Event planners know that one of the most important stages in a client’s journey is the moment they’re handed over from sales and the planning for their event begins. For clients, this can feel uncomfortable. Their trusted sales contact steps back and someone new takes the lead. Even when everything’s agreed, there’s often a quiet question in the background: am I still in safe hands? This is where experienced event planners really come into their own. They pick things up with full context, clear expectations and a genuine understanding of what the client is trying to achieve. It feels seamless. The reassurance the client had during the sales process continues. From there, planners build value by sharing their experience, making recommendations and gently guiding the client through the options available: • smarter use of the event space and ancillary areas • improved logistics • thoughtful touches that improve the event for the client and their guests • enhancements that feel helpful, not pushy When experienced planners add value from day one, revenue grows in a more predictable way. Not just on one event, but across the wider events pipeline, which makes forecasting easier and more reliable. Great sales might secure the booking. But great planning grows its value. This is a space I love working in. Many of the teams I support are already strong — they just want time to step back, reflect, and keep developing so their clients choose them again and again. Let's Learn and Grow together. Jo
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We spend a lot of time talking about proactive sales teams in hotels and venues. And yes, they matter. But let’s give some proper credit to event planners 🤩 They’re the ones who take what was sold and make it real. They juggle details, manage expectations, calm last-minute nerves and quietly fix things before anyone else even notices, jumping in on the day to ensure everything goes to plan. In many ways, they’re the ones who truly deliver the client experience. That’s why training for event planners is just as important as training for sales teams. When planners are confident and supported: • communication flows better • challenges are handled calmly • clients feel looked after, not managed Great sales wins the booking. Great planning keeps the client coming back. Let's learn and grow together. Jo |
AuthorJo Kenny is the founder of Curve Sales Solutions Archives
March 2026
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