UK

United Kingdom · Sales · Entry Level (0-2 years)

Sales Coordinator

Here is the whole job, in plain words. What it is, a real day, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

  • Experience bandEntry Level (0-2 years)
  • Direct reportsNo direct reports
  • Reports toHospitality Sales Manager
  • UK framework levelUsually someone starting out, or keeping a process running

Also advertised as Junior Sales Executive, Hospitality · Event Sales Assistant · Group Sales Support Specialist · Business Development Coordinator

Built on an analysis of 43,079 real UK job descriptions · grounded in qualifications employers recognise

Start with a free Future Fluency check, tuned to Sales Coordinator

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1What this role really is

This role is all about getting stuck in and learning the ropes of hospitality sales. You'll be the backbone of the sales team, making sure everything runs smoothly behind the scenes so our managers can focus on closing deals. Think of it as your apprenticeship in the world of hotel and event sales.

2What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Amadeus Sales & Event Management (Delphi.fdc) / Salesforce Hospitality CloudIntermediate

Accurately entering new leads, updating client contact details, logging calls and emails, and pulling basic activity reports for your sales manager.

Oracle Opera Cloud / MewsBasic

Checking room availability for specific dates, viewing existing group blocks, and understanding basic rate codes when assisting with enquiries.

Cvent / Knowland (basic functions)Intermediate

Responding to inbound RFPs, using the platform to search for basic local leads based on criteria given by your manager.

PandaDoc / Sertifi / DocuSignIntermediate

Using established templates to quickly send out proposals and contracts, and tracking when clients open or sign documents.

MS Teams / SlackIntermediate

Communicating quickly with sales managers and other departments, sharing updates, and asking questions.

Microsoft Excel (basic functions)Intermediate

Tracking your own daily activities, simple data entry for reports, and perhaps basic commission tracking if applicable.

3What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing inWhere you are nowThe step above
Client Pricing/DiscountsNone. Always escalate to a Sales Manager.Can offer pre-approved, small concessions (e.g., 10% off AV equipment) within strict guidelines. Larger discounts require manager approval.Can negotiate within a defined range for key accounts, up to £5K in value, without immediate approval, but must inform Director of Sales.
Contract Terms & ConditionsNone. Only use approved templates. Any deviation must be escalated.Can make minor, non-financial adjustments to standard clauses (e.g., payment schedule dates) with manager oversight. Complex changes require manager approval.Can approve standard contract changes and minor attrition adjustments within policy, up to 5% of room block, without direct approval.
Lead Qualification & PrioritisationFollows established criteria to qualify leads (e.g., minimum group size, specific dates). Escalates any ambiguous leads.Independently qualifies and prioritises leads for their assigned segment. Can make judgment calls on lead quality.Defines and refines lead qualification criteria for their team. Makes strategic decisions on which leads to pursue aggressively.
Internal Resource Allocation (e.g., meeting rooms)Checks availability via PMS. Any conflicts or special requests are escalated to the relevant department head or Sales Manager.Can provisionally hold meeting space for qualified leads for a defined period. Resolves minor conflicts with other departments.Can make strategic decisions on holding or releasing significant event space, balancing potential revenue against current demand.

4How you'll be judged

The scoreboard, honestly: the hard targets, how often each one is actually looked at, and the quiet human signals that never make it onto a dashboard.

Lead Response Time
How quickly you respond to new inbound sales enquiries (email, phone, web forms).
Target · < 2 hours for all qualified enquiries

If a new event enquiry comes in at 10:00, you'll aim to acknowledge and qualify it by 11:30, ensuring the sales manager gets the lead promptly.

CRM Data Accuracy
The completeness and correctness of client and lead information entered into our CRM system.
Target · > 95% accuracy on key fields (contact details, lead source, event dates)

An audit of 50 recent lead entries shows only 2 had missing phone numbers or incorrect event dates, meaning 96% accuracy – you're doing well.

Proposal Generation Speed
The average time it takes to prepare a first draft of a proposal once all necessary information is received from the sales manager.
Target · < 24 hours for standard proposals

You've got all the details for a corporate meeting proposal by Monday morning; the draft is ready for review by Tuesday lunchtime.

Administrative Task Completion Rate
The percentage of assigned administrative tasks (e.g., contract filing, report generation) completed by their deadline.
Target · > 98% on-time completion

Out of 30 tasks assigned this week, you completed 29 on time, with one delayed due to waiting for external information – that's excellent.

