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Module: 1

Way of Working with clients

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1.1. Introduction

1.2. Planning and preparing for the meeting

1.3. First impressions and presentation

1.4. What does your client need?

1.5. What comes next? Timeframes

1.6. Following up

1.7. Event proposal

1.8. Contracts and agreements

1.1. Introduction

Event planning is a rapidly growing industry and has endless opportunities for work and career. It is

a broad and diverse sector. In all walks of life, events now mark all kinds of personal and commercial

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occasions and both hosts and guests expect them to be expertly organised, efficiently run and

stylishly presented.

Event planners can choose to specialise in one area or work on a variety of event types:

Personal – birthdays, anniversaries, religious ceremonies.

Weddings – a very large event planning opportunity.

Commercial – product launches, book launches, promotions, PR stunts, store openings, car launches

and many more.

Not for profit – help the world to be a better place with attention grabbing events that raise money for a

charity.

Entertainment – sporting, theatre festivals, film festivals, dance events etc.

Corporate – company celebrations, employee reward parties, Christmas parties.

Political and community events.

There’s such a variety of choice in this industry, you’re bound to find an area that personally fulfils

you and also rewards you handsomely. It will give you freedom, flexibility and control over your own

future.

If you have the ability to be organised and efficient, you’re already on your way to being a great

Event Planner. However, there are many other skills and attributes you need to add to ensure you

get things right for every event.

During this course, we’ll teach you and show you essential industry specific knowledge, tips and

tools that help you to work in a professional way from the beginning.

When starting out, it’s important to build a good reputation and maintain it.

In Modules 1 to 5, we take you through the hands-on, practical steps necessary for good planning and

implementation. You’ll learn about meetings with clients, timeframes and contracts. Discover how to

deal with suppliers, venue booking, caterers and guest speakers. Get know how on budgets, etiquette,

dress code, table settings and manners. You’ll also find invaluable help on last minute preparations and

exactly what to do once the event is over, including an evaluation for learning and business development

purposes.

Once you’ve gotten a good grounding on the practical details to good event planning, Modules 6 &

7 outline the theory behind event and project management. This deepens your understanding of the

industry and helps you with career planning, crisis management and in identifying strengths and

weaknesses.

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We’ll also give you lots of insight into a variety of different types of event including weddings,

fashions shows, fundraisers, conferences, concerts, political and sporting events.

1.2. Planning and preparing for the meeting

It is very likely that your first contact with a new client will be via email. This is an excellent

opportunity to learn as much as possible about your client and his or her expectations. Collecting the

right information will allow you to come well prepared to the first meeting; it will save both of you time

and can prevent misunderstandings. Here are some tips to help you to effectively plan and organise

your first meeting:

1. Study your client. Do your homework and try to find out as much as possible about your prospect.

If you are planning an event for a company, Google it and visit its website. If you are dealing with an

individual, see if you can find his or her profile on various social networking sites. After this research,

you should have an idea of what style of event might be suitable for your new client.

2. Plan the meeting agenda. Prepare you questions in advance and make sure they have been

thoroughly though over - this will make a very professional impression on your client. The agenda

will also help you to stay on track during the meeting, and will ensure that no important matters are

forgotten.

3. Choose the right venue. As a freelancer, you may work from home and probably do not have a

dedicated meeting room. If your client is an individual or a small business, you may need to pick a

public location. Look for a location that is quiet, conveniently located for both of you, and has a Wi-Fi

connection.

4. Bring the right tools. For the first meeting, you will definitely need to prepare a presentation to

show your client more about your previous work, your ideas, and the possibilities you offer. Don’t

forget meeting essentials, like notebooks and pens.

5. Bring few samples. It’s most likely that your client will expect to see an example of what you’ve

done before. So it’s a good idea to bring some printed brochures that you can leave with your client.

Also, be prepared to show your client some references. Don’t forget to include a business card with

your name on it. And be prepared for other people joining the meeting by bringing extra business

cards and samples.

