Turning Enquiries Into Bookings: Your Sales Process

Ten enquiries came in last month. Three became bookings. That's a 30% conversion rate—not terrible, but not great either. The seven that got away represent thousands in lost revenue. Here's how to turn more enquiries into confirmed bookings without resorting to pushy sales tactics.

Why Enquiries Don't Convert

Before fixing your process, understand why people don't book:

• They're shopping around: You're one of five vendors they've contacted.
• They forgot: Life got busy, your email got buried.
• Price shock: They didn't realise quality catering costs what it costs.
• Decision paralysis: Too many options, can't choose.
• Trust gap: They're not confident you'll deliver.
• Timing: They enquired too early and aren't ready to commit.

Your sales process needs to address each of these.

Speed Wins

The single biggest factor in conversion? Response time.

• Respond within 1 hour: 7x more likely to book than if you wait 2 hours
• Respond within 4 hours: Still significantly better than next-day
• Respond next day: You've probably lost to someone faster

When someone's planning an event, they're in "research mode." They're contacting multiple vendors, comparing responses. The vendor who responds quickly, helpfully, and professionally sticks in their mind.

The Initial Response

Your first reply sets the tone. It should:

• Thank them: Acknowledge their enquiry warmly.
• Show interest: Reference something specific they mentioned.
• Ask questions: Show you care about getting it right.
• Demonstrate expertise: Offer a relevant insight or suggestion.
• Make it easy to continue: Clear next step—call, more info, or quote.

What Not to Do

• Send a generic copy-paste response with no personalisation
• Immediately push for a call before answering their questions
• Quote without understanding their needs
• Overwhelm with too much information

The Discovery Conversation

Whether by phone, video, or detailed email exchange, you need to understand their event before quoting. Good questions:

• "Tell me about the event—what's the occasion?"
• "What's most important to you about the catering?"
• "Have you used a mobile caterer before? What worked or didn't?"
• "What's your vision for how the food fits into the day?"
• "Is there a budget range you're working within?"

This isn't interrogation—it's showing you care about getting it right. Clients appreciate vendors who ask good questions.

The Quote That Sells

Your quote isn't just a price—it's a sales document. It should:

Lead with Value

Before the price, remind them what they're getting. Paint a picture of the experience, not just the food.

Be Specific to Their Event

Reference details from your conversation. "For your garden party with 60 guests..." shows you listened.

Include Social Proof

A testimonial, a photo from a similar event, a mention of reviews. Builds trust before they decide.

Offer Options

Three tiers work well: Good, Better, Best. Gives them control and often leads to the middle option being chosen.

Create Urgency (Honestly)

"This quote is valid for 14 days" and "I have one other enquiry for this date" are both legitimate ways to encourage decision-making.

The Follow-Up Sequence

Most vendors send a quote and wait. Winners follow up systematically.

Day 1: Send Quote

With a note: "Let me know if you have any questions."

Day 3-4: First Follow-Up

"Just checking in—did you get a chance to look at the quote? Happy to chat through any questions."

Day 7-10: Second Follow-Up

"I know you're probably busy planning lots of details. I'm holding your date tentatively—let me know either way so I can plan my calendar."

Day 14: Final Follow-Up

"The quote validity is ending—wanted to check if you're still considering us or if you've decided to go another direction. Either way, no pressure—just helps me manage my bookings."

This isn't pushy—it's professional. Most clients appreciate the reminder.

Handling Objections

"It's more than we expected"

Don't immediately discount. Instead: "I understand—can I ask what budget you had in mind? I might be able to suggest adjustments to the package that could work better."

"We're still deciding"

"Of course—what would help you make that decision? Is there anything you're unsure about that I could clarify?"

"We've found someone cheaper"

"That's fair—I'd just say make sure you're comparing like for like. We include [specific things] that others often charge extra for. But ultimately, you need to go with what feels right."

"We need to think about it"

"Absolutely—it's a big decision. When would be a good time for me to check back in?"

The Close

When they're ready, make it easy:

• Clear instructions on how to book
• Simple deposit process (bank transfer, card payment)
• Quick turnaround on contracts
• Immediate confirmation once deposit is received

Don't lose bookings at the finish line because your admin is slow.

Measuring and Improving

Track your conversion rate monthly:

• Enquiries received
• Quotes sent
• Bookings confirmed
• Where in the process they dropped off

A 30% conversion rate is average. 40-50% is good. Above 50% might mean you're underpricing (or you've built an exceptional reputation). Below 20% means something in your process needs attention.

Every enquiry represents someone who could become a customer, a referral source, or a repeat client. Treat them accordingly, and your conversion rate—and your business—will grow.