Podcast Summary: Building Sales Systems for Inbound and Outbound Efforts Restaurant Strategy with Chip Klose | Released May 12, 2025

Introduction

In this episode of the Restaurant Strategy podcast, host Chip Klose delves deep into the critical aspects of building effective sales systems tailored for inbound and outbound efforts, specifically focusing on private dining and catering services. Recognizing the challenges restaurant owners face in fluctuating economic conditions, Chip offers tactical strategies to drive consistent and substantial revenue growth.

Inbound Sales Strategies

Inbound sales focus on attracting potential clients to your services, ensuring that your restaurant remains a top-of-mind option for private events and catering needs. Chip outlines six key areas to amplify inbound inquiries:

1. Optimize Your Website

   • Dedicated Pages: Ensure that services like catering and private dining have their own prominent pages on your website. "You have to tell people about it on your website... there has to be a dedicated page" (10:45).
   • Visual Appeal: Utilize high-quality images and videos to showcase your offerings.
   • Clear and Compelling Copy: Clearly articulate what you excel at. For example, "Should I hire you for my wedding? Should I hire you for my office party?" (12:10).
   • Inquiry Forms: Include comprehensive forms that capture essential details such as name, contact information, event date, and a brief description of the event to personalize follow-ups.

2. Drive Traffic Through Email Marketing

   • Consistent Promotion: Integrate mentions of catering and private dining in approximately one out of every five emails. "One out of every four or five emails you send should be about your catering and or private dining" (15:30).
   • PS Reminders: Add subtle prompts in other emails to keep your services top-of-mind for subscribers.

3. Leverage Social Media

   • Regular Updates: Feature catering and private dining options in your social media feeds and stories.
   • Link Integration: Utilize tools like Linktree or Milkshake to provide direct links to your catering and private dining pages, enhancing accessibility for interested clients.

4. Utilize In-Store Collateral

   • Visible Promotion: Depending on your restaurant's ambiance, use flyers, postcards, or check inserts to inform current patrons about your event services. "If you're a fine dining restaurant, maybe it's just a simple postcard that you drop with a check" (20:00).

5. Optimize Your Google Listing

   • Comprehensive Details: Update your Google My Business page with detailed information about your catering and private dining services.
   • Visual Content: Include photos of your private dining rooms and catering setups to attract potential clients searching online.

6. Run Targeted Ads

   • Cost-Effective Advertising: Implement Google Ads and Meta (Facebook/Instagram) ads specifically for catering and private dining. "You don't have to spend thousands of dollars a month. You can spend 10 or $20 a day on either or both of those platforms" (25:15).
   • Optimized Landing Pages: Ensure that the traffic directed through these ads leads to optimized pages that are designed to convert visitors into inquiries.

Notable Quote:

"You'll only find three kinds of people in the world. Those who see, those who will never see, and those who can see when shown." — Chip Klose (02:00)

Outbound Sales Strategies

While inbound strategies are essential, Chip emphasizes that outbound efforts can significantly amplify your business growth, potentially contributing up to 70% of your sales. Here’s how to effectively implement outbound strategies:

1. Follow Up with Clients

   • Personal Touch: Make a follow-up phone call the day after an event to gather feedback and nurture relationships. "You pick up the phone and you call them. When you get them on the phone, it's starting off like a customer service call and it's turning towards a sales call" (35:40).
   • Transition to Sales: Begin with a customer service approach before seamlessly transitioning to discussing future business opportunities.

2. Rework Old Leads

   • Maintain Relationships: Regularly reach out to past clients to remind them of your services and inquire about upcoming events. "Anybody who's booked a party with you in years prior, you should be touching base with them every so often" (42:05).
   • Use CRM Tools: Implement Customer Relationship Management (CRM) software to schedule and manage these follow-ups efficiently.

3. Leverage Your Network

   • Personal Connections: Create a list of contacts who can refer your services, such as colleagues, partners, and existing clients. "Get the ball rolling with your own network... Just get the ball rolling with your own network" (50:20).
   • Gatekeeper Access: Seek introductions to key decision-makers within your network’s contacts to facilitate direct communication and potential bookings.

Notable Quote:

"When you get these systems up and running, 70% of your business will be coming from your outbound efforts. Only 30% will be coming from inbound." — Chip Klose (38:15)

Key Insights and Conclusions

• Systematize Your Approach: Both inbound and outbound sales require structured systems to ensure consistent lead generation and conversion.

• Personalization is Crucial: Whether following up with clients or optimizing website content, tailoring your approach to meet specific client needs can significantly enhance engagement and sales.

• Leverage Technology: Utilize CRM systems, automated scheduling, and targeted advertising to streamline your sales processes and maximize efficiency.

• Balance Your Efforts: While inbound strategies create a steady flow of potential clients, outbound efforts are essential to tapping into new markets and expanding your client base.

Final Thoughts: Chip Klose emphasizes the importance of integrating both inbound and outbound sales strategies to build a robust revenue stream for private dining and catering services. By optimizing online presence, maintaining proactive communication with clients, and leveraging existing networks, restaurant owners can achieve consistent and predictable growth in their businesses.

Notable Quote:

"Just get the ball rolling with your own network. You have to be willing to leverage your own network. And if that makes you feel uncomfortable, I'm really sorry. I promise you it will make you a lot of money." — Chip Klose (49:45)

Conclusion

This episode provides a comprehensive blueprint for restaurant owners aiming to enhance their private dining and catering sales through well-defined inbound and outbound strategies. By implementing Chip Klose's actionable insights, listeners can expect to see a significant increase in inquiries, bookings, and overall profitability.

*Please note that timestamps are approximate and for reference purposes only.