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8 Do’s and Don’ts of Cold Calling for Event Sales – By Heather Apse – Image Credit Unsplash+
Let’s be honest—no one loves cold calling for event sales. Even top sales pros who close massive deals don’t usually jump out of bed excited to make that first call. Cold calling is awkward, often thankless, and frequently met with rejection. But when done well, it can open doors, generate qualified leads, and build long-term business relationships.
Whether you’re brand new to cold calling or looking to sharpen your approach, these do’s and don’ts will help you make smarter, more successful calls that actually move the needle.
Is Cold Calling an Effective Strategy for Event Sales?
While the term “cold calling” might evoke outdated images, the practice of proactive outbound phone outreach remains a tool in the arsenal of event sales professionals in restaurants, hotels, and venues, often refined with modern sales strategies and technology.
Here’s why cold calling remains an effective strategy—and how to make it work:
Key Takeaways for Cold Calling Success in Event Sales 1. DON’T wing it. DO use a script—and personalize it.
Before you dial, have a flexible, conversational script ready. This isn’t about robotic reading. It’s about having a clear game plan you’ve rehearsed and internalized.
Sample opening for a repeat customer:
“Hi Lauren, this is Alexis Smith calling from Bluewater Restaurant. You hosted your holiday party with us in 2024. I wanted to let you know about our new renovations and how they could elevate your next event even more.”
Sample opening for a new lead:
“Hi Jordan, I’m calling from Bluewater Restaurant. We specialize in hosting corporate events, and I noticed your company is expanding in the area. I’d love to share a few ideas on how we can help you celebrate your next team milestone.”
You don’t need to memorize every word—but you should absolutely master your 15- to 20-second value pitch. Focus on what’s in it for them, not just what you offer.
2. DON’T skip research. DO personalize your outreach.
The “cold” in cold calling doesn’t have to mean clueless. Spend five minutes researching the company, the contact’s role, or their past events if you’ve worked with them before.
A little context—like a recent company milestone, social media post, or local press mention—can turn a cold call into a warm conversation.
Pro tip: Use LinkedIn, the company’s website, or your CRM notes to find a hook. Reference something specific so they know this call isn’t generic.
3. DON’T apologize or ask for permission. DO start strong and confident.
Avoid phrases like:
These phrases weaken your presence and give the prospect an easy out. Instead, begin with gratitude or clarity:
“Thanks for taking a moment to chat.”
“I’ll keep this brief and valuable.”
The tone you set in the first 10 seconds shapes the entire call. Own your reason for calling and lead with confidence.
4. DON’T freeze on objections. DO prepare to handle them gracefully.
You will hear “Not interested,” “We already have a venue,” or “Can you email me instead?” It’s part of the game. Don’t panic—plan for it.
Common objections and simple responses:
The goal isn’t to win them over immediately—it’s to keep the door open and leave a positive impression.
5. DON’T ignore voicemails. DO master your voicemail game.
Most calls will go to voicemail, and that’s your chance to make a strong, succinct impression.
Keep it to 20–30 seconds and follow this structure:
Example:
“Hi, this is Margo Johnson from Bluewater Restaurant. I’m reaching out because we’ve recently expanded our private dining options and thought they might be a great fit for your team’s year-end celebration. I’ll follow up by email as well. Again, it’s Margo from Bluewater Restaurant—looking forward to connecting!”
Then, send a follow-up email immediately with a helpful resource or quick summary.
6. DON’T make it a monologue. DO listen and ask great questions.
Your goal isn’t to rattle off your sales pitch—it’s to start a conversation. Practice active listening:
When you listen well, your pitch becomes more relevant—and more effective.
7. DON’T rely on one follow-up. DO diversify your approach.
After the call (or voicemail), don’t stop at an email. Follow up across channels with a multi-touch approach:
You’re not being pushy—you’re staying present and helpful.
8. DON’T dwell on rejection. DO build resilience and track your wins.
Cold calling is a numbers game. You will face rejection, missed calls, and hang-ups. Instead of letting it chip away at your confidence:
Stay consistent, stay human, and don’t let a “no” today stop you from making the next call your best one yet.
Turn Cold Calls into Confirmed Events—Faster
Tripleseat helps you do more than just connect with leads. With built-in CRM tools, automated follow-ups, and event tracking, you can move prospects from call to contract—without the manual work.
Book a demo today to see how Tripleseat simplifies event sales and keeps your pipeline moving.
Heather Apse
As a content writer for Tripleseat, Heather channels her industry expertise into crafting insightful, actionable resources for hospitality professionals. Her background in hospitality includes hands-on experience as a hostess, busser, and waitress during her college years and she holds a deep appreciation for the nuances of restaurant and venue event operations. When she’s not immersed in research or writing, Heather is adventuring outdoors with her three energetic sons and their lively, larger-than-life dog. Connect with Heather on LinkedIn.
About Tripleseat
Tripleseat is an award-winning sales and event management platform that powers more than 18,000 venues worldwide. By streamlining operations and maximizing revenue, Tripleseat helps event managers turn their visions into reality. For more information or to schedule a demo, visit www.tripleseat.com.
