Poor execution can waste big money spent on PR

Last Sunday, a doctor friend of mine was invited to an Exclusive Seminar by an equity investment broking firm, to educate them about their premium products for HNI (High Networth Individual) clients. It was a privileged invitation and only a selected number of successful doctors were invited to the seminar, she was told. The selected venue also was a posh new banquet hall which had great interiors and equally great food. They had arranged for a great musical evening following the seminar. The firm took extra care to make her feel special and confirm her participation.

Her experience was far from special. Here is what spoiled her evening and her opinion for the firm that invited her :

1) On Sunday she reached the venue, sharp at appointed 4 pm, only to discover that the main hall on the first floor was jam packed, the event had already started and there were no seats available. Finally, she was taken to the second floor where they had arranged a screen display through live camera coverage of the event from the first floor.

2) The sound on this floor was too loud and the AC was too chilling. She requested some attendants there to correct the volume and the cooling, but they refused to act saying “If somebody from hosts tell us, then only we can do it.” And, all the hosts were busy on the first floor…!

3) The great “musical evening” turned out to be a solo performer crooning some old songs while playing audio tracks on his laptop. After 1-2 songs, it became unbearably boring. She got up to leave. On her way down, some executives spotted her and requested her to stay till dinner was served.

4) She waited till 8.00 pm and finally went to the dinner counters. From there she was sent back and told to come at 8.30, because ‘hosts’ had not yet given green signal to start serving dinner.

5) Finally, when the flood gates were opened at 8.30, she saw a long queue at the dish counters, going down from second floor to all the way on the ground floor…! She could see the hard struggle by the guests for getting food items. There was no space for 650 ‘special’ guests to eat simultaneously at this ‘exclusive’ event…! She could not understand what was exclusive in this event ?

6) Annoyed and angry, she returned from the event without eating and decided not to entertain any offers from this broking firm.

We may spend lakhs of rupees to woo HNI clients by holding exclusive events. And then also invite all-and-sundry, because we could not say ‘no’ to anybody. Then we subject them to tortures of various types and make them stand in queues and struggle for food. Which HNI client would come to us?

If we want ‘exclusive’ clients on our list, we should learn to execute better. Grand strategies on paper fail, when execution on ground is weak. It is not rocket science, it is pure common sense.

Author: Sanjay Shah

Sanjay is the author of "Business Management Simplified" which provides Practical, Actionable Solutions for Entrepreneurs. It is an all-in-one guidebook to start, run and grow a small and mid-size business to the next level. He is also an SME Business Coach, Seminar Leader and Motivational/Keynote speaker, Sanjay is based in Mumbai (India). He advises many businesses on Strategy, Leadership, Marketing, Branding, Customer Experience Management and Organization Development. He conducts various self-help seminars and workshops for companies and groups in English, Hindi and Gujarati. For more info, visit : www.SanjayShahSeminar.com

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