Event planners know there is nothing more exciting than receiving an unsolicited request for proposal (RFP). As soon as I receive an RFP, my creative juices kick into high gear. Going over it several times, I take notes and read between the lines to determine if our company is the right fit.
In today’s fast-paced world, almost all RFPs are sent via email or uploaded to a portal. Clients do this to save time by sending to multiple suppliers and to avoid getting personally invested with vendors during the bid process. That said, it is imperative to identify key clues in the email to determine whether the client is serious about their proposal. Examining the RFP might reveal whether the client is an educated buyer or if they have no idea about your company and skill set, clueing you in on whether they are singling you out based on your reputation or if you just happen to be one of many in the bid pool.
The ultimate goal is to have a phone conversation to get a feel for the direction of the event, overall budget, and the client’s expectations. Before calling the client, ask yourself the following questions and consider what the answers might indicate: Does the email address you by first name? Does the client refer to your business name in the body of the email and identify why they are reaching out to you? Were they referred to you by another client, vendor, or mutual colleague? Is the tone generic, as though the email was mass-distributed? Do you sense you have a legitimate chance at this business or that you are just being included for price checking or fulfilling minority quotas? Last, is the client asking for a quick turnaround? If the client does not include a phone number and is asking for a quick response, for example, it could indicate that the request is not serious.
After qualifying the event vision, I ultimately want to know what the budget is. If a client isn’t sure or there isn’t one, I will not develop a proposal. Many times in the past, I have developed creative proposals based on the client’s ideas only to discover they were way off on what they could actually spend—the vision was bigger than the wallet. From my experience, the client always has a number in mind. It is up to us as event planners to glean that information and determine if devoting a lot of time and effort into an RFP makes sense. If all looks legitimate after extensive consideration, only then do I reach out to the client or set a time to discuss the RFP.
While the saying goes, “Nothing ventured, nothing gained,” it’s important to choose opportunities wisely. This is ultimately in the best interest of the client—and helps ensure you are making the best use of your precious time as well.
Michelle Yurcak is president of Ann Arbor-based Premium Event Services.