The Return of Wining and Dining: Is the Classic Client Relationship Making a Comeback?

Ah, the good old days when meeting a client over a beer for lunch wasn't just acceptable—it was practically a rite of passage in the sales world. I remember early in my career, those casual meetings were the norm. And it wasn’t just beers; my father-in-law would regale me with tales of fly-in fishing trips to Canada with clients like Maytag and Electrolux, where gifts flowed as freely as the fishing lines. But somewhere along the line, the tradition of investing in tight vendor-client relationships slowed to a crawl. What happened? And more importantly, is the art of wining and dining poised to make a comeback?

The Decline of Client Schmoozing

Several factors contributed to the decline of those lavish client engagements:

Perceived ROI: Businesses started questioning whether the investment in fancy dinners and trips was really worth it. Was all that steak and vino translating into increased sales?

Ethical Considerations: There was growing concern over the potential ethical implications. Were these gifts and trips influencing decisions inappropriately? The lines between building relationships and financial incentivization started to blur.

Regulatory Restrictions: In the 1960s the IRS stepped in with the $25 gift deduction rule, making it harder to justify expensive tokens of appreciation.

Is Wining and Dining Making a Comeback?

Despite the decline, there are signs that wining and dining might be making a resurgence. Here’s why:

Relationship Building Matters: In a world dominated by digital communication, face-to-face interactions are more valuable than ever. Building authentic relationships can set you apart from competitors who rely solely on Zoom calls, phone and emails.

Trust and Loyalty: Personal interactions foster trust and loyalty. When you invest time and effort into getting to know your clients, they’re more likely to stick with you through thick and thin.

Human Connection: After years of virtual meetings, many people crave human connection. Sharing a meal or a drink is a powerful way to bond on a personal level, beyond the business talk. And it isn’t always food and drink. It can also occur on a hiking trail, a pickleball court, and other health-conscious options.

Differentiation: As businesses look for ways to stand out, the classic approach of wining and dining offers a nostalgic yet effective strategy to make a memorable impression.

Proper Etiquette for Client Relationships

If you’re thinking about bringing back the charm of client schmoozing, it’s essential to do it right. Here are some tips for proper etiquette:

Know Your Client: Understand their preferences and interests. Not everyone enjoys the same activities or gifts. Tailor your approach to make it personal and meaningful.

Be Respectful of Boundaries: Some clients might have ethical guidelines or personal preferences that limit what they can accept. Always respect these boundaries to maintain professionalism.

Quality Over Quantity: It’s not about the extravagance of the gift or the cost of the meal. It’s about the thoughtfulness and the effort to create a genuine connection.

Transparency: Be transparent about your intentions. Building relationships should be about mutual benefit, not manipulation or obligation.

Follow-Up: After the meeting, follow up with a thank-you note or a message to show appreciation for their time. This reinforces the relationship and keeps the lines of communication open.

Poor Etiquette for Client Relationships

Just as there are right ways to build client relationships, there are plenty of wrong ways. Avoid these pitfalls:

Overindulgence: Don’t go overboard with lavish gifts or expensive outings. It can come across as trying too hard or, worse, as inducement.

Ignoring Boundaries: Pushing clients into activities they’re uncomfortable with or offering gifts they can’t accept is a surefire way to damage the relationship.

Lack of Authenticity: Insincerity is easy to spot. If you’re only wining and dining clients for your benefit, it will show. Genuine interest and care are key.

Neglecting Professionalism: Even in casual settings, maintain a level of professionalism. Sloppy behavior or inappropriate comments can ruin an otherwise productive engagement.

The Importance of Face-to-Face Interaction

While Zoom meetings and digital communication have their place, they’re no substitute for face-to-face interactions. Here’s why:

Non-Verbal Cues: Much of communication is non-verbal. Body language, facial expressions, and tone of voice all contribute to understanding and building rapport.

Personal Connection: Meeting in person fosters a deeper connection. It’s easier to relate to someone and build trust when you can look them in the eye.

Focused Attention: In-person meetings demand more focused attention. Without the distractions of screens and notifications, the conversation can be more engaging and meaningful.

Memorable Experiences: Shared experiences, like dining together or attending an event, create lasting memories and stronger bonds.

The Costs and Justifications

Yes, wining and dining clients involves costs—travel, dining, and more. But these investments can be justified when the potential business opportunity is significant. Consider the size and value of the opportunity, and weigh it against the potential benefits of building a strong, personal relationship.

Conclusion

The art of wining and dining clients, while less common today, still holds significant value. By understanding the reasons for its decline and the potential for its resurgence, businesses can strategically invest in these personal interactions to build stronger, more loyal client relationships. Proper etiquette, respect for boundaries, and a focus on genuine connection can make all the difference. So, dust off those dinner jackets and prepare to toast to renewed client engagement—because sometimes, the old ways are still the best ways to build lasting business relationships.