4 Stages of Event Sales

August 17, 2015 Megan Stoeckel

If you manage an event or a sequence of events, particularly in a B2B environment, you know that it is so tough to get people to say “yes” and commit to going (as paying customers in most cases). It's an attempted and tried system, however just concentrating on your marketing and sales funnel guarantees success in your event conversions.

It's critical for your event sales group (on the off chance that you have one) and event marketing group to work as a unit, to advance leads through the funnel. So consider this funnel-based post as a way to help you remember the significance of cooperating to transform your leads into supporters.

When you have a pleased client base (who will ideally turn into your promoters), your work, and that of your event sales group will become a lot less demanding. This will then allow you to concentrate on the components of event marketing that you truly appreciate, instead of urgently pursuing agents as your event looms.

Let’s review the funnel stages you should follow to improve your sales planning tactics:

The Top of the Funnel or “TOFU”: Prospects

• Confirm that your event site is live as ahead of schedule as could be allowed – if opening content is limited, use past speakers and events as your content starter, and add to this as your platform comes to fruition. Make it clear who should go and why and – above all – how or where interested individuals can register.

• When it is up and running, focus on driving potential reps to your web page by using a blend of marketing activities. For example, emails, PPC campaigns, social media, traditional advertising, content marketing, and some major networking – both online and off. Generating leads in the event industry is not just about sending emails upon emails.

• Take advantage of your media partners at this time – they can help you grow your scope and access undiscovered prospects. Request that they link to your event webpage, tweet about it and host guest blogs on their sites.

The Middle of the Funnel or “MOFU: Leads

Once you've gotten the attention of these new people, and they've gone to your event site, or navigated an email, it’s time to begin emptying prospects into the highest point of your funnel. This is the phase when you change over your possible leads into solid leads by using call to action (CTA) methods. You can accomplish this by inviting them to visit a landing page with a detailed form. At this point, you'll be prepared to encourage your ravenous sales team to move forward. Be that as it may, remember that success will rely upon the value of the leads.

Give your sales team legitimate information: names, telephone numbers, emails, and profiling – events telesales can be tricky when the data you're working from is partial or obscure. If you have the ability to figure out if someone is likely to buy from you or fits the profile of your ideal participant, before reaching out to them, you'll spare yourself a gigantic amount of time. This will turn out to be essential as your event date draws close, and will permit your team to concentrate on qualified prospects.

The Bottom of the Funnel or “BOFU”: Attendees

Now that you’ve passed the baton to your sales people don’t allow your marketers to put their feet up! As soon as they get cracking with turning your leads into actual attendees, you need to work together. Follow up with sales calls that offer incentive, emails that reinforce the benefits of signing up to your event, or offer new data – like info on guest speakers, or networking ops, and be sure to personalize wherever you can.

The End of the Funnel: Focus on your Fans

Keep your attention peeled towards the end of the funnel because your attendees can still slip from under you. Customer service is a vital skill for your frontline sales team, but it’s most critical at this point. Ask you attendees what they want to get out of the event and what you can do to facilitate those items. Show them your sense of loyalty amongst your reps and make them become a part of your fan base, and then nurture them with quality content marketing. Keep in mind that when your event is scheduled to take place again, your prior attendees will be the majority of your initial mailing list, so you’ll want to give the good reason to book again.

Event advertising doesn't stop when you pass the info on to your sales group, or when you convert your prospects. This is where the real work starts – retaining and cultivating the relationship that you've built.


The attendee confided in your event, in you, and the value that was promised, so keeping this relationship above water is where incredible event marketing can be implemented.



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