How to Become an Event Sales Manager (Selling Skills to Success!)
If you’ve ever envisioned orchestrating memorable events or considered what it takes to become an event sales manager, you’ve found the right guide.
In this tutorial, we’ll delve into the EXACT steps required to kick-start your career as an event sales manager. We’ll discuss:
- The essential skills you need.
- The education that could potentially pave your way.
- Strategies to secure a job as an event sales manager.
So, whether you’re a novice to the industry or an experienced professional aiming to upgrade your skills, stay tuned.
We’re about to unfold the roadmap to becoming an event sales manager.
Let’s embark on this journey!
Steps to Become an Event Sales Manager
Step 1: Understand the Role and Industry
As the first step in becoming an Event Sales Manager, you must deeply understand what the role entails and the industry it operates in.
Event Sales Managers are responsible for generating revenue through the sale of events, including corporate events, meetings, conferences, and exhibitions.
They identify potential customers, present the benefits of their event to these potential clients, negotiate the terms of sale, and manage the client relationship post-sale.
This role requires excellent communication skills, both in presenting and negotiation.
You should also have a good understanding of the sales process, as well as strong organisational skills to effectively manage multiple clients and events simultaneously.
In terms of the industry, Event Sales Managers typically work within the hospitality or events industry.
This includes hotels, conference centers, exhibition venues, and event management companies.
Understanding the industry means understanding its trends, key players, and challenges.
It is also beneficial to understand the types of events you will be selling and who your potential clients might be.
This could range from businesses looking to host corporate events, to individuals wanting to organize large-scale parties.
Understanding the specific needs and preferences of these different customer groups will be crucial in your role as an Event Sales Manager.
This initial step will form the foundation of your career and will significantly impact your success in the subsequent steps.
Therefore, investing time in researching and understanding the role and industry is highly recommended.
Step 2: Obtain a Bachelor’s Degree in Marketing, Sales, or Related Field
In order to become an Event Sales Manager, you’ll typically need to earn a bachelor’s degree.
The field of study for this degree should ideally be in marketing, sales, business administration, or a related field.
These programs will provide you with the necessary knowledge and skills to excel in a sales role, including understanding consumer behavior, sales strategies, marketing principles, and negotiation techniques.
During your degree, consider taking courses or electives that are specifically related to event planning or management.
This can give you an edge when applying for event sales roles as it shows you have a specific interest and foundational knowledge in the industry.
Additionally, part of your studies might include completing an internship.
Look for internships in sales, marketing or event planning, as these will give you hands-on experience and help you build a professional network in the industry.
Remember, this degree not only provides you with theoretical knowledge but also helps you to develop practical skills such as communication, problem-solving, and decision-making which are crucial for a successful career in event sales management.
Step 3: Gain Experience in Sales or Event Planning
In order to become an Event Sales Manager, you need to have substantial experience in either sales or event planning.
These fields provide the necessary skills to successfully sell and manage events.
You can gain this experience through entry-level jobs or internships in either field.
Sales roles will help you understand how to effectively sell a product or service, develop negotiation skills, and build relationships with clients.
Such roles can range from retail sales to business-to-business sales positions.
On the other hand, gaining experience in event planning will give you a direct understanding of how events are organized, coordinated, and executed.
This can range from working for a small event planning company to volunteering to organize events for your local community or school.
It’s also beneficial to work in roles that combine both sales and event planning, such as a Sales Coordinator or an Event Coordinator role.
These roles often require you to sell event spaces and coordinate the details of the events, which is essentially what an Event Sales Manager does.
As you gain experience, aim to develop a diverse skill set that includes customer service, negotiation, communication, organization, and detail-orientation.
These skills will be invaluable as you advance in your career towards an Event Sales Manager role.
Step 4: Develop Strong Communication and Negotiation Skills
As an Event Sales Manager, your job will primarily involve liaising with clients and vendors, negotiating contracts, and selling event spaces or services.
For these tasks, having strong communication and negotiation skills is vital.
Consider taking courses in public speaking or business communication to enhance your ability to articulate ideas clearly and persuasively.
Regular practice in various social settings can also help you develop your communication skills.
