Key Responsibilities and Required Skills for Catering Sales Specialist

🎯 Role Definition

The Catering Sales Specialist is responsible for generating catering and event revenue by developing new client relationships, managing a sales pipeline, closing contracts, and coordinating with culinary and operations teams to ensure flawless execution. This role requires strong sales acumen, event knowledge (weddings, corporate, social), CRM proficiency, and the ability to produce accurate proposals, BEOs (Banquet Event Orders), and costed menus while driving profitability and client satisfaction.

📈 Career Progression

Typical Career Path

Entry Point From:

Catering Sales Coordinator / Catering Assistant
Event Sales Representative or Banquet Captain transitioning into sales
Account Executive in hospitality or corporate event sales

Advancement To:

Senior Catering Sales Manager / Catering Sales Lead
Corporate Events Manager or Director of Catering
Director of Sales (Hotel/Conference Center) or Area Sales Manager

Lateral Moves:

Group Sales Manager (hotel/resort)
Event Manager / Producer
Business Development Manager (F&B or Hospitality)

Core Responsibilities

Primary Functions

Prospect, qualify, and develop new catering and events business through outbound sales, relationship networking, referrals, corporate RFP responses, and digital lead follow-up to consistently meet or exceed monthly and annual revenue targets for catering sales and private events.
Manage a full sales cycle from initial inquiry to contract execution: conduct client consultations, perform site tours, prepare detailed proposals and quotes, negotiate pricing and contract terms, and close catering and events contracts while ensuring profitability and adherence to company pricing guidelines.
Create accurate, costed menus and beverage proposals in collaboration with culinary leadership, applying food & beverage costing, per-person calculations, menu engineering and upsell strategies to maximize revenue and margin for weddings, corporate meetings, and private parties.
Maintain and update a robust sales pipeline in CRM (e.g., Salesforce, HubSpot, Caterease), track lead sources, forecast revenue, and produce weekly/monthly sales reports and pipeline analyses for leadership to inform strategy and staffing.
Draft, review, and manage catering contracts, addendums, deposit schedules, cancellation policies, and insurance/permit requirements; coordinate legal/finance review for complex agreements and group pick-up clauses.
Prepare and distribute Banquet Event Orders (BEOs) and function sheets with precise timing, staffing, audiovisual needs, room setup diagrams, dietary restrictions, and service flow; ensure operations and kitchen receive finalized BEOs in advance of events.
Coordinate cross-functionally with Executive Chef, Kitchen, Banquet/Service Teams, AV, and Facilities to confirm staffing plans, timelines, menu finalizations, and logistics to guarantee on-site execution aligns with client expectations.
Respond quickly and professionally to client emails, phone calls, and RFPs; provide clear timelines and next steps, ensuring world-class customer service and high conversion rates from inquiry to booking.
Conduct on-site venue tours, tastings, and menu walkthroughs with prospective clients; present venue features, catering options, and packages tailored to client objectives, seasonal availability, and budget.
Execute upsell and cross-sell opportunities—such as bar packages, staffing upgrades, premium menu items, decor partnerships, and AV packages—by creating strategic proposals that increase average event revenue and enhance guest experience.
Build and maintain long-term client relationships through proactive account management, follow-up post-event, and engagement strategies that drive repeat business, referrals, and positive online reviews for the catering brand.
Track and manage event deposits, outstanding balances, final payments, and billing disputes; coordinate with Accounting/Finance to ensure timely invoicing and revenue recognition.
Develop and maintain targeted sales collateral, sample menus, digital proposal templates, and pricing sheets optimized for web inquiries, email responses, and onsite presentation to ensure consistent brand messaging and faster conversion.
Participate in networking events, industry trade shows, wedding shows, corporate procurement events, and community partnerships to increase leads and brand visibility in the local events market.
Lead client tastings and menu consultations, capturing feedback, recommending menu enhancements, accommodating dietary restrictions (vegan, gluten-free, allergies), and documenting selections in the event order.
Monitor market trends, competitor offerings, and seasonal menu opportunities; provide pricing and program recommendations to Sales Director and Culinary leadership to maintain competitive advantage and margin targets.
Prepare detailed post-event recaps and ROI analyses, collecting client feedback and operational notes to improve future event delivery, reduce cost variances, and optimize profitability for similar event types.
Ensure compliance with local health department regulations, liquor licensing requirements, service standards, and company policies, coordinating permits and certificates of insurance when necessary for off-site catering and special events.
Train and mentor junior sales or catering coordinators on CRM best practices, proposal writing, lead qualification, and onsite client management to build a high-performing catering sales team.
Implement process improvements for lead follow-up, proposal templates, contract standardization, and BEO handoff to operations to decrease administrative time and improve conversion velocity.
Collaborate with marketing to create targeted campaigns, seasonal promotions, SEO-optimized landing pages, and email marketing sequences that drive inbound catering inquiries and improve search visibility for terms like "catering sales specialist," "corporate catering," and "wedding catering."
Negotiate and manage relationships with external vendors, rental companies, florists, beverage suppliers, and preferred partners to ensure cost-effective, high-quality event delivery and favorable vendor terms.

