Functions and events can be great business and should be very profitable. Numbers and costs are known in advance, and you can serve large numbers at a fixed price. But a lot can go wrong, so if you’re going to sell more party bookings, efficient systems are necessary to ensure you and your staff don’t frustrate (and sometimes annoy) potential customers.
There are many types of clients, from anxious brides (and their parents) to community socials, birthday parties and celebrations, and some corporate clients have less tolerance for error and disorganisation. Use these guidelines to maximise sales and create hundreds of happy, loyal customers.
Upgrade Your Sales System to Sell More Party Bookings
Speed up initial responses – replying to inquiries, sending out information, speedy quotes, follow-up calls, facility tours etc. Many bookings are lost at this early stage. Measure your bookings to inquiries percentage (the success rate) – how does it look?
Only one staff member talks about prices. Everyone wants to negotiate, and a slip of the tongue by an untrained person can cause problems. Train your staff on how to take initial inquiries (on a standard form), and then your follow-up call will handle the details. In many cases, price negotiation is best handled at the time of the inspection visit.
Facilities are always ready for inspection. There’s nothing worse than being shown a function room that doubles as a store room. Have at least part of the room set, and gather up past photos into an impressive album.
Better website and social media promotion. To be web-friendly and appear at the top of a Google search, you need all the commonly searched words and phrases on the function web pages. You know what customers ask for, but most web designers are not experts in the vocabulary of your business – they need help. A good function site is loaded with detailed information, useful downloads and great photos so everyone finds what they want.
Help people promote their events. The more people they attract, the more money you make. Recommend online booking services like EventBrite, give them templates for party invitations, offer to manage payments, and share your promotion and organising tips. Many voluntary and sporting groups do this poorly – give them a hand, and you’ll find the function is bigger and everyone wins.
Create your own events for quiet times. Special dinners, bar nights, entertainment, cocktail or cooking classes – bars and music venues do this well, but it’s less common with restaurants and cafes. Now, everyone has to be a promoter! Many people who attend will discover you for the first time. See dozens of event ideas in 12 Months of Restaurant Promotions and Special Events.
Group Menus and Agreements
Small, medium, and large menu options – these could be described as Special, Deluxe, and Superior or Silver, Gold, and Platinum. If you don’t have a ‘middle’ priced option, people will often choose the lower price, and you will lose out. Add optional add-ons that give genuine value and don’t make people feel that the package they chose is not complete.
Use the word ‘free’ more often. It’s part of smart packaging, not a sign of weakness. Free use of AV equipment, free parking, a free dinner reward for the organiser. Those picky charges for lecterns, screens and extra coffee can be annoying! The secret is offering lots of ‘soft dollar’ items – they cost little (because you own the equipment already) but have a high perceived value e.g. candlesticks with candles, red carpet, special decoration and extra lighting.
Have a one-page function menu widely available – at the counter, in the function rooms and as a download. Also, mention function options on your regular menu – many people may not know you offer catering or special services, so tell them!
Keep corporate customers happy. They want detailed invoicing and prompt replies and may need to see your written OH&S Policies—is it ready to email? Increasingly, they also want to know how you recycle and source local produce.
Kinder, gentler conditions. You still need a signature and deposit, but is it really essential to have final numbers seven days in advance? A ‘soft guarantee’ allows for variations of one or two people—it maintains integrity and shows you’re not cold-hearted. Would it hurt?
Every booking has a signed agreement, period. Too much money is lost unnecessarily through no-shows or cancellations. Your agreement will be friendly but very clear about dates for final numbers, deposits, and payments. Call it a Health and safety requirement if need be (and your Agreement should mention some of those issues, e.g., responsible service of alcohol).
Remember, the fortune is in the follow-up—asking for feedback and testimonials from happy customers, adding more people to your database, and inviting people to return for the same good service and food. Set up systems to automate this, starting with a friendly phone call or email within 24 hours of the event.
