How to Book Business with Your Next Tasting

There are many steps in the sales process, from the first inquiry to the final paperwork. However, the most crucial of these stages is the tasting — after all, how can you expect to sell food to someone who has never tried it? Yet, there are no “rules” when it comes to a tasting; everyone approaches it differently and your tasting should be a signature experience for clients that are ready to book (if not booked already).

With that said, your flavors aren’t the only thing on display. Prospective clients are also keeping an eye out for quality of service, as the way you treat them will translate to how you treat their guests on event day.

Every catering business is unique, but here are a few considerations to keep in mind as you plan your tasting experience. 

The booking process

There are several options when it comes to timing the tasting. On one hand, you can schedule as the last step before signing the contract — you’ve got them nearly there, you just need to win them over once and for all. In this case, a tasting should be less about answering FAQs and more about confirming the quality of the service before finalizing the booking.

The other option is to hold a tasting after the ink has dried. The perks of this route are that you won’t be spending time or money on hosting a tasting for someone who could still potentially book with a competitor. The choice is yours and greatly depends on your business structure; consider what makes you feel most comfortable and make it a policy.

To charge or not to charge?

Another consideration is whether to charge a fee for tasting attendees. A small booking cost can secure the appointment and prevent no-shows; however, anything more than a nominal fee can turn away potential clients — although, that likely means they were not a fit for you.

On the flip side, choosing not to charge for a tasting comes across as generous and thoughtful and can win you some extra brownie points. However, we recommend limiting the number of attendees or adding a fee for any party over 2-4 people. Likewise, you may consider only charging a fee for over-the-top requests that force your kitchen to go above and beyond typical tasting preparation. 

If you do decide to charge, make it a policy that the fee is non-refundable if they do not show; otherwise, the fee will go right into the cost of the event. Both routes are common practices and, again, it’s up to you and what you decide is best for your business.

Menu planning

Beyond the logistics of hosting a tasting, planning the menu is the fun part. It’s also what will set you apart from competitors, as your food and service quality will resonate far greater than through pictures or email communications. Now is your time to shine!

When planning your menu, you can either choose to present a pre-set menu that every client receives at their tasting or you can provide a custom menu based on the preferences expressed by the client. While custom menus are great for specific requirements, like vegan or gluten-free, pre-set menus are the most effective option for showcasing the talents of your kitchen. They are often far easier on time, as you don’t need to plan a full menu for each tasting.

Of course, there’s always the happy medium of a pre-set menu with one or two requested items. This gives clients the best of both worlds, as they can try your signature dishes and still get a feel for the experimental side of your menu.

Get into the details

Once the food is planned, you need to turn your sights on the little things. Wine pairings. Place setting presentations. Sparkling water. Candlelight. Cleanliness of the dining space and bathrooms. Each of these details may seem small, but together, they create a welcoming and enticing environment to appeal to clients’ senses.

This goes for you and your staff as well; everyone should be dressed in clean, crisp clothing from the top chef to everyone on the line. The presentation of staff members will speak to how they will carry themselves as servers on event day, so everyone should be friendly, respectful, and professional.

By the time you’re hosting a tasting, you’re already very near closing the sale. Any questions should have been answered in previous sales meetings, emails, or over the phone. All you need to do is confirm their belief that your company will meet their expectations (and even exceed them), so the focus should be less on the contract details and more about the quality of experience.

Once you help them cross that line and they can check that last box, be prepared to bring out the contract and welcome them as new clients.