Unlocking ROI from Your Next Lunch 'n Learn: The Ultimate Guide
Every Lunch 'n Learn should end with a referral. If it doesn't, something went wrong.
Every Lunch 'n Learn should end with a referral. If it doesn't, something went wrong. Sound harsh? Maybe, but it's the truth. If you're walking out empty-handed, you're missing out on prime opportunities.
Think about it: you’re bringing value, showcasing your services, and giving them a free meal. Why shouldn't that lead to a new connection, client, or at the very least, a solid referral?
In this post, I’ll break down the exact steps to guarantee you get the most out of every Lunch 'n Learn. This isn't guesswork—it’s a proven five-step process I call the '555' strategy. These are actionable tips, designed to make sure your next event leaves a lasting impression, and most importantly, nets you referrals.
Let's dive in! Here's how you turn a simple lunch into a powerful business opportunity.
Step 1: Preparation is Everything
Before you even step into the room, the success of your Lunch 'n Learn hinges on solid preparation. It’s not just about securing a date—it’s about making sure the right people show up.
Send Calendar Invites to Key Decision-Makers
Don’t just rely on the person you booked the event with. Make sure the invite hits the inbox of everyone in a decision-making role: administrators, directors of nursing, social workers, and even the maintenance team. The more people with decision-making power, the better. And let’s be real: if it’s not on their calendar, it doesn’t exist. So, make sure it is.
Lock Down the Date (Even If They Hesitate)
Often, you'll hear, "Let me get back to you." Don’t let that be the end of the conversation. Instead, find out when their leadership team regularly meets. Most facilities have a set day for internal meetings. Suggest a tentative date around that time and ask them to confirm later if needed. You’re putting the ball in their court, but on your terms.
Step 2: Confirm, Confirm, Confirm
Once the date is locked, don’t assume you’re set. Always follow up the day before with a call. Double-check for any food allergies, remind them of the event time, and make sure everyone’s still on board. It’s a small step that ensures there are no last-minute surprises.
Better yet, visit the facility a few days before the Lunch 'n Learn. When you do, swing by to confirm in person with key staff. This visit plants the seed in their minds, so they’re thinking about your presentation well before the day arrives. By doing this, you’re top of mind—and people start thinking about who they might refer.
Step 3: Make the Food Work for You
You might think food is just a perk for the attendees, but it’s also a branding tool. Here's a game-changer: order two-liter bottles of soda, not cans. Why? Because two-liter bottles stick around in office fridges for days. And if you slap your company’s sticker on that bottle, your brand stays visible long after the lunch is over.
Order the food to be delivered 15 minutes before the lunch starts. This ensures you can focus on engaging with attendees rather than juggling take-out bags and trays. Your goal is to look polished, not frazzled.
Step 4: Brand the Room (and Yourself)
When you arrive, don’t just quietly set up. Get there early and make yourself known. Greet every staff member as they arrive—people love food, and if you personally invite them, they’re more likely to show up.
Now, here’s where branding really comes in: plaster the room with your marketing materials. Stickers, brochures, pens—anything with your company’s name on it should be visible. When they grab leftovers later or pick up a pen, they’ll see your brand.
And here’s a pro tip: as soon as everyone gets their food, start the presentation. People know why they’re there—no need to be shy about it. Just dive in.
Step 5: Master the Close
Once you’ve given your presentation, it’s time to close. There are two simple, effective questions you need to ask:
"What did you like most about what I shared today?"Let the silence linger until someone answers. This helps you understand what resonates most with them.
"Do you have a family discharging today that could benefit from our services?"Be direct. By asking if they have anyone today, you create urgency. This question prompts them to think of someone immediately rather than kicking the can down the road.
Step 6: The Follow-Up
Your work isn’t done once you leave the facility. Following up is crucial. Within two hours, send a thank-you email or text. Keep it personal—mention something specific from your conversation, like a dog they mentioned or a family update.
Next, post a quick thank-you on social media, tagging the facility. This not only shows appreciation but also signals to your competitors that you’re building a relationship with that facility.
Lastly, within three days, follow up with a call or another in-person visit to ensure any leads or referrals are moving forward.
Final Thoughts
The Lunch 'n Learn is more than just a free meal and a presentation. It’s your opportunity to create meaningful relationships, build trust, and most importantly—get referrals. If you follow this 555 strategy, you’ll walk away with more than just leftovers; you’ll walk away with solid business leads.
Start implementing these steps today, and you’ll see the ROI from your Lunch 'n Learn skyrocket. Ready to get started? Let's go!
