Here’s the truth in sales pitches - event clients will only sign with you if they see the value in what you’re offering. So, when you’re creating your presentation decks and outlining your proposals for new clients, spend extra time developing and showcasing your value proposition. New event clients will always pay for what they recognize as a high-value opportunity. Consider these insights to make sure you’re always making a compelling value proposition. And you’ll be well on your way to event business growth and success.
1. Understand Your Event Client’s Needs
No two event clients are alike, nor will they value the same things. Recognize if your value proposition needs to be rooted in saving the client time, boosting their earning potential, or generating brand awareness.
Research the Client: Before crafting your pitch, thoroughly research the client’s business, industry, and specific needs. Understand their precise pain points and goals so you can position your event business as the ideal solution.
Tailor Your Approach: Templates are great. But be sure to customize your value proposition to address their unique challenges and desires. Show that you’ve taken the time to understand their specific situation.
2. Highlight Your Unique Selling Points (USPs)
You’re not the only event planner pitching. So, it’s mission-critical that you do what it takes to separate your service from other presentation decks the client is reviewing.
Identify What Sets You Apart: Clearly articulate what makes your event planning services different. Whether it’s your creativity, network of exclusive vendors, or ability to stay under budget, make it clear.
Showcase Your Expertise: Mention past event successes, relevant experience, and testimonials from similar events that demonstrate your capability to deliver exceptional results.
3. Focus on Benefits, Not Just Features
Avoid getting lost in the weeds spelling out details of how you’ll plan the client’s event. They already assume you’ll handle those details. Instead, cater your pitch to highlight the benefits of working with you.
Explain the Value: Instead of just listing the services you provide, explain how those event services benefit them. For example, instead of saying you’ll hire all the event vendors, say you already work with a network of great NYC vendors and can get better pricing with your groomed relationships.
Address Pain Points: Directly link your event services to the client’s needs, showing how you solve their problems or improve their outcomes.
4. Incorporate Social Proof
Don’t presume they’ll take your word for it. You know you’re great, but they may not. Bring the videos of past events and all the social proof you need to demonstrate how others view your event production services.
Share Success Stories: Use case studies or past event client testimonials to back up your claims. Show potential event clients that others have benefited from your services.
Highlight Industry Recognition: If you have awards, certifications, or industry accolades, include these to build credibility.
5. Emphasize Event ROI
To your event client, it’s only “expensive” if it lacks value or doesn’t work. Make sure your value proposition puts the ROI of working with you FRONT and CENTER.
Quantify Benefits: Provide statistics that show the impact of your event services. For instance, mention how your events have driven increased attendance, engagement, or sales for previous clients.
Long-Term Value: Highlight how your services not only meet immediate event needs but also contribute to the client’s long-term goals, including brand-building benefits or boosted customer loyalty.
6. Keep It Clear and Concise
Don’t overwhelm your event clients with a deep-dive pitch that inspires yawns or is riddled with details. Keep your discussion and presentation straightforward with just what they need to make a decision.
Avoid Jargon: Use clear, straightforward language that’s easy to understand. Avoid industry jargon that might confuse or alienate your event client.
Get to the Point: Deliver your value proposition concisely, ideally in one to two sentences. You want it to be memorable and impactful.
7. Craft a Strong Call to Action
Don’t forget to include the big next step - the call to action. Create a value proposition that naturally leads the prospect to hiring you. And be sure to ask for the business.
Encourage Next Steps: End your pitch with a clear and compelling call to action. Whether it’s setting up a follow-up meeting or signing a contract, guide the client towards the next step.
Give Them Options: It’s always a good idea to include two or three package offers, inspiring a “yes” or a “yes” instead of a “yes” or a “no” response.
Perfect Your Pitch at The Event Planner Expo 2024
Start winning more event clients when you refine your pitch to include a high-value proposition that makes working with you seem like a no-brainer decision. And to learn more insights about how to land more clients in 2025, make sure you get to New York City this October for The Event Planner Expo 2024! It’s the one conference curated by event planners for event planners, and it promises to be the biggest revenue boost to your event planning business this year! Be sure to reserve your spot on the Trade Show Floor at the Metropolitan Pavilion as a high-profile exhibitor - spaces are limited!
