{"id":13542,"date":"2026-05-26T08:31:42","date_gmt":"2026-05-26T08:31:42","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13542"},"modified":"2026-05-27T18:23:55","modified_gmt":"2026-05-27T18:23:55","slug":"podcast-why-transactional-sponsorship-is-costing-you-with-dan-cole-of-avixa-and-sean-soth-of-par","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/podcast-why-transactional-sponsorship-is-costing-you-with-dan-cole-of-avixa-and-sean-soth-of-par\/","title":{"rendered":"Podcast: Why Transactional Sponsorship Is Costing You with Dan Cole of AVIXA and Sean Soth of PAR"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13542\" class=\"elementor elementor-13542\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-da184f3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"da184f3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2f252303\" data-id=\"2f252303\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c95d87b elementor-widget elementor-widget-text-editor\" data-id=\"4c95d87b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/the-association-adviser-podcast.cohostpodcasting.com\/episodes\/38-why-transactional-sponsorship-is-costing-you-with-dan-cole-of-avixa-and-sean-soth-of-par\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright wp-image-13544 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Article-Graphic-AA-Podcast-S4-Episode-6-Two-Guests-1.jpg\" alt=\"\" width=\"336\" height=\"336\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Article-Graphic-AA-Podcast-S4-Episode-6-Two-Guests-1.jpg 336w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Article-Graphic-AA-Podcast-S4-Episode-6-Two-Guests-1-300x300.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Article-Graphic-AA-Podcast-S4-Episode-6-Two-Guests-1-150x150.jpg 150w\" sizes=\"(max-width: 336px) 100vw, 336px\" \/><\/a>\n\nSponsorships, 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.\n\nIn 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\u2019s 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.\n\nTogether, 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.\n\nIn this episode, you\u2019ll learn:\n<ul>\n \t<li>Practical sales strategies for when you\u2019re short on resources.<\/li>\n \t<li>What associations often get wrong when approaching partnerships.<\/li>\n \t<li>How sponsorship and exhibit sales are evolving and what associations should prepare for next.<\/li>\n \t<li>How to adapt your trade show for changing attendee expectations.<\/li>\n \t<li>How stronger sponsor relationships lead to more sustainable revenue<\/li>\n<\/ul>\nAbout Our Guests:\n\nDan 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\u2019s 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).\n\nSean 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.\u00a0 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.\n\nResources:\n\nRead\u00a0<a href=\"https:\/\/www.amazon.com\/Never-Split-Difference-Negotiating-Depended\/dp\/0062407805\" target=\"_blank\" rel=\"noopener\">Never Split the Difference: Negotiating As If Your Life Depended On It\u00a0<\/a>by Chris Voss and\u00a0<a href=\"https:\/\/www.amazon.com\/Reset-How-Change-Whats-Working\/dp\/1668062097\" target=\"_blank\" rel=\"noopener\">Reset: How to Change What&#8217;s Not Working<\/a>\u00a0by Dan Heath.\n\nExplore more on\u00a0<a href=\"https:\/\/www.naylor.com\/associationadviser\/unlock-hidden-potential-non-sales-staff-as-key-revenue-drivers\/\" target=\"_blank\" rel=\"noopener\">making non-sales staff key revenue drivers<\/a>.\n\nLearn more:\n\nLinkedIn:\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/naylor-association-solutions\/posts\/?feedView=all\" target=\"_blank\" rel=\"noopener\">@naylorassociationsolutions<\/a>\n\nConnect with Sean Soth &amp; PAR:\n\nLinkedIn:\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/seansoth\/\" target=\"_blank\" rel=\"noopener\">@SeanSoth<\/a>\u00a0&amp;\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/professionals-for-association-revenue\/?viewAsMember=true\" target=\"_blank\" rel=\"noopener\">@PAR<\/a>\n\nVisit:\u00a0<a href=\"https:\/\/mypar.org\/\" target=\"_blank\" rel=\"noopener\">https:\/\/mypar.org\/<\/a>\n\nConnect with Dan Cole &amp; AVIXA:\n\nLinkedIn:\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/dancole\/\" target=\"_blank\" rel=\"noopener\">@DanCole<\/a>\u00a0&amp;\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/theavixa\/\" target=\"_blank\" rel=\"noopener\">@AVIXA\u00a0<\/a>\n\nVisit:\u00a0<a href=\"https:\/\/www.avixa.org\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.avixa.org\/<\/a>\n\n<strong>*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you\u2019ll never miss an episode and be sure to leave us a rating and review!<\/strong>\n\n<span data-contrast=\"auto\">Listen now to the full conversation with Dan Cole and Sean Soth: <a href=\"https:\/\/the-association-adviser-podcast.cohostpodcasting.com\/episodes\/38-why-transactional-sponsorship-is-costing-you-with-dan-cole-of-avixa-and-sean-soth-of-par\"><span style=\"font-weight: 400;\">Why Transactional Sponsorship Is Costing You<\/span><\/a><\/span>\n\n<div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/03\/Tamara_Approved-Leadership-Background-Working-Files-768x512-1.png\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t<strong>Tamara Perry-Lunardo<\/strong><strong>\u00a0<\/strong>is the Vice President of Content Services with Naylor Association Solutions. Reach her at <a href=\"mailto:tplunardo@naylor.com\">tplunardo@naylor.com<\/a> or connect with her on <a href=\"https:\/\/www.linkedin.com\/in\/tamara-perry-lunardo\/\">LinkedIn<\/a>.\n\t\t\t<\/div><\/div><\/div>\n\nPhoto courtesy of Teksu\/<a href=\"http:\/\/Shutterstock.com\">Shutterstock.com<\/a>.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":308,"featured_media":13545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,1576,3],"tags":[1722,114,1560,1916,1915,1920,50,944,1917,121,27,1918,1521,1919,1898,1921,1909,86,52,1913,1914],"class_list":["post-13542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-podcast","category-revenue","tag-association-adviser","tag-association-leadership","tag-association-sales","tag-avixa","tag-business-development","tag-dan-cole","tag-events","tag-exhibit-sales","tag-infocomm","tag-leadership-2","tag-non-dues-revenue","tag-par","tag-podcast","tag-professionals-for-association-revenue","tag-revenue-growth","tag-sean-soth","tag-sponsor-relationships","tag-sponsorship","tag-trade-shows","tag-transactional-sponsorship","tag-value-based-partnerships"],"acf":[],"yoast_head":"<!-- This site is optimized with 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