How Do You Build Your Corporate Client Base - by guest blogger Jill Shortreed, CBA, of Charleston Balloon Co.
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| Samsung - New Product Launch Decor by Chris Adamo of The Balloon Crew in Sydney, Australia |
Today, I would like to re-share an highly informative article that was first featured in Balloon Images Magazine in July, August, September of 2016. Jill Shortreed, CBA, of Charleston Balloon Company in Charleston, SC, USA, shares some of her experiences in running a business, including how to build your corporate client base. I've compiled bits from this article which I hope will help you to boost your own business!
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| Jill Shortreed |
"If you want more work Monday through Friday, corporate clients are the perfect solution. To land them, you’ll need research skills, a strong professional image, and a good network.LANDING CORPORATE CLIENTS
Identifying Corporate Clients First, what is a “corporate client”?Basically, it is any customer not celebrating a social event. It’s easy to think corporate clients are all huge corporations that wouldn’t hire a balloon decorator for an event. Actually, that’s not true. Corporate clients come in all types and sizes, from tech companies to car dealerships and everything in between. Any business can be your corporate client. All you have to do is ask. If you don’t ask, the answer will always be “No.”So now that you know what a corporate client is, the next question is where to find them. Potential leads are everywhere and the sky’s the limit.If you think your work can add value to their event or business, that’s a lead. They’re not hard to find if you know where to look.
Your local newspaper is the easiest place to start. It contains upcoming events, new business announcements, and local business ads. You can use these leads to ease into the corporate client market or as a backup when you start looking at other potential sources of revenue.Expo lists are what I refer to as the “jackpot.” They’re the next big step in your pursuit of corporate clients. Expo lists show you businesses that will be exhibiting at an event with the potential to interact with thousands of people. They have a serious need to make their booth or table stand out from the rest. You can do that for them. And once you’ve shown them your balloon decorating prowess, they’re more likely to become repeat customers.
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| Vodafone - Christmas Product Promotion Decor by Chris Adamo of The Balloon Crew in Sydney, Australia |
Government contracts are the best kept secret as a corporate client. If you make it onto an approved vendor list, you’ll most likely be the only event decorator, especially for balloons. The process to get on the approved vendor list involves contacting your local agency to attend training, getting a background check, filling out insurance permits, and submitting a business license.
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| As a balloon decorator, Balloon Arches are a big part of our everyday business. David Saker, CBA, of Balloon.co.uk, regularly sells multiple Garland Arches for sporting events such as this recent cycle race that was held at Windsor Racecourse in the U.K. David was commissioned to build fifteen Arches to mark the start and finishing line of the race. Each Arch was built using the AeröPole System, a fantastic system for creating air-filled Arches that still gives the free moving appearance of a helium-filled Arch, and is perfect for outdoor events! |
Sports clubs post a list of upcoming local races and marathons. Depending on your area, races and marathons may be extremely popular. They can be an opportunity to create a unique experience for the client and build your outdoor design portfolio.
Large corporations hold seasonal parties and employee appreciation events. These events are usually annual so impress them once, and you’ve likely made a repeat customer.
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| This party decor was commissioned by a client for their staff and customers! Event Decor by Sue Bowler, CBA. |
Networking is a fantastic way to find clients, both corporate and otherwise.You can network in person and online. But remember, you’re not selling balloons to people; you’re building a relationship with them. Simply put, people want to do business with people they know and trust. The benefit of having a good network comes when someone had a positive experience and recommends you to their friends or contacts.In order to network effectively, you’ll need a strong “elevator pitch.” Sometimes you’ll only have a few minutes to explain what you do and how it will benefit them to take advantage of your expertise.
There are four crucial questions you need to ask yourself in order to construct a solid elevator pitch:• Who is your target market?• What is the problem you can solve for them?• What can you provide for them that no one else can?• What is the outcome for them if they use your company?Be specific and state it in a way they will understand. Saying “I am a balloon decorator,” or “I am a CBA,” or “I decorate parties,” leads to more questions than it answers.A much stronger statement would be “I help non-profits who want cost-efficient and creative ways to decorate their events.” This makes it clear what you do, for whom, and how you can help them.
Strengthening Your BrandYour brand image is your logo, business cards, promotional material, uniform, social media, website, etc. Your brand is your reputation and your business’s. Consistent branding leads to a strong presence and differentiates you from your competition.
If you want to work with corporate clients, a strong brand is vital. This is especially true if you want to work with Fortune 500 companies—a professional image can make all the difference. You won’t meet most of these big corporate clients prior to their event, if at all. In today’s digital world, your website is especially important in creating a strong brand and presenting yourself to potential corporate clients. Corporate clients (and clients in general) visit your website to answer questions they may have about your business. That means it needs to look professional, convey what you do, showcase your work, give your contact information, and ultimately, make them want to work with you. Even if you can get potential corporate clients to your website and they like your work, your contact information can still make or break your chances of getting their business. Some key things to consider about your contact information include:
- Business name/tagline – Is it clearly understood who you are and what you do?
- Address – Even if your business is home-based, is it professional?
- Phone number – Do you have a dedicated phone line strictly for clients?
- Business hours – Can you be reached during working hours?
- Email – Is it professional or are you embarrassed to say it out loud?"
If you would like to learn more about branding your business check out this great post by Zoe Adam-Jones,
Creating Your Brand & Image - Digital Marketing with Zoe Adam- Jones CBA,
Jill's best advice is not to wait for the phone to ring. "If you don’t go after what you want, you will never have it! That being said, corporate business is not without its challenges."
Some things to prepare in advance when working with corporate clients:
- Certificate of Public Liability Insurance - Accidents happen. Corporate clients will likely want proof your business is insured in case anything goes wrong. If you are based in the UK, I recommend www.bapiaonine.com
- W-9 - In the US, if you will be entering into a business relationship with a corporate client as an "independent contractor," the law requires you to fill out a W-9 form for tax purposes.
- Other legal documents they may require - these could include items like confidentiality agreements.
- Risk Assessment & Method Statement - these are becoming more commonplace in the UK. Risk assessment is a term used to describe the overall process or method where you: Identify hazards and risk factors that have the potential to cause harm (hazard identification). Determine appropriate ways to eliminate the hazard or control the risk when the hazard cannot be eliminated (risk control).
If you are unsure how to prepare a Risk Assessment or Method Statement, Click HERE
- Proper ID - Make sure that you will be able to enter a building to set up for the event and teardown afterwards.
- Payment - Discuss your terms up front or you may need to wait up to 90 days for payment.
- Contracts - some corporate cannot sign contracts until you a reviewed by their legal department.
Whilst this may seem like a lot of hoops to jump through for one job, but there is an upside. Once you wow a corporate client, you will most likely stay on their preferred vendor list.Remember: there is no guarantee when it comes to landing corporate clients. But with a strong brand, a good network, an eye for opportunity, a little hard work, and "The Very Best Balloons" you can get your phone ringing and put high-profit clients into your portfolio."
I often hear people asking how do they 'find' corporate clients or how difficult it is to break into this market! Jill's article is packed with some truly great advice and tips on how you can go about this. It is obviously easier to start small and locally, then once you have built a small portfolio and a little bit of confidence, you should be ready to try for some of the bigger clients!
A huge thank you to Jill for all the great information and to Chris Adamo and David Saker for sharing some of their awesome balloon décor photos!
Happy Ballooning!
Sue
Follow me @suebowler.com
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