Still Don’t Know What Closing Really Means in Hospitality and Event Sales?
Closing in hospitality and event sales isn’t a dramatic last-minute push to seal the deal. And top sales pros don’t wait for the end of the conversation to start closing. On the contrary, they do it from the very beginning.
Every interaction, from your first email to your final follow-up, is a step towards winning the business. So, it’s time to rethink your approach if you’ve envisioning the close as some high-pressure make or break moment.
Here’s how you can – and should – be making every touchpoint count throughout the entire hospitality and event sales process.
Showcase Your Unique ‘It Factor’
Corporate event planners, association teams and venue finders have seen hundreds of properties. So, your spiel won’t stand out if you focus on generic points like square meterage or proximity to the airport (anybody can fact out these sorts of features at the click of a button!).
At the end of the day, your venue might be great, but so is everyone else’s. This is why you need to play to your strengths and shout about what makes you different:
- Highlight uniqueness – Spotlight what no one else can offer.
- Emphasise service excellence – Show how your team delivers beyond expectations.
- Share success stories – Use real examples to demonstrate your venue’s value in action.
Remember, it’s not about being the biggest or flashiest venue, but the best fit for the client’s needs.
Make Your Team the Stars of the Show
Event organisers are booking a team besides a venue (in true ‘people buy people’ style). So, don’t just talk about outstanding service. Show how your team will be there to support them every step of the way and make sure their event runs like clockwork.
Here’s what you can do:
- Fast, thorough responses – Reply promptly and fully to enquiries and RFPs, within hours, not days. A timely, detailed response shows you’re on top of your game.
- Behind-the-scenes glimpses – Share videos or photos of your team in action. Let event planners see the effort you put into making every event a success.
Buyers will see you as a partner they can trust, not just another venue, when you showcase your team’s dedication.
Keep an Eye on the Competition
It’s not enough to know your own strengths in hospitality and event sales. You also need to know what the competition is doing, so you can anticipate their performance and position your venue as the better option.
Ask yourself:
- What are they offering that you aren’t?
- How do they position themselves differently?
- What sets your hotel or venue apart from theirs?
Understanding your competition helps you refine your messaging and make stronger, more compelling offers.
Be a Trusted Hospitality and Event Sales Expert, Not a Pushy Peddler
Today’s bookers are switched-on and don’t respond well to hard sales tactics or pressure. Instead, aim to position yourself as a credible advisor.
- Offer tailored advice – If the client needs off-site dinner venues or team-building activities, send specific, thoughtful suggestions aligning with their goals, and make personal introductions to other suppliers.
- Provide compelling insights – Don’t just squeeze a sale. Offer real solutions. Help them see how your venue can meet their specific needs and solve their pain points.
Ultimately, trust and loyalty are cultivated by being a valuable resource rather than a hospitality and event sales salesperson pushing your own agenda.
Think Like an Event Organiser
This is perhaps the most important point of all. Because you need to understand what the event planner is looking for and tailor your approach to meet those needs if you’re going to successfully close.
Here’s how to do it:
- Respond quickly – Sorry not sorry for the repetition. But it’s worth saying twice! Bookers expect timely responses. So, get back to them promptly with all the information they need.
- Help them visualise their event – Use floor plans, virtual tours, case studies, and photos of other events to show them how their event could look at your hotel or venue.
You’ll make the closing process feel natural, not forced, by focusing on their objectives.
Want to learn more about closing with confidence? At Selling Savvy, our industry-specific training courses and mentoring programmes for hospitality and event sales staff are custom designed to do just that.
Take a look at The 7 Steps to Consultative Selling trainings. Questions? Get in touch and ready for your team to get clear and closing!
