Your function sales staff are the number one determining factor that attract, convert and maximise venue functions. With more venues than ever offering functions, events and weddings, the venues that thrive are the ones with the best event sales strategies and a well trained function team.
Big Hat trains venue and event teams across Australia to get more enquiries, convert more of them into bookings, and lift what each booking is worth. This page brings the whole offer together — the workshops, the in-house option, and the practical articles behind them.
Who this training is for
- Venue owners and managers
- Function, event and wedding sales staff
- Reception and front line staff who answer enquiries
- Supervisors and team leaders responsible for sales standards
It suits function venues, reception centres, hotels, clubs, pubs, wineries, golf courses and any business selling events to the public or to corporate clients.
The two workshops, and which one first
Level one — Grow Your Functions, Events & Weddings Revenue
Start here if the problem is not enough enquiries and not enough bookings. A one or two day workshop covering how to promote all your function and event spaces, package up your offer, price for yield, build a venue sales and marketing plan, use function software and processes, and convert more enquiries into events.
Level two — Sales Skills for Function, Wedding & Events Sales Superstars
Move to this one when your team is already handling enquiries but not closing enough of them. It develops and polishes the individual sales skills — confidence selling at higher prices, dealmaking and negotiation, managing the functions calendar, filling quiet periods, and dealing with enquiry ghosting and follow-up.
Trained at your venue instead
Either workshop, or a combination of both, can be delivered as in-house training at your venue, anywhere in Australia, built around your market, your challenges and your goals. Training your whole team together means everyone leaves with the same skills, the same scripts and the same standards.
If the weak point is specifically the first phone call, Inbound Phone Call Training focuses on turning callers into customers. For wedding venues specifically, see Wedding Venue Sales Training.
What this training is meant to deliver
- A significant increase in sales and profits from functions and events
- Knowing how to promote and sell more functions, events and weddings
- Better conversion of enquiries into bookings
- More higher-margin, higher-priced events
- Using tech, systems and processes to attract and deliver better events
- A higher average event spend through extras and add-ons
Definite results and return on investment are the priority. No theory, no fluff — practical strategies your team practises in the session and takes back to work.
Where and how it runs
One or two day workshops, delivered at your venue anywhere in Australia, or as a public masterclass in Melbourne. Interactive online training and webinars are available for teams working across more than one location. Training is an ongoing process rather than a one-off — each program finishes with your team writing their own action plan.
See upcoming public workshops, or read what clients say.
Read more on function and event sales
The practical detail behind the workshops, free to read:
Getting more enquiries in
- Get More Event Enquiries with the Ultimate Web Marketing Strategy Checklist
- The 2026 Ultimate Wedding Venue Marketing & AI Search Optimisation Guide
- Best Events Management Software for Function Venues in Australia
Converting the enquiries you already get
- How to Increase Your Function, Event and Wedding Sales — 10 Best Ways
- How to Sell More Functions & Weddings — 20 Simplest Event Sales Tips
- How to Be a Better Event Sales Co-ordinator — Top Sales Tips
- Using FAQs to Make More Event & Function Sales
- 10 Biggest Venue Sales Challenges and How to Fix Them
Lifting what each booking is worth
- How to Sell More Addons & Extras for Functions, Events & Weddings
- Design Your Function Pack or Event Kit to Sell More — A Checklist
Filling a quiet calendar
Planning, measuring and protecting the business
- Function Venue Strategy Plan Template & Growth Ideas
- Events Sales Statistics & KPIs for your Venue
- Terms & Conditions Checklist For Events — Your Venue Rules
Building the team that sells
- How to Build a Function & Event Venue Team — 6 Key Roles
- Recruiting The Best Events Person For Your Venue Team
Talk to us about your team
Tell us about your venue and what is not working right now, and we will put together a program outline built around it. Use the enquiry form on this page, or call 1300 393 899.