Kirsty Spraggon drew a crowd of visitors to the Inspiration Center at IMEX America to discover how to harness the power of relationships to drive repeat business and referrals. Kirsty, an international speaker, author and entrepreneur based in Los Angeles who ‘attacks life like it’s a chocolate cake’ delivered a lively session entitled ‘Opening Relationships – Meet up, Catch up and Follow up’.
Attendees, many of whom had enjoyed Kirsty’s other sessions in the Inspiration Center, heard top tips covering online and offline networking and how to make the most of opportunities to connect with people at events such as IMEX. Kirsty explains: “Out of all the events I’ve spoken at, IMEX is the most fun and the most dynamic – you’ve invested your time and resources in attending IMEX so make the most of it!” She highlighted the importance of following up, something few people enjoy doing. Kirsty explained how when she moved cities, she met 1000 people in three months but only one person followed up with her. Tactics for successful follow up include being a ‘lassie not a pitbull’ – favoring the fun and friendly approach rather than the aggressive, hard sell.
While forging new connections is important, she underlined how current clients are crucial and need to be nurtured. According to Kirsty, over two thirds (67%) of clients leave because they feel undervalued. With 80% of business coming from 20% of the client base, regular contact with key business acquaintances is crucial.
Marlowe Whittaker from Dead End BBQ agrees: “I’ve learned that taking a personal approach to client relationships is crucial. Doing something different, and incorporating this into your daily routine, is a great way to ensure your clients remember you.”