Advanced Professional Certificate in Sales and Negotiation for the Events Industry

Submodule 1.1. Mapping the events market

Analyzes the corporate, social, institutional, MICE and entertainment segments.

Submodule 1.2. Who buys events

Identifies buyers in companies, associations, public authorities and private individuals.

Submodule 1.3. Corporate buying processes

Explains how marketing, HR and procurement departments make decisions.

Submodule 1.4. Value chain and suppliers

Places agencies, venues, hotels, technical suppliers and caterers in the sales chain.

Submodule 1.5. Types of sales in events

Distinguishes selling services, spaces, tickets, sponsorships and packages.

Submodule 1.6. Sales cycles and seasonality

Aligns sales activity with budget calendars and seasons.

Submodule 1.7. Competition and positioning

Analyzes competitors and defines the proposal's competitive advantage.

Submodule 1.8. Buying trends in events

Reviews trends in digitalization, sustainability and results measurement.

Submodule 1.9. The events salesperson profile

Defines the technical and personal competencies of salespeople in the sector.

Submodule 1.10. Analysis of sales cases

Studies sales won and lost in the industry.

Submodule 2.1. Defining the ideal customer

Builds the business's ideal customer profile and buyer personas.

Submodule 2.2. Prospecting sources

Uses databases, directories, trade shows and referrals to find contacts.

Submodule 2.3. Social selling on LinkedIn

Applies social selling techniques to start conversations with decision-makers.

Submodule 2.4. Phone prospecting

Structures cold calls with scripts, objectives and rejection handling.

Submodule 2.5. Prospecting emails and sequences

Writes personalized email sequences that generate replies.

Submodule 2.6. Content marketing for lead generation

Coordinates content and webinars that attract potential clients.

Submodule 2.7. Tenders and agency pitches

Identifies public tenders and private pitches for event services.

Submodule 2.8. Qualifying opportunities

Applies the BANT and MEDDIC methodologies to prioritize opportunities.

Submodule 2.9. Managing the sales pipeline

Organizes opportunities by stage and probability of closing.

Submodule 2.10. Monthly prospecting plan

Designs a prospecting plan with objectives, channels and metrics.

Submodule 3.1. Fundamentals of consultative selling

Explains the approach centered on the client's problems and objectives.

Submodule 3.2. The discovery meeting

Prepares and leads meetings to understand the client's needs and context.

Submodule 3.3. SPIN questions and active listening

Uses situation, problem, implication and need-payoff questions.

Submodule 3.4. Interpreting the client brief

Analyzes the brief and identifies objectives, constraints and decision criteria.

Submodule 3.5. Personalized value proposition

Translates needs into a clear, distinctive value proposition.

Submodule 3.6. Selling experiences and intangibles

Makes the value of an experience tangible before it exists.

Submodule 3.7. Cross-selling and upselling

Identifies cross-selling and upselling opportunities with each client.

Submodule 3.8. Selling spaces and venues

Applies specific techniques for marketing meeting rooms, hotels and venues.

Submodule 3.9. Site inspections and fam trips

Organizes technical visits that help close the sale.

Submodule 3.10. Sales meeting simulation

Practices a complete consultative meeting with a simulated client.

Submodule 4.1. Structure of a winning proposal

Organizes the proposal with a summary, concept, plan, budget and value.

Submodule 4.2. Creative concept and storytelling

Presents the event concept with a memorable narrative.

Submodule 4.3. The budget as a sales tool

Presents prices clearly, with justification and a focus on value.

Submodule 4.4. Visual design of proposals

Uses design tools to create attractive, consistent proposals.

Submodule 4.5. Responding to RFPs and tender documents

Responds to requests for proposal in line with requirements and evaluation criteria.

Submodule 4.6. Pitching to decision-making committees

Presents proposals to several decision-makers with different roles and interests.

Submodule 4.7. Public speaking and sales presence

Improves voice, body language and stage presence in presentations.

Submodule 4.8. Remote presentations

Masters selling and presentation techniques for video calls.

Submodule 4.9. Following up after the proposal

Plans follow-up without applying pressure while keeping the initiative.

Submodule 4.10. Preparing a complete proposal

Writes and presents a proposal for a real corporate event.

Submodule 5.1. Fundamentals of negotiation

Explains interests, positions, power and alternatives in a negotiation.

Submodule 5.2. The Harvard negotiation method

Applies interest-based negotiation and objective criteria.

Submodule 5.3. BATNA and the zone of agreement

Defines the best alternative and the possible margins for agreement.

Submodule 5.4. Preparing for negotiation

Prepares a plan with objectives, concessions and limits before negotiating.

Submodule 5.5. Tactics and counter-tactics

Identifies common tactics and responds without losing control.

Submodule 5.6. Negotiating price and terms

Defends the price by trading concessions for valuable trade-offs.

Submodule 5.7. Negotiating with procurement departments

Manages negotiations with procurement and reverse auction processes.

Submodule 5.8. Negotiating with suppliers

Negotiates rates, deadlines and terms with event suppliers.

Submodule 5.9. Intercultural negotiation

Adapts style and strategy to counterparts from different cultures.

