Picture this: you’ve just walked off stage. Whether it was live or virtual, the crowd was dialed in. The energy was high. The pitch landed. You feel like you nailed it.
But here’s the real question: what happens after that?
Because for most event hosts, the event ends when the curtain closes. But for the ones who know how to engineer sales momentum—that’s exactly when the second wave begins.
There’s a simple strategy that adds 20% or more to your bottom line after your event ends—and it’s shockingly underused.
Let’s break it down.
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Make sure to watch the video, honestly, I’m much better on video than writing and there’s great info on event conversion strategies in the video that we could not fit into the blog.
Most People Think the Sale Happens on Stage. But That’s Only Round One.
During a typical event, somewhere between 10–20% of your audience will jump in right after the pitch. These are your fast-action buyers. They were emotionally moved, the offer made sense, and the path was clear.
But what about the others?
What about the person who wanted to buy but couldn’t quite justify the cost? The one who felt something shift in their gut—but talked themselves out of it overnight? Or the one who needed to sit with it… but is still lingering in the “what if” zone?
That’s where the real opportunity is hiding.
The Strategy: One Email. One Follow-Up Webinar. One Downsell Offer.
The magic happens when you engage after the event. Not with a desperate pitch or “final offer” email—but with something structured, empathetic, and intentional.
Here’s the move:
Send a strategic follow-up email within 24–48 hours of the event ending.
Invite attendees to a follow-up call or webinar—something intimate and high-value.
Present a downsized version of your original offer. Think: a bite-sized but still transformational package around the $2,000 mark.
This isn’t about offering less value—it’s about offering less risk. It reopens the door for people who were 90% in but hit a wall with price, timing, or overwhelm.
And here’s the kicker…
Why This Works: The “Second Money” Effect
You’re not just catching the people who said “no.” You’re giving them a safer entry point—and once they’re in the ecosystem, a good portion upgrade anyway.
On average, one-third of downsell buyers upgrade to the original high-ticket offer within 30 days. Why? Because now they’re emotionally invested. They’ve crossed the first threshold. And when someone pays, they pay attention.
We call this second money. It’s easier to collect than first money, and it rides the momentum of the initial emotional experience.
When done right, this strategy consistently drives a 20% boost in revenue—without spending another dime on ads.
It’s Not Just About the Numbers—It’s About Trust
What this really does is show your audience you’re not just here to sell.
You’re here to serve. To meet them where they’re at. To remove friction and build a bridge back to the transformation they almost said yes to.
And when you do that? They don’t just buy the offer. They buy into you.
The Applause Isn’t the End. It’s the Signal to Start Round Two.
Look, delivering an incredible event is table stakes these days. But the most successful event hosts? They know the real money—and the real transformation—happens in the follow-up.
So don’t let the end of your event be the end of the conversation.
Because when you know how to re-engage with empathy, deliver a strategic downsell, and guide people to the next step without pressure… you’re not just making more sales. You’re building a reputation.
One that says: I see you. I’ve got you. And I’m still here to help.
