 When a client tells me they lost a prospective client after their proposal because they got unlucky, I’m always tempted to pick the situation apart. Of, course, there are times when it just doesn’t go your way – venue fees for outside AV support makes it impossible to have competitive pricing, an incumbent vendor wins the bid, they change their mind about what they want – the list goes on.
However, there are also plenty of situations where lack of preparation is easily disguised as bad luck, and they typically come down to the same problem: lack of research. Here’s the scenario: a call comes in from a buyer who wants a quote. You start by identifying all the details on the surface. For association meetings or nonprofits where information about events is typically public, there is likely a lot you can learn to come prepared to your first discovery call. But why stop there? If you really want to set yourself up for success, it’s time to dig deeper. Check Your CRM For the Customer Open whatever application you use to build orders and manage clients, like Flex, LASSO, Rentman, Pipedrive, etc. and check to see if the customer is in your system. Have they spoken to a salesperson at your company before? Have they requested (and received) a quote previously? Did you win the job, and if so, was there any feedback? If not, did they give any feedback as to why? In the case of one of my clients, they found that the organization had issued an RFP years ago, and the team pulled together an in-depth proposal. Ultimately, they were not awarded the business or given any feedback as to why (although, the potential customer did go with their incumbent provider). However, they realized they still had all the assets, brand guidelines, and research from the last proposal logged in their system, which they were able to use as a resource. Research the Buyer Let’s say the customer wasn’t in your system – it’s time to do a little research on the buyer. A quick LinkedIn search will tell you how long they’ve worked at the organization and where they’ve worked in the past. Check any previous employers against your CRM, too. It’s possible that even if you haven’t worked with their current organization before, you have worked with the buyer directly or indirectly. That may be why you received the RFP! If you do find an organization they previously worked for in your CRM, ask yourself all the same questions as above. You may find that someone on your team has an existing relationship with the buyer. Find Shared Contacts The events industry is small, so even if you haven’t worked with the buyer before, there’s a good chance somebody in your professional network has. Reach out to your AV industry friends to learn as much as you can about the contact. When one of my clients asked around about a buyer who had reached out, a freelance technician who’d been on one of their shows answered honestly. You might find out some incredible things about working with the client. You may also find the opposite. Regardless, the more knowledge you have the better. It’ll help you find common ground, understand the nuances of their communication style, and help you stand out from other teams they may be talking to. When one of my clients asked around about a buyer who had reached out, a freelance technician who’d been on one of their shows answered honestly. “He can be difficult to work with,” he shared. “He seems like a nice guy, but he’s very particular about how he wants information communicated and who everything should be shared with.” My client asked the tech more questions and then used that information to influence the processes outlined in the proposal, making it much more specific to the buyer’s taste. All of this is to say, you don’t have to (and shouldn’t) leave your sales up to fate. Doing as much preparation as possible makes it that much more likely that the initial proposal will align with the buyer’s expectations and their business will be yours. For more best practices for live event proposals and tips to get more out of your sales process, join our AV peer group and subscribe to our newsletter! In a recent episode of the Teaching Journeys podcast, Karl joined host Dave Roberts to explore what it takes to build high-performing sales teams in a way that puts human relationships first. The conversation touched on the foundational pillars of effective sales leadership, the importance of aligning values and motivations, and the transformative power of mindset for individuals and organizations (and, of course, Iceberg Selling).
Building Sales Teams that Thrive Creating high-performing sales teams starts with a healthy culture. Too often, organizations prioritize tactics before values—but success is rarely sustainable without a shared purpose. Karl emphasizes the importance of building intentional, positive environments where people feel connected, supported, and clear on their “why,” both personally and for the overall business. When a team aligns with common goals and values, high performance comes easy. This alignment includes understanding each team member’s unique strengths and motivations. Rather than forcing one-size-fits-all strategies, effective leaders tailor their coaching to the individual—helping people succeed on their own terms. The result is greater engagement, consistency, and trust. Leadership That Empowers, Not Controls Leadership plays a critical role in shaping team dynamics. Karl shares that the most impactful leaders don’t micromanage, they enable. They invest in understanding their team members and create space for growth. When leaders prioritize collaboration and vulnerability, they build a culture where people feel safe to use their own their own experiences. The Power of Iceberg Selling Of course, Dave and Karl did a deep dive into Karl's Iceberg Selling framework, which invites sales professionals, and everyone else, to look beneath the surface of any given situation. Success comes not just from features and benefits, but from uncovering the deeper motivations, fears, and goals that drive decisions. In particular, they focus on the Ownership and Drivership mindsets. When salespeople in particular adopt these mindsets, they shift from reactive to proactive—from simply following the process to leading with intention. Great sales teams don’t just happen. They are built—with clarity, culture, and the courage to go deeper. Check out the episode on Youtube. |
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We are headquartered in Colorado with domestic and international teammates and clients. Please use the contact form on this page to inquire about any of our books, podcasts appearances, speaking engagements and workshops, any of our offerings, or simply to connect.
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