As important as space design, menu creation, and kitchen operations are to the success of your private party room and banquet sales, nothing happens until you make the sale. Unfortunately, most operators focus most of their investment of resources on the operation.

An experienced catering or hotel salesperson will have the basic knowledge and contacts to jump-start your sales. Most will expect a base salary and a bonus or commission plan to stay motivated. You might find that it is less than you expected. A good rule of thumb is to allocate 10 percent of your private party sales to your salesperson. That includes base salary and bonus. Run the numbers. Figure out how much business a sales manager would have to generate to justify the cost; however, expect a ramping-up time, as it is not realistic for the salesperson to pay for his or her services immediately. Your second-year return should be much better as you get rebooked from satisfied customers.

Do not make the mistake of leaving a salesperson alone. You want them to create a sales and marketing plan and review progress weekly. Not only will they feel part of your team, but accountability will improve their results. Make sure you encourage and facilitate an open line of communications between your salesperson and kitchen manager. They need to work together to exceed your client’s expectations.

Whether you inherited a private party room in your lease or are making plans to create one, you will find many opportunities to increase your profits. Each event brings guests that you can wow into becoming regulars. With any endeavor or expansion, proper planning on the front end ensures success in the long run. As much as restaurant owners are into the food and operations, do not underestimate the importance of sales and marketing. Nothing happens in business until someone sells something.

Source: RestaurantOwner.com