The Key to Success in the Special Events Market: Training | Part Two

If you missed Part One of this post, please see October 9th of our BLOG with some of the critical elements leading up to this continuation.

We talked about communication and thinking of every member of your entire team as in sales. 

3.  "Certify" your special events and catering specialists with continued education.  There are many organizations out there which offer continued education to improve your staff's knowledge.  Knowledge is power and being educated in the latest trends, professional standards, technology and service levels will allow you to take your business to the next level.  Additionally, many programs like the Beverly Clark Online Hospitality Training Program offer certification upon successful completion.  Once "graduated", students can use their new titles and logos in all marketing materials, therefore making them stand out even more against the competition.  If time is a consideration, look for a training program that is offered online that your staff can take at their convenience and in their own time. 

4.  Finally, the only way to ensure success for all is to have an informed and "trained" client.  "Train" your clients.  It is your job to set up the client for success by making sure that there are no surprises.  Specializing in events means creating a dream experience for clients and making them look good to their guests.  Explain everything up front.  Educate them in person, on the phone, in writing about your deposit policies, terms and conditions, limitations, deadline dates for counts, service charges, taxes and more.  Be mindful not to use industry jargon and acronyms such as "F&B" and "BEO" , etc.  When a client is set up for success by being educated and "trained", everyone benefits.

Today the special events markets is one of the most lucrative niches in the hospitality industry.  By approaching that market with trained staff that understands it, you will give your business a major boost. 

Sneak Peek at the 2013 Forecast for Wedding Trends!

Our next Webinar on November 7, 11am PST:  Sneak Peek at the 2013 Weddings Trends and Tips!

Get a head start on 2013 with the "inside scoop" on what's to come! Sr. Vice President Lynne LaFond DeLuca meets budget-planning for next year head-on with some great ideas to help you jumpstart the year before it's even begun.


Topics to include:

o All the latest, shiniest, awe-inspiring trends to make you swoon!
o A look at the changing profile of today’s bride
o How trends can be revenue opportunities

o Positioning yourself as the local “go-to” expert for the latest in event trends

Can't join us at that time and date?  Purchase the Webinar and view it at your time , at your leisure.

The Key To Success In the Special Events Market : Training | Part One



Photo Courtesy of Partnership Training in a Box

 The key to success in the private special events market is and always has been investing in training for members of your team.  While we offer an online wedding hospitality training program for special event professionals as well as in-person training and train and certify wedding professionals world-wide, there are also other reputable professional training programs in which to invest as well.

In addition to training programs, there are some things you can do right now with your team. We have taken a few minor highlights from our online training program to share with you here below:

1.  Every department at your business needs to be in sales. 
What does this mean?  If you are a venue, from your front desk staff, restaurant hostess , banquet staff, housekeeping and maintenance, every single member of your staff must recognize the value of the customer/guest.   Every contact with a client or prospective client is a presentation.  This could range from a company policy of greeting everyone who passes by to everyone checking in and being introduced to the Bell Captain by name.  From the minute the client arrives at your business, every member of your staff should be courteous, considerate and eager to make them feel special.

One historic hotel in California implemented a mini training program for key front line departments such as front desk, concierge, restaurant hostess and banquet staff.  The objective was for them to become more familiar with the menus their hotel offered for private events as well as the previously successful events at the hotel.  They were given a walk-through and orientation of events spaces, several fantastic tastings of the Chef's menus,  and each department was stocked with sales brochures, wedding packets and business cards in the event the Director of Catering was unable to meet with walk-in customers, the other departments were able to provide the walk-in with valuable information and help mitigate the chance of losing a potential sale due to no one knowledgeable being around.  Of course, no other department is expected to check availability, negotiate pricing and policies nor are they expected to know the entire details the sales department does, but the very fact that the "front line" staff were "baptized" on a basic level into some of the basics, they could speak from the heart and support sales efforts.

2. Communication, Communication, Communication
Re-evaluate your event contracts and BEO's to create one comprehensive sheet of paper that can be recognized and understood by all team members.  Having a contract, which is viewed and agreed to by everyone , including the client, will enable the most important thing: the customer to receive stellar service. This same piece of paper can include general hotel booking information, any special check-in requirements for this party/event, comps, upgrades, menu, room set up, etc.  Since the client has viewed it and signed it as well, the staff can look at it and see what the client agreed to and then deliver the service that was promised...and hopefully go a little above and beyond.

To Be Continued in Part Two .....

Autumn Inspiration

With peak engagement season coming up, 2013 strategic budget planning, we thought it would be fun to take a little break with some Autumnly -inspired events.  One of my favorite things about autumn and harvest is the fact that nature is on fire with color and can (and should ) be included in all the decor of an Autumnal wedding or celebration.  Check out the simple showcase centerpiece/runner below where it rotates candles and apples and other natural elements- simple, inexpensive and packs an original punch.

We hope you enjoy this pictoral BLOG.


Photo Courtesy of W Flowers.com





Photo Courtesy of CA Chic Design



Photo Courtesy ModernBride



Photo Courtesy of Bride.net



Photo Courtesy of Candi's Floral Creations



Photo Courtesy Ruffled Blog





Sales Strategies | Learn from the Past; Work in the Present, Plan for the Future: Make it Happen!

As we are approaching the end of 2012 and looking forward to 2013, we are probably doing a lot of thinking about how this year went and what we'd like to see next year in our sales strategies.

In planning for your future, it is always wise to take some time to think about past history and what we can learn from it in order to more fully enjoy and maximize our present position - personally and professionally - and not repeat past mistakes. Also, taking time to think about what we want our future to look like allows us to put plans in action NOW in order to achieve those goals. Here are some good questions/lessons to think about. . .


What We Can Learn From The Past:

1. Where were our most rewarding prospecting efforts focused?

2. Always fine tune our communication skills - both verbal and written!

3. Finish one task before you start another.

4. Have our hand in all market segments in case one or the other falls off.



What We Want Our Future to Look Like (create your own goals here - here's an example!):

1. Own the Hospitality Industry - Be the Benchmark - Create the Trends

2. Make our personal financial goals.

3. Make exceeding our customer's satisfaction a primary goal so they become our biggest fans and sources for referral business.

4. Work smarter, not harder!



What We Will Do in the Present to Make it All Happen:

1. Market to who is spending money now

2. Connect with all aspects of your business - Target all markets

3. Build on current business to accommodate their expanding needs

4. Increase prices if appropriate and timely

5. Work your marketing plan!

6. Have a balanced life. . .

Article by Lynne LaFond DeLuca, Sr. Vice President