By Erin Childs, Catering Consultant & Host of “Uncensored & In Charge”
Sales are the heartbeat of any business. Without them, we don’t have a company to lead, a team to support, or guests to serve. But catering sales—real catering sales—aren’t about pushing menus or chasing leads. They’re about connection, confidence, and commitment.
As a former catering sales executive, I’ve lived the late nights, the last-minute calls, and the rush to close out a year strong. I’ve also learned that the difference between a good sales team and a great one is simple: the mindset behind every conversation.
From Order-Taking to Problem-Solving
Too often, salespeople fall into the trap of responding to inquiries and sending menus. That’s not selling—that’s order taking. True catering sales start when you shift your mindset from selling food to solving problems.
Your clients don’t just want sandwich trays or salads. They want stress-free experiences. They want to look like rockstars in front of their bosses. Your job is to anticipate their needs, reduce their stress, and execute beautifully so they can shine. When you focus on that, sales follow naturally.
Ask yourself: Am I helping my clients look like superstars every time they order? If not, today’s the perfect day to start.
The Consultative Approach
Lead with curiosity. Ask questions like:
- “What’s most important to you about this event?”
- “How can I make the day as smooth as possible for you?”
Then, listen for emotion. Your client’s tone, their stress level, their excitement—all of that tells you how to serve them best. Sit with them, review menus, show photos, and help them visualize what their event will feel like. You’re not just planning a meal; you’re creating an experience.
Brand Confidence Is a Sales Strategy
Every proposal, conversation, and email reflects your brand. When clients work with you, they’re not just buying food—they’re buying trust in your brand’s ability to deliver.
Ask yourself:
- What does our brand stand for?
- Who do we serve best?
- Why do clients come back again and again?
If you can answer these with confidence and consistency, your team can sell from a place of strength.
The Power of Speed and Follow-Through
Here’s a staggering truth: 70% of catering clients choose the first caterer who replies.
That means responsiveness is revenue. Every inquiry deserves a timely, polished reply with branded proposals, accurate details, and clear next steps. Follow up. Most deals close after multiple contacts—not one. Don’t mistake follow-up for being pushy; it’s how professionals build trust.
Know Your Data, Lead with Insight
Great sales leaders know their numbers: conversion rates, average order size, and repeat bookings. These metrics show where to focus, who your best clients are, and how to coach your team effectively. Create a simple dashboard—leads, bookings, repeat business—and review it weekly. Small, consistent habits build strong pipelines.
Revive the “Sleepy List”
Every catering company has clients who haven’t ordered in a while. Don’t let them fade away. Reconnect with them. A quick call or thoughtful email can revive a relationship—and often spark new business faster than any cold lead.
Retention Is the Real Revenue
The real money is in retention. Keep your catering clients happy, and they’ll not only return—they’ll refer. Build loyalty with small gestures: handwritten thank-you notes, complimentary add-ons, or simple perks for repeat business. These gestures show you care, and that care becomes your competitive edge.
Don’t Forget Your Digital Presence
In today’s market, your Google profile and social channels are your storefront. Keep them fresh. Post updated photos, collect reviews, and tag partners. Seasonal updates—like a fall catering spread or holiday feature—keep your brand relevant and top of mind.
Selling with Heart
Catering is personal. Every order reflects a milestone, a meeting, a celebration, or a moment that matters. When you treat sales as a relationship instead of a transaction, you don’t just close deals—you build loyalty.
Lead with empathy. Listen deeply. Follow through. That’s how you turn one-time customers into lifelong clients—and that’s how real catering sales are done.
