More About Carrie

A Sales Approach That Works

I didn’t start out as a sales expert... far from it. But through trial, error (a lot of error), and a lot of “A-ha!” moments, I developed a sales approach that felt more natural, while also being more strategic and more effective.

Over the years, I’ve learned that the best sales strategies aren’t about increasing activity, pushing harder, or using manipulative tactics.

The best strategy is about understanding the right prospects, guiding the conversation, asking the right questions, and delivering value from the very first touchpoint to long after the deal closes.

How I Got Here

Working for Associations: I began in membership and marketing roles at three associations, where my focus was on membership recruitment and retention, as well as providing staffing support for those associations' events.

Selling to and Supporting Associations: Next, I worked in sales and customer success at for-profit companies serving associations. Now I was the sponsor, exhibitor, and advertiser, using those programs to drive results. That’s where I honed my sales skills and saw what it’s like to be on the industry partner's side of the table.

Selling on Behalf of Associations: Later, I sold directly to industry partners on behalf of associations as part of an outsourced sales team, acting as an extension of association staff, which tied together everything I’d learned from both sides.

Built Systems and Teams: Along the way, I helped build sales teams and processes from scratch, covering strategy and tactics for sales, marketing, systems, fulfillment, and customer success. I’ve been a manager, contributor, and strategist... in the weeds and at the big-picture level.

Launched Navigate: That mix of association professional, industry partner, and sales rep/leader gives me a perspective few have. I then decided to launch Navigate and help association revenue producers, many of whom find themselves in a sales role without training or support.

My Belief About Sales: Sales doesn’t have to be awkward or pushy. In fact, the best salespeople are often those who never planned to sell at all. I know it's possible to be great at sales and still be your authentically non-salesy self, and I love helping sales-skittish people find their sales mojo.

What You’ll Learn With Me

Over time, my approach evolved to become more natural-feeling and effective... methods I now teach association professionals, including:

Cold outreach that actually works

The key to effective first meetings

Control the sales process and avoid getting ghosted

Simple steps to keep customers happy and boost your revenue

Target the right prospects to decrease activity and increase close rates

These aren’t just theories. They're tactics I had to develop because I've always worked for small-staff companies where 80% of my time was spent on tasks other than direct selling. In other words, I didn’t have time for anything inefficient. In spite of only spending 20% of my time selling, I consistently outsold team members who were focused exclusively on sales.

Now, through Navigate, I help association professionals apply these strategies to sponsorships, exhibits, advertising, and other revenue-generating activities.

If you want to get results in a way that feels right for you and your prospects... I might be able to help.

Let's chat

These aren’t just theories - they’re tactics I had to develop because I didn’t have time for anything that didn’t work. And now, through Navigate, I help association professionals apply these strategies to sponsorships, exhibits, advertising, and other revenue-generating activities.

If you want to learn how to sell in a way that feels right for you and your prospects—and actually gets results—I might be able to help.

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.

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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.

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Published Articles

"The First Question to Ask to Improve Nondues Revenue"

Published by the American Society of Association Executives

Read

"RevOps: An Organizational Framework to Maximize Non-Dues Revenue Results"

Published by Professionals for Association Revenue