Sponsorships, exhibits, and partnerships are critical revenue drivers for many associations, but too often they are viewed from a transactional lens. Our guests today share a better approach for associations.
In this episode, Christine speaks with Dan Cole and Sean Soth, two longtime leaders in association sales and business development, to explore what separates transactional selling from value-based partnerships. Dan Cole is the Head of Sales for AVIXA’s InfoComm show, which brings together more than 800 exhibiting companies at each show. Sean is the CEO of Hi-Fidelity Group, Inc. and Founder of Professionals for Association Revenue (PAR), which brings associations together to focus on innovative ideas for revenue growth.
Together, they explore how even lean association teams can strengthen their sales approach, why trust matters more than ever in business development, and what associations should be doing now to create more sustainable revenue growth.
In this episode, you’ll learn:
- Practical sales strategies for when you’re short on resources.
- What associations often get wrong when approaching partnerships.
- How sponsorship and exhibit sales are evolving and what associations should prepare for next.
- How to adapt your trade show for changing attendee expectations.
- How stronger sponsor relationships lead to more sustainable revenue
About Our Guests:
Dan Cole is a sales and business development leader with more than 35 years of experience driving revenue growth across the exhibitions, events, and association industries. He currently serves as Head of Sales for AVIXA’s InfoComm show and previously held leadership roles at the International Spy Museum, Hargrove, Inc., and CES, where he spent more than 16 years leading business development efforts. Known for his expertise in sales strategy, relationship building, and high-performing teams, Dan is also an active contributor through advisory roles with organizations including Professionals for Association Revenue (PAR) and the Center for Exhibition Industry Research (CEIR).
Sean Soth is the Founder and Chair of the Leadership Advisory Board for Professionals for Association Revenue (PAR), where the staff leads initiatives that advance business development strategy and innovative revenue models across the association community. PAR events include Association Business Week and the annual RevUP Summit, which brings together association business teams looking to share ideas and improve revenue health.
Resources:
Read Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss and Reset: How to Change What's Not Working by Dan Heath.
Explore more on making non-sales staff key revenue drivers.
Learn more:
Visit: AssociationAdviser.com
LinkedIn: @naylorassociationsolutions
Connect with Sean Soth & PAR:
Visit: https://mypar.org/
Connect with Dan Cole & AVIXA:
Visit: https://www.avixa.org/
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