Qualities to look for in an Event Services Broker—Part One

A recent article in a leading financial publication portrayed “Event Planners” (EP) as those who are most talented in decorating with smoke and mirrors as opposed to fact and finesse. The ten lines that a client would supposedly never hear from the lips of EPs were those that take into account the qualities shopped for when choosing a coordinator in the first place.

It is true that0 individuals exist—in any industry—who are insecure about their own expertise. They look to sell the bottom line in place of their commitment to the process.  Other professionals exist and pride themselves on delivering top tier services which are custom tailored to meet all wish lists. All the more reason to introduce the writers of the above mentioned article, and prospective clients, to the importance of contracting an Event Services Broker (ESB) prior to event planning.

By definition, a broker is one who brings together the two sides of any given transaction.  With a life event or a corporate launch, the ESB should be brought in from the time the date is set until the point at which the last guest leaves.

The following ten qualities to look for in an ESB are a short list to a long standing relationship and years of wonderful memories:

1.  Honesty – An ESB tells the truth to both the client and the vendor. Much time and attention is given to any introduction offered. It is in everyone’s best interest to lead by example. So, an honest description of the parties involved before the match is made will open doors to discussions which are comfortable and mutually satisfying. The question and answer exchange will always be above board, and hidden agendas will cease to exist.

2.  Monetary Sensitivity – The ESB is a visionary capable of establishing a realistic time frame for any event. The real gift is the ability of the ESB to determine where monies are best spent and where they are best saved. Listening to what a client wants, with an ear to budget, is a critical skill in creating the client-vendor chemistry. The result is sound financial planning which benefits all parties.

3.  Quality Control – An ESB chooses only to represent those vendors who keep her/his own reputation in good standing. The vendors are hand picked and receive the ESB’s “seal of approval” with regard to their experience, reputation and passion for keeping up with trends in the industry. Only the most proficient communicators who demonstrate the utmost respect for the client as a decision maker can be considered for introductions. They must be capable of looking at the big picture while never, ever, losing sight of the smallest of details. Constant contact and response rate are also looked at where representation is concerned. Finally, vendors must bring creativity and flexibility in thought and execution to the party table.

4.  Endurance – Every event is an “event of a lifetime.” The ESB enters client and vendor relationships for the long run. She/he hopes to build lifelong connections with all, so that a team is created. Plans can be tweaked along the way without fear of losing momentum, time or trust in the ESB’s promise to deliver.

5.  ” Inside Track” Advantage – Where are the margins of profit?  How can one “cheat” along the way by saving money and not sacrificing the integrity of an event? A most seasoned ESB has her/his finger on the pulse of the industry at all times. The information gathered, analyzed and shared is priceless to a client. Hours of legwork and unnecessary stress can be eliminated with the help of a savvy ESB.

Check in next week for this posts continuation.

For more information about Jo Rosenfeld, visit www.jorosenfeld.com or catch up on Facebook.

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