Your team knows the venue. They just don't know how to sell it on cold calls.
They know the rooms, the menus, the AV setup, the chef's name. What they don't have is a method for picking up the phone to a company that's never heard of you and turning that call into a site visit.
That's a trainable skill. Most venues never bother training it.
We give your team the method and the system to fill the diary themselves, on-site cold-calling training for hotels, conference centres and event venues.
Every week they don't call is a week someone else might.
Hospitality has stopped picking up the phone.
Corporate buyers don't search for new venues. They use the one they already know, or the one already on their supplier list, or the one that called them last month. The venues filling their dining and event spaces next quarter aren't the ones with the best product. They're the ones whose teams are still making the calls everyone else stopped making.
Here's what's sitting underneath most hospitality businesses right now.
Inbound is down and nobody has a plan B.
Corporate buyers research silently and book quietly. If they haven't heard from you, they haven't thought about you. Waiting for the phone to ring is not a sales strategy. It's a hope strategy. And hope doesn't fill a conference room on a Tuesday in February.
Your team was hired to take orders, not create them.
Reservations, sales, events, all of them brilliant at converting an enquiry, none of them ever shown how to generate one. They don't cold call because nobody taught them how and the phone feels like rejection waiting to happen. That's not a confidence problem. It's a training problem. A course in a hotel function room won't fix it. Two days on your own phones, with your own prospect list, making real calls, that fixes it.
You can outsource the calling or you can own it. Only one of those compounds.
We run a separate business that makes outbound calls on behalf of venues. It works. But an outsourced caller leaves the moment the contract does. Your team, the people who know the kitchen, the AV setup, the suites, the chef's name, they're still there. They have everything a cold caller needs except the method. We install the method. When we leave, the capability stays.
Six modules. Live calls, not slides.
Two days inside your venue. Each module ends with your team picking up the phone and dialling real prospects from a list we built together the week before.
- 01Day 1 · morning
Opening the call without sounding like an agency
We dismantle every opener your team currently uses and rebuild it from scratch. By the time they pick up the phone, they sound like a professional with something worth hearing, not a script from a call centre.
- 02Day 1 · midday
Qualifying corporate buyers in four questions
Four questions, in sequence, that tell you in ninety seconds whether a prospect is worth staying on the line with. No more long calls that go nowhere. No more optimism dressed up as pipeline.
- 03Day 1 · afternoon
Handling the seven hospitality objections
The same seven objections come up on almost every call in this sector, we teach your team to treat each one as a question in disguise and answer what's actually being asked. The conversation stays alive instead of ending on a polite no.
- 04Day 2 · morning
Booking the site visit on the first call
The site visit is where deals are made, not the brochure, not the follow-up email. We teach the assumptive close that gets a date in the diary on the first call, and the three scenarios that cover every type of prospect resistance.
- 05Day 2 · midday
Building the weekly outbound rhythm
Skills fade without structure. We install the weekly system, the 90-minute daily call block, the Monday pipeline review, the 5-touch cadence, before anyone leaves the room. The discipline is built in, not hoped for.
- 06Day 2 · afternoon
Scorecards, accountability & the 90-minute block
Every delegate self-assesses every call, signs their 30-day commitments, and leaves with a team accountability structure that runs without a manager chasing. The programme ends. The calling doesn't.
Audit. Train. Embed.
Audit
Before we train anyone, we find the real number. Not the number your team thinks they're making. The actual outbound call count, the pipeline age, the inbound-to-outbound split. Most venues find it uncomfortable. That's the point. You can't fix a gap you haven't looked at honestly.
Train
The training happens where the work happens. Not a hotel function room with a projector and a workbook. Your building, your phones, your real prospect list. By the end of day one your team has made live calls to real companies and heard what it sounds like when the conversation goes somewhere. That's the thing courses can't replicate.
Embed
We stay until the rhythm is set. Four weeks of weekly coaching after the two days. Not check-ins. Live call sessions, scorecards, and a 90-minute block that runs three mornings a week until it stops feeling like training and starts feeling like Tuesday.
I spent eighteen years on the phone.
I spent eighteen years as a cold caller and business developer in recruitment and hospitality in hotels, venues, and event spaces across Ireland and the UAE. I was not managing the function. I was doing it. Every script on this programme came from a call I actually made. Every objection handled came from an objection I actually faced.
I built Full House Sales Training because I kept seeing the same thing: talented venue teams sitting on genuinely exceptional products, waiting for the phone to ring. After all, nobody had ever shown them how to pick it up first. The method works because I used it for nearly two decades before I taught it to anyone.
This is a new training business. I won't pretend otherwise. What is not new is the system. That's been tested on real calls, in real venues, against real corporate buyers, for eighteen years.
If you want someone who has certified in a training framework and can tell you about adult learning theory, we're not that. If you want someone who has made the call you're asking your team to make, thousands of times, and can stand in the room and do it in front of them, that's exactly what this is.
If this sounds like it's what you could need, I'd like to talk.
Stephen Wynne — Founder, Full House Sales Training
Three ways to work together.
Most venues start with the Cold-Call Audit, then move to the Installation. Pricing shown in EUR for Ireland and AED for the UAE.
The 1-Day Cold-Call Audit
Fixed fee, One on-site day, Up to 8 staff
€1,950 / AED 7,995
- ✓Audit of current outbound activity
- ✓Live cold-call demos with your team in the room
- ✓Written diagnostic & recommended next step
The 6-Week Cold-Call Installation
Fixed fee, 6 weeks, Up to 10 staff
€8,950 / AED 36,750
- ✓Full audit and target-list build before day one
- ✓Two days of live training in your venue
- ✓Four weeks of weekly live-call coaching
- ✓Outbound playbook tailored to your venue
The Quarterly Sharpening
Per quarter, Minimum 2 quarters
€4,250 / AED 17,450
- ✓One on-site coaching day per quarter
- ✓Monthly live-call review & scorecards
- ✓New-hire onboarding included
- ✓Direct line to Stephen between sessions
What operators ask before they book.
We've sent staff on sales courses before. Why is this different?
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Off-site courses teach theory in a hotel function room then send your team back to the same desk, same phone, same fear. Nothing changes. We train inside your venue, on your phones, with your real prospect list. By the end of day one, your team has made live calls and booked real meetings. It sticks because it happened where the work happens.
Our reservations team aren't salespeople. Can they really cold call?
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Yes, and they're better at it than most agency callers. They know the venue, the menus, the suites, the AV setup, the chef's name. The thing they lack is a method and the confidence to pick up the phone. That's the entire job we do with them.
Will my staff actually keep doing this after you leave?
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That's the design of the programme. The two-day Installation is the start, not the finish. The four weeks that follow are weekly live-call coaching, scorecards, and accountability. By week six, the rhythm is set and a 90-minute outbound block runs three mornings a week without us.
What about staff who are shy or hate the phone?
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Most are exactly that on day one. We start with warm-toned reactivation calls to lapsed clients who already know your venue. The first booked meeting changes everything. By the second day they're calling cold and they don't want to stop.
How does GDPR work when we're calling on our own behalf?
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Cleaner than most venues realise. Every call is on a legitimate-interest basis with documented opt-out handling we put in place during the audit. We give you the call-logging template, the consent language, and the unsubscribe workflow. Your DPO signs it off before any live calls begin.
What's the commitment after the Installation?
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None. The Installation is fixed fee and fully delivered in six weeks. If you want quarterly on-site days to keep momentum, the Quarterly Sharpening is there.
Twenty minutes. No pitch.
An honest conversation about whether your team is the right fit for the training. If they aren't, we'll tell you. All enquiries answered in 30 minutes.