Continue to be engaged
when you’re on-site.
Whenever possible, arrive early and
stay late at your client’s location or
conference. This practice allows you to
continue relationship building in person with the client and others. I frequently work with hospitals, so I make
sure there is ample time for me to tour
the facility before I speak. I use this
time to interact with staff and take pictures that I use during the program.
When you arrive early and spend
time with the client, you can uncover
information you might have missed
during the needs assessment phase just
in time to include it in your presentation. Schedule a dinner the night before
with key leaders and staff so that you
can learn more about their needs and
get better acquainted.
If your schedule permits, do the
same thing at conferences. At the
SHRM Leadership Conference, NSA
member Dan Thurmon, CSP, CPAE, did
the opening keynote about being “Off
Balance, On Purpose.” Because I arrived the day before my talk, I was able
to reiterate a few of his key points in
Arriving early gives you time to attend networking events and connect
with audience members. Make it a
point to mingle with them right before
your talk to get folks laughing, and
thank them for coming.
How to Engage
Clients After the
Here are some ways you can continue building
relationships after your
♥ Send reminders with tips and
techniques to help participants
apply concepts on the job.
♥ conduct a follow-up call with
key leaders to share observations from the needs assessment phase and on-site
interactions, including recommendations for next steps.
♥ give participants access to complimentary ongoing electronic
resources, such as a newsletter
or blog, to continue learning.
♥ Send out a survey six weeks
after the program to determine
key implementation areas and
the benefits of the behavior
♥ provide special access to free
tools for improving your topic
area, available as a gift to current and past clients.
♥ Share your contact information
and encourage attendees to
keep in touch, ask questions or
relate success stories. Don’t
worry about getting flooded
with phone calls and emails;
people appreciate the gesture
but most won’t act on it.
Stay engaged after
I was a sales trainer early in my career,
so I know the value of follow up to create “transfer of training”—a fancy way
of saying that you want your ideas to
stick. We’ve all attended conferences as
attendees. We heard a great speaker,
took lots of notes and never did anything with them. You will stand out by
creating a long-term ROI for your
clients with effective follow up.
Celebrate many happy
anniversaries with your
One of the best ways to stay in touch
with attending is by inviting them to
opt-in to receive your newsletter. Get
permission for this opt-in as part of
your client agreement. I also collect
contact information every time I speak,
inviting folks to subscribe to my free
newsletter. I have received a lot of business from people who have stayed connected via this newsletter.
You also can forward interesting articles or resources to clients as a way to
stay in touch, and remind them you’re
available for problem solving around
your topic. Or offer to introduce them
to other great NSA speakers to help
them at future events.