FREE LIVE ONLINE WORKSHOPS
Pop-Up Workshops for Association Professionals
Topics cover sales and customer experience tactics for sponsorship, exhibit, advertising, and other programs for your association's corporate customers.
The word "sales" gets a bad rap, and I totally get why.
I used to feel exactly the same way about it.
Sales comes with the territory if your job includes securing and/or renewing your association's sponsors, exhibitors, advertisers, or other types of industry partners. Wouldn't it be great if it was something you enjoyed more?
When selling feels icky, frustrating or time-consuming it's usually because:
- not every prospect is a good fit,
- more activity ≠ better results, and
- the right approach matters.
What if you could ditch the icky bits of sales and also sidestep common tactical pitfalls that reduce results?
Imagine your association's ideal corporate customers quickly grasping your value, signing up sooner, spending more, and renewing promptly.
In my online workshops, I share strategies and tactics to help you attract and convert higher-paying customers with less effort, and without sacrificing member value.
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Workshops help with:
1
How to get a prospect's attention.
Companies that haven't purchased from you before require a different approach than your existing sponsors, exhibitors, and advertisers because they're at different stages of the customer journey.
Leading with products, pricing, and deadlines with new prospects isn't ideal, so we'll look at better attention-getting hooks and copy for your outreach.
2
How to convert the right companies.
If a company visits your website or connects with a member of your team, how you initially engage them is critical to whether they take the next step.
We'll review techniques that help you convert more "best-fit" customers: the companies that deliver member value and are great to work with.
3
How to create a better sales experience.
For your prospect and for yourself!
For many association professionals, wearing a sales hat isn't their favorite thing. Well, good news! The tactics in this workshop are certified 100% cheese-free.
Instead, you and your prospect will feel like you're peers, sitting on the same side of the table and working through a business decision together.
and more...
The following topics are coming soon based on input from 2024 ASAE Annual Meeting attendees of the 'Bust Your Silos' and 'Beyond the Booth' sessions:
- Business Development Basics (3-Workshop Series)
- Establishing an Industry Relations Advisory Board
- Creating Exceptional Exhibitor Experiences
- Effective Priority Point Programs
- Speed Meetings & Demo Days
If you have a specific interest in one of the above sessions or ideas for another topic altogether, shoot me an email and let me know!
Who are these workshops for?
Association revenue producers* who sell to sponsors, exhibitors, advertisers, etc. and have wondered:
- "Why is it so hard to get new prospects interested?"
- "How do I keep prospects from ghosting me after an initial conversation or email exchange?"
- "How can I tell sooner which companies are likely to buy?"
- "Can I get companies to spend more without being pushy?"
* Workshops directly relate to CAE exam domain 5 (business development)
What do other association folks say about Carrie's sessions and coaching?
- "Just booked a 3rd call! on fire 🔥🔥🔥"
- "Can't say enough about this session - life changing! THANK YOU!"
- "The new structure for our initial conversations with potential corporate partners has led to follow-up conversations every time so far."
- "Sensei – my prospect just doubled their annual package! You’re the magic! I hope you know that! 😊"
- "I used one of your tactics on a prospect that reached out with interest months ago and hasn't responded since and.... he accepted the call *imagine me dabbing* we slay! lol"
A note from Carrie...
(your workshop instructor – full bio here – and personal guide to stronger non-dues revenue results...)
I got my first business-to-business sales job in my early 20s, and I thought my job was to convince prospects to buy from me.
It felt awkward, pushy, and salesy... and I didn't like that feeling.
I'm sure my prospects didn't like it either, so if that was you, I apologize.
Fast forward several – ok fine, three – decades of cold emails, cold calls, leaving voicemail, not leaving voicemail, first meetings, follow-up meetings, proposals, getting ghosted, winning deals, losing deals, having sales mentors, taking sales training, reading sales books, coaching others, managing others, and a ton of good-old-fashioned-in-the-weeds-trial-and-error (that continues to this day).
Along the way, I developed a much better sales approach that enabled me to generate significantly more revenue than others, while consistently ranking dead last in sales activity (#sorry-not-sorry).
This approach feels very natural and comfortable for most people, and it works for folks who have a lot on their plate, regardless of whether you:
- like or dislike sales
- are introverted or extroverted
- sell occasionally or all the time
However, this approach won't work if you think sales is about persusasion, manipulation, never taking "no" for an answer, and other icky stuff.
If you're an association professional who wants to improve your sales confidence and see more satisfying revenue results, sign up below and I'll email you when the next free pop-up workshop is scheduled.
Cheers!
Get notified when workshops are available:
Your info is never shared. Unsubscribe any time.