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609 631 507
609 631 507

HoReCa Sales Specialist Course

Who is this course for?

for specialists from hotel and catering sales departments

for owners and managers of restaurants and event spaces

for salespeople who want to sell and implement more events

The course in brief

Comprehensive training focused on improving sales competencies in the event and catering industry - customer acquisition, offering, negotiation engineering, sales techniques

Focuses on real-world sales tools and practical B2C and B2B exercises

Duration: 3 days (24 hours)

Form: on-site lectures, workshops, case studies, simulations

Result: ready-made sales strategy, ability to run effective campaigns, ability to create sales offers, negotiation skills, certificate of completion

What will you gain?

  • the ability to effectively search for clients for your company
  • ability to run a marketing campaign
  • the ability to create interesting offers and winning quotes
  • you will learn sales techniques that increase turnover
  • greater confidence during meetings, presentations and closing sales

After completing the course, you'll be able to effectively acquire new customers, conduct professional sales processes, prepare offers tailored to customer needs, and negotiate terms of cooperation. You'll learn how to build relationship-based sales and increase your company's revenue.

Get to know the details

What makes this course special?

  • Sales based on the experience of practitioners. Classes are led by sales directors, business owners, and experienced salespeople from the catering and event industries who conduct real-world sales processes every day.
  • Practice instead of theory. Every day you work on workshops, case studies, and simulations of sales calls, client meetings, and negotiations.
  • B2B and B2C sales. You'll learn sales techniques for both individual and business customers.
  • A complete sales toolkit. You'll receive ready-made offer templates, message templates, call scripts, and sales checklists.
  • Certificate of completion.

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1. Sales in the HoReCa industry – how the market works

  • The specifics of selling food service, catering, hotel and event services
  • Differences between B2B and B2C sales
  • How a customer decides on a restaurant, catering, hotel or event space
  • Customer needs and product features – how to sell value instead of just the service
  • The role of the salesperson at each stage of the purchasing process
  • The most common mistakes that limit sales effectiveness

 

2. Sales strategy and commercial goals

  • How to Build a Simple Sales Plan for a Venue, Catering, or Event Venue
  • Defining sales goals and performance metrics
  • Sales funnel – from first contact to signing the contract
  • Number of leads, conversion, average sale value and other key metrics
  • Planning salesperson activity
  • Prioritizing customers and sales opportunities

 

3. Where to get clients?

  • Active and passive customer acquisition
  • Prospecting – how to systematically search for new contacts
  • Potential customer databases and building your own sales database
    LinkedIn, Google, social media, networking, recommendations and business partnerships
  • Acquiring customers from the local market
  • How to find companies and event organizers
  • Segmentation of potential customers according to purchasing potential
  • Creating your own prospect list

 

4. First contact – phone, email and message

  • How to prepare for contact with a potential client
  • The design of an effective first telephone
  • How to Start a Conversation Without Coming across as "Just Another Salesman"
  • Conversation scripts and their flexible use
  • Cold mailing – building a message that encourages a response
  • Follow-up without being pushy
  • The most common mistakes during first contact

 

5. Lead Qualification

  • How to recognize a valuable customer
  • Questions a Good Salesperson Should Ask
  • Budget, need, deadline, decision-making and cooperation potential
  • How to distinguish a real sales opportunity from a "comparison" inquiry
  • Lead qualification system
  • When is it worth continuing the process and when is it worth letting go?

 

6. Workshop: Creating Your Own Prospecting System

  • Defining the ideal customer
  • Preparing a database of potential recipients
  • Development of a first contact scenario
  • Email/LinkedIn preparation
  • Planning follow-ups
  • Telephone conversation exercises

1. From inquiry to offer

  • How to analyze a customer inquiry
  • How to discover needs that the client does not communicate directly
  • Asking the right questions before preparing a quote
  • Personalization of the offer
  • How not to compete solely on price
  • The offer as a sales tool, not a pricing document

 

2. Creating Offers That Sell

  • Construction of a professional commercial offer
  • How to present the scope of the service and benefits to the customer
  • Selecting information for the type of recipient
  • How to build an attractive offer presentation
  • Offer for individual customers vs. B2B offer
  • Packages, variants and additional options
  • How to present price so that it is not the only element the customer looks at

 

