An event sales coordinator manages ticket sales for special events or regular events, ensuring cash flow, setting up payment methods, and providing customer service. They also manage administrative tasks and reconcile sales numbers. In catering, they book groups and manage food and drink sales.
An event sales coordinator is typically hired to organize ticket sales for a special event or to manage the sales process for companies that hold events regularly. In both cases, the event sales coordinator is integral to the financial success of the event and is often required to meet specific sales targets. Administration and customer service are also big parts of the job.
Special events have a financial structure based on ticket sales. Tickets not only need to be sold, but generally must be sold before the event. Events typically rely on advance ticket sales to provide cash flow, so organizers can pay up front for resources to make the event a success. The person who coordinates ticket sales is considered one of the most important employees of the organizing team.
For one-time special events, the event sales coordinator is usually responsible for developing a ticket sales plan. This plan details how the sales solicitation process will work, how to engage stakeholders and prospect new markets, and the expected timing for cash inflows. The coordinator must also oversee the administrative process for collecting cash, recording sales, and providing proof of purchase.
Managing the sales process may involve setting up multiple payment methods, ensuring that payment can be made over the Internet, and processing payment in an electronic guest management system. Events often have participation levels that cost different amounts. For an event, one of the most important things to ensure after promoting ticket sales is that payers can be properly identified at the appropriate level of attendance on the day of the event. All of these generally fall under the job description of the event sales coordinator.
Sales coordinators must also provide impeccable customer service and manage the backend of the event. He must ensure that participants leave prepared to re-register for the event the following year, if it continues annually. The event sales coordinator reconciles paperwork, reports final sales numbers, and prepares for next year’s sales efforts, if applicable.
Another type of event setting that employs a sales coordinator is the catering department of a restaurant or hall. This type of establishment serves groups that book service for special occasions. In this scenario, the event sales coordinator is always busy with a new group rather than a unique special event. He is responsible for booking groups and managing the sale of food and drinks when they arrive. The coordinator ensures that the food consumed is properly billed to the customer and reconciles the event with the cash inflow at the end of the day.
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