The Importance of the Client Dinner: How Being Social Wins Business

Ah, conference season—the time of year when CRE professionals pack their bags, dust off their best business-casual attire, and prepare to shake more hands than a politician on election day. I recently found myself in Los Angeles for one such conference, and, as is tradition, a client dinner was on the agenda. Having attended more of these than I can count, I thought I had seen it all. But this particular evening reminded me why mastering the art of the client dinner is an essential skill in the CRE world.

Our host that night was nothing short of a maestro. With seven people at the table, many of whom had never met, he seamlessly orchestrated introductions, adding personal tidbits about each guest that sparked conversations beyond the usual small talk. He even included the waitstaff in the banter, treating them with warmth and respect—a small gesture that spoke volumes. Pro tip: You can tell a lot about a person by how they treat those serving them.

Client dinners aren’t just about food and fancy restaurants; they’re about relationship-building. Whether you’re a CRE veteran or a rookie just finding your footing, these gatherings offer a prime opportunity to make connections, showcase your personality, and leave a lasting impression. Here’s how to ensure your client dinners are more ‘deal-closing’ than ‘deal-killing.’

The Host Sets the Tone

If you’re the host, you’re in the driver’s seat. That means:

·???????? Choosing the right restaurant – Pick a place that’s conducive to conversation. No deafening music, no complicated dishes that require a manual to eat, and, for the love of all things professional, no buffet lines.

·???????? Making a reservation – Nothing screams ‘unprepared’ like showing up and realizing there’s a 90-minute wait. Plan ahead and, if possible, request a quieter table.

·???????? Arriving first – Be there early to greet guests and ensure the setup meets your needs. You don’t want a prime view of the kitchen’s swinging doors or the bathroom queue.

First Impressions Matter

·???????? Dress appropriately – Yes, the world is more casual, but that doesn’t mean you should show up looking like you just came from a tailgate. When in doubt, aim slightly more polished than underdressed.

·???????? Introduce everyone – Do your homework and make meaningful introductions. If two guests have a shared hobby or connection, bring it up. It makes the conversation flow effortlessly.

·???????? Small talk is your friend – Don’t jump straight into business. Ease into the conversation with personal anecdotes, travel experiences, or even a well-placed joke (but keep it PG-13).

Manners (Still) Matter

·???????? Put the phone away – Nothing says ‘you’re not that important’ like scrolling through emails mid-meal. Give your guests your full attention.

·???????? Know where to sit – If you’re hosting, be strategic. Position yourself where you can facilitate conversation rather than isolating yourself at the far end.

·???????? Mind the menu – Consider dietary restrictions and avoid overly messy dishes. A spaghetti disaster is not the impression you want to leave.

When to Talk Business

Business will inevitably be discussed, but timing is key. A good rule of thumb: wait until after orders are placed. If it’s a purely relationship-building dinner, let the conversation flow naturally. Some deals are sealed over dessert, while others simply lay the groundwork for future meetings.

Who Pays?

The host always pays. No arguments. No awkward back-and-forth with the check. If necessary, excuse yourself and settle the bill discreetly. A smooth close to the evening reinforces your professionalism.

The Follow-Up

A successful client dinner doesn’t end when the plates are cleared. If you promised an introduction, a follow-up email, or additional details, make sure you deliver. A simple ‘thank you for your time’ message goes a long way in solidifying the relationship.

The Takeaway: It’s More Than Just Dinner

A well-executed client dinner is an investment. It’s a chance for prospects to ‘test-drive’ your personality and see if they’d enjoy doing business with you. People like to work with those they trust and genuinely like.

So, whether you’re a seasoned CRE professional or just starting out, remember: business isn’t just conducted in boardrooms—it happens over cocktails, steaks, and shared laughter.

Bon appétit and happy deal-making!

Shawn Massey is an adjunct professor at The University of Memphis where he teaches a graduate class in real estate development and undergraduate/graduate in real estate investment. When he is not teaching, he is a full-time retail real estate advisor with TSCG. He holds the following designations CCIM, ALC through the National Association of Realtors and CRRP, CLS, SCLS designations through ICSC. To contact Shawn Massey please call (901) 461-7070 or via email at [email protected]

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