To apply for this job please contact Sales & Events Director, Sarah Franczak:  

Download a pdf version of the job description here 

Job Description for Sales Executive 

Title: Sales Executive
Department: Sales
Reports to: Senior Sales Manager (SSM) 

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

This is a key position within the organisation as the Sales Executive has the responsibility and opportunity to create a positive first impression to all prospective clients, as they are their first point of contact. 

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.  The company places a strong emphasis on sustainability, environmental & charitable initiatives and the welfare of our staff.  We undertake to carry out all of our activities in line with our four key values namely Commercial, Service Minded, Generous and Ethical. 

Main Purpose of Role: 

  • To manage the receipt, handling and escalation of sales enquiries via email, web and telephone
  • Utilise Priava (web-based venue management software) to log all sales enquiries and keep the database updated accordingly
  • Respond to clients using appropriate communication methods and in a timely way
  • Conduct venue showrounds with prospective clients with the intention of converting enquiries into bookings
  • To raise contracts and secure deposit payments
  • To follow the yield management plan of the venue to ensure revenue opportunities are maximised at all times
  • Work with the Events team to ensure bookings transition from sales effectively and remain part of the event delivery process
  • Utilise tablet-based technology to present venue off site
  • Represent CHW at networking events, familiarisation trips and trade shows
  • To undertake a series of objectives which enhance the role, the department or the overall business
  • To be a member of a working group which enhances both the client and staff experience
  • Other tasks and duties as required by the business

Key Result Areas:

  • Consistently confirm bookings. The expectation would be to:
    • Grow income from our extensive portfolio of repeat business through account management
    • Proactively sell to new clients and markets  
  • Achieve or exceed monthly and annual sales targets
  • Ensure clients who enquire receive a response according to the sales process guidelines
  • Manage expectations with regards to the likelihood of events being approved to be accommodated at CHW, where there may be a conflict with the core purpose of the Church and its values.
  • Work closely with internal stakeholders to ensure revenue is maximised from each client

Key Tasks & Areas of Responsibility: 

  • Receive and coordinate a response to sales enquiries according to the sales process guidelines.
  • Manage leads where possible or pass more complex enquiries to senior colleagues to oversee
  • Work with service partners (AV/Production and Catering) to coordinate the formulation of event quotes and communicate with the client
  • Monitor and chase any live enquiries held on Priava in a regular and structured way in order to best maximise the yield
  • Communication of marketing initiatives and promotions to potential, current and lapsed clients
  • Assist in database cleansing of contacts on Priava at regular intervals
  • Weekly reporting on sales activity (confirmed business and active leads)
  • Representation of the department at relevant meetings


Sales & Marketing Executive 




  • Experience of sales in a hotel, conferencing or venue environment
  • Good background in customer services


  • Good working knowledge of Priava (web-based venue management software)
  • Experience of the London business events market
  • Experience of the contract catering and production markets
  • Experience of delivering events in unusual or listed buildings
  • Knowledge of foreign languages   would be an advantage


  • 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
  • Ability to think on your feet and work under pressure
  • Excellent administration skills
  • Demonstrable experience of negotiating successfully
  • Diplomacy and tact in dealing with a large range of clients with differing needs and expectations
  • Relationship building




  • English and mathematics qualifications
  • Accreditation in Event Management would be advantageous




  • Irregular hours may be incurred in order to deliver the role
  •  Weekend and evening working as necessary
  •  Ability to work unsupervised
  • Must be self-motivated
  • Effective team player
  • Is sympathetic to the ethics and ideals of the Methodist church

To apply for this job please contact Sales & Events Director, Sarah Franczak: