Mastering Event Sales

Effective event sales are all about striking the right balance between strategic planning, excellent communication, and prompt follow-up. At The Events Consultant, we’re passionate about sharing our insights to help your team shine in this vibrant industry. Here’s a friendly guide on how to excel in event sales, ensuring your clients are happy and your revenue grows steadily.

Quick and Courteous Responses

When a potential client reaches out, responding quickly is key. For standard enquiries, aim to get back to them within two hours. This shows that you’re on the ball and genuinely interested in their event. If their request is more complex, shoot them a quick email within that same two-hour window. Let them know you’re working on it and give them a timeframe for when they can expect a detailed proposal. It’s all about making them feel valued right from the start.

Crafting Tailored Proposals

Creating a proposal isn’t just about listing your services. Take the time to understand what the client really wants. Tailor your proposal to highlight how your venue or services perfectly match their needs. Be thorough—cover all the bases you discussed during your initial chat. A well-prepared proposal not only answers potential questions but also shows you’re committed to making their event a success. Ensure that your proposal is understandable, if you have a room called the Engine Room, ensure there is a picture and floorplan clearly marked of this space and do not then abbreviate this within the proposal to ER. Sometimes it is best to take a step back and look at your proposals and supporting documentation and ask yourself the question 'if I had never been to the venue would I understand this' a package or space may make sense to you, but if it does not to the client or agent you are unlikely to win the business.

Smart Follow-Up

Following up is an art. After sending out your proposal, give it a couple of days and then check in with the client. A simple email or a friendly phone call to confirm they received the proposal and see if they have any questions can work wonders. Regular follow-ups remind the client that you’re there to help, without being pushy. Take notes on what is said on the CRM system and then use these to keep the relationship alive, if the client has a dog called 'sparky' when you first call, ask about him when you call in the future. This is not being fake, but it enables you to build a genuine relationship with the client.

Managing Site Visits

Getting a client to attend a site visit is all about creating excitement and showcasing the unique value of your venue. In your initial communications, highlight the benefits of seeing the space in person. Explain how a site visit allows them to better visualize their event, understand the layout, and experience the atmosphere first-hand. Tailor the visit to their specific needs and preferences, ensuring they can explore areas of particular interest. Offer flexible scheduling options to fit their availability and follow up with a friendly reminder a few days before the visit. When meeting with a potential client for the first time it is important to talk through their event in detail before commencing the site visit. What is the purpose, what do they hope to achieve and why are they hosting it are always good questions to ask. then when you get to the show round you can sell how their event will work within your venue, there is little point in going into detail about a DJ booth and your cutting edge sound system if the event has no requirement for this.

Managing Pencil Bookings

When a client or agent pencils in a booking, it’s important to handle it smoothly. Mark the booking for 14 days, giving the client enough time to make a decision. After a week, check in with them—see if they need more information or have any updates. It’s a gentle nudge that keeps your venue on their radar while respecting their decision-making process. Always be flexible if they have a different timeline in mind. Agents may want slightly longer for pencils as they need to manage their client and this can take longer, a joint first pencil is not a hold on the space! A standard challenge period should be 24 hours from the point of notifying the client holding space that there is someone else wishing to contract, this means that that client has 24 hours to confirm the event with you otherwise the date is released to the challenging client.

Clear and Friendly Communication

Good communication is the foundation of successful event sales. Keep your messages clear, concise, and friendly. Listen to your clients, understand their needs, and respond thoughtfully. Regular updates and being available for questions make a big difference. Remember, people appreciate dealing with someone who’s approachable and responsive. It is an old saying but very true within our industry 'People buy from people'!

Building Genuine Relationships

Event sales aren’t just about closing deals—they’re about building lasting relationships. Take the time to get to know your clients and understand their goals. Personalise your interactions and show genuine interest in their success. Strong relationships lead to repeat business and glowing referrals.

Leveraging Technology

Don’t underestimate the power of technology in streamlining your sales process. Use a good customer relationship management (CRM) system to track enquiries, follow-ups, and bookings. Automated reminders for follow-ups and check-ins ensure nothing slips through the cracks. Data analytics can also provide valuable insights into your sales performance, helping you refine your strategies.

Embracing Continuous Improvement

Always look for ways to improve your sales techniques. After each event, gather feedback from your clients and use it to fine-tune your approach. Stay updated on industry trends and best practices to keep your sales strategies fresh and effective.

By following these tips, your team can excel in event sales, leading to happy clients and a thriving business. At The Events Consultant, we’re here to support you every step of the way, ensuring you achieve excellence in your event sales efforts. Let’s make your next event a success together!