Your locations have different markets, different volumes, different GMs. They shouldn't have different sales standards.
Multi-Unit
Group Sales Training
Private events and group dining training for restaurant groups ready to stop leaving revenue to chance — and start running a consistent sales standard across every location.
Built for full-service restaurant groups that already have the concept, the spaces, and the demand — but not yet the sales standard to capture it consistently.
Your locations don’t need the same pricing.
They need the same sales standard.
We train your team to prospect consistently, follow up like professionals, upsell with confidence, and close high-margin events —
with clean handoffs to ops.
Here’s what we typically see across multi-unit groups - and what's quietly costing you revenue…
Private event profitability doesn’t scale on charisma —
it scales on repetition.
We help your sales team run the same playbook: where leads come from, how follow-up happens, how upsells are positioned, and how events are handed off.
The numbers can vary by location.
The sales habits shouldn’t.
Prospecting isn’t scheduled, tracked, or consistent across locations
Referral partnerships (hotels/CVBs/venues) are reactive instead of systematized
Tours are “nice” — but not designed to convert (no agenda, no close, no next step)
Value isn’t built before pricing comes out (so minimums get negotiated too early)
Upsells are inconsistent because the team doesn’t have a repeatable script
Handoffs to ops/kitchen aren’t standardized (details slip → guest experience suffers)
Post-event follow-up isn’t consistent (so repeat bookings + referrals get missed)
This program is focused on training sellers and systematizing sales activity. If you need menus, policies, minimum structures, or operational workflows rebuilt end-to-end, that’s the Private Events Operating System.
The goal isn't just better events. It's a group where leadership can forecast, protect brand experience, and stop playing location roulette.
Who This Program is Built for
This is designed for restaurant groups that:
Have 5–15 locations (multi-concept welcome)
Are full-service and ideally upscale
Already book private events/group dining
Want a team that can prospect, sell, upsell, and retain—consistently
Are willing to practice, implement, and track activity
Want a done-for-you outsourced sales team
Prefer flexibility over standards
Aren’t willing to role play + do weekly homework
Want a “training” that doesn’t require behavior change
Not a fit if you:
Ownership: A champion at each location + leadership enforcement of the non-negotiables
Consistency: A single source of truth (shared templates + standardized language)
Accountability: Protected selling time + weekly pipeline reporting using the scorecard
Requirements to Win
(So This Doesn’t Die After Week 2)
To get real ROI from training across multiple locations, we need three things in place:
If your group isn’t willing to standardize, enforce, and track…
you won’t get the full benefit.
If you are?
This becomes a compounding revenue system.
Stephen Clemens
Bob's Steak & Chop House
Kelly helped us overhaul our private events program process, menus, sales execution, and team training. The result: year-over-year private event revenue increased by hundreds of thousands of dollars and it’s still growing.
Prospecting workflows they can repeat
Scripts and language for real situations
Role play reps (so it sticks)
A pipeline rhythm that creates momentum
Better site visits, better closes, better retention
This is training for real restaurant conditions.
This isn’t a seminar.
It’s skill installation.
Your team isn’t leaving with inspiration.
They’re leaving with:
How It Works
Weekly live sessions (Zoom):
90 minutes
Homework each week:
Prospecting activity, outreach, and role play - applied to your real opportunities
Built for your team:
Sales manager, coordinators, and leadership - all working the same playbook
This is a private training engagement delivered for one restaurant group at a time—so everything is tailored to your concepts, spaces, and markets.
What Success Looks Like
- Close rate and average spend per event are trending up
- Leadership can forecast booked event revenue by location and identify where margin is leaking before it hits the P&L
- Prospecting activity is tracked and consistent across locations
- Pipeline reporting gives leadership visibility by location — no more guessing
- Every location is using the same inquiry workflow (what happens within 24 hours, who owns the next step)
- Your team has approved language for quoting minimums, deposits, and upsells
Results depend on adoption — that’s why we pair training with scorecard accountability and a leadership cadence.
Over six weeks, we standardize the skills and behaviors that drive profitable private events: prospecting, relationship-building, site visits, objection handling, and upselling.
Each module builds on the last with live practice and weekly fieldwork, so results don’t depend on which location (or which person) happens to answer the phone.
This is advanced sales training—
built for enterprise consistency.
What we train
- How to actively search for prospects (not just wait for inquiries)
- Building targeted lists by vertical (corporate, non-profit, weddings, associations, etc.)
- Activity standards that hold across locations
Prospecting that actually produces
Week 1:
- LinkedIn prospecting workflows
- Using Facebook + Instagram to identify planners and decision makers
- Visibility without being cringe
Social selling for restaurant event revenue
Week 2:
- CVBs, convention centers, hotels, venue partners
- Outreach that gets replies
- Follow-up systems that create recurring referrals
Relationship channels that feed you business
Week 3:
- Discovery questions that uncover real decision criteria
- Selling the experience—not just the room
- How to get clear next steps and move to close
Site visits that convert
Week 4:
- Minimums, deposits, fees—how to explain them confidently
- Upgrade language (menu, beverage, enhancements)
- Handling “too expensive,” “we’re shopping,” “we need flexibility”
Upselling + objection handling (without discounting)
Week 5:
- Working with ops + kitchen to protect guest experience
- Handling unhappy hosts (recovery language + steps)
- Turning events into repeat bookings + referrals
Internal alignment + post-event retention
Week 6:
Weekly 90-minute live cohort calls (recordings provided)
Role play prompts + feedback
Prospecting scripts + outreach templates
Partnership scripts (CVB/hotel/venue outreach)
Site visit framework + discovery questions
Upsell + objection handling language
Post-event follow-up + retention templates
What's Included
(Tracked Weekly)
The Private Event Scorecard
We track the few numbers that actually predict booked revenue — by location and group-wide — so leadership can see what’s working, what’s slipping, and where support is needed.
