More About Carrie
The Sales Approach That Works for Associations
I didn’t start out as a sales expert—far from it. But through trial, error (a lot of error), and a lot of “aha” moments, I developed a way to approach sales that felt more natural, more strategic, and—most importantly—was more effective.
Over the years, I’ve learned (sometimes the hard way) that the best sales strategies aren’t about pushing harder, making more calls, or sending more emails. They’re about understanding the right prospects, guiding the conversation, and delivering value from the very first touchpoint to long after the deal closes.
How I Got Here
My career started inside associations, working in membership and marketing roles. I saw firsthand how hard it was to balance the needs of members while also generating non-dues revenue. 


Then, I moved into selling to associations, where I was also the sponsor, exhibitor, and advertiser leveraging those programs to help drive sales and learning what it’s like to be an association's industry partner. 


Later, I helped build sales teams and processes to benefit associations, working as an outsourced sales consultant, shaping sales strategies that actually work for this unique space.


That combination—being the association, being the customer, and being the sales strategist—gives me a perspective that few others have. I know the pressure associations face, the hesitations their industry partners have, and the best ways to bring those two sides together in a way that benefits everyone.
What You’ll Learn With Me
Some of my biggest sales shifts came when I changed my approach to feel better for me and my prospects - methods I now teach association professionals to boost non-dues revenue without feeling awkward, pushy, or wasting time.
Cold outreach that actually worksI stopped selling in cold calls and cold emails and started using them to open conversations. It made all the difference.
The key to effective first meetingsThe difference between a prospect politely nodding along and actually engaging comes down to how you structure the conversation.
Targeting the right prospectsMore outreach doesn't necessarily mean more results. Doing the right research up front leads to faster, higher-quality sales with less overall activity.
Keeping customers happy (and why It matters to sales) A satisfied customer sticks around. A thrilled one spends more and brings business. I teach that.
Controlling the sales process (instead of just waiting for a decision)No more deals disappearing. Simple changes in your process can have a big impact on outcomes.
Podcast Appearances
TSAE 'Better by Association' Podcast - Episode 8, "Increasing Non-Dues Revenue"
Carrie joins TSAE hosts Steven Stout, FASAE, CAE, and Katy Markert for a fun conversation focused on increasing non-dues revenue, what works (and doesn’t), valuable sales and marketing tips, and the importance of belonging to an organization like TSAE. This episode was recorded in front of a live audience at TSAE’s New Ideas Conference in Fort Worth.
PAR's 'Association RevUP' Podcast - Season 1, Episode 2, "RevUp Sales Leadership"
Carrie and Jodi Ashcraft (APA) share four areas of focus for any sales leader working to elevate the performance and workplace enjoyment of their team. This episode is geared to both sales leaders and members of their team. Speaker clips from PAR's RevUp Summit in Annapolis, MD.
Get in Touch
Have questions or ready to start? Reach out today.