The document provides a summary of lessons learned from kindergarten that can be applied to sales and operations in the events industry. Some key lessons include: making a great first impression just like greeting a kindergarten class; the importance of relationships and teamwork like in a kindergarten classroom; and bringing events to life through hands-on experiences just as kindergarten lessons are brought to life. Ethics and fairness are also stressed, noting these concepts were learned in kindergarten. For operations, branding, risk management, and technology trends are discussed alongside kindergarten transitions to using technology in lessons.

1. SALES, OPERATIONS & THE COMEDY OF
COLLABORATING WITH YOUR SPOUSE!
Everything I know about events, I
learned in Kindergarten!
Everything I know about events, I
learned in the events industry!

2. WHO ARE WE?
Lisa Ware – Director of Business
Development & Special Projects
Immediate Past President – ILEA Chicago
Jeff Ware – Director of Operations
Senior Consultant - Certified Catering
Consultants
P.S. We are married!Very happily! 

3. SALES 1.0:
WELCOME TO MISS BRYANT’S
KINDERGARTEN CLASS!
Every morning, I greeted my
class with intention!
 Butterfly Handshake
High Five
Hug
Wiggle Dance
Sunglasses
Silly Face
Smile
Thumbs Up

4. EVENT TRANSLATION: YOU ONLY GET ONE SHOT AT
A FIRST IMPRESSION, DON’T WASTE IT!
Easiest tip in the world!
Your appearance matters!
Tone of Voice
Expressions
Good, Better, Best
30 Second Rule
Environment of Hospitality
Crush it!

5. OPS 1.0
THE ABC’S OF BRANDING
What is your brand?
Be yourself!
Stay true to what your brand is!
Leave nothing to interpretation!
You can’t be everything to everybody!
CBM Examples
“Know who you are and stay true to it! Have a point of view, keep your head down when noise
tries to drown out your inner voice, and whatever you do, keep pushing!” –Christina Tosi

6. “WHAT TO DO WHEN THINGS GO WRONG? YOU CAN’T
BE READY FOR EVERYTHING, BUT YOU CAN BE READY FOR
ANYTHING!” –FRANK SUPOVITZ – NFL EVENT PRODUCER
Customer Service
• Manage every business problem like
you were born for it!
• Something will go wrong – your brand is
how you manage it!
Business Practices
Company Brand
Personal Brand
Homework
• Read Frank’s Book – What to do when
things go wrong? A 5 step guide.
• Linked In Profile

7. SALES 2.0
BEING A SUCCESSFUL TEACHER TAKES A VILLAGE!
“As teachers, we are in it together – raising the
future. We are a tribe of future makers. So let’s
support each other! – Amy Anderson

8. EVENT TRANSLATION:
RELATIONSHIPS ARE KING (OR QUEEN!)
Chicago to Indy
Introduce yourself at events
Find your village!
Check in with people just because
Linked In
Say Thank You
Always Follow Up
Never burn a bridge
Referrals
It’s very simple!
How have you been successful in a very competitive market?

9. SALES 2.1 – BONUS LESSON
ALWAYS BE NICE!
Personal mantra!
Many personalities
Event staff
Stressful job!
Say it over and over!
They go low, you go high!
“In a world where you can be
anything, be kind!”

10. Event Ethics:
Be Fair! Seems so easy!
• Treated equally
• Give everyone respect & opportunity
• Tell the truth!
• Play by the rules
Intellectual Property
Let’s be friends!
OPS 2.0
EVENT ETHICS – YOU REALLY DID LEARN THIS IN
KINDERGARTEN!
“THE TIME IS ALWAYS RIGHT TO DO WHAT IS RIGHT!”
–MARTIN LUTHER KING JR.

11. “WHEN THERE IS AN ELEPHANT IN THE
ROOM, INTRODUCE HIM!” –RANDY PAUSCH
 Raise your hand!
 Why is this a hush hush thing?
 ILEA Code of Ethics:
• Provide truthful and accurate information with respect
to the performance of duties. Use a written contract
clearly stating all charges, services, products,
performance expectations and other essential
information.
• Protect the public against fraud and unfair practices, and
promote all practices which bring respect and credit to
the profession.
 Does commission lead decision makers to choose vendors
who pay the highest commission verses choosing who is the
best fit for the job?
 Is commission the same as a kickback or a bribe?
 A sticky question indeed!
Event Elephant =
Commission

12. SALES 3.0
KIDS (ESPECIALLY KINDERGARTNERS) LEARN THROUGH HANDS ON EXPERIENCES!

13. BRING THE UNIT TO LIFE!
Classroom Ocean!
Snakehead Ed!
Kindy Crew Food Drive!

14. EVENT TRANSLATION:
IF YOU ARE GOING TO TAKE THE TIME TO DO
SOMETHING, DO IT SPECTACULARLY!
Rote Repetition
Most clients are first timers!
Embrace the steps!
Courting clients!
Level up!
Tastings! Silver Platters!!
More fun!!
CBM Experience

15. THE CBM EXPERIENCE!

16. OPS 3.0: TEXTBOOKS ARE OUT! TECHNOLOGY IS IN!
Technology Trends:
Facial Recognition
Chat Bots – Allergens, Menu Info, Etc.
Big Data
Gamification
• Treasure Hunts
• Scavenger Hunts
• Apps
• Beacons
• RFID

17. “The biggest risk is not taking any risk. In a world that is
changing really quickly, the only strategy that is guaranteed to
fail is not taking risks.” –Mark Zuckerberg
Technology Risks:
Data Security
Consumer verses Enterprise
Backups & Data Loss
Disjointed Client Experience

18. REVIEW SHEET
SALES:
SALES 1.0:
YOU ONLY GET ONE SHOT AT A FIRST
IMPRESSION, DON’T WASTE IT!
SALES 2.0:
RELATIONSHIPS ARE KING (OR QUEEN)!
SALES 2.1:
ALWAYS BE NICE!
SALES 3.0:
IF YOU ARE GOING TO TAKE THE TIME
TO DO SOMETHING, DO IT
SPECTACULARLY!
OPS:
OPS 1.0:
THE ABC’s OF BRANDING
OPS 2.0:
EVENT ETHICS – YOU REALLY DID
LEARN THIS IN KINDERGARTEN!
OPS 3.0:
TEXTBOOKS ARE OUT!
TECHNOLOGY IS IN!

19. QUESTIONS?
THANK YOU!! HAPPY TO HELP – REACH OUT!
LisaWare
lware@cateringbymichaels.com
JeffWare
jware@cateringbymichaels.com
KatieThomas
Event Producer