What I See Happening All the Time
Most AV companies think growth comes from more leads. More ads. More outreach. More enquiries.
I don't think that's the first place to look.
In my opinion, most companies are already sitting on more revenue — they're just not capturing it. Because they're not upselling.
A client books a screen and a projector. Did you offer a confidence monitor? No. A client books a PA system. Did you offer a radio mic upgrade? No. A client books lighting. Did you offer uplighting for the room? No.
That's what I see constantly. And every one of those is an extra €100–€300 on the job. No extra marketing. No extra leads. No extra effort to win the client. Just better selling.
How I Think About Upselling
I don't think upselling should feel pushy. And I don't think it should be about squeezing more money out of the client.
In my opinion, it should be about improving the event. The upsell has to provide value to them — not just margin to you. If it makes the event better, clearer, smoother, or more professional, then it's a valid recommendation. If it doesn't, I wouldn't include it.
How I Would Approach It
I'd build something very simple. For every type of booking, I'd define 2–3 logical add-ons. For example:
- Screen & projector → confidence monitor, clicker, timer display
- PA system → upgraded microphones, additional speaker coverage
- Lighting → uplighting, stage wash, branding gobos
Then I'd make it a habit. Every time. No exceptions. Not in a pushy way — just as part of a professional process:
In my opinion, you'll be surprised how often the answer is yes.
But Not Every Client Is the Same
Some clients are very open to upsells. Some aren't. Some care about production quality. Some just want the basics covered. So I wouldn't treat every client the same. I'd pay attention to:
- The type of event
- The venue
- The budget
- The client's attitude during the conversation
Because upselling only works if it feels relevant.
How I'd Use EventQuoter for This
This is where I think EventQuoter becomes really powerful. Instead of relying on memory or guesswork, I'd use it to guide the upsell. For each quote, I'd be asking:
- What upsells are most suited to this type of event?
- What typically gets added for this venue?
- What have similar clients included in the past?
- What fits within this pricing level without pushing it too far?
So instead of randomly suggesting things, you're making informed recommendations. And over time, you can see patterns — which upsells get accepted most often, which ones get ignored, which ones actually increase job value without affecting win rate.
A Simple Example
Let's say 50 jobs per year, average upsell added €200, and 50% of clients accept at least one.
That's 25 jobs with upsells — €5,000 extra revenue. No extra leads. No extra marketing spend. Just better conversations. And in my opinion, that's a very conservative estimate.
One Simple Action
Write down 3 add-ons for your 3 most common booking types. Then ask about them on your next calls. Don't overthink it. Just include it as part of the process.