PREPARING THE FIRST MEETING

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The purpose of a first meeting with a potential client is to sell your services as an event manager.

These days, the initial contact with clients is usually via email.

If so, read this email carefully and make the most of the customer information contained there.

If it’s from a company, do some research on that sector.

Read through the company’s online profile – its website, facebook page and social media presence.

This information will help you prepare for the interview.

Compose a questionnaire about the event with questions like:

Who are the participants? How many? What date? Where?

Choose the date and place of your first meeting in agreement with the client.

If you’re not meeting in an office, choose a good quality, neutral place that has wifi.

If you’re meeting someone from a large company, offer to come to his offices. It will probably be

convenient for him and your gesture will be appreciated.

Prepare all the tools you need for your presentation and bring promotional material and business

cards so you’re easily contactable.

It’s important to show the quality of your work to demonstrate professionalism and inspire

confidence. Bring some files from other successful events you’ve managed.

1.3. First impressions and presentation

Despite the popularity of modern means of communication, such as email, phone calls, and text

messages, meetings are still one of the most effective ways to get to know your clients and build up

a rapport with them. So do meet your client in person, especially in the very earliest stages of your

work together.

Your relationships with your clients will vary tremendously, so meeting them personally can help you

understand them better. The nature of the client relationship may range from extremely businesslike

to ultracasual, or anything in between.

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With some clients, it may be appropriate to wear a business suit to meetings. With others, you might

feel more comfortable chatting over cocktails after office hours. The level of formality of the

relationship will be determined by the client’s personality, not by yours.

The particular field of event planning that you are entering dictates the level of professionalism

required. In a corporate situation, business attire is typically required for the formal business

environment. Restaurant event planners adhere to business casual attire in the restaurant’s more

relaxed environment.

Your first contact with a client leaves a lasting impression. Your phone etiquette, manners, and

communication skills all help to set up a successful relationship. Adopting some basic industry

practices will improve your communication skills, giving you the confidence to interact with your

clients.

All event planners should aim for consistently high levels of professionalism. This professional

standard translates to all events, from the very casual to the very formal.

Don’t be afraid to allow your personality to mix with your professionalism: great planners have both

of these attributes. Follow the tips below to boost your professionalism.

If you want to maintain a professional attitude, DO:

1. Be punctual.

2. Get the name of the person you are meeting correct.

3. Be pleasant and polite to the receptionist and to anyone else you meet.

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4. Greet your prospect with a firm handshake (more about this in section 5.2.) and smile, saying

“Good to meet you”.

5. Follow the lead of your prospect as to where to go and when to sit down.

6. Maintain eye contact when talking with a client.

7. Listen to your client and interrupt as little as possible.

8. Thank your client for his or her time after the meeting.

… and AVOID:

1. Eating during the meeting, unless it’s a lunch meeting.

2. Answering your mobile. In fact, turn it off.

3. Texting or emailing.

4. Whispering to your teammates while the client is talking.

5. Appearing tired or distracted.

6. Chewing gum.

THE FIRST MEETING

It’s the day of your first meeting with a new prospective client.

Wear the appropriate clothes which will make a good impression and inspire confidence.

Allow time for unforeseen delays on your way to make sure you’re definitely on time.

Be clear about the name of the person you're meeting and his job title.

Announce your arrival to the reception staff politely.

When the person you’re meeting arrives, greet him with a firm handshake, smile and say you’re glad

to meet him.

Allow him to sit before you do.

Maintain eye contact at all times.

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Listen to your client’s needs carefully and try not to interrupt.

After the meeting, thank your client for his kindness and for meeting you.

Things you should avoid during the meeting:

Answering phone calls, messages or emails; it’s best to turn off your phone.

Showing lack of interest, tiredness or distraction.

Your client must see that you’re really motivated and keen to manage this event.

Don’t eat unless it’s a lunch meeting.

And, lastly, don’t chew gum ... it gives a very bad image.

