Sales isn't Sleazy - You Just Need a Strategy

10 ways to actually sell your event (without sounding like a desperate marketer)

When sales strategist Maree Kirkpatrick joined us for our Event Managers Network virtual session, she hit the ground running:

“Marketing gets attention. Sales drives action. You need both, but most people are only doing one.”

That statement landed hard and had us all paying attention.

Because if we're honest, a lot of us spend weeks (or months) promoting events—social posts, newsletters, maybe a few DMs—and then wonder why ticket sales are sluggish or why internal staff just don’t show up.

The truth? Many of us are doing a great job of marketing our events, but a terrible job of selling them.

And it's not your fault—most event professionals aren’t trained in sales.

But Maree is. She’s worked across corporate, small business and not-for-profits, and she’s helped generate millions in actual revenue by helping people shift from “come along” energy to conversion-focused strategy.

Here’s what Maree wants you to know:

• Selling isn’t about pressure. It’s about clarity.

• If you’re vague, passive, or “cute” in your messaging, people won’t act.

• Even free events require a sales mindset—you still need to convince people it’s worth their time.

• You can sell in a way that feels aligned with your values, your tone, and your audience. But you have to actually do it.

So let’s stop tiptoeing around the word sales and start using it to drive better outcomes—for your events and your audiences.  There were so many gold nuggets Maree dropped, and we've brought 10 of them together below.

10 Ways to Improve Your Event Sales Strategy:

1. Start with the outcome, not the format
   Don’t lead with “we’re hosting a panel” or “it’s a networking lunch.” Tell them what they’ll walk away with: confidence, clarity, connections, insight. That’s what sells.

2. Stop hiding behind vague copy
   Phrases like “join us,” “come along,” or “we’re so excited to share” aren’t compelling. Be direct: “Register now to secure your seat.” “Only 5 tickets left.” “Don’t miss this one.”

3. Use your words—your actual words
   If your sales page sounds like a generic brochure, rewrite it. Use plain, human language. Speak to one person, not the crowd.

4. Don’t separate sales from storytelling
   People connect with people. Share why this event matters, how it came to be, and what’s in it for them. That story builds trust.

5. Know who you're talking to—and what they need to hear
   Don’t write for “the general public.” Write for Sarah, the marketing coordinator who's juggling four projects and wants a quick win. Know your audience.

6. Say the uncomfortable thing
   If your tickets aren’t selling, don’t ignore it. Speak to the hesitation. “Not sure if it’s worth it? Here’s what past attendees said.” “Worried about networking? You won’t be left standing alone.”

7. Make the next step clear
   Don’t assume people know what to do next. Tell them exactly what action to take—and make sure your links, buttons and instructions are clean, fast, and obvious.

8. Follow up like a human, not a robot
   Don’t wait for people to come to you. Message them. Check in. Share what they might love about the event. Use WhatsApp, LinkedIn, email—whatever works—but personalise it.

9. Track what’s working (and what’s not)
   Look at what posts are getting responses. Look at what emails get clicks. Double down on what’s working. And stop pouring effort into the things that don’t.

10. Practice asking for the sale
    Yes, literally practice it. Out loud. Write better CTAs. Make stronger offers. If asking feels hard, get used to hearing yourself say it until it doesn’t.

Let’s Redefine Selling

This isn’t about hype or hustle. It’s about helping people decide—and giving them a reason to take action now.  As Maree put it:

“If you’re creating something valuable, it’s your responsibility to show people why it matters.”

You don’t need to be pushy. You don’t need to be slick. But you do need to be clear, confident, and compelling.

Want more conversations like this?

We’re exploring a membership model for the Event Managers Network. If sessions like this, plus tools, templates and ongoing support would be useful to you, let us know.

👉 Take 60 seconds to complete our membership interest survey:
🔗 https://wkf.ms/437TKwT

Let’s get better at selling events—so we can deliver more of the ones that matter.