Pricing and Selling Virtual Events

Creating value and sponsorship revenue for your virtual event

One of the biggest challenges for event organisers planning virtual events is demonstrating the value of virtual to sponsors and generating sponsorship revenue*.

This course, Pricing and Selling Virtual Events, focuses on the real opportunities of virtual events – how not to under-value their worth, how to overcome client’s objections, key sales methodologies and how to embed a valuable new revenue stream into your business.

*Futura Survey, May 2020

6 vital takeaways from attending this course:

  1. To avoid making the biggest mistake salespeople make when selling virtual events
  2. How to show the value of your virtual event and set the right price
  3. The skill of teaching your clients to buy your virtual events
  4. The best ways to keep control of the sales process
  5. How to overcome the main objections to virtual events
  6. New ideas to deliver value for your sponsors, so they can’t wait to book again

Online course outline

Session 1: It starts with your audience | 10am-12pm

  • Separating the truth from the lies about what virtual events
  • Why is it so important to put the audience first?
  • What are the main formats, and how do they work?
  • Which formats work best for which audiences?
  • How can virtual events help your audience at this time of change?
  • What are the best ways for sponsors to get involved and achieve ROI?

Session 2: How to help your clients buy your virtual events | 10am-12pm

  • What sales approach works best in today’s environment?
  • What does the sales process look like for new virtual events?
  • How can you shift your client’s perspectives about new solutions?
  • What results are sponsors looking for today, and how can you help?
  • What the best ways to keep control of the sales process?
  • Collaborating with your sponsors to get their buy-in, and stopping deals getting derailed

Session 3: Perfect pricing and closing the deal | 10am-12pm

  • How to show the value of your virtual event and set the right price
  • What activities are most valuable in virtual events?
  • What stops virtual event deals from happening, and how can you overcome that?
  • How can you build exciting and valuable virtual event packages?
  • The best ways to build urgency and speed up decisions
  • Delivering value for your sponsors, so they can’t wait to come back

I really enjoyed this course which challenged us to review virtual event planning in terms of the current needs and concerns of our suppliers and audience. The course went into a lot of detail regarding sponsorship pricing and closing deals which was extremely useful to benchmark ourselves against. But perhaps the best bit was being able to compare and share experiences with other event industry professionals who are going through the same thought processes at this unusual time.

Project Lead - Virtualisation


Next online course:
17 + 19 + 21 August
10:00am to 12:00pm


Make the most of extra time you have now, to refocus and improve skills, discover new knowledge and expertise. Our online training course has been structured into three easily managed “chunks” with coursework included.

All attendees who complete the course satisfactorily, will receive a certificate.

Online cost

£395 (+ VAT) for all commercial companies
£295 (+ VAT) for not-for-profit organisations

Who should attend?

All event professionals responsible for pricing and selling virtual events, including: Event Directors, Event Managers, Commercial Directors, Sales Directors, Sales Managers & Sales Executives.

Your trainer:

Sam North

Employees want more training — of almost 4,300 workers, a massive 74% felt they weren’t achieving their full potential at work.


The course was great! The trainer was very responsive to enquiries and the breakout rooms allowed us to network and interact with each other. Best online course I’ve done so far.

Communications and Events Exec


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Fantastic! the whole course was great, I learnt a lot from both the trainer and the other delegates.

Advertising and Sponsorship Manager, Corporate Jet Investor


I found the training your team ran for me in December really productive and effective.

Fiona Miller
Group Events Director, Wilmington Healthcare

We're proud to sponsor


5/5 for Sanjay; He gave a good balance between content presentation and group discussion.

Key Account manager, Comexposium


5/5 — thoroughly enjoyable course! The trainer was very approachable and engaging, I was shown new perspectives I hadn’t considered about the sponsor’s mindset.

Client Liaison Executive, International Bar Association


5/5 — The most valuable part of the day for me was benchmarketing my sales approach with Sanjay and the other participants

Senior Manager – Event Sales, IDC


95% of attendees recommend our courses


5/5 for Sanjay; He was very engaging, articulate and interesting. He went at a good pace and was easy to understand.

Membership and Events Exec, ABPI


4/5 — Sanjay was excellent, overall it was a very good course and the trainer was very knowledgable

Senior Manager – Event Sales, IDC

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