How to Sell Successfully at Events – Lessons from Salon Week Dubai

Last week, I had the privilege of speaking at the Salon Week in Dubai, a vibrant gathering of industry professionals and innovators. While it was an incredible experience, one thing stood out to me: many speakers and attendees seemed to overlook the power of strategic selling at events. For some, selling still feels like a chore, when in reality, it’s one of the most powerful tools to connect with your audience and grow your business.

But selling effectively at an event doesn’t happen by accident. It requires preparation, strategy, and structure. Today, I want to share some key insights on how to sell successfully at events, whether you’re the organizer or simply a guest speaker.

1. Hosting Your Own Event – The Ultimate Opportunity

When you’re organizing your own event, you have the unique advantage of designing the entire experience. To make the most of this opportunity, keep these strategies in mind:

• Structure multiple days for maximum impact: Single-day events can feel rushed, giving attendees little time to absorb your value. Multi-day events, on the other hand, allow you to layer your content, build trust, and create a compelling story arc. On Day 1, focus on delivering exceptional content to establish your authority and give attendees actionable value. On subsequent days, introduce case studies and success stories that showcase how your solutions have made an impact. Gradually guide the audience to a pitch session, naturally weaving in your offerings as the next step for their success.
• Use compelling case studies: Share real-life examples from your clients to demonstrate the results your products or services can achieve. This not only builds credibility but also helps potential clients see themselves benefiting from your solutions.
• Prepare your sales infrastructure: Make it easy for attendees to take the next step with you. Ensure your products are available for purchase with minimal friction – whether that’s through clickable links, QR codes, or on-site sales staff. Offer a strategy session as the main call-to-action (CTA) rather than pushing a single product. This allows you to tailor your solution to each client’s needs, creating a higher chance of conversion.
• Follow up without delay: One of the biggest mistakes I see is waiting too long to contact leads after an event. You should reach out within 2–3 days, while the excitement and connection are still fresh. Delayed follow-ups often result in lost opportunities, as other priorities and impressions take over.

2. When You’re a Guest Speaker – Selling Without Hosting

If you’re not organizing the event, you can still sell effectively by focusing on these key areas:

• Engage with your audience: Your presentation should do more than just inform – it should inspire and involve. Use interactive elements like polls, Q&A sessions, or storytelling to create an emotional connection. The more memorable your talk, the more likely attendees are to seek you out afterward.
• Leverage lead magnets: Collect attendee information with a valuable freebie, such as an eBook, checklist, or exclusive access to a resource. Make it easy for them to opt-in using a QR code that links directly to your landing page.
• Don’t waste time on delayed follow-ups: Just as with your own events, aim to follow up within 3 days. Even if a direct sale isn’t the immediate goal, focus on building engagement and keeping the conversation alive.

3. Systems and Tools for Consistent Success

No matter where or how you’re selling, your success hinges on having the right systems in place. A CRM (Customer Relationship Management) tool is non-negotiable if you want to keep track of leads, stay organized, and build long-term relationships with your audience.

Surprisingly, many entrepreneurs still operate without a CRM, relying instead on scattered spreadsheets or business cards. In today’s fast-paced world, this approach just doesn’t cut it. Thankfully, there are plenty of affordable or even free CRMs available that can help you streamline your process and stay connected with your audience.

4. Why Multi-Day Events Convert Better

Single-day events may seem convenient, but they often fail to create the depth and trust needed for high conversion rates. Multi-day events allow you to:

• Build rapport over time.
• Deliver value in layers, keeping attendees engaged and eager for more.
• Guide your audience seamlessly toward your offer.

If you’re unsure how to structure an event for maximum impact, let’s talk! A strategy call is the perfect opportunity to map out a plan tailored to your audience and goals.

The Key Takeaway

Selling at events is not just about making a pitch – it’s about creating an unforgettable experience that inspires action. Whether you’re hosting a multi-day conference or speaking at someone else’s event, preparation and follow-up are everything.

Remember, selling isn’t a dirty word. It’s how you share your expertise and solutions with the people who need them most. Don’t shy away from it – embrace it.

If you want to learn how to sell effectively at your next event, I’d love to help you sharpen your strategy. Book a strategy call, and let’s turn your events into powerful sales engines!

PS: Your next event is an opportunity waiting to happen. Don’t let it pass by without a plan to make the most of it. Let’s make your next event unforgettable and profitable.

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