Catering sales isn’t just about closing the deal; it’s about who you are when you do it. In the words of Jennifer Perna of Fulton Market Consulting, “You are not what you sell, you sell what you are.”

Catering sales isn’t just about closing the deal; it’s about who you are when you do it. In the words of Jennifer Perna of Fulton Market Consulting, “You are not what you sell, you sell what you are.”

If that statement makes you pause, it should. The experience your client has with you becomes their perception of your entire company. Your habits, communication style, and level of professionalism directly influence whether a client books or looks elsewhere.

Below are a few areas to reflect on, along with Perna’s pro tips to help you refine your approach and elevate your sales game.

1. Know your “why” and your company’s story

Every sale begins with purpose. Do you and your team truly understand why your company exists? Most caterers aren’t just selling food; they’re selling creativity, hospitality, and experiences.

Catering is an art of transformation: taking an empty space and creating a restaurant experience in just a few hours. When you lead with that mindset, clients feel the difference.

Jen’s Pro Tip: Be a brand ambassador, not just a salesperson. Know your company’s history and talk about it proudly. Legacy builds trust, and customers love hearing the story behind the brand.

Ask yourself:

2. Communicate like a professional

Professionalism is about being reliable and respectful. In sales, that means communicating with clarity and consistency.

If you say you’ll follow up on Tuesday, follow up on Tuesday. If a client asks a question, answer it directly. No overexplaining, no excuses. Timeliness equals respect.

Jen’s Pro Tip: Your lack of urgency should never create an emergency for someone else. Manage your time and your clients’ time so every department in your company can do their job effectively and get answers by the client deadline you promised.

Ask yourself:

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