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Why Events Sales is Back and Bigger Than Ever

Why Events Sales is Back and Bigger Than Ever

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Discover how live events are creating new career and revenue opportunities across the media industry in 2026.Episode OverviewIn this episode of It’s A Yes! Making It In Media, Jo Wood and Debra Sharron explore why events sales has become one of the fastest-growing and most commercially exciting sectors in the industry. From conferences and exhibitions to awards, sponsorships and experiential partnerships, the events landscape has evolved far beyond traditional trade shows.Jo and Debra break down what modern event sales actually looks like, how media businesses are building revenue through live experiences, and why demand for commercially minded salespeople in this space continues to grow. They explore the skills required to succeed, the growing importance of networking and relationship building, and why human connection has become even more valuable in an increasingly digital world.Later in the episode, they’re joined by Colin Ennis, Divisional Sales Director of Events and Online Marketplaces at emap, who shares practical insights into building high-performing commercial teams, developing talent and creating strong sales cultures. Colin also explains why delegate sales remains one of the strongest entry points into media sales and what separates high performers from the rest.Whether you’re exploring a career in media sales or looking to sharpen your commercial skills, this episode offers a clear view into one of the industry’s biggest growth areas.What This Episode CoversWhy live events have become a major growth area for media businessesHow the events industry has evolved post-pandemicThe difference between delegate sales, exhibition sales and sponsorship salesWhy events create powerful opportunities for audience engagement and networkingHow sponsorship has evolved beyond simple logo placementWhy emotional intelligence and relationship building matter in event salesThe skills and mindset employers look for when hiring commercial talentWhy coachability and resilience are critical for career progressionHow modern sales teams are becoming more collaborative and development-focusedWhy events sales can accelerate career growth across the media industryYES ListThe HBR Guide to Smarter Networking — Harvard Business ReviewDebra recommends this practical guide for anyone who wants to feel more confident building professional relationships and navigating networking environments. Whether you’re attending industry events, meeting clients or growing your career in media, the book focuses on how to create genuine connections rather than relying on awkward small talk or forced self-promotion.Packed with actionable advice and research-backed insights, it covers everything from starting conversations and building rapport to following up effectively and developing long-term professional relationships.Top takeout: Networking is not about collecting contacts. It’s about building meaningful relationships over time and learning how to create valuable conversations with confidence.Purchase hereGet In TouchSend your questions to hello@makingitinmedia.comMore from Jo & DebraSubscribe to Jo and Debra’s newsletter to get the key insights and takeaways from each episodeJoin one of Debra’s upcoming media sales workshopsFollow the show on YouTubeFollow the show on SpotifyFollow Jo on LinkedIn hereFollow Debra on LinkedIn hereDisclaimerThe views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.
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