Let’s be honest – no one loves cold calling for event sales. Even top sales pros who close massive deals don’t usually jump out of bed excited to make that first call. Cold calling is awkward, often thankless, and frequently met with rejection. But when done well, it can open doors, generate qualified leads, and build long-term business relationships.
NB: This is an article from Tripleseat
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Whether you’re brand new to cold calling or looking to sharpen your approach, these do’s and don’ts will help you make smarter, more successful calls that actually move the needle.
Is Cold Calling an Effective Strategy for Event Sales?
While the term “cold calling” might evoke outdated images, the practice of proactive outbound phone outreach remains a tool in the arsenal of event sales professionals in restaurants, hotels, and venues, often refined with modern sales strategies and technology.
Here’s why cold calling remains an effective strategy – and how to make it work:
- Direct Reach: Cold calling remains one of the most direct ways to reach potential clients for event hosting, catering services, or corporate meal programs. It can create an immediate personal connection that digital marketing might miss.
- Effectiveness (When Done Right): While widely disliked, studies still show that a significant percentage of buyers have accepted cold calls from new providers. This indicates that it can yield results if executed effectively.
Specific Scenarios:
- New Restaurants/Hotels: When a new venue opens, cold calling can be crucial for building an initial client base for events.
- Filling Off-Peak Times/Spaces: Sales teams might use cold calling to target specific businesses or organizations to fill event spaces during slower periods or for particular event types (e.g., corporate lunches, holiday parties).
- Following Up on Leads: While not strictly “cold,” cold calling principles can apply to following up on less engaged leads.
Key Takeaways for Cold Calling Success
1. DON’T wing it. DO use a script – and personalize it.
Before you dial, have a flexible, conversational script ready. This isn’t about robotic reading. It’s about having a clear game plan you’ve rehearsed and internalized.
Sample opening for a repeat customer:
“Hi Lauren, this is Alexis Smith calling from Bluewater Restaurant. You hosted your holiday party with us in 2024. I wanted to let you know about our new renovations and how they could elevate your next event even more.”
Sample opening for a new lead:
“Hi Jordan, I’m calling from Bluewater Restaurant. We specialize in hosting corporate events, and I noticed your company is expanding in the area. I’d love to share a few ideas on how we can help you celebrate your next team milestone.”
You don’t need to memorize every word – but you should absolutely master your 15- to 20-second value pitch. Focus on what’s in it for them, not just what you offer.
