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A lot of sales teams pride themselves on speed of response, we have said this before.
And yes, responsiveness matters. Clients don’t want to wait days for someone to come back to them, and as managers we all know the pressure teams are under to respond quickly and keep enquiries moving. But we know that fast and good are not always the same thing. I’ve seen enquiries answered in five minutes that completely missed what the client was actually trying to achieve. A quick price, a brochure attached, standard wording… job done quickly, enquiry response time SLA achieved, but without any real understanding of the event itself. The challenge is that when every response starts to sound the same, it quickly becomes all about price. For sales managers, I think this creates an important discussion within teams. Are we only measuring speed, or are we also talking about the quality of the response, the questions being asked, how well we really understand the client, and where we can add value? Sometimes taking a little longer and asking better questions creates a far stronger opportunity than simply being first into the client’s inbox. The best sales people I’ve worked with over the years aren’t always the fastest. They’re the ones who make clients feel listened to and understood. This is a skill that we can help you to develop. Let's learn and grow together. Jo 
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I had a really good conversation with a group I was training last month. One of the learners said they didn’t really have time for account management as their focus was on looking for new business. It made me stop and think, because the team they work in are incredibly busy chasing new enquiries, new leads, new opportunities… always looking for the next win. Meanwhile, as an established venue, there’s a whole bank of existing clients sitting there. People who already know them, trust them, and have bought from them before — but aren’t being spoken to, developed, or even asked what else they’ve got coming up. We talked about the idea that it’s not really about them needing more time, it’s about where their time is being spent. And that account management isn’t an 'extra' it’s often where the next opportunity is, if you go looking for it. You could feel a bit of a shift in the room after that — not more to do, just a different way of looking at what’s already there. I am catching up with the group again next week and look forward to hearing about what has changed. Lets learn and grow together. Jo 
, ost competitor analysis is a bit… lazy. I’m running a session on this today, and it’s always interesting where people start: Lists of competitors. Prices. Facilities. Useful… but not enough. Because clients aren’t choosing from a spreadsheet - they are asking:
That’s why similar venues can have completely different conversion rates. The real value in competitor analysis isn’t benchmarking features… It’s understanding how your competitors make your client feel during the buying process. So a better question is What’s really influencing the client’s decision? That’s where the difference is made. Let's learn and grow together. Jo 
In venue sales there’s often pressure to respond to enquiries as quickly as possible — but fast isn’t always the same as good. One thing I hear quite often when working with venue sales teams is: “We have to get the proposal out quickly.” And they’re not wrong. Clients expect a quick response and nobody wants to be the venue that replies three days later when the decision has already been made. But there’s a trap that many teams fall into. Sometimes the focus on speed means we respond quickly — but not particularly well. I’ve reviewed plenty of enquiries where the proposal went out fast, but when you look more closely it’s clear that the venue hasn’t really understood what the client was asking for. It’s often the little things. The proposal answers the basics, but it misses something important about the brief. Or the client asked for ideas and the response simply lists rooms and prices. Or the proposal goes out without asking a couple of questions that could have completely changed the solution. Speed matters. Of course it does. Clients often send enquiries to several venues at the same time, and the first responses will naturally get attention. But speed on its own rarely wins the business. 1 - Understanding the brief and tailoring the proposal matters more. The venues that tend to stand out are the ones that take a moment to pause and think about the enquiry. They might ask one or two extra questions. They might suggest something slightly different. They might respond with an idea rather than just a package. And that small shift can make a huge difference to how the proposal is received. 2 - A quick response is good but a thoughtful response is better. The best venue sales teams manage to do both. They respond quickly enough to show they’re interested, but they also take the time to understand what the client is really trying to achieve. Because when a client reads a proposal and thinks “They’ve really understood what we’re trying to do here.” That’s when things start to move forward. 3 - A small pause can make a big difference Sometimes taking five extra minutes to think about an enquiry — or asking one more question before sending the proposal — can transform the quality of the response. The venues that consistently win business aren't the fastest to reply. They are the ones that show the client that they have really understood what the event is trying to achieve. And that's usually the difference between sending a proposal and sending the proposal that gets chosen. Let's learn and grow together, Jo 
The best venue sales conversations feel like collaboration, not pressure. One phrase I hear regularly when working with venue sales teams is “I don’t want to be pushy.” It usually comes up when we start talking about following up an enquiry or a proposal. And I completely understand it. Nobody wants to feel like they’re pestering a potential client. The thing is, most clients actually appreciate a helpful follow-up. When someone is planning an event, they’re often juggling multiple venues, suppliers, internal stakeholders and tight timelines. A thoughtful follow-up can actually make their job easier. The difference between pushy and helpful often comes down to three things. 1 - Timing Following up too quickly can feel uncomfortable — but waiting too long can mean the opportunity quietly disappears. A simple rule I often suggest is to agree the next step when you send the proposal. 2 - Add Value A pushy follow-up simply asks: “Have you had a chance to look at the proposal?” A helpful follow-up adds something useful. You might share:
