It is imperative that you play a leading role in making every new client’s ‘Grand Opening’ grand.
First of all, as the old saying goes, you don’t get a second chance to make a first impression. Your first impression with a new account is the role you play in the success of their grand opening.
But here is the real key……did you know virtually EVERY Grand Opening is perceived to be successful? That’s partially because the new business owner has no bench marks to measure his or her grand opening sales against.
The other reason every Grand Opening is perceived to be successful is because the new business owner has usually spent years and their life’s savings in anticipation of this first event, not knowing what to expect. When that first customer walks through the door or makes a phone call the new entrepreneur breaths a huge sigh of relief….their dream of making that first sale is actually a reality!
While I’ve never been a fan of “packages”, every station should have a Grand Opening Package which gets your new-found client started on the right foot. Your “package” will set the stage for all future business so it should NOT include a discount. Rather it should be a total value bundle, positioning you as the new business owner’s advertising consultant.
Your value bundle should include a complete business or SWOT analysis, a 52-week follow-up campaign, a creative concept, tips on “how to make your opening successful” and more.
YOU should always be present and front and center during the actual event. Send flowers or some other sort of congratulatory gift. Do a “Grand Opening Wrap-Up” report and take credit for this exciting day in the new business’ life.
Last, but not least, in all likelihood the new business owner does not yet have a trusted media advisor. Guiding him through this stressful but rewarding event will place you in good stead to partner with the business for many years to come.