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Event planning benefits from consultative supplier relationships

How can event production companies and events professionals get the most from expert suppliers like GL events UK? Commercial Director, David Tunnicliffe, reflects upon the potential for great working relationships to shape better events.

“Sales is a consultative process and should always be treated as such. However, our research within the events industry often points to buyer/supplier discussions being more transactional. In a way, this is good. It’s built on mutual trust: you know what you want, you trust me to deliver it, let’s get down to logistics and price.

“However, this isn’t always the case and a more transactional relationship allows for little space for progress or innovation by either party. On many occasions, during event planning, the event will have changed, expanded, or relocated. On the supplier’s side, new products and services introduced. But we’re so used to each other’s company that we’re not making the time for these conversations.

“When it comes to new relationships, our industry can also be guilty of assuming the event organiser has all the answers. On many occasions, our experience and knowledge could be incredibly important to event planners, not just in terms of structures and event seating products; but also on a wider operational level. We have in-house experts and are experienced in health and safety, building regulations, staging, styling and event infrastructure. With a small festival, for example, event organisers’ expertise may be limited to music, culture or food; meaning we can offer a great deal of support when it comes to operational event planning.

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“I recently took part in a panel discussion at the National Outdoor Events Association’s Congress and, listening to young people speaking about organising an event, it dawned on me how – beyond obtaining funding – the spending of money and the choosing of suppliers can be so daunting. If these people can establish a long-term partnership with their supply chain from the outset, one that is invested in the future of their event, the relationship will work so much better for everyone.”

GL events UK supports a wide range of top event planning companies and event production specialists in the creation of all kinds of events, supplying complete solutions for event infrastructure and delivery. If you’d like to work with an enabling and collaborative event supply partner, you are more than welcome to get in touch and discuss your event planning vision.

In our industry, it’s not just the event hosting company, but the entire supply chain is reliant on the long-term success of the event and benefits from making this happen. For GL events UK, It’s also a way of differentiating ourselves. The level of our experience and insight can be crucial in winning business and in shaping working relationships.

David Tunnicliffe

Commercial Director | GL events UK

Contact us to discuss your event requirements