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Key Responsibilities and Required Skills for Catering Sales Associate

💰 $36,000 - $60,000

SalesHospitalityCateringEvents

🎯 Role Definition

A Catering Sales Associate is a client-facing sales professional focused on developing and closing catering and event business across corporate, social, and private channels. This role combines proactive lead generation, consultative selling, proposal development, pricing strategy, and close coordination with operations to deliver exceptional events on time and on budget. The Catering Sales Associate is responsible for meeting or exceeding revenue targets, maintaining accurate CRM data, developing long-term client relationships, and ensuring seamless transition of each sale to the events operations team.

This position requires strong hospitality knowledge, polished communication, negotiation skills, attention to detail, and the ability to manage multiple concurrent event opportunities from inquiry to execution. Ideal candidates are experienced with RFP responses, BEO creation, menu development, and using sales tools (e.g., Salesforce, Caterease, CaterTrax) to track pipeline and revenue forecasts.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Catering Server / Banquet Server
  • Event Coordinator / Event Assistant
  • Inside Sales Representative (Hospitality/Foodservice)

Advancement To:

  • Senior Catering Sales Associate / Account Manager
  • Catering Sales Manager / Corporate Catering Manager
  • Regional Sales Manager or Director of Catering & Events

Lateral Moves:

  • Banquet Manager / Event Operations Manager
  • Private Events Coordinator / Group Sales Representative

Core Responsibilities

Primary Functions

  • Proactively generate, qualify and nurture new catering and event leads through outbound outreach, inbound inquiries, referrals, and partnerships with local businesses and venues to grow pipeline and meet monthly revenue targets.
  • Manage a robust sales pipeline in the CRM (e.g., Salesforce, Caterease, CaterTrax), update opportunity stages, forecast revenue, and report weekly sales metrics and conversion rates to leadership.
  • Respond to RFPs and client RFQs with tailored proposals that include menu recommendations, pricing, staffing, rentals, timelines, and logistics to maximize margin while meeting client objectives.
  • Conduct consultative client meetings and site visits—virtual or on-site—to assess venue needs, guest flow, AV requirements, concessions, and any venue-specific rules; produce accurate Banquet Event Orders (BEOs).
  • Prepare detailed, professional written proposals and contracts, including line-item pricing, service fees, taxes, gratuity policies and terms & conditions to reduce contract revisions and speed contract execution.
  • Negotiate contract terms, pricing and service levels with corporate buyers, wedding couples, and private clients to close business while protecting company margins and operational feasibility.
  • Host menu tastings and client presentations to showcase offerings, upsell premium items and enhancements, and secure event commitments through persuasive selling and relationship-building.
  • Coordinate seamlessly with operations, culinary teams, bar management, rental partners, and third-party vendors to ensure the event deliverables—timing, staffing, equipment, and menu—are understood and executed.
  • Create and maintain accurate event orders (BEOs), production timelines, staffing plans and vendor confirmations and ensure these documents are distributed to all internal stakeholders before the event.
  • Drive upsell and add-on revenue by recommending enhancements (bar packages, linen upgrades, station attendants, audiovisual, decor, premium menu items) that align with client needs and budget.
  • Monitor event profitability by calculating food and labor costs, applying margin targets, and recommending price adjustments or package modifications to improve financial outcomes.
  • Process deposits, invoices and contract amendments in coordination with accounting; follow up on outstanding payments and ensure deposit policies are enforced.
  • Serve as the primary client contact during pre-event weeks, addressing changes, confirming final counts, dietary restrictions, timelines, and venue permits; ensure client satisfaction and reduce day-of surprises.
  • Troubleshoot last-minute client requests, schedule changes, and operational challenges with composure, quickly aligning internal resources to preserve the client experience and event quality.
  • Maintain and update standardized proposal templates, menus, pricing sheets, and digital sales collateral to ensure consistency and speed in the sales cycle.
  • Participate in sales and marketing initiatives—attend local networking events, bridal shows, corporate account reviews, and vendor trade shows—to expand referral sources and brand visibility.
  • Conduct competitive market research and pricing analysis to keep offerings relevant and to propose promotional packages that drive incremental bookings in slow periods.
  • Onboard and train junior sales staff or seasonal sales associates on CRM usage, proposal preparation, and best practices for client engagement to scale sales capacity.
  • Ensure compliance with food safety and alcohol service regulations (ServSafe, TIPS or local equivalents), secure necessary permits and certificates for events, and communicate legal requirements to clients when necessary.
  • Prepare detailed post-event notes, client feedback reports and revenue reconciliation to support continuous improvement and inform future sales strategy.