Negotiation, on the other hand, is a skill that involves both strategy and psychological insight.
It is not only about getting what you want but also about creating win-win situations so that all parties involved feel satisfied.
There are numerous workshops and online courses available that teach negotiation tactics and strategies, which can be extremely beneficial to an aspiring Event Sales Manager.
In addition, you should also practice active listening as it is a key part of effective communication.
When you listen carefully to what a client or a vendor has to say, you are better equipped to address their needs and close the deal successfully.
These skills are not developed overnight, so be patient with yourself and remember that practice makes perfect.
In time, these skills will become second nature and will greatly enhance your effectiveness as an Event Sales Manager.
Step 5: Learn about Event Management Software and Tools
To excel as an Event Sales Manager, you must familiarize yourself with various event management software and tools.
These tools are crucial to help you plan, manage, and execute events smoothly.
Software such as Eventbrite, Cvent, or Hubb can provide you with platforms to sell tickets, manage attendees, and track sales, while tools like Trello or Slack can help with team communication and project management.
Hands-on practice with these tools is essential.
Many software providers offer training and certification programs that can boost your skillset and make you more marketable in the industry.
Moreover, understanding CRM (Customer Relationship Management) systems like Salesforce or Hubspot can be beneficial as they help manage client relationships and sales processes more effectively.
This step is not just about learning how to use the tools but understanding how they can make your job more manageable and how to leverage them to increase sales and create successful events.
Constantly stay updated with the latest technological advancements in the sector as it continuously evolves.
Remember, mastery of these tools can significantly impact your efficiency and effectiveness as an Event Sales Manager, leading to more successful events and higher sales.
Step 6: Gain Certifications in Event Management or Sales
Having relevant certifications in the field can significantly enhance your career prospects as an Event Sales Manager.
A certification in Event Management, Sales Management, or a related field can demonstrate your professional skills and competencies to potential employers.
It also showcases your commitment to maintaining a high standard in your work.
Event Management certification programs often cover areas such as event planning, event marketing, and event budgeting.
You’ll learn how to plan and execute successful events, how to market these events to the right audience, and how to manage budgets effectively.
Sales Management certification programs, on the other hand, may focus on sales strategies, customer relationship management, and team leadership.
These programs teach you how to develop and implement effective sales strategies, manage customer relationships, and lead sales teams.
Getting certified could involve attending classes, either online or in-person, studying course materials, and passing exams.
The time and financial investment required can vary depending on the program, but the benefits of being certified often outweigh the costs.
Remember, a certification is not a one-time process.
To maintain your certification status, you may need to complete continuing education courses or renew your certification after a certain period.
This continual learning helps you stay updated with the latest trends and practices in the industry.
A certified Event Sales Manager is often seen as more credible and trustworthy by clients and employers alike, making this an important step in your career advancement.
Step 7: Apply for Internships or Entry-Level Positions in Event Sales
Once you have completed your education, it’s time to gain practical experience in the field.
Look for internships or entry-level positions in event sales or a related field.
These roles often provide an excellent opportunity to learn the ins and outs of the event sales industry and gain first-hand experience.
Start by searching for internships or entry-level jobs in event planning, event management, or sales.
These positions will give you a solid foundation in both sales and event planning, both of which are critical aspects of an event sales manager’s role.
In these roles, you will likely help with organizing and executing events, developing sales strategies, and engaging with clients.
This hands-on experience can help you build up your resume and make valuable industry contacts.
Remember to utilize the career services office at your school or university.
They can often provide resources and connections to help you land an internship or job.
Also, take advantage of job search websites and social networking sites like LinkedIn to find opportunities.
Once you have some experience under your belt, you can start applying for more senior roles in event sales management.
Keep in mind that it may take some time to work your way up, but with perseverance and dedication, you can reach your goal of becoming an event sales manager.
Step 8: Build a Network with Event Planners and Vendors
Building a strong network is essential for an Event Sales Manager.
This involves creating strong relationships with event planners, vendors, and other industry professionals.
These connections can lead to partnerships, referrals, and increased visibility for your organization.
Start by attending industry events such as conferences, exhibitions, and seminars.
These events are great opportunities to meet and engage with professionals who could potentially become valuable contacts.
