Quick Win + Pro tip: Let Your Best Customers Be Your Advocates

We’ve all been there. An RFP comes in with detailed information about an event, the scope of work, and an ask to know more about your process and differentiators. More often than not, one of the final, but most important, parts of the RFP is the ask to include 3-5 references.

This should be the easy part. After all, you likely have a long list of customers you work with regularly and you believe would have great things to say about your team. But which ones are the best to put down? Not only that - are they willing to be a reference?

The timeframe for the RFP is quick and the clock is ticking, and suddenly, you feel stressed about how to move forward. Not to mention, asking for a reference can be awkward and uncomfortable.

Here’s how you get ahead of it.

Before an RFP is even in front of you, create a list of 3-5 customers you believe would be outstanding references for your company. They don’t necessarily need to be your biggest customers, but rather, someone you’ve worked with repeatedly and who you know have great things to say about your team.

Next, reach out to your contacts at those companies and ask if they’d be open to being a reference account a few times a year, just in case anybody thinking about hiring an AV company wants to talk to one of your best customers.

Odds are, they’ll say yes. But without the looming pressure of a proposal deadline, you won’t feel as stressed about getting an immediate response and the customer won’t feel put on the spot.

Having a list like this already built (as well as having your top customers primed on what to say and getting a pre-commitment that they’ll give you a great recommendation) gives you an extra tool in your arsenal. It’ll save you time when an RFP comes in or a lead asks for a referral. And if a lead doesn’t ask? Even better. You can offer the referral as a way to close the deal.

In fact, you might find opportunities where you can naturally get your best customers and promising referrals in the same room together.

If you’re like most AV companies, there’s probably a non-profit group you work with at a significantly discounted rate. Next time you’re building a contract for one of their events, ask if, in return for that discount, you can have a table to bring some of your clients and prospective clients to the event.

You’ll get the opportunity to show prospective clients a really incredible event your team has produced and even give them a backstage tour. Meanwhile, your existing clients get to enjoy a fundraising gala on your dime. And the entire time, all of you will be seated at the same table, allowing your best customers to mingle with your biggest leads.

​Who knows? Maybe one of them will even bid on an item in an auction or make a donation - making the entire situation a win for everyone.