Clients come and go, just as trends do. Nothing is permanent in our ever-changing events industry, but having a trusty team of creative partners is a great way to stay on top of things and secure your place in the market. You see, industry friendships aren’t just a fun way to pass the time while working — they can actually transform your business in many ways.
It’s time we let go of unhealthy competition and embrace our network of like-minded professionals as the resource it is. Here are four things that can happen when you start to endorse your creative partners and lift the industry at large.
Your referral business rises.
This is a natural result of endorsing your creative partners — the more you lift them up, the more they’ll return the favor. As you surely know, referral business is worth its weight in gold because it comes pre-qualified from industry partners that you already trust. Your closest peers will know your brand well and send over prospective clients that are the best fit for you. This may come in the way of a highly-coveted spot on a preferred vendors list or as a direct referral. Either way, it’s essentially like earning new business without spending resources on marketing.
Your organic inquiries increase.
In addition to referral business, you’ll also see a boost in organic inquiries from the web. Think about it: When you’re collaborating with your creative partners and engaging with them on social media, their followers are seeing your brand in connection with the company. Most event businesses are active on social media, so take advantage of it through digital networking. Tag your creative partners in photos from shared events, comment on their posts, or consider creating fresh content to spotlight other businesses you love to collaborate with on events.
Your clients are happier.
Strong vendor relationships put you in a great position to dole out referrals of your own, which will enhance the planning experience by removing the research factor for clients. Your clients will appreciate knowing that their vendors have a good connection and can work together on their behalf. In some cases, you may be able to take even more off their plate — for example, a great relationship between a caterer and a rental company can end up saving a client money (which could eventually go towards additional upgrades).
More opportunities arise.
It’s no surprise that a larger network opens up many more opportunities for business growth, so consider your relationships with creative partners to see where you need to focus your efforts. A solid professional connection can lead to opportunities like styled shoots, guest blog posts, speaking gigs, business ventures, and lifelong partnerships. A little bit of time spent on nurturing your industry relationships can make all the difference.
When you champion your creative partners, whether it’s through a client referral or a congratulatory Facebook post, you’re sending them a message that you support their business — something they’ll graciously return to you. Be kind, respectful, and supportive and you’ll find that your business circle will grow and flourish with new connections and opportunities aplenty.
