The Do’s and Don’ts of Entertaining Clients

At some point in your career, especially if you’re involved in sales or travel for work, you might find yourself needing to entertain clients or potential customers. Meeting with clients face-to-face over dinner or drinks can be a great way to seal the deal and also nurture a long-term business relationship. Socializing with clients displays credibility and makes them feel important. When you represent your company, you are showing the clients what they can expect if they do business with you.

For those new to the game, it can be nerve-racking to meet with your first client and ultimately land your first sale, but with the help of our business-to-business sales expert, Sergio Garcia of Hearst Digital Media, we’ll break down some crucial dos and don’ts of entertaining clients.

As a Digital Media Strategist, Garcia meets with clients about 6-9 times every week as part of his job to strategize and sell marketing campaigns to businesses ranging from car dealerships to retail stores to fast food chains to medical offices—you name it! According to Garcia, you have to “make yourself memorable and remember that great people aren’t born great, they grow great. If you leave a great first impression on someone, sooner than later, they will be the one contacting you for advice, guidance, or ideas, and that right there is the universal key that will continue to open doors for you.” Garcia’s emphasis on first impressions is important to consider when entertaining clients because this could make or break a business relationship. With this easy list of do’s and don’ts we’ve put together, you are sure to make a lasting first impression.

DO stay calm

Everyone can get nervous—including clients. Clients can get nervous since they might not know what to expect when meeting with you. Try preparing your talking points beforehand so you’re comfortable with your material, which may help you and your clients stay relaxed.

DON’T drink too much

When entertaining a client, Garcia suggests to avoid drinking too much alcohol. You may end up saying something that can be taken the wrong way and turning your meeting into a bad situation. If you’re unsure whether to order a drink or not, let your client order one first. You should not feel pressured to drink if you choose not to, either.

DO listen

Sometimes, we can get so caught up in what we bring to the table that we forget about the needs and wants of the client. Follow their lead in the conversation and allow them to do most of the talking. If they see that you genuinely care, you have not only gained business but you’ve potentially gained a friend and another person in your network.

DON’T immediately talk business

Eventually you will end up talking business, but don’t jump into it straight away. Wait until your guest brings it up if possible. Know what your goals are for the meeting and only begin to mention business when the timing is right.

DO dress for the occasion

If you’re meeting for dinner, suit up. It’s best to be overdressed than underdressed; at the end of the day, you are your own agency and brand. If the meeting is set to be at the golf course, then stick to the appropriate attire and keep it business casual.

DON’T use offensive language

Never, in any situation, use expletives or language that could be considered offensive to your client. Garcia’s rule of thumb is to always have the same respect as you would if you were speaking to members of your family or loved ones.

DO let the client take the initiative of ordering something

The clients will know they’re there for business, but if they decide to keep it casual and order food or drinks, then go with the flow and join them. Always be ready to adapt to the situation and allow yourself to be comfortable.

DON’T lie

Even though you are there to land a business deal, you have to make sure everything you pitch is honest and credible. If you make false claims in order to make a sale, you are not only taking a risk to damage your personal reputation but your company’s as well.

DO offer to pay

They are your guest and your future client. Make sure they know that you can take care of them and that they can expect quality service while doing business together in the future. Garcia agrees that offering to cover their bill is a sign that they can depend on you.

DON’T take anything personally

Accept the fact that you will meet with potential clients who will ultimately decide not to do business with you. You won’t make every sale and you won’t close every deal. Don’t let this discourage you from meeting with more prospects.

At the end of the day, business is business and we all know what’s really at stake when you’re treating clients to fancy cocktails and tasty tapas. Remember that you can mix business with pleasure as long as you do it the right way and prepare yourself ahead of time. A last piece of advice from Garcia urges you to “earn your clients’ trust and be more than just someone they met. Become someone they remember.”