Remember to bring business cards and be prepared to discuss your business and what you bring to the table.
Join industry-specific groups on platforms like LinkedIn to connect with professionals across the globe.
Participate in discussions, share valuable insights, and demonstrate your expertise in the field.
It is also beneficial to establish partnerships with vendors who can provide services or products for your events.
This not only creates a reliable network of suppliers but also can lead to mutual referrals.
In addition, try to connect with event planners who may need your services.
Building strong relationships with these individuals can lead to repeat business and valuable word-of-mouth referrals.
Remember, networking is a continuous process.
Nurture these relationships by staying in touch, providing value, and showing genuine interest in their work.
The stronger your network, the more successful you will be as an Event Sales Manager.
Step 9: Stay Updated with Latest Trends in Event Marketing and Sales
In order to remain competitive and successful in the field of event sales management, it’s essential to stay updated with the latest trends and advancements in event marketing and sales.
This includes understanding the latest digital marketing strategies, best practices for event planning and management, as well as trends in customer behavior and expectations.
To keep pace with these trends, consider subscribing to industry-specific publications, joining professional associations, and attending industry conferences or networking events.
You can also consider enrolling in professional development courses or obtaining certifications to further enhance your skills and knowledge.
Staying informed and educated about the latest trends in the industry can help you to strategize and plan more effectively, allowing you to anticipate the needs and wants of your clients.
Moreover, it can position you as a trusted advisor to your clients, helping to foster stronger relationships and increase sales.
Remember, the event industry is dynamic and rapidly changing; what worked yesterday might not necessarily work tomorrow.
Therefore, continuous learning and adaptability are key traits for success in this role.
Step 10: Apply for Event Sales Manager Positions
After acquiring the necessary skills and experiences, the next step is to start applying for Event Sales Manager positions.
Look for job openings at various companies that organize events regularly.
These could be event management companies, hotels, resorts, or even large corporations that have a dedicated events department.
When applying for jobs, make sure your resume and cover letter highlight your sales and event management experience.
Use specific examples and numbers where possible.
For instance, mention how you increased sales by a certain percentage or how you successfully managed a large-scale event.
Use online job platforms such as LinkedIn, Indeed, or Glassdoor to find job openings.
Networking can also be extremely beneficial, so attend industry events, join professional organizations, and connect with individuals already working in the field.
After applying, prepare for interviews by reviewing common questions for event sales manager roles, and prepare to discuss your past experiences in detail.
Consider doing mock interviews with mentors or peers to build confidence and improve your interview skills.
Remember, it’s normal to face rejections in the job search process.
Use them as learning experiences and keep refining your approach until you land your desired Event Sales Manager position.
Step 11: Continuously Improve Your Sales Tactics and Strategies
As an Event Sales Manager, the ability to sell is critical to your success.
This means that you must always be looking for ways to improve your sales tactics and strategies.
Stay up-to-date with industry trends and developments, attending seminars and workshops whenever possible.
These could help you understand new sales techniques and strategies that could be beneficial to your role.
Additionally, investing in sales training programs can help you refine your selling skills and learn new ones.
Be sure to also study your past performances, identifying what worked and what didn’t.
This could involve revising your sales scripts, testing different approaches, or even changing the way you present your event services to potential clients.
The goal is to constantly refine your process so you can close more deals and meet your sales targets.
Networking is another key component of improving your sales tactics.
Attend industry events, join professional organizations, and connect with other sales professionals.
This allows you to learn from others in your field and discover new strategies or tactics that they have found successful.
Remember, becoming a successful Event Sales Manager is not a one-time thing.
It requires continuous learning, practice, and evolution of your sales tactics and strategies.
Step 12: Consider Pursuing a Master’s Degree or Advanced Certifications.
If you have established a career in event sales management and wish to take it to the next level, you may consider pursuing a master’s degree in Business Administration (MBA) or in a related field such as Marketing or Management.
This is especially beneficial if you aspire to ascend to a senior or executive-level role within the organization, as these positions often require more advanced qualifications.
A master’s degree can provide you with a deeper understanding of business strategies, leadership techniques, and financial management, which are essential for managing large-scale events and sales teams.
