At Live Recruitment, we’ve been having more and more conversations about sales and all for a good reason. Over the past few months, we’ve seen a noticeable rise in the number of sales roles coming through which is a clear sign that confidence is building across the events industry. Businesses are sensing fresh opportunities and are actively investing more time, energy, and resources into growing their client base and winning new work.
Flexible working is changing the landscape
While salaries across the events sector have remained largely stable, the widespread adoption of hybrid working has levelled the playing field between London and regional roles. This flexibility has given companies the chance to cast a wider net when it comes to hiring, especially for sales teams.
Event and production agencies, in particular, are less tied to location. Sales roles have never been purely office-based, and with many clients now spread across the UK and globally, agencies are focusing more on talent potential than postcode.
Salespeople know their value
Sales professionals continue to be some of the most valued hires in the industry. As revenue drivers, their impact on the pipeline is critical and a great salesperson can genuinely transform a business. That’s why, more than ever, the key to attracting and retaining top sales talent lies in competitive commission packages, meaningful benefits, and a strong company culture that supports success.
These roles include competitive base salaries - ranging from £30,000 for a delegate sales role up to £65,000 for a business development manager position - which are paired with opportunities for progression and a mix of flexible or hybrid working models. However, one of the most compelling aspects for many sales professionals is the earning potential beyond the base - specifically through commission.
Start with the numbers
While the specifics are often not fully detailed in job adverts if you’re job-hunting, ask about commission early in the process. You deserve to know what success looks like and how it pays.
Although ‘competitive package’ is adequate on a job advert, we expect our clients to be open with the full package including salary, commission structure and benefits from early in the process to allow candidates to make informed decisions early on. Commission structures play a crucial role in overall compensation and can significantly influence both motivation and career trajectory.
Similarly, if you’re hiring for a sales role in the events world, it’s worth taking the time to spell out the ‘how’ behind the numbers, as an attractive commission structure may be a substantial draw for talent. The best-performing businesses we see are the ones that communicate their reward models openly during the hiring process. Not just “competitive package” or “bonus scheme TBD,” but actual, tangible frameworks.
It helps candidates imagine their success, builds loyalty before they’ve even accepted the offer and helps recruitment agencies like Live Recruitment better sell the role to sales professionals early on.
“When it comes to sales roles, clarity equals credibility,” says Live Recruitment managing director Laura Kelly. “Show candidates how they’ll win, and they’ll win for you.”
What makes a commission structure work?
So what does a good commission structure look like? At Live Recruitment, we always recommend a tiered and balanced commission structure, one that rewards effort, supports realistic targets, and differentiates between quality of leads.
New business, for example, should be rewarded at a higher rate. It’s harder to win, takes longer to convert, and builds future profit streams. Warm clients, those with previous communication or revenue in the last 12 months, could have a flatter commission rate, reflecting lower acquisition effort but still incentivising growth.
A typical structure might start at £0–£75k with no commission (covering base salary) and increase in bands such as 1% for £75–£150k, up to 5% beyond £750k.
For tracking, it’s important that commission is based on signed contract values, not delayed until project delivery. That said, many clients hold off payment until the month or quarter after the deal closes to manage cancellations.
The model should also reflect lead time. For longer-lead B2B events, signing and delivery may span financial years. For shorter lead activations, commission might only be paid once the client has paid their invoice. Either approach works, if it’s explained clearly.
Some also offer top-up commission if a project grows in scope post-signing, which is a great perk;. It’s fair, it’s motivating, and it encourages continued engagement with delivery teams.
Setting salespeople up for success from day one
Another thing to keep in mind? Targets should reflect the average deal size. If your agency specialises in £20,000 pop-ups, a £750,000 annual target means 37-plus wins a year. Compare that to an agency doing £250,000 conferences - just three wins could hit the same goal. Sales targets shouldn’t demotivate; they should inspire. That’s why thoughtful commission structures are so important. For example, one sales role we’re recruiting for offers uncapped commission with a base threshold of £100k, salespeople earn 8% on target, 5% off target, and 10% for exceeding it by £25k or more. Another business development position provides a hybrid monthly/annual GP-linked commission and even includes "sales kickers" of £1,000–£2,500 for hitting key milestones.
It’s also helpful to give context for what success looks like in Year One. Many clients we work with treat the first 12 months as a ramp-up phase, especially for new business. Salespeople often start with smaller contracts, building trust before larger budgets are signed off. One role we’re recruiting for pays commission after the event is delivered, adding around £20k on top of base salary—this structure supports a long-view approach and aligns incentives with project success. And while not every position includes commission, for example, a university-based sales role we’re recruiting for focuses on proactive relationship-building, the emphasis on long-term client development shows that success isn’t always about fast wins. A commission model that rewards progress, without penalising a slower start, goes a long way.
Want some more guidance on your team sales commission and package? Get in touch for a chat for free advice – hi@live-recruitment.co.uk