Build a Solid Foundation for Catering Sales & Events Before Focusing on WOW

Events are experiencing a dynamic resurgence, yet they must strive to enhance their offerings substantially. Today’s attendees arrive with elevated expectations; they seek experiences that are not only interactive but also profoundly engaging and truly memorable. Events must deliver fulfillment, creating lasting impressions long after the experience ends. The goal should always be to consistently provide an emotional connection!

Hotels and event venues that adopt a proactive, sales-driven approach and focus on providing exceptional products and customer service are more likely to achieve success. By offering innovative, high-quality experiences that resonate with guests, they can create memorable events that encourage loyalty and satisfaction. A strong commitment to excellence is essential for leaving a lasting impression.

A Word of Caution

Mastering the fundamental elements of event planning and delivery is crucial before layering on creative aspects and the WOW factor. While imagination and innovation are vital in making events unique, they can fall flat without a solid foundation of the basics. Prioritizing these fundamentals is key to ensuring that creativity shines through effectively.

It is essential to devise an effective strategy that is executed consistently. Relying on mere hope is not a robust plan; although luck might bring some success, that path is neither reliable nor sustainable in the long run.

Foundations for Total Event Success 1 – Thoroughly Understand Your Competition

Conduct a comprehensive analysis of your direct and indirect competitors to identify your unique strengths and pinpoint areas for potential improvement. Understanding the competitive landscape will help you differentiate your offerings and enhance your overall strategy.

2 – Master Your Product

Cultivate a deep and comprehensive understanding of your product to articulate its unique selling points with clarity and enthusiasm. This will enable you to create a compelling story that resonates with your clients. Engage actively in developing your venue’s food and beverage menus, ensuring you integrate the client’s objectives and preferences.

3 – Conduct a Thorough Self-Evaluation

Assess your catering and event product and service delivery by actively gathering feedback from customers and stakeholders. Identify strengths and weaknesses.  Create a list of key target accounts and referral opportunities Develop an action plan to leverage your strengths through strategic marketing and sales efforts and address weaknesses with targeted training or product improvement. By taking these assertive steps, you’ll enhance your offerings and drive customer satisfaction and loyalty

4 – Establish Strategic Market Positioning

Conduct thorough market research and identify key trends to clearly define your position in the marketplace. Ensure it authentically resonates with the specific needs, values, and preferences of your target audience. Empower your brand’s identity to stand out amidst competitors, fostering a meaningful connection that drives loyalty and engagement.

5 – Commit to Delivering Quality with Purpose

Focus on consistently providing products that exemplify high standards while delivering meaningful value to your customers. Remember that value is ultimately defined by the client’s perspective, not yours.

6 – Passion for Your Work

Infuse your efforts with enthusiasm and dedication. Your passion will resonate with clients and elevate their experience. Embrace your passions and find joy in the work you pursue. Stay updated on industry trends, technologies, and changes to ensure your offerings remain competitive and enticing. Attend industry events locally and nationally. Join relevant organizations and read industry publications and articles.

7 – Be Proactive and Responsive

Anticipate your customers’ needs and respond promptly to their inquiries and requests.  Addressing their concerns efficiently enhances their overall satisfaction and builds trust and loyalty. Even if you don’t have an immediate answer, quickly acknowledge their request or question and keep them informed, showing them they are valued.

8 – Conduct Amazing Site Visits

Choreograph and orchestrate all your site visits. Make them engaging and creative while addressing all the client’s objectives and needs. This is an excellent opportunity to showcase your abilities, so never underestimate its importance. Remember, quality over quantity; don’t overwhelm the client with too many staff members on the site.

9 – Menu Tasting

Ensure your menu tastings genuinely reflect the quality and variety of your food and beverage selections. Tastings present a significant opportunity to build trust with your client, allowing you to showcase your creativity and innovative ideas that can elevate the event experience—an excellent opportunity for upselling. The food at the tasting must be exactly the same as the event!

10 – Understand Client Objectives

Communicate openly with the client to understand their goals and expectations for the event. Always ask what the event’s purpose is so you can ensure that every detail meets and exceeds their expectations. It is also essential to gather information about the event’s history, including any positive and negative experiences from previous occurrences

11 – Sell Benefits, Not Just Features

Many salespeople are aware of the importance of this message, but how many actually put it into practice? Focus on how your products and services will benefit the client and their guests, rather than merely listing features. Share compelling stories and always collaborate to create a meaningful relationship with the client.

12 – Foster a Culture of Accountability

Build accountability within yourself and your team and ensure everyone is committed to outstanding results. Evaluate your operations to identify areas for enhancement. Embrace continuous improvement and seek innovative strategies to elevate guest experiences, consistently exceeding expectations to create memorable moments.

Excelling at Catering Sales and Event Management

Catering sales and event management are exhilarating and rewarding careers that blend creativity, organizational skills, and talent. Embrace new opportunities and always aspire to work with true professionals in quality hotels and venues. You’ll create unforgettable experiences that pave the way for personal success and fulfillment. Enjoy the journey and let your passion shine!

About the author

Joe Cozza has had an extensive and distinguished career in the hospitality industry. His most recent positions were with Marriott International as the Catering Sales Leader, Northeast Region, and previously as Catering Sales Leader for New York. Prior to these positions, he was Vice President, Sales, and Marketing for Cipriani, where he was responsible for several premier, historic, and iconic event locations. Joe was the opening Executive Director of Marketing/Catering at the New York Marriott Marquis and held this position for 22 years. Prior to the Marriott Marquis he was the opening Director of Catering at the Grand Hyatt in N.Y. and the Philadelphia Fairmont hotel where he held senior leadership positions in food and beverage operations and catering sales. Earlier in Joe’s career, he held executive positions with Sheraton and Hyatt Corporations in Florida and New Jersey. Joe is an active partner and consulting member of Cayuga Hospitality Consultants.

This article originally appeared on Cayuga Hospitality Consultants.