By Kathryn Deen, PAR

In today’s environment defined by tighter budgets, more informed buyers, and increased skepticism, associations are rethinking how revenue growth happens. Siloed sales teams are no longer serving organizations. What consistently moves revenue forward, leaders say, is the quality of conversations — internally across teams and externally with partners, sponsors, and customers.

Conversational sales shifts the focus from persuasion to understanding, from transactions to relationships. It prioritizes clarity of purpose, trust, and follow-through at every touchpoint. When conversations are intentional, aligned, and human, revenue becomes a byproduct of value rather than the sole objective.

“Having good conversations is the foundation to everything, including generating revenue for associations and supporting their mission,” says Brittany Shoul, senior vice president of revenue strategy and operations, association solutions, at MCI USA.

These principles were the focus of Professionals for Association Revenue’s April 28 virtual workshop “Conversational Sales: Grow Revenue One Dialogue at a Time,” led by Shoul and John Bacon, vice president of sales and partner experience at ASAE. The session was part of PAR’s inaugural Association Business Week, designed to give association professionals practical tools they could apply.

Bacon says those fundamentals are often overlooked in favor of more complex strategies.

“You don’t have to be a salesperson to be part of a team that grows revenue,” he says. “Growth comes from discipline, consistency, and doing the basics well.”

Do Simple Better

One of the core ideas behind conversational sales is what Bacon and Shoul call “doing simple better.” Rather than chasing new frameworks or tools, teams should strengthen habits that support clarity and alignment.

Internally, that starts with communication. Shoul says recurring, structured conversations such as weekly sales meetings create alignment by giving teams a space to share wins, challenges, language that resonated with customers and objections that surfaced. These internal dialogues help revenue teams learn faster and support one another more effectively.

Bacon extends the idea of alignment beyond sales teams alone. By sharing priorities and context with colleagues across departments, revenue leaders help others understand how their work connects to the broader mission.

“When people understand how their role fits into the bigger picture, it breaks down silos,” Bacon says. “It also sparks ideas you wouldn’t uncover otherwise.”

Externally, doing simple better means being intentional with every customer interaction. Bacon and Shoul emphasize three basics: setting an agenda before each meeting, guiding the conversation with purposeful questions, and sending a clear post-call recap.

Sending agendas in advance signals preparation and respect while allowing professionals to enter conversations with confidence. Post-call recaps reinforce alignment, demonstrate active listening, and clarify next steps. 

“Most people we’re talking to don’t have a CRM for us,” Shoul says. “A strong post-call recap helps them remember what mattered, what was decided, and what comes next.”

Ask the Right Questions

Strong conversations are built on strong questions. Shoul says thoughtful question development allows teams to manage the flow and outcome of conversations more effectively, internally and externally.

Asking colleagues about their priorities surfaces opportunities to connect revenue efforts back to mission-driven goals. Asking prospects about their needs, perceptions, and challenges builds credibility and relevance before any solution is discussed.

Shoul and Bacon recommend starting with questions such as:

  • Would it help if I shared what we often see with other clients?
  • What’s your perception of our organization and our audience?
  • What do you think our audience’s perception is of your association?

These questions uncover objections, clarify brand perception, and open a more honest dialogue early in the relationship.

Shift From Selling to Serving 

Ultimately, conversational sales is about mindset. Bacon and Shoul stress that revenue growth depends on emotional intelligence, storytelling, and authenticity — not just features and pricing.

“Sales is human,” Bacon says. “Trust matters, relationships matter, and how people experience you matters.”

For association professionals, the takeaway is clear: Sustainable revenue growth is not about doing more. It is about showing up better — one clear agenda, one thoughtful question, and one intentional conversation at a time.

“The goal is not to sell the thing,” Shoul says. “It’s to serve the relationship. The way you earn the sale is the way you keep it.”

Learn More

For more practical deep dives into how to increase association revenue, catch PAR’s next virtual webinar or register for the 2026 RevUP Summit.