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
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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 
Good sales isn’t only about being prepared and responding well - it’s about anticipating what comes next. In hotels, venues, hospitality and event sales, anticipation is already part of the job. We forecast demand, work with long lead times, and make decisions months before results show up. We’re constantly thinking about what clients might need - often before they ask. Sales performance benefits from the same way of thinking. Looking ahead to busy periods. Noticing pressure points early. Putting the right messages and support in place before focus slips. Anticipation isn’t about getting everything right - it’s about being prepared and acting early. This way of thinking is shaping how we’re approaching 2026 at Curve - and it feels more important than ever. It’s worth asking: where could anticipating a little earlier make a difference for your team? Lets learn and grow together. Speak soon, Jo 
Most sales teams start the year with a solid plan. Targets are set and priorities are clear. The challenge isn’t planning — it’s keeping focus once diaries fill up and the year gathers pace. After the Christmas switch-off, even strong teams benefit from clear welcome-back messaging. It helps reconnect people to the plan, sharpen priorities, and bring focus back to day-to-day work. Team meetings and then help protect momentum as pressure builds, supported by a mid-year session to reset focus if needed. We’re privileged to be supporting several clients with their welcome-back messaging, and we’re deep into preparation to make that count. From facilitating team meetings that revisit core principles, to delivering bespoke sales training, and supporting a county as it comes together to grow its MICE business — 2026 is starting strong for us, and we’re ready. Good planning sets the direction - structure and support keep it moving. If this is something you’re thinking about, or you’re planning a mid-year session, we’re happy to help. Lets learn and grow together. Jo
I caught up with a friend for lunch this week at Albert's Schloss in Birmingham and there was one little moment that has really stuck with me. After our server introduced himself he asked, “Is it a special occasion?” Now… technically no. But actually… yes. Two friends catching up - that's pretty special. And the more I thought about it, the more I realised how clever that one question actually is. We told him we were two friends catching up. But we could just as easily have been two colleagues having a business meeting and wanting space, or two people celebrating a big birthday and wanting fun, energy and a bit of banter. Every guest wants something slightly different. And that one simple question tells the server exactly who they’re dealing with and how to pitch the service. It’s such a small touchpoint, but it changes the whole tone of the experience. It also reminded me how easy it is in hospitality to slip into “process mode” ask no questions → tick the box → serve the guest → clear the table → move on. And when we do that, the magic disappears. Hospitality should feel special — even on an ordinary Monday lunchtime. So here’s what I’ve been thinking about since this happened - what touch points need to be in place to ensure that our guests and clients feel genuinely valued? It might only be one thoughtful moment. And if you want to see what that looks like… pop into Albert's Schloss in Birmingham and ask for Bart. He’ll show you how it’s done. Lets learn and grow together. Jo |
AuthorJo Kenny is the founder of Curve Sales Solutions Archives
March 2026
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