VEGAS INC Magazine - Latest Las Vegas business news, features and commentaries about gaming, tourism, real estate and more
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VEGAS INC C OV E R STO RY STEVE MARCUS TREAT TIME: Jennifer Schwartz, a senior accountant at Houldsworth, Russo & Co., arrives with Krispy Kreme at Help of Southern Nevada. Schwartz conducted an annual audit of the organization the same day. Firm owner Dianna Russo said she often provides treats for clients on the same day her staff will be performing audits of the companies so she can reward both her clients and employees with a single gesture. lunches or unexpected deliveries of doughnuts or bagels. In winter, her firm rents a coffee and hot chocolate truck to greet people in their parking lot. In summer, it's an ice cream truck. Russo times the appearances to coincide with her staff's audits, so she can show appreciation for both her clients and her staff at the same time. Companies with fewer clients often can afford to be more elaborate. Alice Heiman, a sales expert in Reno, takes clients sailing on Lake Tahoe. She has only about 10 clients though, making it easier to plan such trips. "Of course, no one ever says no," Heiman said. "We usually have a picnic." The picnics have paid off. Because of the downtime she spends with them, Heiman knows whether her clients are married or engaged and the names of their children. That familiarity has helped her land deals. Heiman's business philosophy centers on the idea, "Never eat alone," a phrase | 7 OCTOBER 2013 20131007_VI01_F.indd 17 | "When you're outside of the normal business environment, it gives you a chance to look at them in the eye. People want to do business with people they know and people they like." —HUGH ANDERSON, MANAGING DIRECTOR OF HIGHTOWER ADVISORS based on the title of a book by Keith Ferrazzi. "If you're a golfer, you might as well ask a client to golf with you," Heiman said. "You're going to golf anyway." But there's also a line businesspeople should be wary to cross. There's a difference between making deals and becoming too friendly. "You don't want to be buying their business," Emens said. "There are firms out there who will do anything to buy friendship. If there's a client who wants me to buy their relationship, I'll tell them it's not worth it. My integrity is not worth it." Emens' company led the political campaign of Las Vegas Republican Assemblyman Wes Duncan, who beat former Assemblyman Marcus Conklin in the last election. He credits the success of the campaign to his relationship with Duncan. "They saw our integrity," Emens said. Heiman contends that high integrity attracts integrity. It was a lesson she learned early in her career. "I got a lot of offers I didn't take," she said. "I'm a young, good-looking woman. I'm smart. I got propositioned all the time. You have to be professional and maintain yourself." And wooing clients is about more than wowing them with food or outings. It's about being available, all the time. Anderson calls that part of the business relationship "multi-dimensional communication." It requires texting, talking on the phone, Skyping and using Facetime at all hours of the day. Clients want to have access to the people they deal with. The experts also recommend that businesspeople embed themselves in their community to network and make connections. "Roll up your sleeves and get involved," Anderson said. "That's not going to cost any money. You're going to have name recognition. It will lead to business." It also will make you a more wellrounded person, Heiman said. "Wake up in the morning and do the very best you can to be a good person," Heiman said. "Give back to your community. People will want to do business with people like that." 17 10/3/13 1:46:57 PM