Event & MICE Sales Mastery

Become the go-to expert who wins profitable events, conferences, and group business. *31 Event & MICE Sales Mastery* is a practical, career-focused program designed for hotel and venue sales executives, MICE sales managers, revenue and commercial leaders, and hospitality students who want to confidently sell meetings and events in today’s competitive market. In a flexible self-paced format, you’ll learn how to build a high-performing MICE sales pipeline from identifying the right segments and decision-makers to creating compelling offers that convert. You’ll master consultative discovery, lead qualification, and account planning, then move into the skills that drive results: crafting standout proposals and RFP responses, presenting value beyond price, negotiating terms, and closing with confidence. You’ll also explore the full event sales cycle: function space strategy, packaging and pricing, upselling and cross-selling, contracting essentials, and handover best practices to operations to protect guest experience and profitability. Real-world templates, checklists, and examples help you apply each lesson immediately to your property or portfolio. By the end of the program, you’ll be able to: • Generate and qualify MICE leads consistently • Respond to RFPs with persuasive, brand-aligned proposals • Price and package events to maximize revenue and margin • Negotiate contracts and close more group business • Build long-term client relationships and repeat events If you’re ready to increase conversion, elevate your professional credibility, and grow event revenue, this program gives you the tools to sell MICE like a top performer.