Using The Guarantee To Get The Sale

The guarantee is the number of guests the buyer will pay for, whether that many guests actually come to the event or not. If a client tells you they are having 225 guests at a wedding and only 200 show up, they are still obligated to pay for the full 225.

For the caterer, the guarantee is the basis of how much food, equipment and staff is ordered and prepared. It is the rule of order required for catering to be a professional business.

For the buyer, however, it’s scary. A buyer is told that, even though they are spending $20,000 for a wedding, if Uncle Charlie can’t make it at the last minute due to his health, they are going to be “penalized” and charged the cost of his empty chair. This ticks off the prospect.

My point is not to argue whether this rule is a good one or not, but to show you how the guarantee can be an excellent place to offer a buyer advantages instead of causing them grief and worry.

“Mr. and Mrs. Smith, please let me explain how our company handles the guest guarantee for the wedding. As you both know, most caterers require that the host and hostess provide them with a final number of guests so the caterer will know what to prepare and charge for, whether all of these guests come or not.

At our company, we realize that when inviting several hundred guests to a wedding, even after they confirm by mail that they are coming, a few often still don’t make it for reasons of health, missed airplanes, etc.

So, we handle the guarantee differently than other caterers. We have made it more flexible and realistic for our clients. Let’s say that you give us a final guarantee of 225 guests for the wedding. Even though we will be prepared to serve the full 225, we will permit you to have a leeway of five guests. This means that if only 220 guests come to the wedding, you would only be charged for the 220, not the original guarantee of 225 that you gave to us. We feel that this is a wiser way to treat our clients. Don’t you think that our more customer friendly guarantee policy is an advantage for you?”

It’s the little things that separate one caterer from another in the buyer’s mind. Here’s another unique way to create a win-win situation between the caterer and the buyer:

“Jim and Mary, let’s take a moment and explain to you how our company deals with your guaranteed number of guests for the event. You’ve mentioned to me several times that you are planning for 150 guests for the event. One of the advantages of using our company is that we give you our ‘cushioned guarantee. The cushioned guarantee provides you with the opportunity to be less worried about whether all of your invited guests will be coming. In your case, the cushion will be seven guests. This means you will only be responsible for paying for 143 guests, or the actual number, whichever is higher.

The cushioned guarantee is one of the reasons for our exciting growth as a caterer. It just takes the pressure off our customers. Don’t you agree with me that this is a great idea?”

In both of these examples, the caterer is using a more liberal guarantee policy to achieve a selling advantage over the competition. Hopefully, the shopper realizes the economic and psychological advantages that these different policies offer them.


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Scripts: The Frozen Shopper

A “decision freeze” can be expected in most selling situations. In many cases, it comes up because the buyer can’t find a reason to make a quick decision. The customer wants your catering, but you have to give a reason they need to buy it today.

This is a great time to remind your buyer of the advantages your catering holds for them — remind them that they need to make a quick decision because others are also looking to book for the same date. Creating urgency can help you overcome the “decision freeze.”

“Sarah, it’s natural for you to think about what you want to do before you make a decision. However, I’d like to suggest some important things to consider that might show you why postponing your decision might not be the best step to take.”

“Ms. Weaver, I understand that deciding what caterer to use is a very big concern for you. The majority of my clients have had the same concerns that you now have. With your permission, I’d like to share with you what I’ve told other clients about what I call “decision freeze.” In this way, you might get a better understanding of what others have done when they found themselves in the same situation that you now find yourself.”

“Ms. Weaver, as I mentioned earlier, you are free to hold off your decision, but I need to make it clear that our ballroom may not be available much longer.”

During a “decision freeze,” you can help the buyer—and yourself—understand what the hesitation is all about. It’s your job to make the buyer aware of their real concerns.

“Ms. Weaver, let’s take a moment and discuss what some of your concerns might be. This way we both might be able to better understand what information I need to give you so you can make a final decision.”

As you listen to your buyer, be sure to note anything that might be considered positive. If they mention your “good food,” that’s positive. If they mention the beautiful new carpets in your banquet space, that’s positive. If they mention your professional concern, that’s positive.

Now take those positive thoughts and bring them back to the table. Get your buyer to realize that the opportunity to capture them for the guests (and for the buyer’s peace of mind) is now.

Selling catering is selling handholding and the avoidance of embarrassment. It’s selling your concern, love and skills to the buyer.

Overcome “decision freeze” with your enthusiasm and by understanding the buyer’s emotions.

Scripts: Dealing With Rumors

The customer may be concerned about your company in particular, based on an experience someone else has had, a rumor about your company—or perhaps their own experience in the past. Or the customer may have had a bad experience with another caterer and is now suspicious of all catering companies. In any of these cases, you need to address the concern directly. Comments like these can start that conversation:

“Catering companies are difficult places to run.”

“Let me tell you about a problem I had with a catering company recently.”

“What would it take to renew your confidence in using catering companies?”

“Did the catering company that caused you the problem give you an adjustment?”

Why Objections Arise From Shoppers

There are many reasons a customer ma raise objections. It may be as simple as the customer not understanding something, or as complicated as the customer fearing that he or she can’t afford your services, but being embarrassed to say so. Some of the reasons a customer may raise objections are:

• Normal hesitancy.

• Loyalty to their current catering company.

• Fear of making a mistake.

• Not convinced by your sales pitch.

• Don’t have the money (objections are

a way to avoid embarrassment).

• Have the money, but have other priorities.

• Private.

• Don’t like you.

• Don’t trust you.

• Being confused (maybe because you didn’t present the information clearly).

• You’ve highlighted the wrong benefits.

• You waited too long for the close.

• You used the wrong examples or “war stories.”

• Don’t sense your enthusiasm while you’re selling.