Sales Team Support & Reliability
How effectively you support the sales managers, making their jobs easier and ensuring they can trust you with critical tasks. This is about being dependable.
  • Sales managers consistently report feeling well-supported. You anticipate their needs, proactively gather information, and handle tasks without constant prompting. They'll tell your manager you're a lifesaver.
Client First Impressions
The quality of the initial interactions with potential clients, ensuring a professional and welcoming experience.
  • Positive feedback from clients (even if informal) about your helpfulness and professionalism during initial calls or email exchanges. You're seen as a friendly, efficient first point of contact.
Proactive Problem Solving
Your ability to spot potential issues (e.g., double-bookings, missing information) and flag them, or even suggest solutions, before they become bigger problems.
  • You're bringing potential conflicts to your manager's attention before they escalate. You might suggest a different meeting room layout if you notice a clash, rather than just processing the request.
Learning & Development Engagement
Your eagerness to learn new processes, systems, and sales techniques, and to actively seek feedback.
  • You're asking smart questions, taking notes during training, and applying new knowledge quickly. You're not making the same mistake twice, and you're actively seeking out opportunities to expand your understanding of the sales cycle.

5Would you like it

The honest version. What people enjoy, and what grinds them down.

What people enjoy
Learning and Growth

You'll be asking 'why' a lot, trying to understand the bigger picture of how sales works. You'll actively seek out opportunities to learn new systems or processes, and you'll enjoy getting feedback to improve.

After processing a few RFPs, you ask your manager if you can sit in on a site inspection to see how the property is presented, keen to understand the next step in the sales cycle.

Being Part of a Team

You'll get a kick out of knowing your work directly helps the sales managers hit their targets. You'll enjoy the camaraderie of the team and feel good about contributing to shared successes.

When a big group booking is confirmed, you feel a genuine sense of accomplishment because you know your quick proposal drafting or accurate CRM entry played a part.

Helping People

You'll enjoy making a client's initial experience smooth and positive, or making a sales manager's day easier by taking a time-consuming task off their plate. You like solving small problems for others.

A client calls with a tricky date request, and you manage to find a creative solution with the Front Office team that works for them. That feels good.

What frustrates people
  • Chasing colleagues from other departments for information (e.g., 'Is that meeting room actually free next Tuesday?').
  • Spending time on proposals for leads that suddenly go quiet and never respond.
  • Dealing with a CRM that sometimes feels clunky or has outdated information.
  • The occasional last-minute fire drill that throws your carefully planned day into chaos.
  • Feeling like you're not 'closing' deals directly, even though your support is crucial.
What this role does not give you
  • Direct ownership of a sales quota or territory (not yet, anyway).
  • Significant independent decision-making authority.
  • A purely strategic or creative role; there's a lot of execution here.
  • A predictable, unchanging daily routine – expect curveballs!

6Who you work with

This role directly supports the sales team's efficiency and effectiveness, ensuring that leads are processed quickly and accurately. Your work frees up sales managers to focus on high-value activities, ultimately contributing to the hotel's overall revenue goals and client satisfaction. Get it wrong, and we look disorganised, missing out on potential bookings.

Inside the business
  • Hospitality Sales Managers
  • Front Office Team
  • Banqueting Team
  • Revenue Management (for basic rate checks)
Outside the business
  • Inbound client enquiries (event planners, corporate bookers)
  • Existing clients (for administrative support)

7What you need before you start

Not a wish list. The things you would be expected to already have.

  • Strong administrative and organisational skills, ideally gained in an office or customer-facing environment.
  • Excellent written and verbal communication skills in English.
  • A genuine interest in the hospitality industry and sales.
  • Basic proficiency with Microsoft Office Suite (Word, Excel, Outlook) or similar tools.
  • A positive, 'can-do' attitude and a willingness to learn.

8What to practise next

Where the job is going, and what to do about it starting this week.

CRM Optimisation & Automation

You'll move beyond just data entry to understanding how to optimise our CRM. This means setting up simple automation rules (e.g., for follow-up reminders) or customising dashboards to make the sales team even more efficient. It's about making the system work harder for us.

Workflow Automation · Custom Report Building · Data Integrity Best Practices

  • This quarter: Ask your manager to show you how they build custom reports in the CRM.
  • Next quarter: Identify one repetitive task you do and research if the CRM has an automation feature for it.
  • Within 6 months: Propose a small improvement to our CRM process that could save the team time.
  • Within 12 months: Take an online course on advanced CRM administration for our specific platform.