- New inquiries received
- Response time to first reply (goal: same business day)
- Calls/tours scheduled vs. inquiries (goal: 50%+ of qualified inquiries)
Speed to Lead:
- Follow-ups completed per inquiry (goal: 5–7 touches across 14–21 days)
- Lost reasons (price, timing, competitor, no decision, no follow-up)
Follow-Through:
- Deposit/contract compliance rate (deposits collected vs required)
- Handoff completion rate (BEO/internal checklist completed on time)
Ops Alignment:
How it’s used
- Each location updates the scorecard weekly (10 minutes).
- We review it in leadership cadence to identify: wins to replicate + gaps to fix + coaching needs.
- If it’s not on the scorecard, it doesn’t get improved and that’s how you end up ‘busy’ without being profitable.
Leadership gets a group-wide snapshot and a location-by-location view to stop guessing where revenue is being left on the table.
Benchmarks vary by concept and market — the scorecard creates consistency in execution while allowing location-level pricing flexibility.
- Proposals sent
- Proposals accepted (close rate)
- Pipeline value by month (next 30/60/90 days)
Pipeline Health:
- Events booked (count)
- Event revenue booked (total)
- Average spend per event
- Upsell attach rate (e.g., added courses, bar packages, enhancements)
Revenue Quality:
VIP is for groups who want this training installed into real behavior while we’re working together—not just learned and forgotten.
We take the weekly curriculum and apply it directly to your team’s live pipeline, active proposals, and current objections so you get measurable momentum during the program.
Want faster adoption?
Add VIP Implementation Support
VIP Includes
VIP is best for groups with multiple active opportunities right now, or teams that need stronger accountability to execute consistently across locations.
A second live session focused on execution (not curriculum):
- Pipeline review + next-step planning
- Deal strategy + proposal tightening
- Objection handling on real opportunities
- Minimum/package confidence without discounting
- Accountability on outreach + follow-up standards
We implement a lightweight scorecard your team can sustain across locations:
- Prospecting activity targets
- Response-time standards
- Pipeline stages + conversion checkpoints
- Weekly “wins / stuck deals / next actions” reporting
So standards stick after the program ends:
- Midpoint progress snapshot (what’s working / what’s not)
- Leadership recommendations to increase adoption and consistency
A leadership call to lock in:
- What to standardize across locations
- Top growth opportunities + priorities
- Roles/responsibilities (who owns prospecting, partnerships, tours, follow-up)
- Recommended cadence for continued results
Core vs VIP
(at a glance)
Core Program:
Weekly training
Role play
Homework
Templates
VIP Support:
Implementation session
Pipeline movement
Scorecard
Executive recap
Fastest Path to ROI
Most groups see the quickest ROI from improving three controllables:
Pricing can stay market-appropriate by location — the ROI comes from consistent execution: faster response, better follow-up, cleaner closes, and higher-margin add-ons.
Speed-to-lead (same-day response standard)
Follow-up discipline (a repeatable cadence so warm leads don’t go cold)
Confident quoting + upsell language (stop negotiating too early, increase average spend)
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2
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Investment
This is a private training engagement delivered for
one restaurant group at a time,
tailored to your concepts, markets, and existing sales process.
Starts at $25,000
Additional participants: +$2,500 per person
Additional concepts/brands: +$3,500–$6,000 per additional concept
VIP Implementation Support: +$10,000
Most multi-unit groups invest $32,500–$47,500 based on participant count, number of concepts, and support level.
If it’s not a fit, we’ll tell you quickly. No pressure. No weirdness.
6-week private program
Weekly 90-minute live Zoom sessions
Customized examples tied to your spaces/menus/markets
Tools, scripts, templates, and homework prompts
Up to 5 participants
Includes:
Two incremental private events per location per month covers this engagement. At most groups, that's month one.
— Kelly Palubiak, Founder, Savvy Sales Academy
I spent a decade inside the private dining rooms and back offices of Saltgrass Steak House and Bob's Steak and Chop House — building group sales programs, managing sales teams, and figuring out why some locations consistently outperformed while others left money on the table every single week.
At Saltgrass, I built the sales department from zero and grew group revenue 46% — then 60% — in consecutive years. Not by hiring more people. By installing the right system.
I also know what it's like to be the operator. When I acquired WD Deli, I took it from $550K to $1.2M in annual revenue in year one using the same playbook: private events, catering, and a sales process the team could actually run.
That's what I bring to multi-unit groups. Not theory. The actual infrastructure — built, tested, and running in real restaurants.
I'm not a sales consultant who learned restaurants from the outside.
Have 20+ Locations or 20+ Trainees?
We can support larger rollouts via multi-Concept/region delivery. Request a proposal, and we’ll recommend the best rollout structure.
Frequently Asked Questions
Both — but they play different roles. Sales coordinators and managers do the weekly work. Leadership sets the standard, enforces the non-negotiables, and reviews the scorecard. This only works when both are engaged. If you're an owner who wants to hand this off entirely, this isn't the right fit. If you're ready to champion it from the top, it compounds fast.
No. Marketing brings people to your door. This program trains your team to convert them, close them, and bring them back. If you're already getting inquiries and not booking them consistently — or not booking them profitably — this is where the problem gets fixed.
Every week without a sales standard is another week of location roulette.
If your group is already booking events but the results depend on who picks up the phone, this is how you fix that.
One standard.
Every location.
Request a proposal and we'll tell you within one conversation whether this is the right fit.