You may also choose to focus on a specific area, such as Event Management or Hospitality, to further specialize your skills.
Additionally, obtaining advanced certifications in event management or sales can also be beneficial.
Certifications such as Certified Meeting Professional (CMP), Certified Special Events Professional (CSEP), or Certified Professional in Catering and Events (CPCE) can give you a competitive edge in the industry and enhance your credibility.
These certifications often require a combination of work experience, education, and passing an examination.
Remember, continuing education is a vital aspect of any profession.
In the ever-evolving field of event sales, staying updated with the latest trends, technologies, and best practices is key to staying relevant and competitive.
Therefore, consider participating in seminars, workshops, and webinars even after you’ve completed your advanced degree or certification.
Event Sales Manager Roles and Responsibilities
Event Sales Managers oversee the selling of event services and products to prospective clients.
They use their industry knowledge and professional networks to reach out to potential customers, plan and execute sales strategies, and close deals.
They have the following roles and responsibilities:
Event Sales
- Identify potential clients and reach out to them to pitch event services and products.
- Prepare and present sales proposals and contracts to clients.
- Close sales deals and achieve sales targets.
Relationship Management
- Build and maintain relationships with clients, suppliers, and other stakeholders.
- Provide excellent customer service to retain existing clients and attract new ones.
- Negotiate contracts and agreements with clients and suppliers.
Marketing and Promotion
- Develop and implement marketing and sales strategies to attract clients.
- Promote event services and products through various channels, including social media, email marketing, and networking events.
- Coordinate with marketing team to create promotional materials and campaigns.
Planning and Coordination
- Coordinate with event planning team to ensure client’s needs are met.
- Plan and oversee the execution of sales events and activities.
- Manage sales team and provide guidance and training.
Reporting and Analysis
- Monitor sales performance and prepare reports for management.
- Analyze market trends and competitor activities to identify opportunities and threats.
- Use CRM software to manage client information and sales activities.
Communication
- Maintain open lines of communication with team members and clients.
- Present sales strategies, achievements, and challenges to management.
Continuous Learning
- Stay updated with the latest trends and advancements in the event industry.
- Attend industry events, workshops, and training programs for professional growth.
Financial Management
- Participate in budgeting and financial planning for sales activities.
- Ensure sales activities are conducted within the allocated budget.
What Does an Event Sales Manager Do?
An Event Sales Manager primarily works in the hospitality industry, including hotels, resorts, and event venues.
They may also be employed by event planning companies or work as self-employed individuals.
Their role includes selling event spaces to individuals, businesses, and organizations planning to host various events such as weddings, conferences, parties, or corporate meetings.
They work closely with clients to understand their needs and expectations for the event, then propose tailored event solutions to meet those needs.
This includes giving clients tours of the venue, explaining the features and capacity of the space, and presenting pricing options.
Event Sales Managers often collaborate with other departments such as catering, logistics, and event planning to ensure all client requests are met and the event is a success.
They are responsible for negotiating contracts, confirming bookings, and ensuring all logistical aspects of the event are handled properly.
After the event, they may follow up with the client for feedback and to discuss potential future bookings.
Part of their job also involves developing and implementing sales strategies to attract more clients, as well as maintaining strong relationships with existing clients to encourage repeat business.
Essential Event Sales Manager Skills
- Communication: As an Event Sales Manager, clear and effective communication is key. This not only includes communication with clients, but also with team members and vendors. The ability to negotiate, persuade, and build relationships is crucial.
- Sales Ability: At the heart of the role, Event Sales Managers need to be able to sell. This includes understanding the product or service, identifying potential clients, and closing deals. Strong sales skills also involve monitoring sales performance and making necessary adjustments.
- Customer Service: The ability to deliver excellent customer service is vital. This includes understanding and meeting customer needs, handling complaints professionally, and ensuring a positive customer experience.
- Organization: Managing events requires exceptional organizational skills. This includes managing timelines, coordinating teams, tracking budgets, and overseeing logistics.
- Problem-solving: In event management, issues can arise quickly and unexpectedly. The ability to solve problems under pressure and make quick decisions is invaluable.