I suggest that in your next sales meeting you discuss these points and try to discover others!

Scripts: Postponing The Decision

The customer may want to consult with someone else—or may say that in order to postpone having to make a decision. Respond to the customer’s desire to talk it over with someone else with comments like these:

“That’s a great idea; let me step out while you use my phone to call them.”

“Let me arrange for you to use a desk in one of the conference rooms to make your calls.”

“Great. Let’s decide now what you want to ask them so that I can make sure that I’ve given you all of the answers that you require.”

Handling The "You're Too Expensive" Objection

The biggest hurdle for many customers, especially those who have never worked with a caterer before, is price. They’re worried they can’t pay what you’re asking, or that they will pay more than they should.

Here are some answers when the customer says something like “You’re so expensive”:

“Several clients this week have made the same comment. Let me take a moment and share with you what I told them about being higher priced.”

“Yes, but I thought that is exactly why you are here today: You know that we do the best job.”

"What would you like to pay for this event?"

“Yes, we are one of the more expensive catering companies in town, but we also have the most clients—so we really must be doing something right.”

“Yes, Ms. Weaver, we are expensive, but we stand behind everything we do. You won’t have any complaints, mishaps or failures.”

“We are very professional, Ms. Weaver, and we really don’t expect to sell everyone. We need to charge prices that permit us to maintain the professional staff and high standards of the ABC Catering company.”

REMEMBER: When a prospect suggests that your company is expensive, it is important to never apologize for your perceived higher prices and just explain what your prices guarantee for them.

NOTE: If you feel these are too strong, cocky or whatever please know that the problem probably rests with you not the scripts. Call me if you wish to understand what I'm referring to. (773) 549-7210 is my Chicago home/office desk phone.

Scripts: Establishing Price Ranges

How do you and the potential client figure out whether you’re in the same price range? Often, callers are obsessed with asking “How much does your catering cost?”

during the first ten seconds of the call.

When the question of cost comes up, use this script:

“We have a wonderful variety of wedding menus [packages] that range from $65 to

$125 per guest, depending on the day of the week, the menu you select and the style of service you wish. Is that the range you were looking for?”

In an attempt to take control, the caller may tell you flatly that they have a specific price already in mind. Use a variation of these scripts to respond:

“$18 is a great place to start. Please tell me what your budget is on the higher end.”

“I realize that you wish to learn about our $18 per guest menus, but I was also hoping to show you some menus that are a little lower. Would that be alright with you? (They always answer yes.)

Good. Besides the lower cost menus, I will also show you a few that are slightly higher in price.”

Did you sense that in this script when you say to the prospect “but I was also hoping to show you some menus that are a little lower” that they were expecting you to say “higher” instead of “lower”? Try to do some unexpected things when using scripts.

My point to our readers is that rehearsed scripts are central to creating a successful selling career.

Objections From Prospects

Wouldn’t it be wonderful if you made your presentation, the customer nodded and bam, you had a sale? It almost never happens like that—nor should it.

Objections are required to make a sale! In fact, the caterer should encourage them and be suspicious when a buyer is not stating any objections; they are the foundation of most sales.

When objections arise, you have an opportunity to determine what really motivates your customer. That means you can do a better job of satisfying the customer by responding to those motivations, concerns and worries.

The single biggest reason that buyers give objections is to insulate themselves from having to make a decision—even when they already have decided to buy your catering.

In general, most buyers of anything want to hold off until the last moment to say "yes". Answering objections is the path to making the sale.

Opening Scripts That Inform & Relax

Your first meeting with the client may be at the client’s home or office, or at your own facility. These opening scripts help the client feel comfortable with you, and allow both you and the client to get a sense about how you might work together. Choose the opening scripts that make the most sense for you.

“I’m sure that you will be pleased to know that we still have openings on the day you’re planning to hold your event.”

“If you’re interested in having a beautiful catered event at the best value, then you will enjoy the information I’m going to give you.”


"Before we begin, it would be great if you could take a moment and share with me what is on your "wish list" for your special events?"

Eliminate 50% Chance of Losing Bid

It has always been a huge discussion between caterers - should I give the shopper a price that includes all costs in one number or break it down for them so they can see each and every cost. Why not just ask them how they want their costs presented? Here is a useable and proven script:

“It’s important to me that the numbers on your proposal are done the way you want to review them. Do you prefer the costs to be wrapped up all in one number, or do you want to have them broken down into separate costs?”

Script: Dealing with last minute menu changes.

I believe that the script below should be launched if the salesperson has a gut feeling that a customer may be the type to make last minute changes on their menu - I believe this script is something you should keep in the back of your mind ready to us if necessary.

“Often my customers ask me about changes in their event menus. While this is possible, it is important to remember that changes become more difficult the closer we get to the event date. Because we use freshly prepared foods, purchased from specialty suppliers, changes made within the (?) days before the event will have additional handling fees added.”

It Helps When The Person Has The Power To Buy

Just because the customer is sitting in front of you, doesn’t mean he or she will be in charge of making decisions about this event. It’s important to understand what the customer’s expectations are, and how different parties involved with the event (family of the bride, the customer’s manager, etc.) will interact.

Questions like these can help:

“Who, besides you, is going to be involved in the decision of which caterer you use?”

“Who should I send a copy of the menus and other information to?” (This tips you

off to who else is important in the decision)

“What is your expectation on the time for me to get my information back to you?”

(If you hear the words, “There’s no rush,” pack up and leave).

More Cool Scripts!

“I hope I’m not imposing on you, but could you answer a few questions for me so I can put together the best possible proposal?”

“I must be kind of slow today. Could you go over that one more time, please?”

“How will our catering help your company sell its products?”

“What would be your dream event?”

“Parties are very special events. How often do you throw a party?”