PAR Invites Association Professionals to April 28 Virtual Workshop on Mission-Driven Sales

Association professionals from across the country will gather online April 28 for a virtual workshop on mission-driven sales hosted by Professionals for Association Revenue. 

The free, interactive 90-minute event will take place during PAR’s first-ever Association Business Week, from April 27-May 1 online and in Washington, D.C. “Mission-Driven Sales for Every Association Professional” will run from 2-3:30 p.m. (EDT) April 28 on Zoom, and registration is still open. 

“We encourage teams to attend together to discover how a mission‑driven business alignment can fuel greater impact, deeper relationships, and more sustainable revenue in every role,” says Sean Soth, founder and chair of PAR.

The event consists of three parts: Soth will kick it off with a high-level keynote session on influence and impact; ASAE’s John Bacon and MCI’s Brittany Shoul will lead a skills-building workshop on growing revenue through conversational sales; and Jen Smith, executive director of PAR, will close by facilitating small-group breakout discussions.

“Influence powers success across all roles,” Soth says. “We want to equip everyone with ways to communicate value clearly, build authentic connections, and create opportunities that advance their organizations’ goals.”

Associations are under increasing pressure to grow revenue and create value in an environment where buyers are more skeptical, budgets are tighter, and relationships matter more than ever. 

“This session is timely because it focuses on the fundamentals that consistently move revenue: trust-based conversations and connection,” says Shoul, senior vice president of revenue strategy and operations association solutions at MCI USA.

Attendees will leave with ways to build faster rapport and stronger relationships, communicate value more clearly, use emotional intelligence more intentionally, and turn conversations into clearer next steps that support the organization.

“It is not just about theory,” says Bacon, vice president of sales and partner experience at ASAE. “It is about real, practical ideas people can use right away. If you want to show up with more confidence and have a bigger impact in your role, this will be a valuable conversation.”

Shoul adds, “We’ll reframe revenue growth from selling a thing to serving the relationship — because the way you earn the sale is the way you keep it. If you want your team to show up more prepared, ask better questions, build stronger trust, and create momentum across the customer journey, this session will give you the tools and language to do it.”