Quick win: Start by exploring the 'settings' or 'admin' sections of our CRM (if you have access) to see what customisation options exist. Just poke around.

9Staying current once you are in

What people here do to keep up
  • Attend internal sales training sessions and workshops.
  • Shadow sales managers on client calls or site inspections (where appropriate and with client consent).
  • Read industry publications and blogs to stay up-to-date on hospitality trends.
  • Take online courses on customer service, time management, or basic sales techniques.
  • Seek out feedback from your manager and colleagues regularly to understand where you can improve.

10How the AI economy is changing work like this

Before we ask anything of you, here's what we can already say about AI and work of this kind:

The new skill this role is being asked for: Basic AI Prompt Engineering for Sales Support

AI tools like ChatGPT are already here, and they're getting better at drafting emails, summarising long documents, and even helping with research. Learning how to 'talk' to these tools effectively will make you incredibly efficient.

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

Your PlanIllustration

Built for Sales Coordinator

4 units that map to this job, from the qualifications that cover it.

  1. Sell Travel-Related Products and ServicesPearson Education Ltd · covers 4 of 20 standardsLevel 3
  2. Sell tourism related products and servicesiCan Qualifications Limited · covers 4 of 20 standardsLevel 3
  3. Deal with BookingsPearson Education Ltd · covers 3 of 20 standardsLevel 2
  4. Sell Tourism-Related Products and ServicesiCan Qualifications Limited · covers 3 of 20 standardsLevel 2
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Basic AI Prompt Engineering for Sales Support

AI tools like ChatGPT are already here, and they're getting better at drafting emails, summarising long documents, and even helping with research. Learning how to 'talk' to these tools effectively will make you incredibly efficient.

  • Clear Prompting
  • Context Provision
  • Output Refinement
  • Ethical Use

Data Storytelling for Sales Coordinators

Even at an entry level, simply pulling data isn't enough. You'll need to start understanding what the numbers mean and how to present them simply, so sales managers can make quick decisions. It's about turning raw data into useful insights.

  • Key Sales Metrics
  • Visualisation Basics
  • Identifying Trends
  • Contextualisation

What you’ll use

Skills this role draws on

Technical

  • Consultative Selling Basics
  • Pipeline Management Fundamentals
  • Basic Group Sales Contracting
  • RFP Response Strategy Awareness

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Hotel Front Office / Reservations Agent

    1-2 years

    Skills to master

    • Customer service, problem-solving under pressure, understanding hotel systems (PMS), basic rate knowledge.

    You're ready to move on when

    • Consistently positive guest feedback.
    • Proficiency in handling complex reservation requests.
    • Demonstrated ability to upsell or cross-sell hotel services.
  2. 2

    Administrative Assistant / Office Coordinator

    1-2 years

    Skills to master

    • Organisation, scheduling, document management, communication (written and verbal), basic reporting.

    You're ready to move on when

    • Excellent time management and prioritisation skills.
    • Proactive approach to supporting team needs.
    • Experience with CRM or database management.
  3. 3

    Retail / Customer Service Associate

    1-2 years

    Skills to master

    • Direct customer interaction, handling objections, product knowledge, achieving sales targets (even small ones), conflict resolution.

    You're ready to move on when

    • Strong interpersonal skills and a friendly demeanour.
    • Track record of meeting or exceeding customer satisfaction goals.
    • Ability to work in a fast-paced, client-facing environment.

11Where this role leads

The long view:Your journey starts here. We're looking for someone eager to learn, contribute, and grow. If you put in the effort, the opportunities in hospitality sales are genuinely exciting and rewarding.

Pay & demand

Typical pay £28,745 a year Source: ONS Annual Survey of Hours and Earnings, 2025 (provisional), under the Open Government Licence v3.0

The figure is the median for full-time employees in the ONS occupation this job title codes to (Sales administrators), from the April 2025 survey — about six months old when published, as ASHE always is. It is that occupation's middle, not this role's. Half earn more.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Sales Coordinator is actually changing. In about two minutes, the free confidence check asks where you stand on each of the ten. That's the whole check, and it's what makes the plan yours rather than generic.

Where it leads

Roles this leads to

12The team that's yours

No two people are taught the same way. This is one-to-one, not one-to-many.

Zavmo is a hyper-personalised AI learning platform. Twelve virtual tutors, each with a different way of teaching, and one orchestration agent that picks the right one for the moment. So every single lesson is shaped around you, your role, and the way you learn. Not a course everyone sits through. A conversation built for you, and no one else.

