Professional Development CoursesVenue Sales Accelerator | Online


Are you looking to increase your venue’s bookings? If so, arm yourself with the strategies and tactics you need to succeed. In this detailed course, we’ll dissect the elements that go into a successful sales strategy for a wide range of event venues. Participants will leave with the confidence and tools to navigate your clients’ needs, close more in-bound inquiries, and prospect to develop new leads. This course is designed for banquet, catering or event sales managers responsible for booking their venues for private events, meetings, and conferences.


Learning Outcomes

  1. Where and how to find new leads.
  2. How to develop winning proposals.
  3. How to effectively negotiate a win-win agreement.
  4. How to effectively close the sale.


  1. Taking A Strategic Perspective
    1. The triple crime of the empty room
    2. Leveraging your time in the sales process
    3. The lost art of hospitality
  2. Client Discovery: Closing More Inbound Leads
    1. Dynamic pricing options
    2. The goal of the initial call or email exchange
    3. What information to gather
    4. What information to share
    5. How to evaluate the prospect
    6. Should you discuss price or date availability
  3. Prospecting & Lead Generation
    1. Sources of new leads
    2. Understanding the sales funnel
    3. Why people put off prospecting, and how to fix this
    4. Honing your elevator pitch
    5. How to vary your pitch based on who you're pitching
    6. 'Pull Prospecting': getting prospects to come to you
    7. Networking tips
  4. Growing Your Accounts
    1. How to identify additional leads from an existing account
    2. Tips for using Google to find event leads within an organization
    3. Tips for using Linked In to find event leads within an organization
    4. Tips for finding email addresses within an organization
  5. Special Tips for Booking:
    1. Weddings
    2. Fundraisers
    3. Association events
    4. Meetings & conferences
    5. 3rd party referral agents
  6. Knowing Your Property
    1. Points of differentiation with your competitors
    2. Objections & responses
    3. Features vs. benefits
    4. F.A.Q.s
  7. Conducting the Perfect Site Tour
    1. Advance prep
    2. How to structure the tour
    3. Little touches that make a big difference
    4. Customizing the tour
  8. Developing Winning Proposals
    1. Identifying & addressing decision making factors
    2. Understanding the decision making process
    3. Comparing your proposal to the competition's
    4. What's the ideal format for a proposal
  9. Negotiation Techniques
    1. Understanding negotiating styles
    2. Maintaining price integrity
    3. Identifying common tactics and how to respond
    4. Avoiding the "divide and conquer"
  10. Post-Event Debrief & Follow Up
    1. Positioning your venue for the re-booking
    2. Multi-year contracts
    3. Addressing feedback constructively
    4. Common complaints from clients and how to respond

Free Course Preview

Course Details

  • Start Date:Learn Now! | Independent Study
  • Duration:6 Weeks
  • Location:Online
  • Tuition:$595
  • CMP Clock Hours:15.00

About the Instructor

Howard Givner

Executive Director

Event Leadership Institute

With over 20 years of industry experience, Howard is a widely recognized expert and innovator in the... find out more

Frequently Asked Questions

For additional FAQs click here

How does the course work?

Participants will log into our private Learning Management System, where each week approximately 2 hours of new lesson content will be released. Lesson content will usually be in video format, broken into digestible chapters of approximately 5-10 minutes each, and may be supplemented with PDFs or links to external articles. The lessons may be viewed at any time once they are released, and you can complete the lesson videos at your own pace. Short quizzes and assignments may be given to help reinforce learning outcomes.

Tell me about your learning guarantee?

The Event Leadership Institute stands behind all of its content.  If you feel you didn't learn what you expected to in this course, just let us know within 30 days of the final lesson and we'll give you a full refund.


Who's Taken This Course?

Resorts World Casino
Wolfer Estate Vineyard
National Constituteion Center
Sheraton Commander Hotel
Wolfgang Puck Catering
Yankee Stadium
Oakland Museum of California
Daytona Beach Museum of Arts & Sciences
Loft 21
Duggal Studios
Yorkville Conference Center
New York Academy of Medicine
Helen Mills Theater
Charles Krug Winery
Intrepid Sea, Air & Space Museum
Holman Ranch
Mistwood Golf Club
George Jones Museum
Chrysler Museum of Art
Entertainment Cruises
New World Center
The Ebell of Los Angeles
Ronald Reagan Building & International Trade Center
Quail Hollow Club
Southwest School of Art
Manhattan Center & Hammerstein Ballroom
University of Colorado
MicroTek Conference Centers
Events DC
Signature Theater
& More!

"I just wanted to say I found this course quite valuable and have definitely extracted some nuggets of wisdom from your teachings!" Christie Micallef | Sales Manager, Merivale

"I actually transitioned from the sales of hotel venues with Four Seasons Chicago, now to corporate selling. I found the information about prospecting and details on how to use your network, including LinkedIn, very helpful! This was time well spent!"  Elizabeth Weldon | Account Executive, MicroTek

"I loved this course!" Melissa Kay Allen | Director of Special Events & Marketing, Wilshire Ebell Theatre

"Great tactics on how to sell, prospect, and retain business. The team feels so empowered now and ready to start implementing what we learned."  Cherise Challenger | Director of Event Sales, Intrepid Sea, Air & Space Museum

"Both the course and instructor were excellent! This was a great course, especially the sections on site tours, proposals, and negotiations." P.J. Clarke's on the Hudson

"This course is incredibly useful, and you're an amazing educator!" LaurenAnn Barbarino | Sales & Marketing Coordinator, The Manhattan Center & Hammerstein Ballroom

"Hands down, the best educational content and the smartest instructors in our industry." David Adler | CEO, BizBash

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The Event Leadership Institute

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