How to Sell Tickets for an Event with HighLevel
If you already use HighLevel to manage your leads, customers and marketing, you can now use it to sell tickets for an event with HighLevel too.
The new HighLevel Events module brings event creation, ticketing, payments and attendee management into the same platform you may already be using for your CRM, email marketing, SMS, WhatsApp and automation.
HighLevel Events is currently in beta, so I expect the functionality to continue developing. However, I have already been using it and have been impressed with what is available.
In this article, I am going to concentrate specifically on HighLevel ticketing and show you how the ticket-selling side works, including:
Creating different ticket types
Setting ticket prices
Controlling ticket capacity
Using discount coupons
Taking payments
Issuing tickets
Using QR codes to check people in
Following up with attendees through HighLevel
If you run paid events, workshops, seminars, conferences, networking meetings, training days or social events, this could be a very useful addition to HighLevel.
Can You Sell Event Tickets with HighLevel?
Yes.
HighLevel now allows you to create an event and offer tickets directly through the Events module.
You can create both paid tickets and free tickets, depending on the type of event you are running.
For example, you might use HighLevel tickets for:
Business seminars
Networking events
Training workshops
Conferences
Club events
Association meetings
Charity events
Christmas parties
Sports society events
Community events
Open days
Customer events
You can also create different ticket options for the same event.
This is where HighLevel Events starts to become particularly useful.
Creating Your Event in HighLevel
The first step is to create the event itself.
Inside HighLevel, you can enter the important event information, including details such as the event name, description, location and schedule.
You can then build the ticketing around that event.
Rather than having your event sitting in a completely separate ticketing platform, it becomes part of your wider HighLevel setup.
That distinction is important.
Someone registering for your event is not simply a ticket number. They can become a contact in your CRM, which means the event can form part of a much bigger customer journey.
Creating Different HighLevel Ticket Types
You do not necessarily have to sell everybody the same ticket.
HighLevel allows you to create multiple ticket types for an event.
For example, imagine you are running a business conference.
You could potentially offer:
Early Bird Ticket
£49
Standard Ticket
£69
VIP Ticket
£129
Or perhaps you are running an association dinner:
Member Ticket
£35
Non-Member Ticket
£45
Table of 10
£400
The exact ticket structure will obviously depend on your event, but being able to offer multiple HighLevel ticket types gives you considerably more flexibility than simply having one registration option.
It also gives you opportunities to structure your pricing strategically.
Setting Ticket Prices
For paid events, you can set the price for the individual ticket.
This means HighLevel can handle the journey from somebody discovering your event through to actually purchasing their place.
You might have a straightforward fixed-price event, or use different ticket types to encourage people to book earlier or upgrade.
For example:
Early Bird: £49
Standard: £69
VIP: £99
You could release a limited number of Early Bird tickets to encourage people to make a decision rather than leaving their booking until later.
Once those tickets are gone, attendees would need to purchase the Standard ticket.
This is a simple marketing technique, but because your ticketing and marketing can sit within the same HighLevel ecosystem, there are plenty of opportunities to develop this further.
Controlling Event and Ticket Capacity
Capacity management is obviously important when selling event tickets.
There is little point selling 150 tickets if your venue only holds 100 people.
HighLevel lets you manage the quantity of tickets available.
This can also be useful where individual ticket categories have their own limits.
For example:
25 Early Bird tickets
100 Standard tickets
20 VIP tickets
This gives you control over how many of each ticket type can be sold.
It can also create genuine scarcity.
Instead of simply saying "tickets are limited", you can actually make them limited.
For physical events in particular, this is an important part of the ticketing system.
Using Coupons and Promotional Discounts
HighLevel Events also gives you the ability to use coupons.
This opens up some interesting possibilities.
For example, you might create a coupon for:
Members
Give members of your organisation a special discount code.
Previous attendees
Encourage people who attended your previous event to come again.
Partners
Give strategic partners or sponsors their own promotional code.
Early promotions
Run a temporary discount campaign without changing the main ticket price.
VIP customers
Give selected customers a private discount.
Because HighLevel is also your CRM and marketing automation platform, you can potentially become much more targeted with how these promotions are distributed.
Rather than publishing every discount publicly, you could email or message specific groups of contacts with the appropriate offer.
Taking Payments for HighLevel Tickets
If you are selling paid tickets, you obviously need a way of collecting the money.
HighLevel Events can connect the ticket purchase with HighLevel's payment functionality, allowing the attendee to select their ticket and pay as part of the booking process.
This means you do not necessarily need a separate event ticketing platform just to handle the transaction.
From a business point of view, I like the idea of having the payment connected with the customer record.
You are gradually removing the number of disconnected systems involved in running an event.
Instead of having:
Event system → payment system → spreadsheet → email system → CRM
you can potentially manage much more of the process from HighLevel.
What Happens After Someone Buys a HighLevel Ticket?
This is one of the areas where I think HighLevel Events becomes particularly interesting.
The ticket sale does not have to be the end of the process.
It can actually be the beginning.
Once somebody has registered or purchased a ticket, you know who they are and which event they are attending.
You can then use HighLevel's wider functionality to communicate with them.
For example, you might send:
An immediate booking confirmation
Joining or venue instructions
A reminder one week before the event
A reminder the day before
A final reminder on the morning of the event
Parking or travel information
A post-event thank-you message
A feedback survey
Details of your next event
Depending on your setup, those communications could potentially use email, SMS, WhatsApp or a combination of channels.
For me, this is one of the biggest reasons to consider selling event tickets with HighLevel.
