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October 16, 2014

IMEX Day Two: How Relationships Can Drive Repeat Business and Referrals

At IMEX America in Las Vegas, Kirsty Spraggon drew a crowd of visitors to the Inspiration Center, where she offered tips on how to use relationships to drive repeat business and referrals. Spraggon, an international speaker, author and entrepreneur based in Los Angeles, delivered a session entitled ‘Opening Relationships - Meet up, Catch up and Follow up’. 

Attendees, many of whom had enjoyed Spraggon’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. She highlighted the importance of following up, something few people enjoy doing. 

Spraggon explained how when she moved cities, she met 1,000 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 Spraggon, over two thirds (67 percent) of clients leave because they feel undervalued. With 80 percent of business coming from 20 percent of the client base, regular contact with key business acquaintances is crucial. 

Spraggon rounded up her session by introducing the concept of combining fun and work. This can be achieved by doing something different – a catch up combined with a stroll in the park, a business meeting over coffee and cake or sending a thoughtful gift to show a client they are front of mind. 

After the session, Marlowe Whittaker from Dead End BBQ spoke about her takeaways from Spraggon: “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.”

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