Complete Sales Scripts

Premium Edition | 25+ Objections Covered | 5 Categories | Exact Word-for-Word Scripts

"That's more than we budgeted"

The Script:

"I completely understand. Most of our clients tell us the same thing when they first see our proposal. What they discover is that the investment is actually less than they thought once they factor in what's included—our service, cleanup, and coordination save most clients $2,000-3,000 in additional vendor costs. Let me show you exactly where those savings come from..."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Your competitor quoted us less"

The Script:

"I appreciate you sharing that. Can I ask what the quote includes? We've found that most lower quotes don't include service staff, cleanup, or premium ingredients. Let me do a side-by-side comparison so you can see exactly what you're getting for the investment."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can you match this price?"

The Script:

"We don't match prices—we match value to your vision. What I can do is adjust the menu and service level to fit your investment range. Would you like me to show you our Signature tier at $95 per person, or would you prefer to customize a menu at your target price point?"

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We need to keep it under $X per person"

The Script:

"Absolutely. Let me redesign this menu at $X per person. I'll need to adjust the protein and service style, but I can still deliver an exceptional experience. Here's what I recommend..."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Is there a discount for off-season?"

The Script:

"Yes, we offer 10-15% off for January through March events. Additionally, if you can be flexible on your date within the month, I can offer our best available pricing. Which dates are you considering?"

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Do you offer payment plans?"

The Script:

"We do. Our standard structure is 33% to reserve, 33% at 60 days out, and the final balance 14 days before the event. If you need a different schedule, I'm happy to work with you on a plan that fits your cash flow."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We just need basic food, nothing fancy"

The Script:

"I understand completely. What I want to clarify is that our 'basic' still includes fresh preparation, professional service, and full cleanup. The difference isn't fancy—it's peace of mind. You won't have to coordinate anything on event day."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Why does it cost this much for chicken?"

The Script:

"You're not paying for chicken. You're paying for a team that arrives 4 hours early, sets your tables, serves your guests, clears every plate, packs leftovers, and leaves your venue spotless. The chicken is the smallest part of what you're investing in."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We could just do it ourselves"

The Script:

"You absolutely could, and some people do. What our clients tell us is that the time, stress, and coordination required usually costs more than hiring us. On event day, you'll want to be with your guests, not in the kitchen. What is your time worth to you?"

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We've never paid this much for catering before"

The Script:

"I hear that. And if your previous events met your expectations at that price, that makes sense. What most clients find is that once they experience the difference in service quality, guest satisfaction, and their own stress level, the investment feels completely worth it."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can we skip the service staff and just do drop-off?"

The Script:

"We can absolutely do drop-off service. That would reduce the price by $12 per person. However, you'll need to arrange setup, service, and cleanup separately. Most clients find the full-service option actually saves money when they factor in those additional costs and coordination time."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We need to think about it"

The Script:

"Of course. This is an important decision. Can I ask what specifically you're considering? Is it the investment, the menu, or timing? If I can address that concern right now, would you feel comfortable moving forward?"

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We want to compare a few more options"

The Script:

"I completely support comparing options. Here's what I'd recommend: schedule tastings with your top 3 choices. After the tastings, you'll know which caterer truly understands your vision. I'll hold your date for 7 days while you do your research—no obligation."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We need to run this by our family/boss/committee"

The Script:

"Absolutely. I want everyone involved to feel confident. Would it help if I joined your next family meeting or presented to the committee directly? I can answer any questions they have and help make the decision easier."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We're not ready to book yet"

The Script:

"I understand. Can I ask what timeline you're working with? Based on your date, I can tell you how much availability we have and when I would need a decision to guarantee your date."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"What if something goes wrong?"

The Script:

"That's a great question, and it's exactly why you hire professionals. We carry $2M in liability insurance, have backup staff on call for every event, and maintain backup equipment in our facility. In 15 years and 2,000 events, we've never missed an event."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We had a bad experience with a caterer before"

The Script:

"I'm sorry to hear that. A bad catering experience is something no one should have to go through. What went wrong? [Listen] Here's exactly how we prevent that from happening..."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Your date is available, but we have 3 other inquiries for that weekend"

The Script:

"I want to be transparent with you—we have received three other inquiries for your date. I can hold it for 48 hours with a signed agreement and deposit. After that, I'll need to release it to the next client. Shall we move forward?"

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We're not getting married for 18 months—why book now?"

The Script:

"For two reasons: First, our calendar books 12-14 months in advance for peak season dates. Second, if you book now, you lock in current pricing. Our rates increase 5-8% annually, so booking early saves you approximately $8-12 per person."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can we decide next month?"

The Script:

"You certainly can. I just want to let you know that we've booked 40% of our dates for next year already. If this date is important to you, I'd recommend securing it. I can hold it for 7 days with no obligation while you decide."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can you accommodate dietary restrictions?"

