Downsell Sequence for Event Planners Email Guide
Why Downsell Sequence Emails Fail for Event Planners (And How to Fix Them)
Your ideal client just declined your full event package. The budget wasn't there.
Do you just move on? Most event planners consider a 'no' a closed door.
But often, it's just a 'not yet' or 'not right now for that specific offer'. You've invested time in nurturing that lead.
Letting them walk away entirely is leaving potential revenue on the table. A downsell sequence isn't about being pushy.
It's about understanding client needs and offering tailored solutions that fit their current situation. It allows you to maintain the relationship, provide value, and open the door for future, larger projects.
The templates below are designed to turn initial rejections into new client relationships, offering a valuable alternative without compromising your brand.
The Complete 3-Email Downsell Sequence for Event Planners
As an event planner, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
I understand the full [PRODUCT NAME] wasn't the right fit for your current event needs. That's perfectly okay.
Planning an event is a significant undertaking, and budgets and priorities shift. My goal is always to help event planners like you create memorable experiences, whether that's for a grand corporate gala or a more intimate team retreat.
I believe in providing solutions that align with where you are right now, not just pushing an one-size-fits-all package. If the scope or investment of our initial offering was a barrier, I want to ensure you still have access to expert guidance and support to make your event a success.
Best, [YOUR NAME]
This email uses empathy and validates the prospect's decision, reducing any potential buyer's remorse or feeling of being pressured. It subtly reiterates the core value (creating memorable experiences) without re-pitching the original offer, maintaining goodwill and keeping the door open.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
When we spoke, you shared some key challenges you're facing with your upcoming event, especially around [MENTION SPECIFIC PAIN POINT, e.g., vendor coordination / theme development / budget management]. While our full [ORIGINAL SERVICE NAME] might not have aligned, I've put together something specifically designed to address those immediate hurdles.
It's a focused solution to get you started without the larger commitment. This [DOWNSOLD PRODUCT/SERVICE, e.g., 'Event Planning Toolkit' / 'Vendor Selection Guide' / 'Budgeting Masterclass'] offers [KEY BENEFIT 1] and [KEY BENEFIT 2].
It's a perfect first step to ensure your event planning stays on track and stress-free. Think of it as a foundational piece, giving you immediate wins and confidence for your event, and helping you build momentum.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique. By offering a smaller, more accessible solution, it reduces the perceived risk and commitment, making it easier for the prospect to say 'yes'. It directly addresses their stated pain points, positioning the downsell as a tailored, helpful alternative.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder that our special offer for the [DOWNSOLD PRODUCT/SERVICE NAME] is closing soon. If you're still looking for a way to [REITERATE KEY BENEFIT, e.g., simplify your vendor search / master your event budget / develop a captivating theme] without the full investment of our [ORIGINAL SERVICE NAME], this is your chance.
Many event planners find this [DOWNSOLD PRODUCT/SERVICE NAME] to be an invaluable resource, providing clear direction and tangible results exactly when they need it most. Don't miss out on getting the support that can make a real difference for your next event.
The doors close tonight at [TIME] [TIMEZONE]. After that, this particular offer won't be available. [CTA: Secure your spot now →]
Best, [YOUR NAME]
This email employs the principle of scarcity and urgency. By clearly stating a deadline, it prompts immediate action from prospects who might be procrastinating. It also reinforces the value proposition of the downsell, reminding them of what they stand to lose by not acting.
4 Downsell Sequence Mistakes Event Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a 'no' means a complete lack of interest in any of your solutions | Offer a smaller, more focused service or product that addresses a specific pain point or budget constraint. |
✕ Failing to document specific reasons for client rejection (e.g., budget, scope, timing) | Use your CRM to log detailed feedback, which informs your downsell offers and future client conversations. |
✕ Presenting the downsell as a lesser version of the original, rather than a valuable standalone solution | Frame the downsell as a perfect entry point or a specialized tool designed for immediate impact. |
✕ Not following up promptly after an initial rejection, letting the lead go cold | Implement an automated downsell sequence to engage prospects within 24-48 hours of their initial 'no'. |
Downsell Sequence Timing Guide for Event Planners
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Event Planner Specialty
Adapt these templates for your specific industry.
Beginners
- Focus downsell offers on foundational elements like a 'Basic Event Checklist Template' or a 'Venue Sourcing Mini-Guide'.
- Emphasize how even small investments in tools can prevent costly beginner mistakes and build confidence.
- Provide clear, step-by-step instructions for using any downsell product, making it accessible and easy to implement.
Intermediate Practitioners
- Offer downsells that address efficiency gains, such as a 'Client Communication Script Library' or a 'Budget Optimization Workbook'.
- Highlight how the downsell can free up their time for higher-value tasks and client engagement.
- Position the downsell as a stepping stone to more advanced service offerings or a way to refine existing processes.
Advanced Professionals
- Develop downsells around niche specializations or advanced strategies, like a 'Luxury Event Design Blueprint' or 'Sponsor Acquisition Framework'.
- Focus on how the downsell provides unique insights or modern solutions that differentiate their high-end services.
- Emphasize the time-saving and strategic advantages that even a focused, premium downsell can offer to their complex projects.
Industry Specialists
- Tailor downsell offers to specific industry needs, such as a 'Wedding Day-Of Coordination Template' for wedding planners or a 'Corporate Event ROI Calculator' for corporate planners.
- Use industry-specific language and case studies to show immediate relevance.
- Position the downsell as a way to enhance their specialized expertise and simplify workflows unique to their niche.
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