Most 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’re 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
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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 |
AuthorJo Kenny is the founder of Curve Sales Solutions Archives
March 2026
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