8 Do’s and Don’ts of Cold Calling for Event Sales – By Heather Apse – Image Credit Unsplash+
Let’s be honest—no one loves cold calling for event sales. Even top sales pros who close massive deals don’t usually jump out of bed excited to make that first call. Cold calling is awkward, often thankless, and frequently met with rejection. But when done well, it can open doors, generate qualified leads, and build long-term business relationships.
Whether you’re brand new to cold calling or looking to sharpen your approach, these do’s and don’ts will help you make smarter, more successful calls that actually move the needle.
Is Cold Calling an Effective Strategy for Event Sales?
While the term “cold calling” might evoke outdated images, the practice of proactive outbound phone outreach remains a tool in the arsenal of event sales professionals in restaurants, hotels, and venues, often refined with modern sales strategies and technology.
Here’s why cold calling remains an effective strategy—and how to make it work:
Key Takeaways for Cold Calling Success in Event Sales 1. DON’T wing it. DO use a script—and personalize it.
Before you dial, have a flexible, conversational script ready. This isn’t about robotic reading. It’s about having a clear game plan you’ve rehearsed and internalized.
Sample opening for a repeat customer:
“Hi Lauren, this is Alexis Smith calling from Bluewater Restaurant. You hosted your holiday party with us in 2024. I wanted to let you know about our new renovations and how they could elevate your next event even more.”
Sample opening for a new lead:
“Hi Jordan, I’m calling from Bluewater Restaurant. We specialize in hosting corporate events, and I noticed your company is expanding in the area. I’d love to share a few ideas on how we can help you celebrate your next team milestone.”
You don’t need to memorize every word—but you should absolutely master your 15- to 20-second value pitch. Focus on what’s in it for them, not just what you offer.
2. DON’T skip research. DO personalize your outreach.
The “cold” in cold calling doesn’t have to mean clueless. Spend five minutes researching the company, the contact’s role, or their past events if you’ve worked with them before.
A little context—like a recent company milestone, social media post, or local press mention—can turn a cold call into a warm conversation.
Pro tip: Use LinkedIn, the company’s website, or your CRM notes to find a hook. Reference something specific so they know this call isn’t generic.
3. DON’T apologize or ask for permission. DO start strong and confident.
Avoid phrases like:
These phrases weaken your presence and give the prospect an easy out. Instead, begin with gratitude or clarity:
“Thanks for taking a moment to chat.”
“I’ll keep this brief and valuable.”
The tone you set in the first 10 seconds shapes the entire call. Own your reason for calling and lead with confidence.
4. DON’T freeze on objections. DO prepare to handle them gracefully.
You will hear “Not interested,” “We already have a venue,” or “Can you email me instead?” It’s part of the game. Don’t panic—plan for it.
Common objections and simple responses:
The goal isn’t to win them over immediately—it’s to keep the door open and leave a positive impression.
5. DON’T ignore voicemails. DO master your voicemail game.
Most calls will go to voicemail, and that’s your chance to make a strong, succinct impression.
Keep it to 20–30 seconds and follow this structure:
Example:
“Hi, this is Margo Johnson from Bluewater Restaurant. I’m reaching out because we’ve recently expanded our private dining options and thought they might be a great fit for your team’s year-end celebration. I’ll follow up by email as well. Again, it’s Margo from Bluewater Restaurant—looking forward to connecting!”
Then, send a follow-up email immediately with a helpful resource or quick summary.
6. DON’T make it a monologue. DO listen and ask great questions.
Your goal isn’t to rattle off your sales pitch—it’s to start a conversation. Practice active listening:
When you listen well, your pitch becomes more relevant—and more effective.
7. DON’T rely on one follow-up. DO diversify your approach.
After the call (or voicemail), don’t stop at an email. Follow up across channels with a multi-touch approach:
You’re not being pushy—you’re staying present and helpful.
8. DON’T dwell on rejection. DO build resilience and track your wins.
Cold calling is a numbers game. You will face rejection, missed calls, and hang-ups. Instead of letting it chip away at your confidence:
Stay consistent, stay human, and don’t let a “no” today stop you from making the next call your best one yet.
Turn Cold Calls into Confirmed Events—Faster
Tripleseat helps you do more than just connect with leads. With built-in CRM tools, automated follow-ups, and event tracking, you can move prospects from call to contract—without the manual work.
Book a demo today to see how Tripleseat simplifies event sales and keeps your pipeline moving.
Heather Apse
As a content writer for Tripleseat, Heather channels her industry expertise into crafting insightful, actionable resources for hospitality professionals. Her background in hospitality includes hands-on experience as a hostess, busser, and waitress during her college years and she holds a deep appreciation for the nuances of restaurant and venue event operations. When she’s not immersed in research or writing, Heather is adventuring outdoors with her three energetic sons and their lively, larger-than-life dog. Connect with Heather on LinkedIn.
About Tripleseat
Tripleseat is an award-winning sales and event management platform that powers more than 18,000 venues worldwide. By streamlining operations and maximizing revenue, Tripleseat helps event managers turn their visions into reality. For more information or to schedule a demo, visit www.tripleseat.com.
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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