You’ve rented the ballroom. The chairs are set. The projector’s humming. You’ve got people flying in, and you’re ready to deliver the event of a lifetime…
But if you’re like most coaches, experts, or entrepreneurs running a live event for high-ticket sales—you might be making the exact same mistakes that tank conversions and leave money on the table.
After running 100+ high-converting events and helping clients sell $25K coaching programs right from the stage, I’ve seen the same patterns again and again. And I want to save you from them.
Here are the top three live event mistakes that crush conversions—and the one bonus tip that can immediately raise your energy and your revenue.
Pop in your email below, and we’ll zip it straight to your inbox so you never lose it!
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.
❌ Mistake #1: Too Many Outside Speakers
This one’s brutal.
You’re the expert. People are coming to buy from you. But then you load up your event with four, five, even six outside speakers—trying to deliver more “value.”
Here’s the truth: every extra speaker dilutes your authority. When too many voices hit the stage, your offer gets lost. One, maybe two additional speakers max. And never let someone else pitch a high-ticket offer at your event—unless it’s deeply aligned and significantly lower in price.
Want to create a heart-centered moment that builds goodwill and subtly warms up the wallet? Consider adding a nonprofit spotlight at the end of Day 1. Let attendees donate, match contributions, and collect credit card info for future use. This “wallet opener” warms the room without feeling salesy—and builds momentum for Day 2.
❌ Mistake #2: No Clear Story Arc
This one kills momentum before you even make the offer.
Too many event hosts show up last minute, working on slides on the plane, scrambling backstage. What happens next? They “teach everything they know” without guiding attendees through a strategic story arc that builds belief, breaks false assumptions, and leads them to a clear decision.
Here’s the right sequence:
Meet them where they are. Speak directly to their current pain.
Break a false belief. Reframe how they see the problem.
Give them momentum. Show how the solution could work for them.
Make the offer. Do this when belief is high—not after they’re overwhelmed.
This is how you take attendees from “curious” to “committed.”
No story arc = no conversion.
❌ Mistake #3: Pitching at the Wrong Time
This might be the biggest mistake killing your sales:
Delivering your pitch right after lunch.
Post-lunch energy is rock bottom. People are full, tired, maybe checking flights. And yet, so many event hosts think “this is the moment” to ask for $25K.
Wrong.
The highest energy window is right before lunch on Day 2. That’s your prime time. That’s when people are most alert, most emotionally open, and most likely to say yes.
End-of-day pitches can work—but your conversion rate will drop. People leave early. They’re decision-fatigued. You’ve lost your edge.
Make the offer before lunch on Day 2. Period.
⚠️ Bonus Mistake: Over-Teaching and Overwhelming
This one’s subtle—but deadly.
Most experts think, “If I just teach enough, they’ll trust me and buy.” But here’s what really happens: you overwhelm their brain, they shut down, and they walk away without buying.
People don’t need everything you know.
They need to believe that transformation is possible—and that you’re the person to help them do it.
Instead of taking someone from a Level 1 to a Level 10, focus on getting them from a Level 1 to a Level 3. That’s enough for them to future pace their success with you.
Final Thought: Live Events Are for Buyers—If You Let Them Buy
Here’s what my mentor Dan Kennedy told me early on:
“You had a room full of people who paid to get on a plane, booked a hotel, and sat through your entire event… and you didn’t sell them anything? That’s not a win. That’s a missed opportunity.”
People who come to your live event are your 1000 true fans. They’re self-selecting, action-taking, emotionally invested buyers. All you have to do is make the right offer, at the right time, with the right energy.
And speaking of energy—keep it up. Get them out of their seats, high-five their neighbors, dance, clap, laugh. Think Tony Robbins-style engagement. Because when energy rises, so do conversions.
Want to run a live event that doesn’t just inspire… but sells?
Avoid these mistakes. Master the flow. And I promise—you’ll never look at events the same way again.
