you. What size companies do you typically work with? What industries do you have experience with or are looking to break into?

Why you want to talk to them

Obviously you want to talk to companies in need of a professional event manager, but can we be more specific about why companies have hired you in the past? Why did they hire an outside industry professional rather than having someone plan it in-house? Why bother spend the money on a meeting professional?

How you’d like to be connected

How many business cards do you think cross an executive’s desk in the course of a week? Asking for an introduction must be more than a name drop. A proper introduction should actively involve the individual who is connecting you.

Therefore, asking for a referral might sound something like this:

Meeting Professional: Jody, I have enjoyed working with you and really appreciate your business. As you know, I typically work with national and international businesses that hold annual or semi-annual meetings with 500 or more attendees. In the past I’ve worked with companies who were worried that using a staff member for these events would mean their regular work would be neglected, and decided to invest in a meeting professional. Do you know of any companies who might fit that bill?

Jody: ABC Company holds a few company-wide meetings a year, not sure if they are using a meeting professional or not, but I do know the CEO Pat, we’ve been in a networking group together for a few years.

Meeting Professional: Yes I’ve heard of ABC Company. Jody, would you be comfortable making an introduction between Pat and I? I would really appreciate the opportunity to exchange some information with Pat and see if there could be a fit with ABC Company or not. I would love to take you both to lunch, or if that’s not possible, be introduced through email or a phone call.

Referrals are only effective when you ask for them effectively. Be specific, but also respectful of your client’s circle of contacts. The most important thing about asking for referrals: remembering to ask for them.