3. Valuation and sales profitability

  • How to prepare a quote for a catering or event service
  • Costs, margin and markup – practical application
  • Minimum profitability level
  • How to include additional costs and risks in your offer
  • Discount and actual profitability of the transaction
  • How not to "win" sales at the expense of profit
  • Calculation of different variants of the offer

 

4. Presentation of the offer and conducting the meeting

  • How to prepare for a sales meeting
  • The structure of an effective presentation
  • How to speak the language of benefits
  • Presenting solutions instead of reciting service lines
  • Dealing with client questions and concerns
  • How to Lead a Meeting to a Purchasing Decision
  • Online, telephone and in-person meetings

 

5. Sales techniques in HoReCa

  • Consultative sales
  • Sales based on customer needs
  • Questioning techniques
  • Active listening and reading the interlocutor's intentions
  • Cross-selling and up-selling
  • How to increase order value
  • How to Offer Additional Services Without Feeling "Pushy"
  • Techniques for guiding the client to a decision

 

6. Objections and difficult sales situations

  • "Too expensive"
  • "The competition is cheaper"
  • "I have to think about it"
  • "Please send only an offer"
  • "We already have a supplier"
  • "We will come back to you"
  • How to avoid responding to objections with an automatic price reduction
  • Turning objections into opportunities to continue the conversation

 

7. Workshop: offer from A to Z

  • Analysis of a sample customer inquiry
  • Preparing follow-up questions
  • Creating variants of the offer
  • Price calculation
  • Preparing the offer presentation
  • Discussion and feedback

1. Trade negotiations

  • How is negotiation different from simple "haggling"?
  • Preparation for negotiations
  • Determining your own minimum and concession points
  • Recognizing the interests of the other party
  • How to Negotiate Price Without Crushing Your Margin
  • What can be negotiated besides price
  • Exchange of concessions – the principle of “something for something”
  • Techniques used during B2B negotiations
  • The most common mistakes made by salespeople

 

2. The psychology of purchasing decisions

  • What influences a customer's decision besides price?
  • Trust, security, experience and reputation
  • Building value before pricing
  • How to limit customer risk
  • Differences in decision-making between individual and business customers
  • How to recognize buying signals

 

3. Closing the sale

  • When the client is ready to make a decision
  • Techniques for finalizing a conversation
  • How to move from “interest” to concrete action
  • Determining the next step and decision deadline
  • Follow-up after the meeting and sending the offer
  • How to Win Back Customers Who Have Stopped Responding
  • What to do when the sale falls through

 

4. Customer Relationship Management

  • What happens after signing the contract
  • Customer service as part of the sales process
  • Building long-term B2B relationships
  • Reselling and developing cooperation
  • Cross-selling and up-selling within your existing customer base
  • Recommendations and referral marketing
  • How to turn a one-time customer into a long-term partner

 

5. CRM and salesperson work organization

  • How to manage your customer base and control your pipeline
  • Stages of the sales process
  • Notes, tasks, and follow-up dates
  • How to avoid losing leads and inquiries
  • Organization of a salesperson's workday
  • Prioritizing tasks
  • Basic sales reporting

 

6. Sales campaigns and customer activation

  • How to plan a short-term sales campaign
  • Selection of the target group and communication channel
  • Email, telephone and social selling campaigns
  • Special offers and activation activities
  • How to combine marketing with sales
  • Measuring campaign effectiveness
  • Analysis of results and optimization of activities

 

7. Sales process simulation

Participants go through the full trading process:

Lead → first contact → qualification → needs analysis → offer → presentation → objections → negotiations → closure → follow-up

Exercises include:

  • telephone conversation,
  • meeting with the client,
  • presentation of the offer,
  • price negotiation,
  • working with objections,
    finalizing the sale.

 

8. Individual sales plan

  • Analysis of your own sales process
  • Identifying the greatest growth opportunities
  • Determining prospecting activities
  • Setting sales goals
  • Preparing an activity plan for the next 30 days
  • Training summary
  • Q&A session

Why our course is unique

Workshops and simulations every day

– you learn through practice, creating quotes and offers.

A program led by sales practitioners

– experienced sales directors, business owners and experts in the HoReCa industry.

The graduate leaves with a ready-made set of sales tools

– offers, conversation scripts and message templates.

Certificate of Completion

– confirmation of practical competences.

Sign up
today!

+48 609 631 507

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