…and nine more, matched to you after your first chat. Meet all twelve

Start free and meet yours

13What it feels like

A conversation, not a course

Because your tutor knows your role, your projects and your last session, learning sounds like this. And it's different for every single person:

Sell Travel-Related Products and ServicesLevel 3

Applied to your work in Sales Coordinator

By completing this unit, learners will be able to identify customer travel needs, promote travel products and services effectively, and close sales, demonstrating an understanding of selling principles.

How the thinking builds
  1. Remember
  2. Understand
  3. Apply
  4. Analyse
  5. Evaluate
  6. Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

One to one, not one to many

No two people run this the same way

A course is written once and handed to everyone. This is assembled around you, and keeps changing as it learns you. Five things it reads, and what each one changes.

  1. Your actual work Every lesson is taught against a live piece of your own work, not a worked example from a textbook.
  2. What you already know The first conversation finds your starting point, so you skip what you can already do and spend the time on what you cannot.
  3. The conditions you learn under Not a learning-styles quiz. The evidence does not support those. The dimensions the research does back, read once and used to shape the plan.
  4. How far you got last time It picks up mid-thought. The tutor knows what you said, what you struggled with, and what it asked you to try.
  5. Which tutor suits the moment Twelve of them, each for a different kind of thinking. The one who walks you through a first idea is not the one who stress-tests it.

See how you learn, free. Eight questions, no sign-up. A directional taster; the diagnostic inside Zavmo goes deeper and keeps adapting.

DemonstrateIllustration

Evidenced on your work in Sales Coordinator

You do not finish by watching something. You finish by showing it on the work you already do, against the measures this job is judged on.

  • Lead Response TimeHow quickly you respond to new inbound sales enquiries (email, phone, web forms).If a new event enquiry comes in at 10:00, you'll aim to acknowledge and qualify it by 11:30, ensuring the sales manager gets the lead promptly.< 2 hours for all qualified enquiries
  • CRM Data AccuracyThe completeness and correctness of client and lead information entered into our CRM system.An audit of 50 recent lead entries shows only 2 had missing phone numbers or incorrect event dates, meaning 96% accuracy – you're doing well.> 95% accuracy on key fields (contact details, lead source, event dates)
  • Proposal Generation SpeedThe average time it takes to prepare a first draft of a proposal once all necessary information is received from the sales manager.You've got all the details for a corporate meeting proposal by Monday morning; the draft is ready for review by Tuesday lunchtime.< 24 hours for standard proposals
  • Administrative Task Completion RateThe percentage of assigned administrative tasks (e.g., contract filing, report generation) completed by their deadline.Out of 30 tasks assigned this week, you completed 29 on time, with one delayed due to waiting for external information – that's excellent.> 98% on-time completion
These are this job's own measures, with its own targets. Nothing is marked evidenced, because nobody has started this yet. Yours would fill in from the work you bring.

Your passport

This isn't a certificate you file away. It's a passport to the life you're designing.

Every credit you earn and every fluency you build adds up: evidence where it counts, carried with you. Zavmo keeps the map: where you are, where you're heading, and the next step, at your pace, around your life. From Sales Coordinator to Hospitality Sales Manager, and whatever you decide comes after.

Level 2 · in progressAI Fluency→ Hospitality Sales Manager→ your design
Where this takes you

Your journey starts here. We're looking for someone eager to learn, contribute, and grow. If you put in the effort, the opportunities in hospitality sales are genuinely exciting and rewarding.

See Your Progress GrowIllustration
Sales Coordinator
  • Consultative Selling Basics
  • Pipeline Management Fundamentals
  • Basic Group Sales Contracting
  • RFP Response Strategy Awareness
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

14The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Sales Coordinator is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Hospitality Sales Manager

    2-3 years (from Sales Coordinator)

    Level 2 (Mid-Level)

    • Full ownership of a sales quota and market segment.
    • Ability to conduct full site inspections and client presentations.
    • Mastery of group sales contracting and displacement analysis.
    • Building custom reports and dashboards in CRM.
Working with AI on the job

Working with AI

Where AI is starting to help

Imagine having a super-smart assistant that handles the grunt work, leaving you free to focus on learning and making real connections. That's what AI can do for you in this Sales Coordinator role.