Secondary Functions

Support ad-hoc reporting requests, including lost business analyses, booking pace reports, and competitor pricing comparisons for leadership review.
Assist with pricing model updates and maintain an accurate price book used by sales, culinary, and finance teams.
Attend pre-event briefings and post-event debriefs with operations to ensure continuous improvement and knowledge sharing across departments.
Serve as a point of escalation for on-site client issues during events, coordinating rapid solutions with operations to preserve guest satisfaction and protect revenue.
Help maintain and curate photography and testimonial assets from executed events used in proposals, websites, and social media to strengthen sales outreach.
Participate in cross-departmental project teams for special initiatives such as new venue launches, seasonal menu rollouts, or technology implementations (e.g., new CRM or BEO software).

Required Skills & Competencies

Hard Skills (Technical)

Proficiency with CRM systems (Salesforce, HubSpot, Caterease, or similar) to manage pipeline, forecast sales, and document client interactions.
Strong proposal and contract writing skills, including experience preparing Banquet Event Orders (BEOs), contract addendums, and event function sheets.
Food & beverage costing and pricing expertise: per-person calculations, menu engineering, margin analysis, and budget management to ensure profitable event pricing.
Familiarity with event management platforms, catering software, and POS systems (e.g., Toast, Square, Delphi) to coordinate front-of-house and back-of-house operations.
Competence using Microsoft Office Suite and Google Workspace — advanced Excel skills for revenue forecasts and pricing models; polished presentation skills in PowerPoint/Slides for client pitches.
Solid understanding of hospitality compliance: alcohol service laws, health department regulations, insurance certificates, and permit coordination for off-site events.
Experience managing RFPs, responding to large corporate or association bids, and negotiating scope, pricing, and lead times for group bookings.
Basic knowledge of food service operations and kitchen workflows to translate client needs into operational requirements and staffing plans.
Ability to analyze sales data, produce KPI reports (booking pace, conversion rate, average event value), and provide actionable insights to improve sales performance.
Familiarity with digital marketing concepts (SEO, landing pages, email campaigns) as they relate to generating catering leads and optimizing online visibility.

Soft Skills

Consultative sales approach with exceptional client-facing communication skills; able to ask probing questions, manage expectations, and present compelling solutions.
Strong negotiation and closing skills with a track record of converting inquiries into signed contracts while protecting margin and brand standards.
Highly organized with excellent attention to detail — critical for accurate BEOs, contract terms, billing, and logistics coordination.
Time management and prioritization skills to juggle multiple proposals, tastings, site tours, and client deadlines without sacrificing quality.
Relationship-building and networking aptitude to develop referral sources, corporate accounts, and long-term client partnerships.
Problem-solving temperament and calm under pressure to resolve on-site issues, client disputes, and last-minute changes while preserving guest experience.
Team player mentality with the ability to collaborate across culinary, operations, marketing, and finance teams to deliver seamless events.
Presentation and public speaking confidence for leading tastings, tours, and selling to groups or corporate decision-makers.
Adaptability and resilience in a fast-paced, seasonal industry with fluctuating volumes and timelines.
Ethical judgment and professionalism when handling sensitive client information, contract negotiations, and billing matters.

Education & Experience

Educational Background

Minimum Education:

High school diploma or equivalent; required.

Preferred Education:

Associate's or Bachelor's degree in Hospitality Management, Business Administration, Event Management, Marketing, or related field.

Relevant Fields of Study:

Hospitality Management
Event Management
Business Administration
Marketing
Culinary Arts (beneficial for menu costing/consultation)

Experience Requirements

Typical Experience Range:

2–5 years of direct catering sales or event sales experience (B2B/B2C), or 3+ years combined experience in hospitality sales and event coordination.

Preferred:

3–7 years of progressive catering/event sales experience, including wedding and corporate event bookings, RFP management, and demonstrated quota attainment.
Experience using CRM and event management software, with a track record of sales performance metrics (pipeline conversion rates, average event value, revenue growth).