1.4. What does your client need?

Your first meeting with a client is extremely important - not only because first impressions count, but

also because you need to gather as much information as possible if you are to advise your client

well. The most difficult thing is to determine what your client really needs. Sometimes, the client

already has some sort of a scenario in mind, but your role is to verify this and to make sure that,

together, you choose the scenario that best meets the goal. Asking your client the right questions will

help you to get to the point quickly and precisely, but remember to take notes so that you remember

everything that has been said and agreed. It is best to set an agenda for the meeting in advance:

have these questions written down, so that none of them are forgotten.

The most popular and effective method of asking questions is summarized by the

mnemonic 5W1H: why, who, what, when, where, how. These questions allow you to get the most

information from your client, and they will help you to prepare an appropriate event proposal.

WHY :

Why the event is being held?

WHO:

Who will be invited?

WHAT:

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What is the goal of the event?What type of the admission will be used: ticketed, free entry, or by

invitation only?What are the budget and the timeframe for the event itself?

WHEN:

When will the event be held?

WHERE :

Where will the event be held, or what is the ideal venue?

HOW:

How will the event be set up?How will the materials and attendees be transported?Will food and

beverage will be served, and how?

YOUR CLIENT’S NEEDS

It’s very important that you’re clear about your client’s needs and preferences so he/she is happy

with your work.

To find out exactly how he wants the event, you must listen carefully.

Your role as an event planner will be to advise clients on the best options according to your

experience and help with some of the decisions to be made.

So you leave no stone unturned, use the 5W1H method to prepare a questionnaire.

What? - What’s happening?

Who? - Who’s hosting and who are the guests?

When? - Specify the date and time.

Where? - Where is the event being held? Who owns the building or area?

Why? - Why is this event taking place? What do you want to achieve?

How? - Is it a free event? Will there be an entry fee or is it private?How must the arrangements be?

You can also demonstrate your capabilities on specific issues such as logistics, security or a Plan B

in case it rains.

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When everything is defined you can clarify the main issues to address.

Ask your client for a second follow-up meeting.

Be polite and thank him for agreeing to the meeting.

1.5. What comes next? Timeframes

Once you know the purpose of the event and have the answers to your 5W1H questions, it is a good

moment to draw up a timeline and agree on the next steps. No matter how well your meeting went

and no matter how impressive you were, if there are no next steps have been agreed upon, you will

not be able to effectively proceed with planning the event. To determine the next steps, deal with

each of the following issues:

1. Find out and confirm your client’s expectations regarding the timing.

2. When will the client be making a decision?

3. When does the client want to start?

4. When does the client expect completion?

5. When does the client expect your input?

If all the other steps from sections 3.3 and 3.4 are followed, determining the answers to these

questions should be as simple as straightforwardly summarizing the meeting, the client’s goals (as

understood by you), and your proposed solution and follow up.

When everything has been clarified, it’s time to end the meeting. There are many closing techniques,

so it’s best to choose the one with which you feel most comfortable. However, there are a few things

worth remembering:

1. BE POSITVE about the event. In truth, we make decisions based mostly on emotions, not on logic.

So it is very important not to show that something seems difficult to you, or that you’re afraid you

don’t have enough experience.

2. Involve your client in the planning: for example, request materials to review and ask to be

contacted if the client has some new ideas. Whatever you decide is appropriate, but make sure your

client has a task.

3. Ask for a follow-up meeting, or tell your client when you email them or phone them.

4. Be polite and thank the client for the meeting.

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1.6. Following up

The first meeting with a new client is crucial. To ensure that it is the beginning of a longer

relationship, send the client a written summary after every meeting. This not only confirms your

conversation, but it serves as a to-do list, a historical record, and a physical reminder that you offer

world-class service.

The summary should include issues that were discussed and decided on (point 3.3), as well as

suggestions for the next steps (the timeframes in point 3.4).

The follow-up email should include the following information:

1. Name of the event.

2. The date of the meeting.

3. A bullet-point list of everything that was discussed (5W1H will be helpful at this point to sort

everything nicely).

