Career Development

What Does an Event Sales Manager Do?

Find out what an event sales manager does, how to get this job, and what it takes to succeed as an event sales manager.

Event sales managers are responsible for managing the sales efforts of their company’s events. They oversee all aspects of an event from planning and execution to post-event analysis. Their goal is to generate revenue by selling tickets, sponsorships, concessions, merchandise, etc.

Event sales managers may work on a variety of projects at any given time. Some might focus primarily on one type of event (e.g., concerts, festivals, sporting events), while others may be tasked with handling a wide range of different types of events.

Event Sales Manager Job Duties

Event sales managers typically have a wide range of responsibilities, which can include:

  • Managing the sales team to ensure that they are completing their tasks effectively and efficiently
  • Coordinating sponsorships, advertising, and promotions to increase event attendance and awareness
  • Developing pricing strategies based on market conditions, customer demographics, and competition
  • Communicating with clients to determine their needs and objectives in order to create a successful event
  • Creating event budgets and working with finance staff to monitor expenses during events to ensure that costs are within budget guidelines
  • Developing and implementing an event marketing plan that aligns with the client’s objectives, including identifying target audiences and creating promotional materials such as brochures or flyers
  • Negotiating contracts with vendors to secure services such as catering, entertainment, or venue rental
  • Managing the budget for an event, including costs for labor, catering, decorations, and equipment rental
  • Coordinating with marketing staff to create a marketing plan for an event that includes promotion through social media and other channels such as direct mail or email marketing services

Event Sales Manager Salary & Outlook

Event sales managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of commissions and bonuses.

  • Median Annual Salary: $62,500 ($30.05/hour)
  • Top 10% Annual Salary: $85,000 ($40.87/hour)

The employment of event sales managers is expected to grow at an average rate over the next decade.

Employment growth will be driven by the increasing popularity of special events, such as festivals and concerts, which require event sales managers to plan and organize these activities. However, the decline in overall employment of sales managers may limit employment growth for event sales managers.

Related: Event Sales Manager Interview Questions and Answers

Event Sales Manager Job Requirements

Event sales managers typically need to have the following qualifications:

Education: Most event sales managers have at least a bachelor’s degree. Some employers prefer candidates who have a degree in business, marketing or a related field. Some employers may also accept candidates who have an associate’s degree in hospitality or a related field.

Training & Experience: Event sales managers typically receive on-the-job training from their previous position. This training helps the event sales manager understand the company’s products and services, the target market and the company’s goals. The training also helps the event sales manager understand the company’s current sales strategies and how they can improve them.

Certifications & Licenses: Certifications can prove an individual’s qualifications to current and prospective employers. Event sales managers can earn certifications to gain more practical knowledge of their daily responsibilities, test their professional skills and further advance their careers.

Event Sales Manager Skills

Event sales managers need the following skills in order to be successful:

Communication skills: Event sales managers use their communication skills to interact with clients, colleagues and other event organizers. They use their communication skills to explain complex ideas, present new information and answer questions. Event sales managers also use their communication skills to create and maintain professional relationships with clients and colleagues.

Leadership skills: Leadership skills can be an important aspect of event sales managers’ skills. As a manager, you may be responsible for overseeing a team of sales representatives. Effective leadership skills can help you to motivate your team, delegate tasks and encourage professional development.

Problem-solving skills: Event sales managers are responsible for planning and executing events, so they need to be able to solve problems that arise during the planning process. For example, if an event is overbooked, the event sales manager needs to find a solution to the problem. They might need to find a new venue or change the event’s format to ensure the event is successful.

Organization skills: Organization skills can help you manage multiple tasks at once. As an event sales manager, you may be responsible for planning and executing an event, so having strong organizational skills can help you manage your time and responsibilities. Organization skills can also help you delegate tasks to your team members.

Sales skills: Sales skills are a crucial part of an event sales manager’s job. They are responsible for selling tickets to events and securing sponsorships for events. This requires excellent sales skills, including the ability to persuade, negotiate and close deals. Event sales managers may also be responsible for selling advertising space for event publications and selling tickets to events that are not yet profitable.

Event Sales Manager Work Environment

Event sales managers work in a fast-paced environment and are often required to work long hours, including evenings and weekends. They spend most of their time meeting with clients, planning events, and supervising staff. They also spend time developing marketing plans, preparing proposals, and negotiating contracts. Event sales managers may travel to meet with clients or to attend conventions and trade shows. Some event sales managers work from home, but most work in an office.

