Resources

On-Demand & Upcoming Events

Lights, Camera, Conversion: Membership Sales Lessons, Hollywood Style.

In-Person Session at New Ideas Annual Conference

Monday, September 14, 2026
1:45 pm - 2:45 pm CT

TSAE (Texas Society of Association Executives)

Galveston Island Convention Center (GICC)

See TSAE's website for options

If “sales” feels like a dirty word in your membership work, you’re not alone. But the best membership professionals also have solid sales skills. Through a series of short, memorable movie clips from popular films, Lori & Carrie will reveal sales tactics that don’t feel salesy, improving your ability to drive membership recruitment and retention. We use hidden teaching moments from enjoyable movies that will enhance your real-world member recruitment and engagement. Laugh, learn, and leave with actionable strategies for better connections and conversions. Rethink your mindset. Reimagine how you approach membership recruitment to strengthen your message… and your results. Ditch the pitch and connect. Understand the types of questions that lead to more natural, comfortable sales conversations that are more likely to end with a “yes.” Build trust through authenticity. Learn how to leverage your current members’ experiences to connect with what matters most to your prospects.

Learn more about New Ideas Annual Conference

Non-Dues Revenue Sales Workshop: Practical Tactics Without the Ick

In-Person Session at Next Wave Conference (Washington)

Monday, October 5, 2026
1:30 pm - 2:45 pm PT, 3:15 pm - 4:30 pm PT

Associations West

Semiahmoo Resort

See Associations West's website for options

If selling sponsorships, exhibits, or advertising for your association feels icky, frustrating, or time-consuming (maybe all three??), this workshop is for you. The fix usually isn't better scripts or more activity... it's a shift in how you think about the work, plus a handful of practical tactics that flow from it.

In two back-to-back sessions, you'll learn how to focus your limited selling time on the right prospects instead of chasing companies that are unlikely to sign or unlikely to renew. You'll explore how to get attention from new prospects, who need a different approach than your existing partners because they're at a different stage of the buying journey. You'll pick up techniques for running first meetings that keep you from getting ghosted. And you'll learn how to close deals without the need for late-stage discounts or unpaid extras that erode the value of what you're selling. Plenty of practical techniques you can use immediately and a sales approach that's 100% free of cheese.

Learn more about Next Wave Conference

Confident Sales Negotiations: Better Outcomes with Less Anxiety

Webinar

On-Demand

Texas Society of Association Executives & SeminarWeb

$45 for TSAE members / $75 for non-members

You can’t avoid negotiating, especially when you’re the one doing the selling. Whether you’re haggling with a toddler over their vegetables-to-dessert ratio or sealing the deal with sponsors, exhibitors, and/or advertisers… negotiation is an indispensable skill. Nelson Mandela said, “I don’t fail. I either win or I learn.” So in that spirit, this engaging session is packed with real-life examples and expert insights from Carrie's own wins and “learning experiences” -- feel free to share yours, as well! Elevate your negotiation game and unlock doors to better results with less stress.

Watch now

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.

Listen to the podcast

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.

Listen to the podcast

Published Articles

"The First Question to Ask to Improve Nondues Revenue"

Published by the American Society of Association Executives

Read the article

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

Published by Professionals for Association Revenue