The Subtle Art of Selling More: How Top Event Planners Upsell Without Feeling Salesy

Here’s the thing about being an event planner in 2025. 

You’re not just putting tables in a room and calling it a day. You’re building an experience. A moment people will talk about over champagne weeks later.

And tucked inside that creative chaos is a quiet opportunity. One that doesn’t scream “sales,” but can seriously grow your revenue while making your clients happier.

It’s called upselling and cross selling.

Not the retail kind but the thoughtful kind. The kind that feels like you get your clients.

Because when done right, it’s not selling. It’s curating.

What It Really Means

Upselling means offering something better…A premium floral designer instead of a standard arrangement. A private chef dinner instead of basic catering.

Cross selling means offering something extra that fits…A champagne bar to match the luxury venue. A photo booth to keep the energy going.

In the event world, both are about personalization. 

You’re not pushing random add-ons. You’re giving your clients ways to make their event even more theirs.

Why It Works

People love to feel like they’re making the right choice. Like they’re creating something special.

When you frame an upgrade as an enhancement, not an expense, clients lean in.

They want the lighting that transforms the room. The musician who sets the perfect tone. The VIP lounge that makes guests whisper “wow.”

You’re not talking about cost. You’re talking about impact. That’s where the magic happens.

Real-World Moves That Work

• • Listen first. Your clients drop hints without realizing it. “We want something unforgettable.” “We’re going for sleek but warm.” Those are open doors.
  • Offer early. Mention upgrades while you’re still in the planning zone, not when they’ve already hit budget fatigue.
  • Tell stories. “One of my clients added this last year, and it totally changed the vibe.” Real examples beat sales scripts every time.
  • Bundle smart. Package complementary services together, but frame them as convenience, not discounts. Luxury clients love efficiency as much as elegance.
  • Stay calm. No pressure, no hard close. Just confidence in your expertise.

Where to Weave It In

Upselling isn’t a one-time pitch. It’s woven into moments.

When they pick a venue, suggest the lighting package that brings it alive. When they talk about the menu, introduce a live mixology bar. When they book entertainment, show how ambient performers can lift the energy.

Think less “add-on” and more “add magic.”

The Human Side of Selling

At the core, it’s about trust. Clients hire you because they believe in your taste, your network, your instincts.

So keep that energy consistent.

Be transparent about costs. Show them the why behind every recommendation. And when they say no? Respect it. You’re building relationships, not one-off sales.

When you approach every upsell with care, clients believe more in you.

Don’t Forget to Track It

You can’t improve what you don’t measure.

Note which suggestions clients say yes to. Which they skip. Which ones spark interest for later.

CRM tools, feedback forms, and even quick debrief notes can help you fine-tune your timing and language. The goal isn’t more sales. It’s smarter connection.

The Bigger Picture

Upselling and cross selling aren’t about squeezing profit. They’re about giving clients richer experiences. Elevating every touchpoint. Turning an event into a signature moment.

Because that’s what separates good planners from unforgettable ones.

See How the Pros Do It (and Steal a Few Secrets for Yourself)

Join us next October for The Event Planner Expo 2026 in New York City.

It’s where top planners, luxury brands, and creative partners share the tools, trends, and insider strategies shaping the next wave of event innovation.

If you want to see how the best use upselling, personalization, and tech to create unforgettable experiences, this is your spot.

Get in the room with industry leaders redefining what premium event planning looks like.