Event Sales Manager Trends

Here are three trends influencing how event sales managers work. Event sales managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Growth of Corporate Events

The growth of corporate events is a trend that is seeing increasing popularity among businesses. This is due to the fact that events can be an effective way to build relationships with potential clients and promote your company’s products and services.

As more and more businesses begin to realize the value of corporate events, Event Sales Managers will need to be well-versed in planning and executing successful events. They will also need to be able to manage budgets and staff members who are responsible for different aspects of the event.

More Focus on Customer Experience

Customer experience is becoming increasingly important for businesses as they strive to create a positive impression with their customers. This means that event sales managers will need to focus on creating a great customer experience from start to finish.

This includes everything from setting up a booth that is inviting and easy to navigate to providing excellent customer service throughout the event. In order to be successful, event sales managers will need to be familiar with customer experience best practices and how to implement them in their own business.

More Use of Technology in Events

Technology is playing a larger role in events than ever before. This is evident in the increasing use of social media, which allows organizers to reach a wider audience and provide attendees with additional information about the event.

Event sales managers can take advantage of this trend by learning how to use technology to their advantage. This includes using social media to promote the event and providing attendees with useful information before, during, and after the event.

How to Become an Event Sales Manager

A career as an event manager can be incredibly rewarding. It offers the opportunity to work in a variety of industries, meet new people, and see different parts of the world. However, it’s important to consider all aspects of this career before jumping in.

As an event manager, you will be responsible for planning and executing events that are successful and meet the objectives of the client. This requires a strong understanding of the event industry, including marketing, logistics, and operations. You must also have excellent communication skills and be able to work well under pressure.

If you want to become an event manager, there are several ways to get started. You can start by volunteering at local events or working in an entry-level position at an event company. You can also take online courses or attend workshops to learn more about the industry.

Advancement Prospects

Event sales managers may advance to become general sales managers, who oversee all sales operations for their company. They may also advance to become marketing managers, who develop marketing plans and oversee all marketing operations for their company. Some event sales managers may eventually start their own event planning business.

Event Sales Manager Job Description Example

Are you a people person with a passion for planning and executing successful events? Do you have a proven track record in sales? If you answered yes to both, then we’d like you to become our next event sales manager!

As event sales manager at [CompanyX], you will be responsible for generating new business by selling event space and services to individuals, businesses, and organizations. You will work closely with our events team to ensure that all details of the event are taken care of, from start to finish. We are looking for a motivated self-starter with excellent communication and negotiation skills. If you are a people person with a passion for planning and executing successful events, then we want you on our team!

Duties & Responsibilities

  • Achieve or exceed monthly sales targets by executing on a strategic plan that includes both new business development and account management
  • Develop and maintain relationships with potential and current clients through regular communication, site visits, and entertainment
  • Understand client needs and objectives in order to recommend the best possible event solutions
  • Proactively manage the entire sales process from initial contact through contract negotiation and post-event follow up
  • Serve as the primary point of contact for assigned accounts, providing exceptional customer service and ensuring all needs are met in a timely and efficient manner
  • Stay abreast of industry trends and innovations in order to provide clients with cutting-edge solutions that meet their ever-changing needs
  • Generate new leads through networking, cold calling, and other business development activities
  • Prepare proposals and presentations for prospective and existing clients
  • Negotiate contracts and pricing with clients
  • Manage all logistics related to events including but not limited to venue selection, catering, transportation, décor, audio/visual, and entertainment
  • Supervise event staff onsite to ensure all details are executed flawlessly
  • troubleshoot any problems that may arise during an event

Required Skills and Qualifications

  • Bachelor’s degree in business, marketing, or related field
  • 5+ years experience in sales, with a proven track record of meeting and exceeding quotas
  • Experience managing a sales team and developing sales strategies
  • Excellent communication, negotiation, and presentation skills
  • Strong organizational skills and attention to detail
  • Proficient in Microsoft Office, with aptitude to learn new software and systems

Preferred Skills and Qualifications

  • Master’s degree in business administration or related field
  • 7+ years experience in sales, with a proven track record of meeting and exceeding quotas
  • Experience managing a large sales team and developing complex sales strategies
  • Expertise in CRM software, such as Salesforce
  • In-depth knowledge of the event industry and trends


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