Skift Take
Clients want as much value for their event spend as possible. That has always been the case, but global economic uncertainty adds greater pressure on planners. It may be hard to turn work away, but when does enough become too much?
Clients want as much value for their event spend as possible. That has always been the case, but global economic uncertainty adds greater pressure on planners. It may be hard to turn work away, but when does enough become too much?
Money is not the only consideration, though. Clients face the twin challenges of short lead times and the need to produce outstanding experiences. This is often while simultaneously dealing with ambiguity in decision-making regarding event outcomes from leadership.
Be Ready
This all leads to expectations of champagne experiences on a beer budget, as Dahlia El Gazzar, Founder of Dahlia + Agency, puts it. Despite the difficulties, understanding what clients are looking for remains critical for planners.
Managing clients is about being ready for inquiries and then being able to deliver.
Understanding what you can and cannot control is integral to this. Accepting a project that depends heavily on other suppliers is a challenge. This can be exacerbated when demanding timeframes are imposed by clients.
Getting closer to your providers can give you invaluable insights here. You will soon work out if they will be the right choice when you need their help with demanding clients. Find suppliers that can manage unusual expectations.
Beyond providers, what can you do to streamline your processes? What can you do to save time while providing value?
Get Commitment
Share specifically what you can offer and what it will cost. If an agreement seems possible, negotiate a signed written contract that clearly documents both parties’ obligations. “Be prepared to say no if you cannot agree on mutually satisfactory terms,” said Adrian Segar, Event Design Consultant.
You know that clients will forensically examine event budgets before committing. But you need that commitment. Short lead times may be the order of the day, but suppliers often require payment in advance, and you will need to ensure that it is facilitated.
Be Creative
Look beyond budgets alone when managing clients. Victoria Matey, event psychologist at Matey Events, points out that you were hired because you know how to create experiences better than anyone else.
“Bring your creativity front and center. Too often, event professionals are perceived as order takers, and that needs to change,” Matey said.
And to make your creativity shine brighter, ask yourself a fundamental question, says Chris Elmitt, CEO of Livve. He says you can harness much more innovation by asking: “How do we achieve different for less?”
Elmitt recalled when a bank used a national cinema chain to host all staff briefings in a network of theaters. “Rather than booking lots of venues, organize lots of transport and lots of catering. A box of popcorn and a drink was deemed to have ticked that box.”
Work Closer or Walk Away
Getting close to your client will be advantageous. “Chat about their strategy a lot, help them set realistic goals, and share with them how to have the conversation with their team and leadership,” advises El Gazzar.
She advocates having the boundaries clearly set. For example, for clients that tend to email too much, treat you as mind readers or personal assistants, set the limits and expectations — no emails after a certain hour, no correspondence on weekends, and more. Or charge them for these extras.
Sometimes though, you may need to walk away from a client. It can be the best outcome for both parties. Tahira Endean, an international event designer, said, “Trust your gut, or what I call ‘eventstinct.’”
Experienced planners know when a client is being unreasonable with delivery expectations. Planners can set a deadline for contracts and deposits, that is a hard stop. “When they don’t meet it, you can politely walk away,” Endean said.
Your Mental Health
It is always hard to turn business away, particularly during difficult economic times. Even for the most successful companies. However, a line must be drawn to ensure your mental health and well-being are not adversely affected by attempting to perform miracles. Harness the power of your relationships, creativity, and negotiation ability to navigate what could be choppy waters.