The Script:

"Absolutely. Dietary accommodations are standard for us, not an afterthought. We handle vegan, vegetarian, gluten-free, dairy-free, nut-free, and religious requirements regularly. Every guest deserves an exceptional meal. I'll create a custom menu for each restriction that matches the quality of our main menu."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We're worried about food allergies"

The Script:

"Food safety is our top priority. We maintain separate prep areas, dedicated utensils, and color-coded systems for allergen-free items. Our kitchen is trained on cross-contamination prevention. I'll personally oversee every allergen-free plate. Can you share the specific allergies so I can design a safe menu?"

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"The menu seems limited"

The Script:

"What you're seeing is our curated selection of our most popular and profitable items. Behind this menu is a full repertoire of over 100 dishes. If you have specific cuisines or dishes in mind, tell me. I can customize almost anything to fit your vision."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can we do a tasting before deciding?"

The Script:

"Absolutely. Our tastings are $75 per person and that amount is fully credited to your contract when you book. We schedule tastings Tuesday through Thursday evenings. What date works for you and your partner?"

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"We're worried about food quality at scale"

The Script:

"That's a valid concern, and it's exactly why our kitchen is designed the way it is. We don't batch-cook everything at once. Our system maintains quality through staged preparation, precise timing, and quality checkpoints. For events over 200 guests, I personally oversee the production timeline."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can we customize the menu?"

The Script:

"Customization is our specialty. Every menu you see is a starting point. Tell me about your favorite cuisines, family recipes, or dishes you've dreamed of serving. Our chef will design a custom menu that tells your story."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Do you use frozen or fresh ingredients?"

The Script:

"We use fresh ingredients exclusively. Our proteins are delivered fresh daily, our produce comes from local farms within 48 hours of harvest, and we don't use frozen ingredients for any dish we serve. You can taste the difference."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can we see photos of the actual food?"

The Script:

"Absolutely. These photos are from actual events we've catered—never stock photography. I can also share photos from events at your specific venue so you can see how our presentation works in that space."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"How many staff will be at our event?"

The Script:

"For your guest count and service style, we'll have 1 server per 10 guests, plus a captain and a bartender. That's 14 staff members total. Every person is trained, uniformed, and briefed on your event specifics before they arrive."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"What happens if someone doesn't show up?"

The Script:

"We have backup staff on call for every event. If anyone calls in sick, our backup arrives before the event starts. In 15 years, we've never been short-staffed at an event. Your event will be fully staffed—guaranteed."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"How do you handle leftover food?"

The Script:

"We pack all leftovers in containers and leave them with your designated contact. If you prefer, we can donate unused food to a local shelter through our partnership with [Local Organization]. We handle all the logistics."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"What if we run out of food?"

The Script:

"We prepare 10% over your guaranteed guest count as standard practice. In 15 years, we've never run out of food. If your guest count increases, we simply adjust the prep sheets."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

"Can you handle outdoor events?"

The Script:

"Absolutely. We cater outdoor events regularly and come fully equipped with tent coverage for our prep area, heating and cooling equipment, and weather contingencies. Rain or shine, your event happens flawlessly."

Key Principles:

Common Mistake: Apologizing for your pricing or quality. Never apologize for being premium.

The Assumptive Close

"Based on everything we've discussed, our Signature package at $125 per person is the perfect fit for your vision. I'll prepare the agreement with your date held. The deposit is $4,500 to secure your date. Would you prefer to use credit card or check?"

The Alternative Close

"Would you prefer the plated service or the chef-attended stations for your main course?" [Either answer confirms they're booking]

The Summary Close

"Let me recap what we've designed: custom menu for 150 guests, full bar service, passed hors d'oeuvres, and white-glove service. Total investment $18,750. This includes everything we've discussed. Shall we make it official?"

The Urgency Close

"I want to hold your date, but I have two other inquiries for that weekend. Can I prepare the agreement today so we can secure it?"

24-Hour Follow-Up (After Tasting)

"Hi [Name], thank you so much for joining us for your tasting yesterday. It was wonderful to hear your vision for the event. I wanted to follow up personally and see if you have any questions about the proposal. Your date is still available, and I'd love to make it official whenever you're ready."

1-Week Follow-Up (After Proposal)

"Hi [Name], I wanted to check in on the proposal I sent last week. I know these decisions take time. Is there anything I can clarify or adjust? I'm happy to customize the menu further to fit your vision."

2-Week Follow-Up (Last Touch)

"Hi [Name], I know you've been evaluating your options, and I respect that. I wanted to let you know that we have two more inquiries for your date. If you'd like to move forward, I'll need a decision by [Date]. If you've decided to go in another direction, I completely understand and wish you the very best. Either way, thank you for considering us."

Clozo Academy Proprietary Curriculum — The Catering Business Growth System