Secondary Functions

  • Support marketing with content for brochures, social media, and email campaigns that highlight catering packages, seasonal menus and client case studies to drive inbound leads.
  • Maintain an accurate library of venue diagrams, preferred vendor lists and rental pricing for quick reference during client consultations.
  • Collaborate with chefs and culinary teams on seasonal menu development, special dietary offerings (gluten-free, vegan) and signature items that differentiate the catering product.
  • Assist operations with staffing forecasts during peak periods and provide real-time updates to ensure optimal staffing levels and labor cost control.
  • Participate in cross-functional meetings to align sales strategy, promotional calendars and event capacity planning with revenue goals.
  • Support account management by providing follow-up service after events, soliciting client testimonials, and identifying upsell opportunities for future business.

Required Skills & Competencies

Hard Skills (Technical)

  • CRM proficiency (Salesforce, Caterease, CaterTrax or similar) — lead tracking, pipeline management and accurate forecasting.
  • Proposal and contract creation — experience drafting detailed BEOs, service agreements and addenda.
  • Menu pricing and cost control — ability to calculate food, beverage and labor costs and target profitability.
  • Event logistics planning — timelines, staffing plans, rental coordination, AV planning and floor plan development.
  • RFP/RFQ response experience for corporate and large-group business.
  • Point-of-sale and invoicing familiarity (POS systems, QuickBooks or hospitality accounting basics).
  • Knowledge of food safety and alcohol service certification requirements (ServSafe, TIPS, or local equivalents).
  • Strong Microsoft Office and Google Workspace skills — advanced Excel for pricing models and reporting.
  • Experience running menu tastings and client presentations with sample preparation and tasting logistics.
  • Negotiation skills for pricing, vendor contracts and client terms to maximize revenue and ensure operational feasibility.

Soft Skills

  • Consultative selling and relationship-building — deeply customer-centric with a track record of securing repeat business.
  • Clear, persuasive written and verbal communication for proposals, emails and in-person sales.
  • Attention to detail — meticulous documentation of BEOs, contracts and client preferences to prevent execution errors.
  • Time management and multi-event coordination — ability to balance multiple leads and events in different stages simultaneously.
  • Problem-solving and calm crisis management under high-pressure, time-sensitive situations.
  • Influencing and negotiation — drive favorable outcomes while maintaining positive client relationships.
  • Team collaboration — coordinate across culinary, operations, bar, rentals and accounting teams.
  • Professional presentation and client-facing demeanor for tastings, site visits, and networking events.
  • Adaptability and flexibility — manage last-minute changes and peak-season workload surges.
  • Goal orientation and resilience — committed to meeting or exceeding individual and team sales targets.

Education & Experience

Educational Background

Minimum Education:

  • High school diploma or GED; equivalent hospitality experience considered.

Preferred Education:

  • Associate or Bachelor’s degree in Hospitality Management, Business Administration, Marketing, or a related field.

Relevant Fields of Study:

  • Hospitality Management
  • Business Administration
  • Culinary Arts or Foodservice Management
  • Marketing / Sales

Experience Requirements

Typical Experience Range:

  • 1–4 years in catering sales, event sales, group sales, or hospitality account management.

Preferred:

  • 2+ years of direct catering or event sales experience with demonstrable success closing corporate and private events, experience with CRM-driven sales processes, and familiarity with BEOs, menu costing and large-group logistics.
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