Sales Accelerator (On-Demand) Course

COURSE OVERVIEW

As an instructor, Crystal Chan Busch has spent years leading sales teams across Asia’s largest integrated resorts. She’s designed this course to bridge the gap between theoretical knowledge and real-world application. Drawing from her experience managing over 11,000 rooms and orchestrating everything from intimate boardroom meetings to massive international conventions, she’s crafted each module to address the actual challenges you’ll face in today’s competitive MICE landscape.

This isn’t just another sales training—it’s a comprehensive toolkit that combines time-tested fundamentals with cutting-edge strategies that have proven successful in markets from Macao to Miami.

What sets this course apart is its practical, hands-on approach rooted in actual industry scenarios. You’ll learn not just how to sell, but how to become a trusted advisor who understands the nuances of different sectors—whether you’re pitching to a DMO, negotiating with a PCO, or closing deals with exhibition organizers. Through interactive exercises, real case studies from her own career, and role-playing sessions, you’ll develop the confidence to handle objections, craft compelling proposals, and build relationships that turn one-time clients into long-term partners.

The goal is simple: to equip you with the skills and mindset that transformed her from a sales rep to an executive director, so you can accelerate your own career trajectory in this dynamic industry.

By the end of this course, participants will be able to:

  • Implement effective strategies for lead generation and qualification
  • Develop compelling, client-focused sales proposals
  • Apply proven negotiation techniques to close deals
  • Increase conversion rates using fundamental sales metrics and analytics
  • Conduct impactful in-person and virtual sales presentations
  • Build and maintain long-term client relationships

COMING THIS SPRING

Be the first to know when Sales Accelerator launches this Spring. Fill out this interest form and we’ll reach out as soon as enrollment is open.

 

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COURSE FORMAT

This coursework can be completed on your own schedule. Following enrollment, students have one year to complete their online course and earn their certificate of completion. Course content is delivered via pre-recorded videos and supplemental materials.

The PCMA Institute has been approved by the Events Industry Council (EIC) as a Preferred Provider of continuing education on all professional development certificate courses, which qualifies for CMP continuing education credit. Determination of continuing education credit eligibility or Preferred Provider status does not imply EIC’s endorsement or assessment of education quality.

Learn from an Industry Expert

Crystal Chan Busch brings over two decades of luxury hospitality expertise to the classroom, currently serving as Group Director, Global Sales at Wharf Hotels. In this senior leadership role, she spearheads worldwide sales strategies for the company’s prestigious portfolio, including the iconic Marco Polo Hotels and Niccolo brands across the Asia Pacific region.

With a proven track record of driving revenue growth and building high-performing teams, Crystal has established herself as a thought leader in luxury hospitality sales and marketing. Her extensive experience spans strategic planning, global account management, and innovative sales solutions that have consistently delivered exceptional results in competitive markets.

Throughout her distinguished career, Crystal has cultivated deep relationships with key stakeholders across the hospitality ecosystem, from corporate clients to travel partners. Her hands-on approach to leadership and commitment to excellence has earned her recognition as a trusted advisor in the industry.

As an instructor, Crystal combines real-world insights with cutting-edge industry practices, offering students an insider’s perspective on what it takes to succeed in today’s dynamic hospitality landscape. Her global outlook and practical experience provide invaluable context for understanding the complexities of international luxury hospitality management.

I’m passionate about sharing the strategies and insights that have shaped my career, empowering the next generation of hospitality leaders to think globally while executing with precision at the local level.

View Crystal's Profile

Module 1: Foundations of Business Event Sales

  • Understanding the unique aspects of selling in various MICE sectors
  • Key market trends influencing buyer behavior
  • 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 organization

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
  • Customizing 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
learning-guarantee

The PCMA 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 your last lesson and we'll give you a full refund. Click here to view our refund policy and full terms & conditions.

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