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3 Venue Sales Pitch Ideas You Can't Afford to Miss (& Free Templates)

Posted on 4 July 2023

Templates and Resources , Event Sales


Tired of feeling like a broken record with your venue sales pitches? An outdated or unoriginal sales script can leave potential clients feeling unimpressed, underwhelmed - and undervalued. It's time to revamp your approach and show potential clients that you're not just another salesperson - you're committed to building strong relationships and showcasing your venue's unique offerings.


We have created three captivating sales pitches that will help you to form stronger client relationships and secure more venue bookings. From creating a memorable first impression to re-engaging with older contacts, these pitches are sure to leave a lasting impression. 


If you're ready to take your sales game to the next level, let's dive in.

#1: An Attentive Introduction

A detail-focused introduction is the key to establishing a strong foundation for your relationship with a potential client. By prioritizing attention to detail in your initial phone call, you can provide a personalized experience that sets you apart from competitors and showcases your commitment to exceptional customer service.

During the introductory call, make sure to gather as much information as possible from the client. This includes not only the essential event details but also their specific needs, preferences, and expectations for the event. By taking the time to understand their vision for success, you can tailor your venue proposal to meet their unique requirements and even include value-adds that align with the event theme.

One of the significant advantages of being detail-oriented in your initial call is the opportunity to address any concerns or questions the client may have. By actively listening to their needs and providing thoughtful responses, you can build trust and rapport, making them feel confident in your ability to deliver a successful event. This also opens the door for upselling opportunities, where you can suggest additional services or amenities that align with their vision and enhance their overall experience.

A detail-focused introductory call allows you to showcase your expertise and competitive advantage. By demonstrating your commitment to excellent customer service and going above and beyond to meet their needs, you position yourself as the top choice for their event. This not only increases the likelihood of converting an inquiry into a confirmed booking but also sets the stage for a long-lasting and successful relationship.


Introductory Sales Script - Template


Good morning/afternoon (name)! Thanks for considering our venue for your upcoming event. I'm excited to discuss how our venue and planning services can help make your event a huge success.

Along with the essential event details, it would be great to delve a little deeper into your personal needs and wants for your event to make sure we’re across everything needed to make it a success for you.

Once event details have been acquired, continue with the following questions:

[Question 1] -
What does success look like to you for this event?

[Question 2] - In terms of your guests/attendees, what kind of experience would you like to create?

[Question 3] - What specific qualities or features are you looking for regarding the venue and planning?

[Question 4] - Share with me your event "must-haves" and your event "nice-to-haves"

[Question 5] - Who else is involved in the planning and execution of your event?

[Question 6] - Are there any other providers you're currently considering or in discussion with?


Perfect - thanks for taking the time to chat with me (name). Based on everything we’ve just discussed, I’m going to put together a venue proposal for you. I’m excited to include a few things I think you’ll really enjoy and find fitting for your event, and I'm confident that once you take a look at what we have to offer, you'll be excited to take the next step and meet us for a venue tour.

I will get this proposal to you by COB today and will follow up with a call at the end of the week to get your thoughts.




#2: Following Up on a Warm Lead

When progressing with your follow-up call, have a well-defined plan of action to maximise the potential of the opportunity. Engaging in active listening and asking open-ended questions is one of the most vital aspects of a successful follow-up call. By doing so, you can acknowledge and address any questions or concerns that a potential client may have, providing them with the reassurance they need. This is not only an opportunity to demonstrate your expertise but also to show your genuine investment in their success.

During the follow-up call, take the time to understand the client's feedback on the venue kit you provided. Ask for their thoughts on whether the information provided met their expectations or if there is anything else they would like clarification on. By actively seeking their input, you show that you value their opinion and are committed to meeting their needs. Highlight the unique selling points of your venue. Share success stories or testimonials from past clients who have hosted events at your venue, emphasizing the positive experiences they had. By showcasing these testimonials, you not only reinforce the value and quality of your venue but also build credibility and trust with potential clients.

Before concluding the call, ensure that you establish clear next steps. If the potential client is not ready to schedule a venue tour, suggest another follow-up call at a later date. This shows your flexibility and willingness to accommodate their timeline.

By following these strategies during your follow-up call, you can make a lasting impression and increase the likelihood of securing a future booking. Remember to personalise your approach and tailor your message to each individual lead, making them feel valued and important. 