It shows that you’re thinking about their event, not just chasing a decision. 3 - Make It Easy for the Client Clients often delay responding because they are still figuring things out internally. A helpful follow-up might say: “Is there anything I can clarify for you?” “Would it help if I put together a couple of layout options?” “Happy to talk through ideas if that would be useful.” You’re positioning yourself as a partner, not just a supplier. The reality is this: if a client has taken the time to enquire, they’re interested. A thoughtful follow-up isn’t pushy — it’s professional. In fact, in many cases the venue that wins the business isn’t the one with the best proposal. It’s the one that stays engaged, shows interest and continues to help the client shape their event. And that’s where great venue sales teams really stand out. It’s a small shift in mindset — but it’s one that can make a big difference to conversion. Let's learn & grow together. Jo 
Event planners know that one of the most important stages in a client’s journey is the moment they’re handed over from sales and the planning for their event begins. For clients, this can feel uncomfortable. Their trusted sales contact steps back and someone new takes the lead. Even when everything’s agreed, there’s often a quiet question in the background: am I still in safe hands? This is where experienced event planners really come into their own. They pick things up with full context, clear expectations and a genuine understanding of what the client is trying to achieve. It feels seamless. The reassurance the client had during the sales process continues. From there, planners build value by sharing their experience, making recommendations and gently guiding the client through the options available: • smarter use of the event space and ancillary areas • improved logistics • thoughtful touches that improve the event for the client and their guests • enhancements that feel helpful, not pushy When experienced planners add value from day one, revenue grows in a more predictable way. Not just on one event, but across the wider events pipeline, which makes forecasting easier and more reliable. Great sales might secure the booking. But great planning grows its value. This is a space I love working in. Many of the teams I support are already strong — they just want time to step back, reflect, and keep developing so their clients choose them again and again. Let's Learn and Grow together. Jo 
We spend a lot of time talking about proactive sales teams in hotels and venues. And yes, they matter. But let’s give some proper credit to event planners 🤩 They’re the ones who take what was sold and make it real. They juggle details, manage expectations, calm last-minute nerves and quietly fix things before anyone else even notices, jumping in on the day to ensure everything goes to plan. In many ways, they’re the ones who truly deliver the client experience. That’s why training for event planners is just as important as training for sales teams. When planners are confident and supported: • communication flows better • challenges are handled calmly • clients feel looked after, not managed Great sales wins the booking. Great planning keeps the client coming back. Let's learn and grow together. Jo 
In sales, we talk all the time about anticipating our clients’ unique needs. Reading the signs. Asking better questions. Spotting what’s coming before it’s said out loud. Training is no different. This year, I’m taking time out to further anticipate the needs of each learner, because people don’t arrive at a sales session in the same place. Some are confident and curious. Some are under pressure. Some are quietly doubting themselves. Most just want something practical that helps them do their job better. When you anticipate that, the right conversations happen. People engage more. Learning feels relevant. Confidence grows. Good sales training isn’t about delivering the same content in the same way every time. It’s about noticing, adjusting, and meeting people where they are. 'One size fits one - not all'.  Supporting sales teams to grow isn’t just about process or targets. It’s about people. A lot of the training we deliver focuses on helping sales teams understand how they work, how they communicate, how they handle pressure, and how they adapt to different clients and situations. That’s why, alongside our sales training, we’re introducing sales personality profiling from Spring 2026. Using colour, our sales profiling is designed to give individuals and teams greater self-awareness, stronger communication, and a clearer understanding of how to work effectively with each other and with their clients. Used well, profiling isn’t about labels. It’s about insight. It helps managers support their teams more effectively and helps individuals sell with more confidence and consistency. This fits naturally with our focus on anticipation — understanding people early, spotting where support is needed, and putting the right development in place before challenges appear. More to come on this over the next few months. If it’s something you’re curious about, we’d be happy to talk it through. Let's learn and grow together. Jo 
At Curve, we’re calling 2026 the year of anticipation. In our experience, the sales teams who perform best aren’t just chasing targets. They’re thinking ahead – about people, pressure points, and what’s coming next. That looks like:
In hotels, venues, hospitality and events, planning ahead is second nature. Applying that same mindset to sales teams is what turns good plans into consistent results. If you want to bring more anticipation into your sales approach this year, that’s exactly where we can help. Let’s learn and grow together. Jo |
AuthorJo Kenny is the founder of Curve Sales Solutions Archives
May 2026
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