Why training your functions and events salespeople is a smart investment

In the dynamic and competitive world of functions and events, the ability to sell effectively is paramount. To ensure success and maximise revenue, it’s crucial to invest in training your functions and events staff on how to sell better.

Many functions and events salespeople are ex-front of house staff, and although they may be capable of selling at the table, it doesn’t mean they have the skills to negotiate an event that may be worth many thousands of dollars. Considering the many costs involved in operating a venue, you’d want to make sure you’re making the most of every opportunity to maximise profits. Effective function and events sales training will identify those often-missed opportunities which have a huge impact on overall profitability.
This article will delve into the reasons why such training is important and the benefits it brings to both the staff and your business as a whole.

1. Enhanced Customer Experience

When functions and events staff are well-trained in sales techniques, they can provide a superior customer experience. By understanding the needs and preferences of potential clients, staff can personalize their interactions and tailor their offerings accordingly. This level of customization creates a positive impression and builds trust, leading to increased customer satisfaction and repeat business.

2. Increased Revenue Generation

Effective sales training equips your staff with the skills and knowledge to upsell and cross-sell additional services, upgrades, or add-ons. By confidently presenting these options to clients, they can maximise revenue opportunities. Upselling and cross-selling not only increase the overall transaction value but also enhance the overall event experience for customers.

3. Improved Communication and Relationship Building

Sales training enhances the communication and relationship-building skills of your staff. They learn to actively listen to clients’ requirements, ask relevant questions, and provide appropriate recommendations. This ability to engage in meaningful conversations establishes rapport and fosters a stronger connection, ultimately leading to improved customer loyalty and referrals.

4. Effective Handling of Objections and Negotiations

Sales staff often encounter objections and negotiations during the sales process. Proper training equips them with strategies to address objections and overcome challenges effectively. By anticipating potential concerns and providing persuasive responses, staff can instill confidence in clients and close deals more efficiently. Additionally, negotiation training empowers them to navigate pricing discussions and contract terms while ensuring a positive outcome for both parties.

5. Product and Industry Knowledge

In the functions and events industry, it is essential for sales staff to have a deep understanding of the products and services they offer, as well as the broader industry landscape. Sales training provides them with comprehensive skills to present the benefits of your venue and offerings. Armed with this knowledge, they can effectively communicate the unique value proposition, showcase their expertise, and differentiate themselves from competitors.

6. Adaptability to Changing Customer Needs

The functions and events industry is constantly evolving, with changing customer preferences and emerging trends. Training enables your team to stay updated on industry developments and adapt their sales approach accordingly. By staying attuned to the evolving needs and desires of clients, they can proactively propose innovative solutions, recommend new event formats, and offer customised experiences that cater to changing market demands.

7. Consistency and Professionalism

Consistency in the delivery of sales messages and maintaining a professional image are crucial. Training ensures your team adhere to established sales processes and present a unified brand image. They learn to showcase professionalism, handle inquiries promptly, and represent your business in a manner that inspires confidence and trust in potential clients.


Investing in sales training for your functions and events sales staff is a strategic decision that can yield significant benefits. By equipping them with enhanced sales skills, industry knowledge, and effective communication techniques, you can create a competitive edge, generate increased revenue, and foster more long-term customer relationships. Customer satisfaction and being able to meet diverse needs are necessary to remain competitive. Training your functions and events sales staff to sell better is an investment that can pay for itself very quickly.

If after reading this far, you’re not confident your functions and events sales team are properly trained and fully equipped to maximise sales, we can help!

Consider our Functions and Events Sales Masterclass which will help boost your function & events income by converting more enquiries and maximising every function sale. Come and learn how to improve your sales pitch and have more confidence selling.

Kevin Kosky