By Jerome Dees, Catering Sales Leader, Speaker, Host of Cater Caffeine on CaterLinked
Most catering professionals believe their primary job is to sell externally. We focus on prospects, follow-ups, first-time orders, and retaining clients. All of that matters. But over time, I’ve learned something that changed how I approach this industry.
We are selling internally just as much as we are selling externally.
If your internal communication breaks down, your sales will suffer. If your departments are misaligned, execution will falter. And if your team is not bought into the vision, even the best sales strategy will fall flat.
Leadership Starts with Conversation
Early in my career, I implemented a simple practice that significantly reduced driver turnover. Once a month, I scheduled ten-minute one-on-one conversations with each team member. Virtually or in person, it did not matter. I asked structured questions about how they were doing, where they stood, and what support they needed.
Those conversations created clarity. There was no guessing about performance. The team members who thrived appreciated the transparency. Even those who eventually did not work out respected that they were given feedback and space to improve.
Communication builds trust. Trust builds retention. Retention builds consistency.
Know Your Ideal Customer Profile
Many catering professionals say yes to everything. While flexibility matters, clarity matters more.
Who is your ideal customer? What industries do they work in? What do they spend? What problems do you solve for them?
For example, some operators actively target memorial services with pre-built packets for families. That is a smart strategy for their model. It is not part of mine. That does not mean I turn that business away, but it does mean I focus my proactive energy elsewhere.
You have limited time. Be intentional about who you pursue.
Protect Selling Time at All Costs
Owning your calendar is not optional in sales. If you block time for prospecting, follow-ups, or client outreach, that time must be respected.
If meetings constantly override selling time, revenue will decline. It is not about avoiding collaboration. It is about understanding opportunity cost. If you know your call volume converts at a certain percentage, you can quantify what happens when that time is removed.
Sales discipline creates predictability. Predictability creates security.
Competitive Research Is Not About Discounting
When prospects mention competitors, your response should be informed, not emotional.
At one point in my career, we frequently heard that a competing cafe was cheaper. Because I had done the research, I could calmly explain that while their delivery fee was lower, their per-person pricing was higher. For orders over a certain size, we were actually the more affordable option.
Facts allow you to protect your value. Discounting without context erodes it.
Follow-Up Is the Easiest Revenue Lever
It is significantly easier to convert a first-time client into a repeat client than to close a completely cold prospect.
My follow-up rhythm is simple. I reach out within a few days of the first order to say thank you and understand future needs. One month later, I check in again. Then I set future tasks based on their industry and spending behavior.
Many catering businesses leave repeat revenue on the table simply because they do not follow up consistently.
Internal Alignment Is a Revenue Strategy
One of the biggest events we executed recently was a large Super Bowl activation. That event did not succeed because I made a few phone calls. It succeeded because operations, leadership, culinary, and service teams were aligned.
Marketing must send the right campaigns. Operations must understand order processing timelines. Store managers must prepare correctly. Delivery teams must execute consistently.
When communication is proactive and transparent, friction decreases. When people get quiet and avoid hard conversations, mistakes increase.
I prefer friction over silence. Silence means assumptions. Assumptions lead to errors.
Sell the Vision Internally
A written sales plan is only powerful if it is shared.
In past roles, I posted visual scoreboards. We tracked weekly performance. We celebrated wins publicly. We highlighted positive customer feedback. We called out operational excellence.
When everyone understands the target, they row in the same direction. When only one person holds the plan in their head, momentum stalls.
Vision must be sold internally with as much energy as you sell externally.
Public Praise and Private Correction
Culture is built in small moments.
When servers receive positive feedback, I share it publicly. If a store executes flawlessly during a busy week, I email leadership and copy the team. Recognition reinforces standards.
When something needs correction, such as uniform expectations or missed details, I address it directly and respectfully. Most people want to improve. They just need clarity.
Balancing praise and accountability creates psychological safety without lowering standards.
Build for the Long Term
Every interaction compounds.
The server you support today may become a manager tomorrow. The supervisor you disagree with may open a door for you later. The client you treat honestly may follow you across multiple roles.
I have catered major national events. I have received leadership awards. None of that happened because of a single tactic. It happened because of years of relationship building, alignment, and consistency.
Final Thought
Catering is not easy. It is physical, emotional, operational, and fast-paced. There will be chaotic days. There will be unexpected setbacks.
But if you communicate clearly, align your departments, protect your selling time, and treat people well, you create stability in the middle of chaos.
You are not just selling tacos, sandwiches, or salads.
You are selling confidence. You are selling clarity. And every day, whether you realize it or not, you are selling internally.
Make sure your team wants to buy in.
About the Author
Jerome Dees is a catering sales leader, speaker, and the host of Cater Caffeine on CaterLinked. With nearly two decades of experience in restaurant and catering sales, Jerome has led teams at scale and worked across multiple service models, from corporate drop-off to full-service catering and private dining. He is known for his practical, people-first approach to sales, his focus on internal customers, and his ability to translate performance data into clear, actionable insights. Jerome is passionate about helping catering professionals build confidence, credibility, and long-term career growth through preparation, consistency, and strong fundamentals.