- Marketing: Understanding marketing strategies is also important for an Event Sales Manager. This may include social media marketing, email campaigns, and other promotional tactics to attract attendees and boost sales.
- Leadership: As a manager, leadership skills are essential. This includes motivating and managing a team, delegating tasks effectively, and leading by example.
- Networking: Building and maintaining relationships with clients, vendors, and other industry professionals is key. Networking can lead to new business opportunities, partnerships, and collaborations.
- Financial Management: An Event Sales Manager must also have a strong grasp of financial management. This includes budgeting, financial forecasting, and profitability analysis.
- Technical Proficiency: Familiarity with event management software, CRM systems, and social media platforms is a must. Technical proficiency can also include understanding audio-visual equipment for event setup.
- Creativity: Each event is unique and requires a creative approach. From the initial concept to the final execution, creativity plays a major role in making an event successful and memorable.
- Time Management: Deadlines are common in event management. The ability to manage time effectively, prioritize tasks, and work on multiple projects at once is crucial.
- Attention to Detail: In an event, every detail matters. An Event Sales Manager should have a keen eye for detail to ensure nothing is overlooked.
- Adaptability: Events can change rapidly, and unexpected issues can arise. Being adaptable and flexible in handling these changes is an essential skill.
- Knowledge of Industry Trends: Staying up-to-date with the latest event trends and technologies can give an Event Sales Manager a competitive edge. This could include trends in event formats, technology, decoration, and more.
Event Sales Manager Career Path Progression
The Foundation: Junior Event Sales Coordinator
Your career journey begins as a Junior Event Sales Coordinator.
At this stage, you focus on learning the ropes of the industry, understanding customer needs, and assisting senior team members in event organization and ticket sales.
Here are some ways to succeed in this role:
- Learn the Industry: Understand different types of events, their requirements, and the sales tactics that work best for them.
- Customer Service: Learn how to interact effectively with customers to ensure their satisfaction and secure sales.
- Teamwork: Work well with your team to organize successful events and reach sales goals.
The Ascent: Event Sales Executive
With experience and an understanding of the industry, you’ll move up to an Event Sales Executive.
In this position, you’re responsible for managing your own accounts, crafting sales strategies, and maintaining relationships with clients.
Here’s how to excel in this role:
- Relationship Management: Cultivate and maintain relationships with clients to ensure repeat business.
- Strategic Selling: Develop effective sales strategies that target the right audiences and optimize ticket sales.
- Negotiation: Develop strong negotiation skills to secure the best deals and partnerships for your events.
Reaching New Heights: Senior Event Sales Manager
The next step in your career path is becoming a Senior Event Sales Manager.
In this role, you lead your team, oversee multiple accounts, and make strategic decisions to maximize revenue.
To shine as a Senior Event Sales Manager:
- Leadership: Lead your team effectively, ensuring they are motivated and working towards sales goals.
- Strategic Planning: Oversee the planning and execution of sales strategies and adjust them as needed for optimal results.
- Problem Solving: Be prepared to tackle any challenges that arise during the event planning and sales process.
Beyond the Horizon: Director of Event Sales
As your career advances, you may step into the role of a Director of Event Sales.
Here, you are responsible for the overall sales strategy for all events, managing a larger team, and making high-stakes decisions.
Here’s what to focus on:
- Strategic Thinking: Plan and implement sales strategies at a high level, considering the overall objectives of the organization.
- Team Management: Manage a large team, ensuring they are aligned with the company’s goals and working efficiently.
- Financial Planning: Understand and manage the financial aspects of event sales, such as budgeting and forecasting.
Pinnacle of Success: VP of Sales
At the peak of the Event Sales Manager career ladder, you may find yourself as a VP of Sales.
In this role, you will shape the sales strategy of the entire organization, make key strategic decisions, and manage large teams across various regions or territories.
Event Sales Manager Salary
Entry-Level Event Sales Manager
- Median Salary: $40,000 – $60,000 per year
- Entry-level event sales managers typically have 0-2 years of experience and may hold bachelor’s degrees in marketing, business, or related fields. They are primarily responsible for driving event sales efforts, which can include reaching out to potential customers and closing sales deals.