In hospitality sales, there's a lot of repetitive admin, from qualifying leads to drafting emails. AI isn't here to replace you; it's here to make your job smoother, faster, and frankly, more enjoyable. You'll be using these tools to get ahead, not just keep up.

Automated Lead Qualification

Picture this: an AI-powered system handling all those initial email enquiries 24/7. It'll ask the key questions (dates, guest count, budget) and then route the truly hot leads straight to your CRM queue, already prioritised. No more sifting through dozens of emails just to find the one that matters.

Smart Competitor Insights

Instead of manually checking competitor websites, imagine an AI tool that monitors our 'comp set's' pricing and booking patterns. It could flag dates when they're likely full, giving our sales managers a real edge in negotiations. You'll get these insights delivered straight to you, ready to share.

Rapid Proposal Drafting

Forget starting proposals from scratch. A generative AI assistant can pull property details, room availability from our PMS, and even F&B packages to create a first draft tailored to the client's industry and event type. You'll then review, refine, and add that human touch, saving hours.

Personalised Outreach Support

When you're helping sales managers with follow-up emails, AI can be a game-changer. It can analyse a prospect's company news or LinkedIn profile to suggest highly relevant, personalised opening lines, making sure our messages cut through the noise and get noticed.

Common questions

Common questions

How do you become a Sales Coordinator?

Common routes in include Hotel Front Office / Reservations Agent (1-2 years), Administrative Assistant / Office Coordinator (1-2 years) and Retail / Customer Service Associate (1-2 years). Times vary with prior experience.

Where can a Sales Coordinator progress to?

This role can lead on to Hospitality Sales Manager (2-3 years (from Sales Coordinator)), depending on the skills you build.

What level is a Sales Coordinator in the UK?

This role aligns to RQF Level 2 on the UK framework, a guide to the depth of qualification it maps to, not a hard entry bar.

What new skills matter most for a Sales Coordinator?

Increasingly, Basic AI Prompt Engineering for Sales Support and Data Storytelling for Sales Coordinators. These are the areas where the higher-paid, future-proof work is heading.

The honest bit

You’ve started things before

Most of them were built for a room full of people who aren’t you. A cohort moves on whether or not your week allowed it, and by the third week the thing you’re behind on becomes the reason you stop opening it.

There’s no cohort here, and no timetable to fall behind. Before anything starts, Zavmo asks when you’re sharpest and how long you can realistically sit down for, then builds the sessions around those answers. A bad fortnight changes your pace. It doesn’t put you behind.

And you only pay once you start learning. Searching and planning are free, and you can cancel any time — so the cost of finding out is an afternoon, not a year.

What it costs

Less than one coaching session. Every month.

A single career-coaching hour costs more than a month of this, and it ends when the hour does. Zavmo doesn't. It's £70 a month, about £2.30 a day, for a companion that knows a Sales Coordinator, works on the job you actually do, and keeps going at your pace rather than a timetable's.

  • Searching and planning stay free. You only pay when you start learning.
  • Your credits are yours. Regulated, and they don't vanish when a subscription ends.
  • Cancel any time and billing stops. No notice period, no minimum term.

Your path, personalised

You have the map. Walking it is the part we do together.

This route runs to 20 national skill standards. That is a real journey.

Zavmo shapes a learning experience as unique as you are. It fits how you learn, your pace and the work you already do. Every step stays benchmarked to recognised national standards. That’s the plan for becoming a Sales Coordinator: personal to you, and it still counts. The first steps are free.

Independent research finds well-designed intelligent tutoring performs nearly as well as one-to-one human tutoring: VanLehn (2011), Educational Psychologist.

A private tutor in the UK averages £35–40 an hour . Zavmo is £70/month.

A real plan on learn.zavmo.ai: Ofqual-regulated units, credits, and a three-month run at your own pace.
Start free No commitment. See your first steps free.

15Where to go from here

Other roles at Level 2

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

Other roles in Sales

Stay in the field you know and move sideways rather than up.

If you leave this industry

The skills you'll gain in hospitality sales are highly transferable. You could move into sales roles in other sectors like corporate events, travel tech, or even B2B sales in different industries. The core principles of understanding client needs, building relationships, and closing deals are universal.

Not sure this is the right direction?

Work out what you actually want from work first, then come back and see which roles fit it. Takes about ten minutes.

This role profile is © 2026Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Build my plan, free Here's the first ten minutes: a 2-minute confidence check → your personalised roadmap → meet the tutors matched to you. No card, cancel any time. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.