Venue Sales Certificate Program

Maximize Leads, Change the Way You Sell and WIN more business.

Program Overview

In today’s crowded meeting and event marketplace, for your venue to sell, it needs to stand out. And that means creating stand-out pitches, positioning and proposals that put your property at the top of your clients’ lists.

MPI’s Venue Sales Certificate Program enables sales directors, associates and event teams, to create high-impact pitches and tools that make their venues shine brighter than the rest. Through the program, you’ll understand the strategy behind the three Ps—pitch, position and proposal—that directly impact the success of global organizations, and the success of the sales professionals behind them.

The result? You’ll develop tried and true techniques that build deep client relationships and make your venue stand out.


“The Conversation Frame you teach helped me to get business worth $5 million over the line.  I could feel the client leaning in once I changed my conversation technique”. 

Brian Slot
Calgary Convention Center

Self-Paced | On-Demand Online Module

Modules 1 & 2

  • What to say to get more direct conversations with decision-makers
  • How to build credibility with planners and position yourself as a partner instead of a supplier (a much more lucrative—planners pay top rates when partners position themselves this way)
  • How to stand OUT and sound different
  • Brilliant questions to ask that immediately set you apart from your competitors 


After completing this program, you will: what-you-will-learn

  • Know how to sell more, and at better rates
  • Be able to generate more fruitful conversations with clients and build more profitable relationships.

Certificate Courses Scholarships Event Certificate Scholarships

The MPI Foundation provides MPI members with professional development opportunities through grants and scholarships. We have scholarships available for all of our certificate courses. 



Live Online & Instructor-Led
Instructor: Ciara Feely

Week 1: Module 1 - Your Pitch 

  • Learn how to be more relevant to your clients and understand their world. Mastering this skill will enable you to open up more conversations and get potential clients to call you back!
  • Discover what an interesting pitch entails for potential clients and how to tweak your communication. 
  • Understand what is important to your clients and how to think like them.
  • Learn how to gain the most ROI from the process.

Week 2: Module 2 - Your Position to Drive Profitability

  • Go beyond "qualification questions" to get to the Killer Questions that will open the conversation with planners (especially if you find you are stuck selling via email). 
  • Learn how to lead the sales conversation and take control.
  • Position yourself as a partner instead of a supplier and build relationships that drive revenue.
  • Apply questions and techniques that will change your approach to sales and develop more relationships that drive profits. 

Week 3: Feedback to you, Q&A hour

This is your hour to get feedback on the work you have done.  Ciara will review your assignment and answer any questions you may have.


Each week a new module is released on the training website, followed by a live (online) webinar workshop with instructor Ciara Feely. This delivery method ensures understanding and implementation. There are three live learning workshops held online. Upon completion of this course and related activities, participants will receive a Venue Sales Certificate. 

Self-Paced Online Module

Available on-demand at time of purchase

MPI Members: $397 / Non members: $597



NOTE: The content of the self-paced program is the same as the live-online Program. However, it does not include the live learning workshops or access to instructor Ciara Feely to fast-track learning and implementation.