TSAE Lab: Tactics for Sponsor and Exhibitor Engagement

Even in the best financial times, generating non-dues revenue is an essential activity for every association, and your sponsors, exhibitors, and advertisers are savvy buyers with high ROI expectations. Association professionals in charge of selling and managing these relationships often have limited sales experience, and sales is not typically their favorite hat to wear. Add COVID-19 to the mix, and financial uncertainty, staff layoffs and possible deep marketing budget cuts make the sales process more difficult than ever. This interactive workshop is geared toward professionals who need to fine tune their sales approach, understand the latest trends and expectations from the advertiser, sponsor, and exhibitor community, and learn how active listening and being empathetic can help those relationships for the short and long term.


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