CLASS OF 2025 NOMINATIONS ARE NOW OPEN!

Sales Accelerator Programme

COURSE OVERVIEW

This comprehensive course equips hospitality sales professionals with essential skills and strategies to excel in today’s dynamic market. Participants will master fundamental sales techniques while gaining insights into emerging trends across DMO, PCO, hotel, venue, agency, sponsorship, and exhibition sales functions. Through practical exercises and relevant case studies, learners will develop a solid foundation in hospitality sales with an awareness of how technology is shaping the industry.

WHO’S THIS COURSE FOR?

This Business Event Sales Accelerator is tailored for ambitious hospitality professionals seeking to elevate their sales expertise in the dynamic business event industry. Ideal for DMO representatives, hotel sales managers, venue specialists, sponsorship executives, and exhibition sales teams, this course caters to entry and mid-level professionals with 1-2 years of experience in customer-facing roles. Whether you’re looking to sharpen your skills in lead generation, proposal crafting, or client relationship management, this program offers a comprehensive toolkit for success in the competitive world of business event sales.

ARE THERE ANY PREREQUISITES?

Participants should have a basic understanding of the hospitality and events industry, along with some experience in customer service or related guest-facing roles. Familiarity with basic sales concepts is beneficial but not required. A passion for the business events sector and a willingness to learn new strategies and technologies are essential for success in this course.

LEARNING OUTCOMES

Implement successful strategies for lead generation and qualification within the business events industry.
Create engaging, client-centric sales proposals tailored to diverse MICE segments, including DMO, hotel, venue, sponsorship, and exhibition.
Utilise effective negotiation techniques to finalise deals while preserving price integrity and nurturing long-term partnerships.
Deliver powerful in-person and virtual sales presentations, along with site inspections.
Design customised value propositions that address specific client needs and effectively counter common objections.
Establish and manage a robust sales pipeline, utilising both traditional and digital prospecting techniques.
Formulate strategies for post-event follow-up, rebooking, and ongoing enhancement of the business events sales process.

COURSE FORMAT

In-person: 2 intensive days (16 hours)
Date: More info coming soon.
Venue: More info coming soon.
Rate: More info coming soon.

Discounts**:

20% off for PCMA members
15% off for groups of 3 or more

*If the minimum number is not met, the course will not proceed and may be rescheduled.
**Only one discount applies per registration.

Register your interest to attend the course by filling in the form below.
*All fields are necessary.

About the speaker

Crystal Chan Busch
Co-Founder, The Lab Inc

Crystal Chan Busch served as the multi-property Executive Director of Sales for Sands Resorts Macao. In this capacity, she led all aspects of Asia’s largest integrated resort non-gaming sales for 3 Resorts incorporating 9 hotel brands with more than 11,000 rooms. Supported by a global team, Crystal has been instrumental in bringing diversified groups and events to Macao over the past few years, having put the destination on the map through unique global marketing efforts. Events have ranged from private high-level boardroom meetings to arranging global annual conventions of large well-known corporates with thousands of delegates.

Crystal has an in-depth understanding of what organizers and attendees are looking for in bringing world-class events to life by focusing on personalised experiences. Leveraging the latest in technology and bringing her curious mindset allows Sands Resorts clients to experience the very best of what Macau has to offer.

MODULE 1: FOUNDATIONS OF BUSINESS EVENTS SALES

Understanding the unique aspects of selling in various MICE sectors
Key market trends influencing buyer behaviour
The triple impact of unsold inventory
Leveraging your time effectively in the sales process
The importance of business events in sales

MODULE 2: CONSULTATIVE SELLING FOR BUSINESS EVENTS INDUSTRY

Mastering the art of asking probing questions
Active listening techniques for uncovering client pain points
Tailoring solutions to specific client needs
Building trust and credibility through expertise

MODULE 3: STRATEGIC PROSPECTING AND LEAD GENERATION

Developing a targeted prospecting plan
Understanding the sales funnel
Crafting an effective elevator pitch
Leveraging networking events and industry partnerships
‘Pull Prospecting’: Attracting prospects to you

MODULE 4: BUILDING AND MANAGING A SALES PIPELINE

Creating and maintaining an effective sales funnel
Time management and prioritization in sales activities
Growing accounts: Identifying additional leads from existing clients
Using Google and LinkedIn for lead generation
Establishing key contacts within an organisation

MODULE 5: SECTOR SPECIFIC SALES STRATEGIES [ELECTIVE]