Submodule 5.10. Complex negotiation role play

Practices a multi-party negotiation with evaluation of the results.

Submodule 6.1. Types of objections

Classifies objections relating to price, timing, trust and competition.

Submodule 6.2. Objection handling techniques

Responds to objections with questions, evidence and reframing.

Submodule 6.3. Buying signals

Detects verbal and non-verbal signs of readiness to buy.

Submodule 6.4. Closing techniques

Applies alternative-choice, summary, trial and legitimate urgency closes.

Submodule 6.5. Managing delayed decisions

Revives stalled opportunities with new reasons to decide.

Submodule 6.6. Event services contracts

Covers the essential clauses on scope, payments, cancellation and liability.

Submodule 6.7. Payment terms and guarantees

Negotiates deposits, deadlines and guarantees that protect the deal.

Submodule 6.8. Cancellations and changes in scope

Manages contract changes and their financial impact.

Submodule 6.9. Handing over the sale to production

Transfers client information to the operations team.

Submodule 6.10. Analyzing lost deals

Studies lost sales to improve the sales process.

Submodule 7.1. Key account management

Manages key accounts with relationship and growth plans.

Submodule 7.2. Relationship map within the account

Identifies influencers, decision-makers and allies within the client organization.

Submodule 7.3. Annual account plan

Prepares an account plan with objectives, opportunities and actions.

Submodule 7.4. Client experience in events

Designs touchpoints that strengthen client satisfaction.

Submodule 7.5. Handling complaints and service recovery

Turns incidents into loyalty opportunities.

Submodule 7.6. Renewals and framework agreements

Negotiates renewals and multi-year contracts with repeat clients.

Submodule 7.7. Referral programs

Activates recommendations from satisfied clients to generate new sales.

Submodule 7.8. Measuring satisfaction and NPS

Measures satisfaction and loyalty to anticipate the risk of losing clients.

Submodule 7.9. Customer lifetime value

Calculates lifetime value to prioritize sales efforts.

Submodule 7.10. Key account case study

Develops the strategic plan for a key account in the sector.

Submodule 8.1. CRM for event teams

Configures and uses a CRM to manage the entire sales cycle.

Submodule 8.2. Sales automation

Automates sequences, reminders and repetitive sales tasks.

Submodule 8.3. Artificial intelligence applied to sales

Uses AI to research clients, draft proposals and prioritize leads.

Submodule 8.4. Key sales metrics

Measures conversion, sales cycle, average deal size and close rate.

Submodule 8.5. Sales forecasting

Prepares reliable sales forecasts based on the pipeline.

Submodule 8.6. Client data analysis

Analyzes data to segment clients and personalize offers.

Submodule 8.7. Data protection in sales activities

Applies data protection regulations such as the GDPR to prospecting, databases and communications.

Submodule 8.8. Responsible selling and sales ethics

Practices honest, transparent selling without misleading promises.

Submodule 8.9. Sustainability as a selling point

Integrates the event's sustainability into the sales proposal.

Submodule 8.10. Sales dashboard

Designs a dashboard with the team's sales indicators.

Submodule 9.1. Sales strategy

Defines the company's markets, segments, channels and sales objectives.

Submodule 9.2. Organizing the sales team

Structures prospecting, sales and account management roles.

Submodule 9.3. Setting targets and quotas

Establishes realistic quotas by salesperson, segment and period.

Submodule 9.4. Variable pay systems

Designs commissions and incentives that align the team with objectives.

Submodule 9.5. Recruiting salespeople

Defines profiles and recruitment processes for event salespeople.

Submodule 9.6. Sales training and coaching

Develops the team's skills through coaching and mentoring.

Submodule 9.7. Effective sales meetings

Leads productive pipeline and results review meetings.

Submodule 9.8. Pricing and discount policy

Establishes pricing policies and discount approval levels.

Submodule 9.9. Aligning marketing and sales

Coordinates marketing and sales through service level agreements.

Submodule 9.10. Annual sales plan

Prepares the annual sales plan for an events company.

Submodule 10.1. Leading high-performance teams

Applies leadership styles that drive results and commitment.

Submodule 10.2. Managing sales performance

Evaluates performance with indicators and individual improvement plans.

Submodule 10.3. Expanding into new markets

Plans the commercial entry into new countries or segments.

Submodule 10.4. Partnerships and indirect channels

Develops sales through partners, agencies and referrers.

Submodule 10.5. Innovation in the commercial offering

Designs new products and service formats for growth.

Submodule 10.6. Managing sales change

Leads the adoption of new sales processes and tools.

Submodule 10.7. Negotiating major deals

Coordinates teams in high-value, complex negotiations.

Submodule 10.8. Reputation and commercial brand

Builds a solid reputation for the company in the market.

Submodule 10.9. Communicating with general management

Presents sales results and plans to senior management.

Submodule 10.10. Preparing the final master's project

Plans the scope, methodology and deliverables of the final project.

Design and defense of a complete sales plan for a real events company: market analysis, prospecting, a proposal for and negotiation with a key account, team organization, a budget, risks and sales KPIs, before an assessment panel.