Feedback from a corporate customer
A Melbourne public relations manager shared a list of ‘pet hates’ when asked about her experience with function venues. She included:
Numerous points of contact
Being ‘hand-balled’ to different staff members to get answers
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Functions and events can be great business and should be very profitable. Numbers and costs are known in advance, and you can serve large numbers at a fixed price. But a lot can go wrong, so if you’re going to sell more party bookings, efficient systems are necessary to ensure you and your staff don’t frustrate (and sometimes annoy) potential customers.
There are many types of clients, from anxious brides (and their parents) to community socials, birthday parties and celebrations, and some corporate clients have less tolerance for error and disorganisation. Use these guidelines to maximise sales and create hundreds of happy, loyal customers.
Upgrade Your Sales System to Sell More Party Bookings
Speed up initial responses – replying to inquiries, sending out information, speedy quotes, follow-up calls, facility tours etc. Many bookings are lost at this early stage. Measure your bookings to inquiries percentage (the success rate) – how does it look?
Only one staff member talks about prices. Everyone wants to negotiate, and a slip of the tongue by an untrained person can cause problems. Train your staff on how to take initial inquiries (on a standard form), and then your follow-up call will handle the details. In many cases, price negotiation is best handled at the time of the inspection visit.
Facilities are always ready for inspection. There’s nothing worse than being shown a function room that doubles as a store room. Have at least part of the room set, and gather up past photos into an impressive album.
Better website and social media promotion. To be web-friendly and appear at the top of a Google search, you need all the commonly searched words and phrases on the function web pages. You know what customers ask for, but most web designers are not experts in the vocabulary of your business – they need help. A good function site is loaded with detailed information, useful downloads and great photos so everyone finds what they want.
Help people promote their events. The more people they attract, the more money you make. Recommend online booking services like EventBrite, give them templates for party invitations, offer to manage payments, and share your promotion and organising tips. Many voluntary and sporting groups do this poorly – give them a hand, and you’ll find the function is bigger and everyone wins.
Create your own events for quiet times. Special dinners, bar nights, entertainment, cocktail or cooking classes – bars and music venues do this well, but it’s less common with restaurants and cafes. Now, everyone has to be a promoter! Many people who attend will discover you for the first time. See dozens of event ideas in 12 Months of Restaurant Promotions and Special Events.
Group Menus and Agreements
Small, medium, and large menu options – these could be described as Special, Deluxe, and Superior or Silver, Gold, and Platinum. If you don’t have a ‘middle’ priced option, people will often choose the lower price, and you will lose out. Add optional add-ons that give genuine value and don’t make people feel that the package they chose is not complete.
Use the word ‘free’ more often. It’s part of smart packaging, not a sign of weakness. Free use of AV equipment, free parking, a free dinner reward for the organiser. Those picky charges for lecterns, screens and extra coffee can be annoying! The secret is offering lots of ‘soft dollar’ items – they cost little (because you own the equipment already) but have a high perceived value e.g. candlesticks with candles, red carpet, special decoration and extra lighting.
Have a one-page function menu widely available – at the counter, in the function rooms and as a download. Also, mention function options on your regular menu – many people may not know you offer catering or special services, so tell them!
Keep corporate customers happy. They want detailed invoicing and prompt replies and may need to see your written OH&S Policies—is it ready to email? Increasingly, they also want to know how you recycle and source local produce.
Kinder, gentler conditions. You still need a signature and deposit, but is it really essential to have final numbers seven days in advance? A ‘soft guarantee’ allows for variations of one or two people—it maintains integrity and shows you’re not cold-hearted. Would it hurt?
Every booking has a signed agreement, period. Too much money is lost unnecessarily through no-shows or cancellations. Your agreement will be friendly but very clear about dates for final numbers, deposits, and payments. Call it a Health and safety requirement if need be (and your Agreement should mention some of those issues, e.g., responsible service of alcohol).
Remember, the fortune is in the follow-up—asking for feedback and testimonials from happy customers, adding more people to your database, and inviting people to return for the same good service and food. Set up systems to automate this, starting with a friendly phone call or email within 24 hours of the event.
Feedback from a corporate customer
A Melbourne public relations manager shared a list of ‘pet hates’ when asked about her experience with function venues. She included:
You can do so much better!
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