Mastering the art of client relationships - seven power moves for planners
In the first of her new Taylor Talks series, exclusively for M&IT, Liz Taylor, CEO of Taylor Lynn Corporation (TLC) and MD at Liz Taylor Consultancy, shares her no-nonsense insights from 30 years at the top of the event planning industry.
In any business where the product is intangible, relationships are crucial. And the ability to build trust and exceed expectations will set you in a league of your own.
The best event planners create not just unforgettable experiences but build lasting connections. These are the key ingredients to becoming truly irreplaceable.
Want to turn one-time opportunities into lifelong partnerships? Here’s how...
1. Understand the business goals - results first
Nobody goes home raving that they had a great piece of chicken. But they do leave having embraced brand awareness and engagement through music and experience. They remember how it made them feel.
Corporate clients want results. And they want value, which is often driven exclusively by money. So, it is essential that the planner understands their client’s business, industry, challenges, and vision so that they can support the drive for success.
2. Trust
/trƀst/ noun
Firm belief in the reliability, truth, or ability of someone or something.
Relationships have to be built on trust. Trust is earned. Clients need confidence that you understand them, their business and their event.
They need to know that you are focused, reliable and meticulous. No deadlines missed. No details overlooked.
And remember, you are only as good as your last event – so make every one count.
3. Brand is king
This is my mantra - and it has been since I began the business in 1986.
Understanding a client’s brand, culture and audience is the key to earning their confidence and unlocking long-term relationships. Learn to listen. Anticipate needs. When an event feels tailor-made (or should I say Taylor-made), clients won’t look anywhere else.
4. Build an exclusive power network.
In 30 years, I’ve only ever worked with a loyal, dedicated team of suppliers—and that loyalty is mutual.
As a result, I believe, this trusted network has contributed to shaping our reputation and earning the business a place on things like the “20 Event Planner Influencers to Follow on Instagram 2025” list.
5. Own the room - be more than a planner
However claustrophobic imposter syndrome may feel, stand up straight, hold your head high and walk in like you belong. Because you do.
Own that room. Be the expert, the advisor, the visionary. That’s when you become indispensable.
6. Flawless execution – no room for mistakes
I don’t tender. Why? Because to present and deliver a flawless concept takes time and expertise, and it cannot be judged on the bottom line.
Have confidence to be that little more expensive if you believe in the better result. In my experience you may not win the job the first time, but if your ideas are good enough, they will come back the next time.
7. Set the trends – be the industry authority
Trends are there to be created, not copied. Staying ahead of the industry is a skill. Surround yourself with a team that can bring fresh ideas, innovative thinking and the latest technology to the table. That’s your secret weapon.
Final thought: from vendor to trusted partner
Mastering client relationships isn’t about just planning events—it’s about delivering measurable value, building trust, and becoming an integral part of your client’s success.
The planners who thrive don’t just get hired; they become an essential part of their clients’ success, year after year.
So, refine your approach, raise the bar, and watch your client list grow with loyalty that lasts.