DMO sales: Showcasing destination value propositions
Hotel sales: Selling room blocks and meeting packages
Venue sales: Highlighting unique selling points of your space
Sponsorship sales: Creating win-win partnership proposals
Exhibition sales: Demonstrating ROI for exhibitors
PCO and agency sales: Building strategic partnerships and tailoring offerings
Special tips for booking:
- Weddings
- Fundraisers
- Association events
- Meetings & conferences
- Working with third-party referral agencies

MODULE 6: CRAFTING COMPELLING VALUE PROPOSITIONS

Tailoring your pitch to different client segments
Incorporating sustainability and wellness trends into the sales narrative
Identifying your verticals unique selling points
Addressing common objections
Distinguishing between features and benefits

MODULE 7: MASTERING SALES PRESENTATIONS, SITE INSPECTIONS, AND PROPOSAL DEVELOPMENT

Structuring engaging sales presentations
Conducting effective in-person and virtual site tours
Key components of a winning sales proposal
Customising proposals to address specific client needs
Incorporating visual elements and data to strengthen your case

MODULE 8: NEGOTIATION TECHNIQUES FOR MICE SALES

Understanding different negotiating styles
Maintaining price integrity while remaining flexible
Identifying common tactics and developing effective responses
Win-win negotiation strategies for long-term partnerships

MODULE 9: BUILDING LONG-TERM CLIENT RELATIONSHIPS AND CONTINUOUS IMPROVEMENT

Post-event debrief and follow-up strategies
Positioning for rebooking and referrals
Developing multi-year contracts
Key performance indicators for Business Events sales
Strategies for ongoing professional development
Staying updated on industry trends and best practices

PARTNER

What our participants have to say about PCMA APAC Labs:

It’s amazing to realize the potential of AI in enhancing efficiency. I even created a task list to use Spark that can improve my team’s productivity. My first PCMA Labs experience was fantastic – great topics and terrific networking opportunities with like-minded professionals.

Kym De Britt, Chief Executive Officer, Australian Dental Association
“Today’s session highlighted the potential of AI technology in our industry, urging us to embrace new tools and skills for improved productivity. PCMA Labs provide a valuable opportunity to connect with knowledgeable professionals and enhance the events landscape.”

Zarina Othman, Head of Operations, Asia, European Society of Medical Oncology
I can imagine using Spark in our workflow as part of our daily tasks eventually. It was nice to know what is available out there and PCMA Labs condensing a variety of useful information about AI together makes it easier for us in the community to absorb it.

Jane Saunders, Director Of Operations, MCI Hong Kong & Macau
“AI is the way forward for every industry, and it’s wonderful to witness Spark’s potential in my workflow to make my day-to-day work easier. I thoroughly enjoyed my experience at PCMA Labs, catching up with familiar faces, and networking with peers from the industry.”

Emma Scown, Strategic Experiences Consultant, Salesforce
“Today’s session was an informative and eye-opening experience, providing clarity on AI and its opportunities. PCMA Labs showcased Spark’s potential in the MICE industry from vetting legal contracts to crafting emails and agenda. We are exceptionally happy to partner with PCMA on the series of PCMA labs to get together with industry partners.”

Genevieve Lim, Director – MICE Management, Marina Bay Sands
AI is here to stay, and it will continue to improve our work and lives. While Spark has the potential to improve my workflow, deeper exploration of real-life applications is necessary. The knowledgeable speakers at the Labs pleasantly surprised me with their in-depth dive, providing clear real-life examples of AI and interesting tools for practical use.

Eric Chew, Digital Director & Account Director, Agenda Consulting
PCMA Labs offers practical guidance on utilizing AI for industry benefits, emphasizing the importance of human touch and reducing workload while enabling deeper content refinement.

Erica Seo, Director, Business Strategy – APAC / Managing Director, George P Johnson Experience Marketing
“AI is not going to replace us; it enhances productivity and lets us focus on more important tasks. It’s interesting to see Spark’s capabilities in generating content, and its recap video feature is especially intriguing for me to capture information.”

William Gunner, Senior Event Producer, Lateral Events
It’s exciting to know that there are readily available AI technologies for us to utilize. I am thrilled by Spark’s potential and its ability to save us a significant amount of time. Timely topic for us, and fantastic networking opportunities to reconnect with my PCMA colleagues.

Julie McGraw, Managing Director, GEMS Event Management Australia
Today’s session was enriching, bringing together professional from diverse industries providing different perspectives. I was impressed with the quality of the content Spark generated, and happy to be able to meet and exchange experiences with fellow educators.

Jeslin Wee, Senior Education Specialist, Ngee Ann Polytechnic

Brought to you by the PCMA Foundation