An event sales coordinator is typically hired to manage the sales process for businesses that hold events on a regular basis or to organize ticket sales for a special event. In both cases, the event sales coordinator is critical to the event’s financial success and is typically required to meet specific sales targets. Customer service and administration are also important aspects of the job.
The financial structure of special events is based on ticket sales. Tickets must not only be sold, but they must also be sold in advance of the event. Advance ticket sales are typically used to provide cash flow so that event organizers can pay for resources in advance to ensure the event’s success. One of the most important members of the organizing team is the person in charge of ticket sales.
The event sales coordinator is usually in charge of devising a ticket sales strategy for one-time special events. This plan explains how the sales solicitation process will work, how to engage stakeholders and prospect for new markets, and when cash inflows will be expected. In addition, the coordinator is responsible for overseeing the administrative process of collecting money, recording sales, and providing proof of purchase.
Setting up various payment methods, ensuring that payment can be made over the Internet, and processing the payment in an electronic guest management system can all be part of the sales process administration. Typically, events have different levels of participation that cost different amounts. After promoting ticket sales, one of the most important things to ensure for an event is that those who have paid can be properly identified at the appropriate level of participation on event day. All of this is usually covered by the event sales coordinator’s job description.
Sales coordinators must also provide excellent customer service and oversee the event’s back end. If the event is held annually, he must ensure that attendees leave ready to register for the following year’s event. The event sales coordinator reconciles paperwork, reports on final sales figures, and, if necessary, plans for the following year’s sales efforts.
The catering department of a restaurant or hall is another type of event scenario that employs a sales coordinator. These establishments cater to groups who want to reserve a table for a special occasion. Instead of a one-time special event, the event sales coordinator is always busy with a new group in this scenario. He is in charge of making reservations for groups and overseeing the sale of food and beverages once they arrive. The coordinator ensures that the food consumed is properly billed to the customer and reconciles the event with the day’s cash intake.