Let’s talk about a common … and costly … mistake that many speakers and event hosts make:
They focus all their energy (and budget) on looking good, but completely miss the point of connecting well.
Flashy production, beautiful backdrops, cinematic video reels, custom stage lighting—these can all be impressive. But none of it matters if your audience isn’t engaged, connected, and ready to take action.
Here’s the truth that most don’t want to hear: Looking good on stage doesn’t guarantee you’ll convert. Putting on a ‘show’ doesn’t always land the way you think it should.
The real power of live event sales doesn’t come from how slick your show is—it comes from how deeply your team connects with your audience.
The Big Mistake: Investing in Production Over People
It happens all the time. A speaker books a venue, hires a top-tier production team, creates a cinematic intro video, and even flies in a stylist or makeup artist…
But when it’s time to build a sales team?
They hire someone last minute—if they hire anyone at all.
They treat the sales team like credit card collectors instead of the lifeblood of the conversion process.
Here’s what gets missed:
- They didn’t think about how the audience would be nurtured before the event even starts
- They didn’t prepare the team to have meaningful conversations
- They didn’t understand that the sale doesn’t happen on stage—it starts long before that
The Sales Start at the Top of the Funnel, Not the End
Most speakers assume that sales happen after the pitch, during the offer, or at the back of the room. But the smartest event hosts know that the sale starts when someone first opts in.
That first moment—when someone registers for your event—is the beginning of your relationship. And it’s the perfect time to build connection and trust.
If you wait until the pitch to start selling, you’re already too late.
Why You Need a Sales Team that Connects, Not Just Closes
When someone opts in for your event, they should receive a personal connection call from your sales team within 48 hours. Not a pushy sales call. A real, human connection.
This isn’t just about collecting info—it’s about starting a relationship.
A great sales team member knows how to:
- Ask the right questions
- Listen for real needs and goals
- Share the value of the event based on the prospect’s life
- Make them feel seen, heard, and understood
Because when someone feels connected, they’re 10x more likely to show up and say “yes” to your offer.
Always Be Connecting (Not Just Closing)
The old-school sales mantra was ABC = Always Be Closing. But that mindset is outdated. People don’t want to be closed—they want to be understood.
The new sales mantra is:
ABC = Always Be Connecting
Because when you connect deeply:
- You build trust before the event even starts
- You reduce resistance during the pitch
- You increase conversions organically
A connected prospect shows up open, engaged, and excited, not skeptical or guarded.
Disconnected Speakers Don’t Convert
Here’s the irony: Some speakers invest tens of thousands in stage design, videos, and AV—but still don’t convert from stage.
Why? Because they never truly connected with their audience.
They might look great, sound polished, and deliver a high-energy talk—but if the audience doesn’t feel seen and heard, they won’t take the next step.
They’ll applaud, smile, maybe even stand up.
But they won’t pull out their credit card.
The Real Cost of Ignoring Your Sales Strategy
When you treat your sales team as an afterthought, it doesn’t just hurt conversions—it damages the entire event experience.
Here’s what it costs you:
- Lower show-up rates because no one followed up with registrants
- Lower engagement because no one made attendees feel welcomed or excited
- Lower conversions because trust was never built in the first place
You didn’t lose sales because your slides were off.
You lost sales because your sales process was invisible or last-minute.
How to Shift Your Event Strategy for Better Results
- Hire your sales team FIRST, not last.
Make them part of the planning. Let them understand your message, your offer, and your audience. - Start the sales conversation early.
As soon as someone opts in, connect. Build the relationship before the event even begins. - Train your team to connect, not just close.
They should know how to build rapport, listen deeply, and guide people toward the next step—not force it. - Make connection a core part of your event culture.
From registration to the final sale, every interaction should say: “You matter.”
Final Thoughts: Connection Is the New Currency
If you want to convert from stage, start long before the stage.
Invest in a sales team that understands people, that can nurture relationships, and that starts building trust at the top of the funnel—not the bottom.
It’s not just about how good you look on stage—it’s about how well you connect off the stage.
Remember, a flawless show doesn’t mean flawless results. But a connected experience? That leads to sales, loyalty, and long-term growth.
So, the next time you plan a live event, don’t ask, “How can I look better?” Instead ask, “How can I connect deeper?”