Mid-Level Event Sales Manager
- Median Salary: $60,000 – $80,000 per year
- Mid-level event sales managers have 2-5 years of experience and often take on more complex responsibilities such as strategic planning, developing sales forecasts, and maintaining relationships with key clients.
Senior Event Sales Manager
- Median Salary: $80,000 – $100,000 per year
- Senior event sales managers possess 5+ years of experience and are responsible for leading the sales team, planning and executing sales strategies, and working closely with other departments to ensure successful events.
Event Sales Director / Vice President of Sales
- Median Salary: $100,000 – $150,000+ per year
- These high-level positions require significant experience in sales, often in the event industry. They involve setting sales strategies, managing a sales team, and achieving the company’s revenue goals.
Event Sales Manager Work Environment
Event Sales Managers typically work in a variety of settings including hotels, convention centers, corporations, and event planning agencies.
They can also work for nonprofit organizations, managing fundraising events.
Their role often involves a mix of office work and on-site coordination, so they may be in a professional office environment one day and at an event venue the next.
Event Sales Managers generally work full-time and may need to work long hours, especially in the days leading up to an event.
Their schedules may include evenings, weekends, and holidays depending on when events are scheduled.
Travel can also be a significant part of an Event Sales Manager’s role, as they may need to visit potential event locations, meet with clients, or oversee events in different locations.
After gaining experience and building a network of contacts, an Event Sales Manager may choose to start their own event planning business.
FAQs About Becoming an Event Sales Manager
What qualifications do I need to become an Event Sales Manager?
To become an Event Sales Manager, you generally need a bachelor’s degree in marketing, communications, hospitality management or related field.
However, experience in sales, marketing or event planning can be equally important.
You’ll need strong communication, negotiation and organizational skills, along with a knack for building and maintaining client relationships.
Proficiency in using sales software and an understanding of the events industry is also a plus.
How long does it take to become an Event Sales Manager?
The time it takes to become an Event Sales Manager can vary greatly depending on your previous experience and education.
If you start with a bachelor’s degree in a related field, you might spend a few years gaining experience in entry-level roles in sales, marketing or event planning before moving up to a manager role.
Overall, you might expect to spend anywhere from 3 to 6 years to qualify for a position as an Event Sales Manager.
Can I become an Event Sales Manager without a degree?
Yes, while a degree can be beneficial, it is not always necessary to become an Event Sales Manager.
Many employers value experience in sales or event planning over a formal education.
Skills like customer service, negotiation, problem-solving, and organization can be learned on the job or through vocational training programs.
Networking within the industry and building a track record of successful sales or events can also increase your chances of landing a management role.
Is being an Event Sales Manager a stressful job?
Being an Event Sales Manager can sometimes be stressful, as it involves meeting sales targets, coordinating with different parties, and dealing with unforeseen issues.
However, many professionals in the role find the work to be engaging and rewarding, particularly when they successfully organize events that meet or exceed client expectations.
Stress levels can often be managed with good organization, communication, and problem-solving skills.
What are the career prospects for an Event Sales Manager?
The career prospects for an Event Sales Manager are generally positive.
With experience, you can advance to roles such as Event Sales Director or even general management positions.
Some professionals also choose to specialize in a certain type of event, such as corporate functions, weddings, or large-scale public events.
The rise of virtual and hybrid events also creates new opportunities for innovation and growth in the field.
Conclusion
And there you have it.
Setting out on the path to become an event sales manager is no small task, but the rewards are undeniably immense.
Equipped with the right skills, education, and determination, you’re well on your way to leaving a lasting impact in the world of event management.
Keep in mind, the journey may be tough, but the possibilities are endless. Your hard work and creativity could lead to the organization of the next ground-breaking event that changes how we celebrate, communicate, and connect.
So, take that initial leap. Immerse yourself in gaining knowledge. Network with seasoned professionals. And most critically, never stop honing your sales and event planning skills.
Because the world is waiting for the extraordinary events you can organize.
And if you’re seeking personalized guidance on launching or furthering your career in event sales management, take a look at our AI Career Path Advisor.
This complimentary tool is designed to provide tailored advice and resources to assist you in effectively navigating your career trajectory.
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