When it comes to back of the room sales teams, too many event organizers treat them like sideline players—hidden behind the curtain or locked away in a virtual “coaching zone.” But if you want real results, your sales team needs to be on the field, playing both offense and defense, just like the Las Vegas Raiders.
Think of it this way: in football, your quarterback might be the most visible leader, but any great team knows that adaptability is the name of the game. If a key player goes down, someone else must step up. That’s how elite teams operate—and your live event sales team should be no different.
Sales Teams Need to Emcee—Not Just Sell
One of the biggest mistakes event organizers make is hiding the sales team. If your back of the room sales teams aren’t given time at the front of the room, attendees won’t know who they are—and worse, they won’t feel compelled to talk to them.
Let your sales team emcee portions of the event. Give them the mic. Let them guide transitions, introduce speakers, or share stories. When the sales team becomes part of the show, attendees see them as experts, not just someone with a credit card form.
The more conversations your team has, the more sales you make. It’s that simple.
Sales Teams Are Quarterbacks, Too
Imagine if the Las Vegas Raiders only allowed their quarterback to touch the ball. Ridiculous, right? Your speaker might be the star quarterback, but your sales team needs the ability to call plays too. In high-performing events, the speaker can step into the back of the room and close a deal, while the sales rep can step up and inspire from the stage.
Everyone plays a role, but everyone should be able to swap roles when needed. That kind of versatility builds trust—and trust builds conversions.
Give Them Breaks—Strategically
Your back of the room sales teams need energy. They need time to reset, recharge, and most importantly—connect. Long sessions without breaks rob your team of those powerful in-between moments where real, authentic conversations happen.
Give them ample breaks throughout the event, and don’t waste those breaks. Encourage your sales team to walk the room, chat with attendees, and build relationships. Those organic moments are where deals are born.
Ditch the “Sales Team” Label—They’re Coaches
Nobody wants to be “sold.” But everyone wants guidance. That’s why your back of the room sales teams should feel more like coaches and mentors than sellers. When attendees feel like your team is there to help, not close, everything changes.
Don’t stick them in the back with flyers and name tags that scream “closer.” In virtual events, don’t banish them to coaching zones with zero visibility. Integrate them. Showcase their stories. Let them teach, share, and lead.
Winning Events Are Built Like Winning Teams
Your event is your field. Your speaker is your quarterback. But your back of the room sales teams? They’re your wide receivers, your defense, your special teams—all rolled into one.
And like the Raiders, your team has to train, prepare, and be ready to step up when it matters. When the sales team knows how to emcee, when the speaker can assist in closing, and when every player knows the game plan—you don’t just run an event. You run a winning event.
