deal making

Advanced Tactics: Mastering Upselling and Cross-Selling in Event Sales

Hello again, event sales aficionados! You've learned the basics, honed your negotiation skills, and now it's time to elevate your game. Welcome to the world of upselling and cross-selling – where the art of the deal meets the art of opportunity. In the realm of event sales, these tactics aren’t just about increasing revenue; they're about enhancing the customer experience and offering more value. Ready to dive in? Let’s go!

Upselling and Cross-Selling: What’s the Difference?

Before we dive into tactics, let’s clarify these two strategies:

  • Upselling is about encouraging customers to purchase a more expensive, upgraded, or premium version of what they're already interested in.
  • Cross-Selling involves suggesting related or complementary products or services to what the customer is already buying.

Mastering Upselling in Event Sales

  1. Know Your Products Inside Out: To upsell effectively, you need to know every detail of what you’re offering. Be an expert!
  2. Identify Opportunities: Listen to your customers' needs and preferences to find natural opportunities for upselling.
  3. Focus on Value, Not Price: Highlight how the upsell adds value to the customer's experience.

Effective Cross-Selling Techniques

  1. Create Relevant Combinations: Offer products or services that genuinely complement each other and enhance the overall experience.
  2. Understand Your Customer's Journey: Anticipate what else your customer might need at different stages of their event experience.
  3. Bundle Offers: Create packages that combine products and services at a slightly lower price than if purchased separately.

Tips for Beginners:

  • Start Small: Don’t overwhelm your customers. Begin with subtle suggestions and observe their responses.
  • Training is Key: Practice with your team. Role-play different sales scenarios to refine your upselling and cross-selling skills.
  • Feedback Loops: Collect customer feedback to understand how well your strategies are being received.

Conclusion: Upselling and Cross-Selling Success

With these advanced sales tactics, you’re not just selling more; you’re providing a richer, more comprehensive experience. Remember, the key is to offer value that resonates with your customers.

Call to Action:

Think of an upcoming event or one you recently worked on. What upselling or cross-selling opportunities can you identify? How would you approach these opportunities? Share your strategies in the comments – let's learn from each other and grow our sales toolkit!

Tyler Childs
Ty is the founder of Tournkey. His background is in travel and events. Over the last 25 years, Ty has had the opportunity to see the world through events. Tournkey is the amalgamation of that journey and the path towards more productive events.