By Jerome Dees, Host of Cater Caffeine
In catering, success doesn’t happen by accident. It’s built through focus, consistency, and a plan that actually works in the real world, not just on paper.
Too many sales plans fall short because they’re reactive. They start strong, but without a clear process, measurable targets, and accountability, they fade by mid-year. The goal isn’t to create a document full of ideas; it’s to create a framework that keeps you focused and moving forward every single week.
Start With What You Know
Your first step in building a sales plan is understanding your numbers. Look at the data, not just your feelings about how sales are going.
How many first-time orders did you get last quarter? How many of those turned into repeat customers? Which accounts dropped off, and why?
Those insights reveal patterns. Maybe your follow-up process needs tightening, or your top clients haven’t ordered in months. Once you see the gaps, you can build a plan to close them.
Protect Against Attrition
It’s natural to lose clients over time. People change roles, budgets shift, and priorities move. A smart plan accounts for that. Identify your most valuable customers and make sure they feel seen. A simple check-in call, thank-you note, or occasional drop-off sample can go a long way toward retaining them.
When customers go quiet, don’t assume they’re gone for good. Re-engage. Sometimes a small gesture, like addressing a past issue in person, rebuilds trust faster than another sales pitch.
Define Your Ideal Customer and Update It Regularly
Your Ideal Customer Profile (ICP) isn’t static. It should evolve as your business and market do. Review it regularly: Are the companies you’re targeting still the right fit? Are you spending too much time chasing low-margin clients when better ones are in reach?
Refining your ICP keeps your time and energy focused on the right opportunities.
Make Time to Sell
You can’t grow catering sales without dedicating real time to selling. Block it out on your calendar just like you would for production or delivery. Sales time is work time. Protect it.
If you have a team, lead by example. When leadership treats sales like a priority, the rest of the team will too.
Know Your Competition
Secret shop your competition. Understand their process, pricing, packaging, and response time. You’re not trying to copy them; you’re learning how to position yourself more effectively.
Knowing where you stand helps you speak confidently about your value and win more repeat business.
Create a Process That’s Simple and Sustainable
A good sales plan shouldn’t require a manual to follow. Keep it simple:
- Define your daily and weekly prospecting goals
- Track first-time and repeat orders
- Schedule regular follow-ups
- Review results monthly
Clarity and consistency always outperform complexity.
Plan Your Marketing Calendar
Marketing supports sales. Build a simple calendar that aligns outreach, promotions, and events with your sales goals. Maybe you focus on corporate holiday orders in Q4, graduation catering in spring, and partnerships during slower summer months. The goal is steady momentum all year.
Engage Your Internal Team
Your internal customers, including kitchen staff, drivers, and managers, play a huge role in your sales success. When they understand the plan and feel included, they become partners in execution. A strong internal culture makes every sale easier to fulfill and every customer more likely to return.
Turn Planning Into Progress
At the end of the day, a great sales plan isn’t about filling in boxes. It’s about creating direction, discipline, and alignment. It gives your team clarity on what to do, when to do it, and why it matters.
When you take the time to plan with purpose, your year doesn’t just happen to you. You take control of it.
About the Author
Jerome Dees is the host of Cater Caffeine on CaterLinked, where he shares practical insights to help catering professionals sell smarter, grow stronger, and stay energized. With years of experience leading sales teams and building hospitality relationships, Jerome brings a mix of strategy, humor, and straight talk to every conversation.