4. Next steps: timeframes and the agreed delegation of roles.

5. Thank your client for his or her time and for the opportunity to present your services.

6. The deadline by which you will send the event proposal and the quote.

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7. A reminder of your contact details.

Such follow-up letters should be written at every stage of your relationship with the client. Even if you

didn’t win the job on the first meeting, send your prospect a note to state how much you appreciated

meeting him or her. If no decision was made at the first meeting, call in a few days’ time to see if

your client has made up his or her mind.

1.7. Event proposal

Once you have gathered all the necessary information from your client regarding the event to be

hosted, it is time to prepare the event proposal. This is another crucial step in the process of event

management. Take your time to consider various options and to make sure that no details that are

important for your client are forgotten. This is the moment to return to your notes from the first

meeting and the follow-up memo, which will be helpful at this point. This is also the right time to send

your quote. The price quotation is only an estimate of the actual costs, but it should be as detailed as

possible. Along with standard services and billing rates, include optional services and their prices. If

you are new to writing proposals, one thing to note is that a price list is not a substitute for a

proposal. A proposal is a sales document meant to help persuade your potential clients to give you

their business. To do this, you must instil trust in clients that you can deliver the services they need.

Do not jump to conclusions too quickly; take some time to make sure all the pieces fit together

nicely. Do create a proposal that is actually tailored to that client’s needs. At the same time,ensure

that this process doesn’t take to long: you don’t want your client to feel neglected.

Experience shows that it is wise to prepare two separate event proposals. This will show your client

that you are a very experienced, creative, and productive event manager; on the other hand, it will

increase your chance of winning the project over the competition.

After you have puzzled out the event, it is time to put everything on paper and to get back to your

client.

To make sure your offer is outstanding, use an attractive personal layout for your file (most of the

time these days, you will be asked to send your offer via email as a PDF file). Ensure that your logo

and your own name or that of your company is clearly visible.

The perfect event proposal should include a table of contents, as well as the following:

1. Introduction. Introduce yourself and, if applicable, your company. Bring a few examples of similar

events you have worked with.

2. Presentation. Create a project overview. This should briefly cover all the services needed by the

client at the event, such as catering and the venue. It is a good idea to break this section down into

categories such as food, equipment, transportation, and so on.

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3. Timeframes. Make a timeline for when the services will be delivered. Each part of the event

should have a beginning time and an end time. If you are planning a one-day event, you will have a

general timeline that accounts for the time guests arrive to the time they depart. You will also have

daily timelines for longer events.

4. Scope of your work. This is extremely important, as it specifically explains what you will provide.

You should not mention things that you will not provide. It is better to keep the proposal positive. It is

a good idea to break this section down into categories such as food, equipment, transportation, and

so on.

5. Costs and fees. In this section, mention the prices of all goods, services, and labour that will be

needed for the event. Event managers charge fees for their services, so add this on top of other

costs. It is advisable to use a spreadsheet program such as Microsoft Excel to lay out the budget.

However, if you are not specifically asked to present detailed prices, it is better to show the total cost

of the event. It is only if the client wants everything broken down that you will need to be specific.

6. Credentials. This can be in the form of testimonials, certificates (it’s good to mention the Trendimi

certificate) and previous work experience. Keep this section short. Its aim is to give you credibility.

The event proposal should be neat, professional and to the point. Graphics, such as charts and

photos should only be added if they supplement the content and do not distract from it.

1.8. Contracts and agreements

Make it clear in a polite and professional way that the work cannot go forward until the client signs

the price estimate and the contract.

The responsibility for negotiating and approving (or recommending the approval of) contracts is

usually among the most intimidating things for many event planners and coordinators! Yet, as with

budgeting, once you get over the hurdle of the unknown and become comfortable with the process

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and the terms used in contracts in the hospitality industry, you will find them to be valuable and even

comforting tools.

