7 Myths About Event Sales and How to Overcome Them


We interact with event professionals all day, every day, and they’re quite an impressive group. In this business, you’ve got to be equipped with incredible organizational skills, plenty of patience, and street smarts to boot.

For those in the beginning stages of a career in event sales, the process may seem daunting. But it doesn’t have to be! Take a look at this list that calls out seven common myths, complete with helpful tips on how to overcome them.

Myth #1: Customers will find you

In most markets, consumers have options. You know you’re the best of those options, of course. But how do you expect future clients to know? Word of mouth is critical, but we recommend using that good reputation to go after potential leads instead of waiting for them to find you first. That means being active online and on social media, thinking creatively about marketing, and, yes, cold calling. We get it, cold calling can make even the most confident salesperson a little nauseous, but fear not! We have some tips for you here.

Myth #2: Paperwork will bury you

It’s true that organization is the key to a successful private events program. But that doesn’t mean you have to live and die by the filing cabinet. Allow an event management software like Tripleseat to set you free from the reins of paper and pen. Our mobile app allows you to manage events from anywhere. Plus, you can receive inquiries 24/7 through our lead form, send proposals in minutes, and have customers sign contracts electronically!

Myth #3: You have to be a computer genius to figure out an event sales platform

Worried that you have to hire an expert to run new technology? Not with Tripleseat. We’re proof that clean, intuitive software is available, and it will change your workflow for the better. Once you partner with us, our dedicated team of training managers will walk you through the ins and outs of the software. And our Tripleseat University program will help move you from novice to expert. You can be a pro in no time!

Myth #4: Events have to be life-changing to be successful

False! Keep it simple. What’s your specialty? If you don’t know, take some time to focus on what makes your business tick. Don’t worry about being the most well-rounded event program in town — instead, give guests a reason to choose you and deliver on the expectations you’ve set up. The reason can be your food, your location, or your atmosphere, it’s up to you. Just do it well. And when it’s over, don’t forget to request guest feedback so you can know where you shined and where you can potentially improve.

Myth #5: Accept that some seasons are slow for events

How many months of the year do people have birthdays? How many months a year do people get married? That’s right: all of them. It’s true that business can ebb and flow, but there are ways to work around that. Do research on leads that didn’t book and follow up with them or run a special on your rental fee. Reach out to archived leads to turn first-time clients into returning ones. And any time can be a good time to get ahead on booking events for your holiday season.

Myth #6: Your space is too small for private events

If your venue can hold humans — and we hope it can! — then you can have a private events program. Use your larger tables, back rooms, patios, rooftops, and even cellars. For example, learn how Monday Night Brewing in Atlanta turned their location into an awesomely cozy event space.

Myth #7: You’re too late in the game to start an events program

No way! Now is a great time to get started. We’ve helped thousands of venues boost their revenue, increase lead conversion, and shave hours off their week by streamlining their private events. Need some help? We’ve got you covered.

Tripleseat has the top tools to improve sales

Our event management features allow your restaurant to grow leads, seamlessly organize every event, track sales, and pull a number of reports to make sure you are meeting your sales goals. If you’re not a Tripleseat customer and you’re interested in learning more about Tripleseat, schedule a demo at your convenience to take a closer look.

New call-to-action

Editor’s Note: This post was originally published on the Gather blog and written by Caroline Cox.