5 Common Misses to Avoid in Event Sales


We’ve covered topics like meeting sales goalsdriving event sales, and ways to increase restaurant revenue in the past. But there’s another important aspect of venue sales that should be mentioned: it’s the common misses that occur when selling for private events — and how they can be avoided.

Below, we’ve got a breakdown of a few of the most common misses when it comes to event sales, and how they can be successfully overcome.

1. Don’t ignore current customers

While it’s imperative that your sales team has ample time to be scouting and sourcing new leads, it’s equally crucial that you don’t ignore the customers you do have — ensuring they have a top-notch experience makes it easier to turn current clients into future repeat clients. Things like requesting feedback after the event, and keeping them in the loop on any new developments, will keep your venue at top of mind the next time an event opportunity rolls around.

2. Don’t let leads slip through the cracks

Particularly during busy event seasons, it can be easy to lose track of a lead or have it go cold — especially if you don’t have a solid event management tool in place. Between voicemails, emails, online inquiries, and word of mouth, having an organized, easy-to-access platform and process for following up with event inquiries will give you peace of mind and ensure that you’re maximizing all prospective clients.

3. Don’t forget to take credit card info

Even if you don’t want to take an event deposit, not getting credit card info before an event leaves you and your business vulnerable to absorbing any costs accrued for an event that gets canceled or doesn’t happen for one reason or another. Securely taking credit card info provides a safety net to go along with a contract, allowing you to charge an agreed-upon amount for a no-show event client so you aren’t stuck with a loss of revenue.

4. Don’t settle for slumps in sales

If all’s quiet on the event front for your biz, don’t just accept that it’s a slow month. Have your team seek out people and organizations that consistently need event spaces, like universities, meeting planners, wedding pros, alumni organizations, and pharmaceutical businesses. You’d be surprised at how often these groups host events — and connecting with them can be a great resource for word-of-mouth as well.

5. Don’t leave upsells on the table

Towards the end of the planning process when guests are finalizing things like menus, headcounts, and seating, this is a great opportunity to identify easy upsells. If your venue offers things like a champagne toast, mimosa punch bowls, or a coffee station, make sure to mention these add-on options to the client in case they want to include them in their event. More often than not, it’s an easy win — for you and for the customer!

Manage your bookings with the right software

Now that you know what to avoid when it comes to event sales, use the best event management software to manage all of your events during the holidays and beyond. Schedule a demo at a time and date that works for you to learn more about how Tripleseat can help you build and streamline your events and private dining business.

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Editor’s Note: This post was originally published on the Gather blog and written by Caroline Cox.