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Four Steps to Stronger Sales in 2022 & Beyond

Sales have always been an integral part of a successful business, but the pandemic has created a defining moment that sets great salespeople apart from the rest. No longer is it a simple matter of speaking to benefits and touting accolades to win a sale; instead, customers expect a deeper relationship when investing significant time and money into a company. 

While the quality of an offering used to be the sole deciding factor, the market has changed, and consumers now demand businesses to view them as more than just potential revenue.

Thus, in 2022 and beyond, the most successful salespeople will be those that actively build relationships with prospective clients from the very first touchpoint long before a contract is signed. It’s time to adapt your sales techniques to a post-pandemic landscape where buyers are more intentional about where they put their money.

See Meryl Snow LIVE! 

You can see Meryl Snow live and in-person during Catersource + The Special Event, May 2-5 in Anaheim, CA. Visit or for all the details on her  sessions.

Follow these strategies to level up your sales approach and prepare for the uncertain road ahead.

Fix the leaks in your sales funnel.

Whether optimizing your sales approach or your client experience, auditing the situation is always the best way to start. Otherwise, you run the risk of implementing new strategies that don’t solve your problems (or worse—getting rid of ones that work).

It only takes a few mistakes or gaps in your process to turn a potential success into a failure. By shining a light on your current sales strategies, you’ll learn your strengths and weaknesses, so you can adjust accordingly. For example, if you think about selling benefits instead of features, you’ll find more insight into the value your business has to offer. You just have to think differently!

Learn more during my session at Catersource + The Special Event in May: Ten Selling Mistakes You Don’t Know That You’re Making.

Create a sales plan.

Once you’re armed with the knowledge of what works and what doesn’t, you can start looking ahead and thinking about the actions that will position you for sales success. Consider a reasonable monthly sales goal and how you can hit it consistently without significantly increasing your expenses. More often than not, a simple increase in your closing ratio can make all the difference, so start planning an approach that involves more sales activity.

For many caterers, it’s not about learning how to sell but rather figuring out when to sell. Time is often the scarcest resource, so time management should be a critical component of your sales plan. It could mean automating certain processes to find more time to actively sell or you may be ready to build a sales team that can dedicate their undivided attention to finding and booking new customers. Figure out what you need to do to reach the next stage in your business.

Learn more during my session at Catersource + The Special Event in May: Grow Your Sales — NOW! 

Build stronger sales skills.

Your sales plan should build motivation for you and your sales team, but successful implementation relies on exceptional sales skills. Otherwise, you can get used to seeing prospects walk out the door and book with competitors. Learning how to sell isn’t just about making more money—an effective salesperson becomes a powerful influencer not just in their business, but in their industry as a whole. 

One attribute of a sales superstar is the propensity to sell features instead of benefits. They know that people make purchasing decisions based on perceived value rather than specifications, so they focus on highlighting the transformative experience they offer rather than a punch list of standard features everyone gets from their services.

Learn more during my session at Catersource +The Special Event in May: Think Like a Salesperson: Act Like a Chum- Developing the Right Skill Set.

Set meaningful sales goals.

Sales is the driving force behind every business, but without goals in place, it could drive your business right off a ledge. Whether you’re a solopreneur or you manage a team of many, a common goal serves as a rallying point for everyone in your business. 

Meaningful sales goals must create value for the client, the company at-large, and the salespeople. In today’s competitive marketplace, goals are essential for building a game plan to sell big, produce results, measure success, and scale a business for years to come.

Learn more during my session at Catersource + The Special Event in May: Focused Sales Activity = Positive Sales Performance

As we navigate the late stages of the pandemic and forecast what lies ahead, the ever-changing nature of the market calls for all event pros to revisit their sales approach and optimize their strategic plan. Even those who have sold millions in revenue can be left behind if they don’t adapt their tactics to modern demands. Make 2022 the year of sales in your business, and you will be ready to weather anything that comes your way.  

Meryl Snow

Owner, Feastivities Events, Philadelphia, PA and Senior Consultant, Certified Catering Consultants

With nearly 30 years in the special event and catering industry, Meryl Snow is the co-founder of Feastivities Events and the creator of The Triangle Method.  As a Senior Consultant for Certified Catering Consultants, Meryl travels throughout North America training clients in the areas of sales, marketing, design and branding to help businesses get on their own path to success.She is the author of Booked It! and Cha-CHING!

Meryl Snow

Catersource Advisory Council Member

Founder of