Resourses
Upcoming Events
Confident Sales Negotiations: Better Outcomes with Less Anxiety
 Webinar
Tuesday, May 6, 2025
1:30 pm - 2:30 pm ET
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.
Secrets to Success: What Your Association Service Providers Want You to Know
 Webinar
Wednesday, May 21, 2025
1:00 pm - 2:00 pm ET
Fonteva/Protech
FREE
Strong partnerships between associations and service providers are essential for success—but what really makes a client-service provider relationship thrive? In this candid and insightful discussion, Jennifer Baker (WebScribble), Brittany Shoul (MCI), and Carrie will pull back the curtain on the key ingredients for a successful partnership, from selecting the right provider and setting clear expectations to maintaining open communication and navigating challenges with flexibility. This will be an engaging and practical discussion that will help your association build better, more productive relationships with the experts who support your mission.
Accelerating Member and Partner Success:Â Associations as Catalysts in the Modern Buying Journey
 In-Person Session at the ASAE Annual Meeting
Sunday, August 10, 2025
3:30 pm - 4:30 pm PT
American Society of Association Executives
Los Angeles Convention Center
See ASAE's Annual Meeting website for options
The B2B buyer journey has changed dramatically and associations are uniquely positioned to act as a trusted conduit between their members—the buyers—and industry partners—the sellers. By streamlining the buyer journey, associations can simplify decision-making for members while creating valuable opportunities for industry partners to engage meaningfully. Join Carrie and John Bacon (ASAE) to understand recent trends in B2B marketing and RevOps, apply your own experience in group exercises, and leave with actionable strategies to foster stronger, mutually beneficial relationships across your B2B ecosystem.
Sales Made Simple: Mastering Key Skills To Boost Your Non-Dues Revenue
 In-Person Workshop & Networking Event
Wednesday, October 22, 2025
8:30 am - 2:00 pm CT
Associations North
Smash Park, Roseville, MN
Starting at $99 based on timing and member type
Does your job require you to sell sponsorships, exhibits, and/or advertising to your association's industry partners? Whether you love it, tolerate it, or would rather do literally anything else, this workshop can help you make prospecting outreach more effective (and more tolerable!); avoid getting ghosted by prospects after the first meeting; discuss price and other negotiating points with confidence; better predict which prospects will actually sign; build stronger relationships and increase revenue. Carrie will break down sales into simple, repeatable strategies that feel authentic and natural, not cheesy and pushy. No sleazy tactics, robotic scripts, or "sell me this pen" nonsense.
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.
Published Articles
"The First Question to Ask to Improve Nondues Revenue"Â
Published by the American Society of Association Executives
"RevOps: An Organizational Framework to Maximize Non-Dues Revenue Results"
Published by Professionals for Association Revenue
Get in Touch
Have questions or ready to start? Reach out today.