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Event sales managers market, sell and coordinate event space on behalf of a hotel, restaurant, or other venue provider. They handle customer inquiries and are the point-of-contact for all event details. Event sales managers oversee the collective coordination of all event information and resources, and are responsible for account management, sales prospecting and business development.
Key activities performed by event sales managers include account management, business development, market research, sales prospecting, public relations, customer relationship management, event planning and coordination, logistics oversight, revenue management, and communications. They also prepare proposals for clients and maintain well-organized event records. Event sales managers build and maintain working relationships with internal and external partners, and leverage these relationships to deliver innovative and memorable events.
Communications and Customer Relationship Management
Event sales managers have excellent customer relationship management and communication skills. They are polished and articulate, and use these skills to manage client relationships. Event sales managers are active members of the hospitality and event planning industries, and pursue new market opportunities to increase event sales. They meet with clients regularly, and often conduct tours of the event facility. Event sales managers provide accurate and timely information to clients, vendors, and meeting planners. They continuously focus on improving customer satisfaction to create customer loyalty and deliver a positive event experience.
Event sales managers are responsible for all elements of event planning, including identifying event logistics and negotiating contracts. They coordinate event logistics, proactively communicate event information, and set clear expectations for event delivery. Event sales managers work well under pressure, are able to manage multiple activities simultaneously, and re-prioritize efforts when plans change or the need arises.
Event sales managers prepare detailed event reports, including sales data worksheets, cost projections and other financial metrics. They analyze and reconcile disparate event details, and consolidate the information into actionable event plans.
Event sales managers must have excellent interpersonal and organizational skills. High-energy and creative individuals, who possess excellent customer service and sales skills, are especially effective in this position.
Individuals interested in pursuing the position of event sales manager should have a high school diploma or GED equivalent; a bachelor’s degree and/or Certified Meeting Planner (CMP) certification are preferred. In addition, employers typically require three to five years of experience in organizing and managing events, including corporate meetings, trainings, luncheons, weddings, and other special occasions.
According to national income trends from Indeed.com, the average salaries for event sales managers are 16 percent lower than average salaries for all job postings nationwide, as of 2010. The median expected salary for an event sales manager in the United States is $54,000, as of 2010, while the average salary of jobs with similar or related titles, including sales manager, sales representative and market ambassador, ranges from $32,000 to $75,000.