If you operate a nightclub, restaurant or cybercafé, chances are that you have a ton of excess unused capacity on the times when you're not open. Even on days when you are open, there is square footage that begs for use early before the crowd, right? Well, Why not SELL IT !!

Most hotels have a sales staff. It might consist of a Catering & Sales Director or an entire staff. In a smaller operation, it might be an employee or department head who sells part time on a commission. Take your lead from them.

The idea is catching on with many operators & could mean big $$$ for you, too. Some tips:

1. Designate someone on staff to be the Director of Sales or Sales Manager. This person might be a manager or an employee who has a sales of marketing background. (For a job description, click here.)

2. Break each day down into day parts, morning, afternoon, early evening. Every day before you open to the public. Next, do the same exercise for days that you're closed, if any. This will add some night time capacity to your list.

3. Make a few appointments with local hotel sales people. Pick their brains, learn more about of what’s happening in your market.

4. Get a feel for the kinds of rates currently being charged for meetings & events. Then start to build your own "rate card" for functions.

5. Consider whether it may be worth it to provide food catering in certain instances if you feel you can handle it.

6. Begin to make a "hit list" of local civic, fraternal groups & clubs that hold regular meetings. Also weddings, etc.

7. Develop a marketing plan. Run the numbers & see how much potential sales you have. (You’ll probably be pleasantly surprised) Set some sales goals.

8. Put together a simple yet nice presentation package to use in making your sales pitch to potential customers. List all of the advantages you have over other competitors. Give some serious thought here. You will find pluses.

9. Ask for the business. Make cold calls, mail out packages. Don’t be afraid to tell folks that you want their business. Be willing to bid on some existing long-term bookings.

10. Purchase a ledger book you can use to write & track bookings. Become detailed. Get deposits.

11. Set high standards. In the beginning, be willing to "go the extra mile" with clients to show that you’re sincere & want to do the right thing.

12. Be prepared for each booking & always follow up. Let the good job you do be your best references.

The message: You may discover there are ways to generate cash other than just during normal business hours.