Contracts set boundaries that you must stay within, but they also protect you. Contracts should

never be one-sided: the goal throughout the negotiating process is to ensure both parties are

satisfied that the final agreement is fair and mutually beneficial. This is easier to achieve if you

approach contacts at facilities, venues and vendor companies, as though they are to become your

partners, rather than your adversaries. However, if there is ever a dispute about terms in a contract,

it is the written word that will prevail. The person you negotiate with may have a very different

recollection than you do of a verbal agreement, or may no longer be available to verify verbal

clarifications or changes when questions arise. Have all verbal quotes, agreements or changes of

any significance confirmed in writing!

The process may be complex, but it does not have to be difficult. It will be easier if you have been

methodical and thorough in your research, and have acquired an outline of booking policies from the

various properties and service providers you are considering. Equally important is being well

informed about what your group brings to the negotiating table, and where you are flexible. Once the

contract is finalized, refer to it often as you move through the event-planning process, in order to

keep agreements fresh in your mind. This will be especially important if a significant change to your

program is considered. The terms of any contracts already finalized for future events remain binding,

but may need to be reviewed again if there is a change of ownership, bankruptcy, or similar.

Contracts may be renegotiated, but it is critical that renegotiations be handled with the utmost care,

exceeding the levels of care shown in the past. Now, more than ever, it is important to work diligently

toward building and strengthening trusting relationships with venues, vendors, and service providers

with reasonable and fair business practices and conduct.

Signing the Contract: Do’s Do proofread, proofread, proofread, and then proofread the proposed contract again. Do verify that all negotiated items are spelled out in the contract. Do question any terms you don’t understand. Do insist that ambiguous language be rewritten, so that it can be easily interpreted by any party. Do name in the contract any attachments that should be considered part of the contract. Do remember that the contract is binding only if it is countersigned and returned to you. Do document in writing any changes to the contract after signing and have them initialled by both

parties as an addendum.

Signing the Contract: Don’ts Don’t make any assumptions about contract terms. Don’t expect the other party who initiated or signed the contract to be available to clarify terms after

it has been signed. Don’t expect the contract to be presented to you with the other party’s signature already affixed. It

would be a risk to them if you were to add changes that they might not approve of. Don’t accept hand-written notations as revisions to the contract; request that the contract be

rewritten to incorporate revised terminology or clauses. Don’t assume that a faxed or emailed copy will be legally binding. Verify if this is the case.

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Don’t accept a signed contract unless you have verified the signing party is authorized to do so.

CONTRACTS AND AGREEMENTS

The contract is a necessary document that protects both the service provider and the other

contracting party, the client.

It must specify each of the services that will be performed for the event.

Sometimes, as you’re planning, you may think of other items that can be included in the celebration,

or the customer asks you to handle more events than you originally agreed.

In these situations it’s best to redo the contract.

Attach a detailed budget, also specifying the price for any extra guests.

On the day you’re signing the contract it’s customary that the client pays a deposit or advance so

you can reserve the date.

If the contractor decides not to go ahead with the event he will forfeit the right to recover the money

advanced.

It’s recommended to sign with a blue pen to distinguish an original from a photocopy.

In order for the document to be valid it must be signed by the service provider and the contractor.

Everyone should have a signed copy.

Exercises

1. Choose the correct answer.

There are many methods of communication with clients. Which one is most likely to help you develop a good

rapport? A ) Phone texts. B )Meetings C )Phone conversations. D )Email.

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2. Confirm if the following sentences related to working with clients are True or False.

TRUE FALSE

-

Business suit is not always an appropriate dress code when meeting

client.

-

Every meeting with client is different. Preparing in advance list of

questions to ask is both pointless and will also look unprofessional.

-

Preparing more than one event proposal will confuse client. Always

prepare one, very strong proposal.

-

Send the client a written summary after every meeting you have with

him.

3. Select all correct answers.

An event proposal is a very important document. Which sections are usually included in Event

Proposal document?

Select 6 answers: