UK

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

Sales Coordinator

Here is the whole job, in plain words. What it is, 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.

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Free to start: a plan built for this role, and a Future Fluency module to try first. No card.

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One email: what AI is changing in this job, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • 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 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

iCQ Level 3 Diploma in Travel Services iCan Qualifications Limited · Level 3 · covers 4 of 20 standards
BIIAB Level 2 NVQ Diploma in Hospitality Services BIIAB · Level 2 · covers 3 of 20 standards
City & Guilds Level 2 NVQ Diploma in Front of House Reception City & Guilds Limited · Level 2 · covers 3 of 20 standards
iCQ Level 2 Diploma in Travel Services iCan Qualifications Limited · Level 2 · covers 2 of 20 standards
ISP Level 2 Certificate in Professional Sales Institute of Sales Professionals · Level 2 · covers 2 of 20 standards
ISP Level 2 Diploma in Professional Sales Institute of Sales Professionals · Level 2 · covers 2 of 20 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Sell tourism related products and services iCQ Level 3 Diploma in Travel Services
Deal with Bookings BIIAB Level 2 NVQ Diploma in Hospitality Services
Generate increased travel and tourism sales iCQ Level 2 Diploma in Travel Services
Understand Sales Digital Technology Systems ISP Level 2 Certificate in Professional Sales

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
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Your Plan Illustration

Built for Sales Coordinator

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

  1. Sell tourism related products and services iCan Qualifications Limited · covers 4 of 20 standards Level 3
  2. Deal with Bookings BIIAB · covers 3 of 20 standards Level 2
  3. Generate increased travel and tourism sales iCan Qualifications Limited · covers 2 of 20 standards Level 2
  4. Understand Sales Digital Technology Systems Institute of Sales Professionals · covers 2 of 20 standards Level 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.

2AI and this work

Will AI change your work as a Sales Coordinator?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Basic AI Prompt Engineering for Sales Support
  • Data Storytelling for Sales Coordinators
Why each one is rising

The future skills this job leans on

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

What happens when you start

Next, a free account. We build your Sales Coordinator plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

A Sales Coordinator supports a hospitality sales team, handling admin and behind-the-scenes work so deals can move forward.

4What 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 Cloud Intermediate

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

Oracle Opera Cloud / Mews Basic

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 / DocuSign Intermediate

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

MS Teams / Slack Intermediate

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.

5What 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 in Where you are nowThe step above
Client Pricing/Discounts None. 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 & Conditions None. 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 & Prioritisation Follows 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.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach 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.

7Would you like it

Both sides. 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!

8Who 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)

9What 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.

10What 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.

11Staying 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.

12The rising capability

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

13What you’ll use

What you’ll use

Skills this role draws on

Technical

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

14The pathway

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.

15Where this role leads

The long view: This work can lead to a role as a Senior Hospitality Sales Manager, handling larger accounts, or towards Assistant Director of Sales, helping shape sales strategy.

16Pay and demand

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.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Sell tourism related products and services, worked against Sales Coordinator.

Sell tourism related products and services Level 3

Applied to your work in Sales Coordinator

This unit aims to equip learners with the knowledge and skills required to effectively sell tourism-related products and services. Learners will understand sales techniques, customer needs, and product knowledge to promote tourism offerings and secure bookings. Upon completion, learners will be able to confidently close sales and meet customer expectations in the tourism sector.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 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.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Sales Coordinator plan, free
See Your Progress Grow Illustration
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.

17The 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 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 skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

18Where 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.
This job at other levels
More jobs in sales

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills involved, understanding client needs, building relationships and closing deals, apply beyond hospitality. They can transfer to corporate events, travel tech, or B2B sales in other industries.

This role profile is © 2026 Growth 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. Start my Sales Coordinator plan, free What happens next: a free account, then we build your plan as you set up. 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.