8 Do’s and Don’ts of Cold Calling for Event Sales

Let’s be honest—no one loves cold calling for event sales. Even top sales pros who close massive deals don’t usually jump out of bed excited to make that first call. Cold calling is awkward, often thankless, and frequently met with rejection. But when done well, it can open doors, generate qualified leads, and build long-term business relationships.

Whether you’re brand new to cold calling or looking to sharpen your approach, these do’s and don’ts will help you make smarter, more successful calls that actually move the needle.

Is Cold Calling an Effective Strategy for Event Sales?

While the term “cold calling” might evoke outdated images, the practice of proactive outbound phone outreach remains a tool in the arsenal of event sales professionals in restaurants, hotels, and venues, often refined with modern sales strategies and technology.

Here’s why cold calling remains an effective strategy—and how to make it work:

• Direct Reach: Cold calling remains one of the most direct ways to reach potential clients for event hosting, catering services, or corporate meal programs. It can create an immediate personal connection that digital marketing might miss.
• Effectiveness (When Done Right): While widely disliked, studies still show that a significant percentage of buyers have accepted cold calls from new providers. This indicates that it can yield results if executed effectively.
• Specific Scenarios:
  • New Restaurants/Hotels: When a new venue opens, cold calling can be crucial for building an initial client base for events.
  • Filling Off-Peak Times/Spaces: Sales teams might use cold calling to target specific businesses or organizations to fill event spaces during slower periods or for particular event types (e.g., corporate lunches, holiday parties).
  • Following Up on Leads: While not strictly “cold,” cold calling principles can apply to following up on less engaged leads.

Key Takeaways for Cold Calling Success in Event Sales 1. DON’T wing it. DO use a script—and personalize it.

Before you dial, have a flexible, conversational script ready. This isn’t about robotic reading. It’s about having a clear game plan you’ve rehearsed and internalized.

Sample opening for a repeat customer:

“Hi Lauren, this is Alexis Smith calling from Bluewater Restaurant. You hosted your holiday party with us in 2024. I wanted to let you know about our new renovations and how they could elevate your next event even more.”

Sample opening for a new lead:

“Hi Jordan, I’m calling from Bluewater Restaurant. We specialize in hosting corporate events, and I noticed your company is expanding in the area. I’d love to share a few ideas on how we can help you celebrate your next team milestone.”

You don’t need to memorize every word—but you should absolutely master your 15- to 20-second value pitch. Focus on what’s in it for them, not just what you offer.

2. DON’T skip research. DO personalize your outreach.

The “cold” in cold calling doesn’t have to mean clueless. Spend five minutes researching the company, the contact’s role, or their past events if you’ve worked with them before.

A little context—like a recent company milestone, social media post, or local press mention—can turn a cold call into a warm conversation.

Pro tip: Use LinkedIn, the company’s website, or your CRM notes to find a hook. Reference something specific so they know this call isn’t generic.

3. DON’T apologize or ask for permission. DO start strong and confident.

Avoid phrases like:

• “Is this a bad time?”
• “I just wanted to…”
• “Sorry to bother you…”

These phrases weaken your presence and give the prospect an easy out. Instead, begin with gratitude or clarity:

“Thanks for taking a moment to chat.”
“I’ll keep this brief and valuable.”

The tone you set in the first 10 seconds shapes the entire call. Own your reason for calling and lead with confidence.

4. DON’T freeze on objections. DO prepare to handle them gracefully.

You will hear “Not interested,” “We already have a venue,” or “Can you email me instead?” It’s part of the game. Don’t panic—plan for it.

Common objections and simple responses:

• “Can you send an email?”
  “Absolutely—what would be most helpful for you to see? I’ll tailor it to what’s most relevant.”
• “Not interested right now.”
  “Totally understand—would it make sense to check in closer to the holidays or a big team event?”

The goal isn’t to win them over immediately—it’s to keep the door open and leave a positive impression.

5. DON’T ignore voicemails. DO master your voicemail game.

Most calls will go to voicemail, and that’s your chance to make a strong, succinct impression.

Keep it to 20–30 seconds and follow this structure:

• Your name and business
• A relevant reason for calling
• A clear value statement
• Repeat your name and contact info

Example:

“Hi, this is Margo Johnson from Bluewater Restaurant. I’m reaching out because we’ve recently expanded our private dining options and thought they might be a great fit for your team’s year-end celebration. I’ll follow up by email as well. Again, it’s Margo from Bluewater Restaurant—looking forward to connecting!”

Then, send a follow-up email immediately with a helpful resource or quick summary.

6. DON’T make it a monologue. DO listen and ask great questions.

Your goal isn’t to rattle off your sales pitch—it’s to start a conversation. Practice active listening:

• Ask open-ended questions like:
  “What types of events are you planning this year?”
  “What’s most important to you when choosing a venue?”
• Pause often to give space for their input.
• Reflect back what you’re hearing to build trust.

When you listen well, your pitch becomes more relevant—and more effective.

7. DON’T rely on one follow-up. DO diversify your approach.

After the call (or voicemail), don’t stop at an email. Follow up across channels with a multi-touch approach:

• Connect on LinkedIn with a short, friendly note
• Send a case study or photo gallery relevant to their industry
• Set a reminder to call back in 2–3 weeks

You’re not being pushy—you’re staying present and helpful.

8. DON’T dwell on rejection. DO build resilience and track your wins.

Cold calling is a numbers game. You will face rejection, missed calls, and hang-ups. Instead of letting it chip away at your confidence:

• Celebrate small wins (a booked tour, a warm lead, a returned email)
• Track success metrics like:
  • Connect rate
  • Voicemail-to-reply ratio
  • Discovery call conversions

• Reflect weekly on what worked and what didn’t, and adjust accordingly

Stay consistent, stay human, and don’t let a “no” today stop you from making the next call your best one yet.

Turn Cold Calls into Confirmed Events—Faster

Tripleseat helps you do more than just connect with leads. With built-in CRM tools, automated follow-ups, and event tracking, you can move prospects from call to contract—without the manual work.

Book a demo today to see how Tripleseat simplifies event sales and keeps your pipeline moving.

Heather Apse

As a content writer for Tripleseat, Heather channels her industry expertise into crafting insightful, actionable resources for hospitality professionals. Her background in hospitality includes hands-on experience as a hostess, busser, and waitress during her college years and she holds a deep appreciation for the nuances of restaurant and venue event operations. When she’s not immersed in research or writing, Heather is adventuring outdoors with her three energetic sons and their lively, larger-than-life dog. Connect with Heather on LinkedIn.

About Tripleseat

Tripleseat is an award-winning sales and event management platform that powers more than 18,000 venues worldwide. By streamlining operations and maximizing revenue, Tripleseat helps event managers turn their visions into reality. For more information or to schedule a demo, visit www.tripleseat.com.