Everyone who has ever run or participated in a successful auction event knows just how important effective communications are to bringing a group of suppliers to the table. Considerable time and effort is invested in identifying appropriate suppliers, educating them to the process and the principles for the event, making the terms of the auction crystal clear and ensuring familiarity with the technology – all essential steps in ensuring suppliers are comfortable, confident and present when it comes to the event.

Communications throughout the auction are typically equally well handled, with a combination of both live phone support and instant messaging via the auction application ensuring that any participant issues and queries are rapidly dealt with.Where many events fall down, however, at least in the eyes of the supplier – and remember in all probability you’re going to want to invite these same companies to tender again in the future – is the sudden cessation of communications once the event has ended, at least if they are not the winning provider.

Making good on this final step is essential in making all participants feel they have been given due consideration and treated fairly. Nothing is more likely to turn them off the auction process than narrowly losing out to a competitor and subsequently being ignored. To make sure you don’t fall into this trap, draw up a brief checklist of post event communications activities and be sure to follow them through:

•  Formally notify every supplier of your final selection decision
• Call every supplier that was not selected as soon as possible after the event and give them very concrete feedback as to why they didn’t win the business
• Follow up that call with an email summarising the outcome of the auction, thanking them for their participation and where possible indicating when the contract may be available for tender again