Sales consultancy for ambitious hospitality brands

Sales is one of the most underdeveloped functions in hospitality.

I’m here to change that.

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Bringing Sales to the Forefront

Pre-booked revenue doesn't happen by accident.

Pre-booked revenue, events, private dining, corporate and group bookings, should be one of the most consistent income streams in your business. Predictable, plannable, and high-margin when done well.

Most hospitality groups aren't set up to capture it properly. Sales are reactive. Enquiries are handled inconsistently. There's no clear process, and no one accountable for driving it forward.

I help you build the strategy, structure and process to change that, so pre-booked revenue becomes something you plan around, not something you hope for.

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How I help ambitious hospitality brands

  • Sales Audits

    A structured review of your sales function, designed to uncover where revenue is being missed and what needs to change.

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  • Sales Consultancy

    Clear, commercially focused support covering strategy, systems, team structure and performance, built around your business, not a generic template.

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  • Sales Training & Coaching

    Whether you're developing a management team or building a sales function, I help your people build the commercial habits that make pre-booked revenue consistent.

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Hello, I’m Naomi

Over the last 11 years, I have built and lead the sales function at The Alchemist Bars and Restaurants as the business grew from 5 venues to 25 across the UK and Europe, delivering over £25m in pre-booked revenue.

Working inside a business where sales was treated as a serious commercial function showed me what’s possible with the right structure, strategy and leadership.

It also highlighted how many hospitality businesses are still relying on reactive sales and inconsistent processes rather than a clear commercial approach.

I started this consultancy to help ambitious hospitality businesses create stronger sales cultures, more consistent revenue and commercial structures that genuinely support long-term growth.

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Core Values

  • Neon sign of a mountain with a flag on top, surrounded by a wavy border, on a black background.

    Ambitious

    I believe the bar should be set high and backed with a clear commercial plan.

  • Line drawing of a tree with roots inside a circular badge with a decorative wavy border.

    Grounded

    I will always built any sales strategy around the realities of how hospitality actually works day-to-day.

  • White icon of a bar graph with an upward trending arrow and coins on a black background, enclosed in a decorative border.

    Commercial

    All of my decisions will be driven by a focus on improving performance and driving results.

  • Outline icon of three people inside a starburst shape on a black background.

    Human

    I understand that hospitality is built on people, and strong relationships matter. This is at the heart of what I do.

Read more about how I work

  • “Naomi's sales audit gave us a clear and honest assessment of our sales process, helping us better understand where opportunities could be taken and where potential revenue was being missed. It highlighted several practical improvements across the customer journey and challenged some of our assumptions along the way.

    The recommendations were straightforward, actionable and backed by clear reasoning, making it easy to see the potential impact on sales performance. It provided valuable insight, helped focus our efforts in the right areas and was absolutely worth the investment.”

    Mat Heather - Ops Director - Crust Bros

  • “Throughout her time at The Alchemist, she worked with boundless energy, a can do attitude and incredible warmth of personality - all traits commonly found in hospitality.

    What marked Naomi out as an exceptional sales leader, however was her ability to step back and think strategically, always ensuring that her team and processes were fit for the next stage of growth.

    She was a comfortable communicator across all functions of the business and an enthusiastic champion of the sector in general. I am confident that she would add genuine value and energy to any hospitality organisation.“

    Simon Potts - CEO - The Alchemist 

  • "I worked with Naomi implementing bookings software and she approached the platform from a commercial standpoint from day one.

    Naomi was always focused on how it could drive revenue and performance for her business, not just functionality. "

    Paul Hayes - Sales Director - The Access Group 

  • "Working with Naomi, it is immediately obvious she has an exceptional instinct for sales strategy and team performance.

    Naomi quickly identifies what’s working, what isn’t, and how to improve both process and results.  Beyond her own success, she naturally coaches and influences those around her, elevating team performance through thoughtful guidance, sharp insight, and a highly collaborative approach."

    Georgia, Founder. Welda Club

The Sales Brief

A newsletter offering sharp, practical insight for hospitality operators and founders who want to think more commercially - covering sales strategy, pre-booked revenue, and how to build a sales culture that actually sticks.

Written by Naomi Dallas.

Let’s Start With A Conversation

Tell me about your business, your goals and the challenges you’re facing.

We’ll take it from there.

Let's talk
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