Carly Hearn, event manager, National Sales Conference, says event managers need to harness a sales mindset in order to make their events a success.
Partner Content.
Have you ever heard anyone, including yourself, say “I’m an event manager, I’m not a salesperson, I don’t sell”? This was my opinion when I started out in events, until the penny dropped.
Do you manage a budget that has projected ticket and sponsorship revenue? Do you negotiate on supplier and venue rates? Do you target key industry partners to add credibility and insight to your event programme? Do you promote your event to key buyers and visitors? Are you required to present your concept to both internal and external C-level stakeholders before an event is launched?
If you have an event idea and a vision of bringing a community together, then you undoubtedly need the skills to sell the concept and make your event a success. Here are five tips to ensure you stand out in a crowded event market.
1. Storytelling
Both as children and adults, we recall iconic moments and heroes in movies or books that remain with us always, but why? Because they shared a lesson, feeling or emotion we regularly refer back to time and time again. Disney is a brilliant example of this, families returning as adults to rekindle the magic they once experienced as children themselves. Your event is not a product to be bought, it’s a lifestyle choice that needs to be experienced first-hand to ensure your customer achieves their goals. How will they feel at your event? What does that experience look like? Why will their personal or professional life be better at the end of it? Use storytelling to create a place and memory where your delegate or sponsor is the hero.
2. Personal branding
Nine times out of 10, we invest in the person rather than the product, so letting your attendees, exhibitors and sponsors know what ‘makes you tick’, sharing who you are outside of work creates trust and builds relationships. Let your attendees, sponsors or venue bookers see your passion, knowledge and experience through LinkedIn and other social channels. Be authentic, add value and show empathy – don’t post for likes, post what you love and believe in.
3. Referrals
Referrals are an obvious one, but often we forget or don’t like to ask. So if a client says “thank you”, that’s your prompt to say “No problem, is there anybody else you can put me in touch with who’d also benefit from attending?”
4. Listen
Are you really hearing what your attendees and sponsors are saying, or are you just waiting for them to finish so you can speak? Active listening is a skill and being able to pause in those uncomfortable silences might just give you the insight you need to find out what your customer is really looking to achieve. This is essential for upselling. Approximately 65% of your sales will come from existing customers, and it can cost five times as much to attract a new customer than to keep an existing one satisfied – so don’t miss this opportunity to listen and understand your clients needs
5. Networking
This is the easy part. If you work in the events sector, building your network shouldn’t be daunting. Approximately 99% of people want to help. As humans we want to be wanted, share our thoughts and love to be a part of a community. So instead of assuming no one wants to talk to you, believe everyone would behave as you would and want to connect, learn from peers, find more customers and grow your business.
As a bonus tip,always have a ‘Call To Action’, what do you want the other person to do after your conversation or communication?
If event managers feel they ‘can’t sell, won’t sell’, why not take the edge off the idea of selling and join us at the National Sales Conference on 23 November, at the National Motorcycle Museum. You’ll be joined by Hyatt, Klarent, Hilton, Smarter Shows, Clarion, Easy Fairs and more – who are all investing in their leadership, sales and event management teams. Here’s what to expect from the 2023 event.
Use code MM20 when booking to save 20% on your ticket.
