After starting my event planning business in 2004, I knew my Bachelor’s Degree hadn’t prepared me to run my own business.

What I needed was real-world experience.

Sales experience.

So for a year I juggled a full- and part-time job to get the experience I needed, to learn how to sell and to understand why people buy.

Focusing specifically on skills that I needed helped me understand the process of selling my event planning services, what questions to ask, what clients (typically) struggle with, and how I can provide value and ask for the sale.

To jump-start your event planning career, it’s important to learn the fundamentals of selling. Learning the ins and outs of sales is challenging, but manageable for anyone to learn.

5 Sales Tips To Book More Clients

In today’s video on EventPlanning BlueprintTV, I’m sharing 5 sales tips every event planner should know; whether you enjoy sales or not.

  • Make a Difference – clients don’t care what you’re selling. They care about how your event services will help them. For example, if you say you’re an event planner, nobody cares. Sorry, they don’t. However, if you focus on the tangible benefits your services provide your clients, like how you’ll help them save on unnecessary costs from event vendors or how your expertise in social media will increase their ticket sales by 15% this year, they’re likely to get excited about that.
  • Do your research – Before you speak to a client, get to know them by doing some research, then customize your call or meeting. This gets their attention and shows you pay attention to the details.
  • Set the tone with a meeting agenda – to keep your meetings on track and to accomplish your meeting and sales goals, create an agenda for each meeting. Prior to the call or meeting, send the agenda to your client and ask them if there’s anything they’d like to change or add.
  • Build relationships – often overlooked and one of the biggest mistakes event planners make is failing to build relationships with their clients. Remember, the first thing you’re selling is yourself!
  • Become an expert – establishing yourself as a leader in your event niche, helps strengthen your conversations, sales and helps you attract new clients. Your clients want to be understood, so choose a niche you’re passionate about and can grow into.

I’d love to know your thoughts.

In the comments below, let me know if sales excite or scare you and which of these sales tips you’re going to start using right away. Links to outside posts and videos are seen as SPAM and are deleted ? And, if you know other event planners who could use some sales tips, share this post with them. You never know, it could give them the insights they need to land their next client. ? I look forward to hearing from you.


  1. Naman jAIN at10:11 am

    Thank You So Much…
    Very informative blog you have wrote.
    Keep going on..!!

  2. Janet at7:12 am

    Thanks so much for these tips–super helpful for me. I completely agree on the sales experience, you really have to be confident and comfortable making pitches, especially on the phone. Is there any particular event planning software that you might recommend, such as this one? I’ve found it to be helpful for planning out my seating, but I’m always open to more suggestions. Please let me know, thanks! All the best, Janet 🙂

  3. End2end Events at8:26 am

    Great Tips Melanie
    I do believe that the most important part for organising any events is establishing healthy relation with our clients and continuous communication with them.

  4. Sam Eufemia at12:54 am

    Great tips Melanie!
    I understand that building relationships with your client is invaluable but I am also curious to hear your take on the importance of building relationships with the suppliers you intend to use during the event (i.e. Caterers, Audio/Visual, Decor, Etc)? More Important, Equally important, not too important?


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