The spring and summer months are ideally suited to business entertaining.  The warmer weather makes it easier to get around and connect with people.  And there are many possibilities for entertaining: concerts, golf outings, sporting events, outdoor eateries, and a host of social and cultural events.

While connecting with business partners is something I like to do and find beneficial, I know that some find it difficult to make business entertaining a priority or a part of their interaction with colleagues and business contacts.

Why Entertain?

You might wonder why business entertaining is so important.  The truth is business entertaining is a great way to improve business relationships and pursue additional business and professional opportunities.

Entertaining is an important tool of business because it gets people away from their desks, out of the office, and into settings where they can be more open to new possibilities.  The objective of most business entertainment is to get guests to do something fun or interesting - in settings that are enjoyable. 

The extra benefit I get from business entertaining is broader, richer, and deeper views of my business colleagues and associates.

Entertaining clients, prospects and other key business associates allows me to change the dynamic of my business relationships.  Specifically, business entertainment adds more of a personal dimension to the relationship.  By having this personal element, I often gain much greater insight into the needs of my guests and the needs of their organizations.  Meeting mutual needs is a basic component of any good relationship.

Entertaining can also be an ideal way to say "thank you" for something done on your behalf, or a way to support a charitable cause, or celebrate a significant achievement.  But make no mistake about it; business entertaining is primarily about business development, business retention, and developing high-performing business relationships.

Types of Entertainment

There are many entertainment options available.  Below are some of my favorites, along with some of the advantages and disadvantages of each.

Golf 

Golf is a great entertainment option – my personal favorite.  What makes golf so attractive is that it affords one the opportunity to spend a lot of quality time with others – something that's not easily matched by other entertainment options. Golf is a game that lets you learn about the character of your fellow golfers.  During a round of golf, you will quickly find out whether an individual is friendly, honest, competitive, risk-averse, humorous, gracious, empathetic, or in possession of any number of other traits.

Golf courses also have the added advantage of being beautiful places, with an atmosphere that is both casual and professional.  The settings are well suited for mixing business and pleasure.

Meals

Turning a business meal into business entertainment takes a fair amount of thought and preparation.  Breakfasts, lunches and dinners are ideal events for holding conversations away from the office.  Unfortunately, most meals of this type are actually about business first, and the meal second.  While business meals can provide wonderful opportunities to get to know contacts on a personal level, they tend to be shorter in duration and somewhat routine.  It’s something we do all of the time.

To make a meal entertaining, you must make it special.  That means hosting a meal at a unique location, perhaps somewhere exclusive. To make it even more special, you can arrange for a special chef or special menu, or hire musicians to play during the meal.  With a little imagination, you can make any dining experience special – something that will move the meal to the forefront, and business to the background.

Concerts, Sporting Events, Theatre

Many of my contacts like to go plays, concerts, theatre, and sporting events.  Holding conversations in these venues is tough, except during intermissions or breaks in the action.  For that reason I always recommend planning something before or after the event for more social interaction. 

Meeting someone at a venue, having them sit next to you for two or more hours, and then going home after a brief conversation, is not my idea of business entertainment.

Besides cultural events, there's also sporting events, which can easily lend themselves to business entertaining, especially if you entertain in a stadium suite.  If you entertain in regular stadium seats, it would be helpful to learn before-hand how passionate your guests are about the team or the game.  While real fans might prefer to focus on the game and only discuss topics related to the game, others will be content to just get some sun or be out with a crowd.  The key here is to know your guests and their preferences.

Other Events

Charity events such as art shows, auctions, and book events often work well as forms of business entertaining.  Charity events are unique and provide an opportunity for some high quality discussions.  They can also serve as a great way to support organizations involved in very worthwhile endeavors.  Showing your support of a business contact’s charitable interests is usually good for the relationship.

A reminder – business discussion should be limited.  The goal is to get to know your business contacts better and to have a good time.  It’s not easy to focus on shop-talk at charity events, so don’t do it.  Instead, make sure that your guests are having a good time.

Important Things to Remember

Business entertainment requires skill and a good deal of work.  The following are a few things to remember as you consider your next event:

Be Meticulous

Treat business entertainment with the same degree of care as you would any other important business meeting.  Be attentive to detail.  Eliminate distractions so you and your guest can focus on “the entertainment.”   The goal is to create a day or evening that is enjoyable and memorable.

Know Yourself

When you engage in business entertaining, it’s important to know how much of yourself you are willing to share.  Many people are uncomfortable in situations where they have to talk about their life outside of work.  If you have issues in this regard, be thoughtful about who and where you entertain.  It’s pretty difficult to be in a social setting and remain private.  If you find social settings difficult, you might be better off sticking to business meals, office meetings, or some other forum where you are comfortable, and where your private or personal life is less likely to become the subject of discussion. 

Do Your Homework

You must know the preferences of your business guests as well.  Learn about their likes and dislikes.  They may prefer certain foods, or settings; enjoy particular kinds of music; or really hate golf.  You want to offer your guests a variety of entertainment options that gets them excited.  A luncheon at the same old place probably won’t do that, so be creative!

Set Goals and Objectives

Always prepare a set of maximum and minimum business goals.  You may have a limited opportunity to engage in business talk, so be prepared to seize the opportunity when it arises.  Focus on the business at-hand; what it is that you have to offer, or what you might need from your guests.

Have Fun!

Create special moments.  Have fun!  Try to entertain your business contacts in a way that will be long remembered, and remembered in a very positive way.

The End