Follow-Up Sales Script - Template


[Opening & Confirmation of Venue Kit Received]

Salesperson: Hey [Lead's Name], it's [Your Name] from [Your Venue]. I just wanted to quickly touch base and check if you received the venue kit I sent through.

[Ask for Feedback]

I'd love to hear your thoughts on the kit - did it provide you with all the information you were looking for? Is there anything else you'd like us to provide or clarify? 

[Address Any Concerns or Questions]

If you have any concerns or questions about the venue, pricing, availability, or any other aspect of hosting your event with us, please don't hesitate to reach out. I'm here to provide you with all the information you need to make an informed decision. Additionally, we’re always happy to tailor these packages - it’s your event, so we want to make sure we’re catering to your needs.


[Highlight Key Selling Points]

Our venue offers some pretty cool features like [mention key features, amenities, or benefits] that would suit your event (reference specific details on past events of similar nature and positive feedback).


[Propose Next Steps]

Based on your interest in our venue and the information in the venue kit, I think it would be great to schedule a time to take you on a tour of our venue. We can take you on a walk-through of our space, go over your specific requirements, discuss available dates, and tailor a personalised quote that works with your budget. What do you think?



I’ll follow up with an email confirming your scheduled venue date and time. I’m excited to meet with you (name) - thanks for your time today and look forward to meeting you on (date of venue tour).




#1: Re-Engaging a Lost Lead

Reconnecting with a lost lead may seem daunting, but it's an excellent opportunity to rekindle a connection and get your venue back into the minds of potential clients. When reaching out, it's crucial to reference their past inquiry and demonstrate that you're committed to meeting their future needs. It's important to show genuine interest in their previous event and inquire about how it turned out. By doing so, you not only remind them of your previous interaction but also show that you genuinely care about their experiences and success.

In addition to reconnecting, this is also a prime opportunity to inform contacts of any new developments or packages that your venue has to offer. Highlight any recent upgrades or renovations that have taken place since their last visit. Mention any additional services or amenities that you now provide, such as enhanced audiovisual capabilities or new catering options. By showcasing these updates, you demonstrate that your venue is continuously improving and adapting to meet the evolving needs of your clients.

During your call, share positive feedback or testimonials from clients who have recently hosted events with you. Highlight any unique or memorable experiences that were created at these events. This not only reinforces the value and quality of your venue but also builds credibility and trust with potential clients.

By incorporating these strategies into your re-engagement efforts, you can effectively rekindle connections with lost leads and position your venue as a top choice for future events. Remember to personalize your approach and tailor your message to each individual lead. By demonstrating genuine interest, highlighting new developments, and showcasing recent successes, you can leave a lasting impression and increase the likelihood of securing future bookings.


Re-engagement Sales Script - Template


Hey [Lead's Name], it's [Your Name] from [Your Venue]. How have you been?


[Reference Past Interaction]

Remember when we talked about your event (reference event enquiry) a while back? It's been a minute, but I was curious to know how everything went. Did it turn out to be a hit?


[Express Interest]

Even though the event has passed, I wanted to let you know that we're still interested in working with you for any future events. We love building relationships with our clients, and we'd be ecstatic to assist you in creating another great event. 


[Highlight Positive Experiences]

Our most recent event was a great success (refer to some details and highlights of the latest event held at your venue). 


[Offer Future Collaboration]

So, whether it's another similar event or you’ve got something completely different on the schedule, we'd love to chat about any upcoming projects you may have in mind, and what we can do to make your next event one to remember. In the meantime, would you like a copy of our latest venue kit? We now have a few more additions that I think you’re going to love.


[Provide Contact Information]

If you have any questions or want to explore future event possibilities, feel free to reach out to me directly on [phone number] or [email address]. I'm always here to help and support you in any way I can.


Salesperson: Thanks for considering us in the past, [Lead's Name]. We truly appreciate the opportunity to have been a part of your previous event and look forward to collaborating with you again in the future. Let's create more memorable experiences at our venue together.



Revamp Your Venue Sales Pitches for More Event Bookings


By crafting captivating sales pitches and taking a strategic approach to form stronger client relationships, you can establish trust, and credibility, and secure more event bookings. Whether you're re-establishing an old connection or creating personalised event experiences for new contacts, these three sales pitches are designed to make an impact and boost your sales game. With these tools in your arsenal, you'll be well-equipped to captivate your contacts, generate more interest, and convert more leads into venue sales.


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