The ticketing system is connected to a much broader sales and marketing platform.
HighLevel Tickets and QR Codes
One particularly useful feature is the use of QR codes.
When somebody obtains their ticket, they can be issued with a unique QR code.
That code can then be scanned when they arrive at the event.
This gives you a much more organised way of checking people in.
Instead of having somebody standing at the entrance with a printed spreadsheet and a highlighter, you can scan the attendee's QR code and record their arrival.
That can be useful for much more than simply speeding up the queue.
You can know who actually attended.
That distinction matters.
Imagine 150 people buy or register for tickets, but only 117 actually turn up.
Your CRM can potentially distinguish between those who registered and those who attended.
That gives you better information for your follow-up marketing.
Why Event Check-In Data Matters
Event organisers often concentrate heavily on registrations but overlook attendance.
They are not the same thing.
Knowing somebody registered tells you they were interested.
Knowing they physically attended tells you considerably more.
For example, after an event you could have different follow-up processes for:
People who attended
Thank them for coming, ask for feedback and perhaps make them an appropriate next offer.
People who registered but did not attend
Tell them you are sorry they could not make it and perhaps invite them to the next event.
This is where combining HighLevel ticketing, QR codes and CRM data becomes much more powerful than simply issuing tickets.
An Example: A Local Referees' Society
One of the reasons I have been interested in HighLevel Events is that I have practical uses for it myself.
For example, I am involved with a local referees' society.
We occasionally run meetings and events where we need people to register in advance.
Rather than manually maintaining lists of attendees, an event can be created in HighLevel and people can obtain their ticket in advance.
On the day, their QR code can be scanned to confirm attendance.
For a relatively small organisation, that provides functionality that previously might have required a dedicated event platform.
The same principle could apply to clubs, associations, networking organisations and membership groups.
Another Example: Paid Events and Social Functions
The same system can be used where payment is required.
Imagine you are organising a Christmas dinner for a membership organisation.
You could create the event, set the venue capacity, sell tickets, collect payment and issue each attendee with their ticket.
If you had different pricing arrangements, you could create separate ticket types or use coupon codes.
You could then communicate with everyone attending before the event and check them in when they arrive.
Afterwards, you already have the attendees within your HighLevel ecosystem for future communications and events.
HighLevel Ticketing vs a Standalone Event Platform
There are already some very good dedicated event ticketing platforms available.
HighLevel Events is also still in beta, so I would not suggest that it will automatically be the best solution for every event organiser.
However, I think the interesting question for existing HighLevel users is:
Do you actually need another platform?
If your requirements are relatively straightforward and HighLevel can manage your event, ticket sales, payments and check-in, keeping everything together can be very attractive.
The real advantage is not necessarily the ticket itself.
It is what happens around the ticket.
Your event registration can connect with your:
CRM
Email marketing
SMS
WhatsApp
Workflows
Payment processing
Forms
Surveys
Customer follow-up
Future event marketing
That is where HighLevel has an advantage over looking at event ticketing as an isolated task.
Is HighLevel Ticketing Suitable for Free Events?
Yes.
You do not have to charge people to use the Events functionality.
For a free event, you can use an RSVP-style registration process rather than selling a paid ticket.
That makes it suitable for things such as networking meetings, workshops, customer events, association meetings and community events.
Even if the ticket costs nothing, knowing exactly who has registered and who subsequently attends can still be extremely valuable.
Can HighLevel Sell Different Types of Tickets for the Same Event?
Yes. You can create multiple ticket types for an event.
This could be useful for Early Bird, Standard and VIP tickets, or perhaps Member and Non-Member pricing.
You can also control the availability of those ticket types, helping you manage capacity and pricing.
Can I Limit the Number of HighLevel Tickets Available?
Yes. Ticket quantities can be limited.
This is useful both for overall venue capacity and where you want to restrict particular ticket categories.
For example, you might only make 20 VIP tickets available even though the venue itself holds 200 people.
Can I Offer Discount Codes for HighLevel Event Tickets?
HighLevel Events supports coupons, allowing you to offer promotional or discounted ticket prices.
This could be used for members, previous attendees, partners, customers or specific marketing campaigns.
Do HighLevel Event Tickets Have QR Codes?
HighLevel can issue attendees with QR codes that can be scanned at the event.
This helps you manage check-in and, importantly, record who actually attended rather than simply knowing who registered.
Should You Sell Your Next Event Through HighLevel?
If you are already using HighLevel and regularly organise events, I think the Events module is well worth investigating.
It is still in beta, and I fully expect the functionality to evolve, but what I have seen so far has impressed me.
More importantly, I think the bigger opportunity is not simply selling HighLevel tickets.
It is connecting your events to the rest of your marketing.
Someone might:
See your promotion → Register → Buy a ticket → Receive reminders → Attend → Scan their QR code → Receive a follow-up → Book another event → Become a customer.
And all of that activity can potentially sit around the same contact record.
That is much more interesting to me than simply replacing one online ticket with another.
Want Help Setting Up HighLevel Events?
If you are already using HighLevel and would like help setting up Events, ticketing, payments or the automations around your event, I can help.
I am a UK-based HighLevel Consultant working with businesses and organisations in the UK and internationally.
My approach is not simply to configure the software. I look at what you are trying to achieve from a sales and marketing perspective, then work out how HighLevel can help deliver it.
If you are considering HighLevel for your events, or want to bring your existing event registration and follow-up processes into HighLevel, book a Discovery Call and let's have a chat.
