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Sales Manager - Central Hall Westminster

Title: Sales Manager

Department: Sales

Reports to: Sales & Events Director

Central Hall Westminster is the largest conference and event building in central London and undertakes a wide range of functions which include graduation ceremonies, through conferences, concerts, training courses to international events involving world class sportsmen and women and political leaders from around the world.

The Sales Manager role is a key position within the organisation as they drive the business forward with converted bookings.

Central Hall Westminster Ltd is based at Methodist Central Hall, Westminster and applicants should be sympathetic to the Christian ideals and ethics of the venue and the company’s methods of operating in the commercial world.

Main Purpose of Role 


  • To drive event sales using 3 key strategies:
    • Reactive enquiries coming to CHW generated by existing marketing channels
    • Planned proactive self-generated enquiries
    • Key account management from our extensive existing client portfolio
  • Managing sales administration function:
    • Utilisation of our web-based sales & event management software (Priava)
    • Operational performance reporting
    • Streamlining processes and systems wherever possible
    • Advise on market trends and share knowledge and best practice with colleagues
    • Ensure legal compliance with contractual arrangements between CHW and our clients
    • Devise and implement customer service standards in dealing with clients
  • Conduct venue showrounds with prospective clients using tablet-based technology
  • Represent CHW at networking events through our existing partnerships and also explore and suggest new ones
  • Respond to clients using appropriate communication methods in a timely way
  • Assist in the development of the annual marketing plan, specifically advising on:
    • Competitor activity
    • Identification of new target markets (geographical and sector based)
    • Sales promotions
    • Exhibition plan
  • Work with Event team to ensure bookings transition from sales effectively and maintain standards of customer service
  • Represent CHW at trade shows both in our domestic and international market
  • Other tasks and duties as required by the business


  • Yield management of each enquiry to ensure profit is maximised
  • Use market and analytical data to create personal annual sales plan
  • Consistently confirm bookings. Defined as:
    • Seek and grow income from our extensive portfolio of repeat business
    • Proactively sell to new clients and markets
  • Achieve or exceed monthly and annual sales targets
  • Ensure clients who enquire receive a response within customer service guidelines
  • Work closely with internal stakeholders to ensure revenue is maximised from each client


  • Receive and coordinate a response to sales enquiries in an appropriate manner.
  • Work with service partners (AV/Production and Catering) to coordinate the formulation of event quotes and communicate with end client
  • Negotiate discounts with service partners accordingly
  • Monitor and chase any live enquiries held on Priava in a regular and structured way
  • Assist in database cleansing of contacts on Priava at regular intervals
  • Weekly reporting on sales activity (confirmed business and active leads)

Person Specification

Sales Manager

Essential Desirable


  • Experience of sales in a catering, hotel, conferencing or venue environment
  • Experience of selling events in unusual venues
  • Exceptional background in customer services
  • Strong negotiation skills
  • Ability to work under own initiative
  • Good working knowledge of Priava (Cloud based venue & event management software)
  • Experience of delivering events in unusual or listed buildings
  • Knowledge of foreign languages would be an advantage
Knowledge & Skills  
  • Excellent communication skills, both verbal and written
  • Attention to detail
  • Strong numeracy skills
  • Computer literate (Windows Office Software packages)
  • Ability to work to strict deadlines
  • Excellent administration skills
  • Demonstrable experience of negotiating successfully
  • Diplomacy and tact in dealing with a large range of clients with differing needs and expectations
Qualifications & Training  
  • Preferably degree educated
  • Grade C and above in English and Mathematics qualifications
Particular Circumstances/Conditions to be considered  
  • Irregular hours
  • Weekend and evening working as necessary
  • Need to work unsupervised
  • Self-motivated
  • Effective team player
  • Is sympathetic to the ethics and ideals of the Methodist church

To apply for this role please send your cover letter and CV to Paul Southern


Paul Southern 

MD of Central Hall Westminster 

Friday, February 1, 2019 - 09:45
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