IAEE Specialty Webinar Series - Mastering Expo And Event Sales (Full 3 Part Series)

This is a 3-part series of webinars relevant to industry professionals who want to develop their expo and event sales knowledge for greater success. In this series, the CEO of SB Expo & Events Jennifer Kerhin, MBA, CEM, CMP will guide participants through 3 in-depth and interactive sessions specific to the events industry sales. 

To register for the full series of webinars, you're in the right place - select the register button. Get the best bang for your buck! Sign up and purchase the full series of 3 at a discounted rate (Members $99 | Non-Members $149).  

Are you only interested in attending one topic? No problem, each course is offered as an individual webinar at the regular price (Members $49 | Non-Members $69). To register for individual courses only, don't select the register button here, go to the specific webinar listing and title listed below:

Each webinar is eligible for 1 CE credit and the total 3 part series is eligible for 3 CE hours.

Can’t make the date? You can still register and get access to the recordings for as long as you want!


  • IAEE Specialty Webinar Series: Mastering Expo & Event Sales Part 1: Sales Strategy & Research (Part 1 in a Series of 3)
    Includes a Live Web Event on 03/05/2026 at 10:30 AM (CST)

    This is the first session in a dynamic three-part webinar series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn sales strategies and the research that backs them up for proven sales success in any industry.

    This is the first session in a dynamic three-part webinar series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn sales strategies and the research that backs them up for proven sales success in any industry. 

    Learning Objectives:

    1. Identify the core elements of a successful exhibit and sponsorship sales strategy.
    2. Apply research methods to build prospect lists and align offerings with market needs.
    3. Develop the prospectus to support the organization's revenue goals. 

    Credit: This webinar is eligible for 1 clock hour towards the CEM recertification. 

    Registration: To register for this individual courses only: IAEE Specialty Webinar Series: Mastering Expo & Event Sales Part 1: Sales Strategy & Research, select the register button only for this specific webinar listing. This course is offered as an individual webinar (Members $49 | Non-Members $69). 

    Or you can purchase the full series of three webinars at a discounted rate (Members $99 | Non-Members $149). 

    Can’t make the date? You can still register and get access to the recordings for on-demand viewing for whatever time works best for your professional development journey. 

    Jennifer Kerhin, MBA, CEM CMP

    Chief Executive Officer

    SB Expos & Events

    Jennifer Kerhin has more than 20 years of experience working with association conventions and tradeshows. She founded SB Expos & Events to support the mission of associations by creating non-dues revenue through event management. Understanding that active involvement within associations is the key to success, Jennifer is a committed member and volunteer in IAEE, ASAE and PCMA. She has been a speaker at ASAE’s Annual Meeting, IAEE’s ExpoExpo!, MPI’s Potomac Chapter, MASAE’s Annual Meeting, PCMA’s Capital Chapter and Cadmium’s User conference.  

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    This session is eligible to earn 1 clock hour towards CEM recertification.

  • IAEE Specialty Webinar Series: Mastering Expo & Event Sales Part 2: Sales Tactics That Work (Part 2 in a Series of 3)
    Includes a Live Web Event on 03/12/2026 at 10:30 AM (CDT)

    This is the second session in a dynamic three-part webinar series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn a variety of proven sales tactics.

    This is the second session in a dynamic three-part webinar series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn a variety of proven sales tactics. 

    Learning Objectives:

    1. Write effective sales and phone scripts and utilize them for effective outreach tactics
    2. Uncover potential exhibitor/sponsor needs by asking the right questions.
    3. Confidently handle objections and negotiations to secure commitments.

    Credit: This webinar is eligible for 1 clock hour towards the CEM recertification. 

    Registration: To register for this individual courses only: IAEE Specialty Webinar Series: Mastering Expo & Event Sales Part 2: Sales Tactics That Work (Part 2 in a Series of 3), select the register button only for this specific webinar listing. This course is offered as an individual webinar (Members $49 | Non-Members $69). 

    Or you can purchase the full series of three webinars at a discounted rate (Members $99 | Non-Members $149). 

    Can’t make the date? You can still register and get access to the recordings for on-demand viewing for whatever time works best for your professional development journey. 

    Jennifer Kerhin, MBA, CEM CMP

    Chief Executive Officer

    SB Expos & Events

    Jennifer Kerhin has more than 20 years of experience working with association conventions and tradeshows. She founded SB Expos & Events to support the mission of associations by creating non-dues revenue through event management. Understanding that active involvement within associations is the key to success, Jennifer is a committed member and volunteer in IAEE, ASAE and PCMA. She has been a speaker at ASAE’s Annual Meeting, IAEE’s ExpoExpo!, MPI’s Potomac Chapter, MASAE’s Annual Meeting, PCMA’s Capital Chapter and Cadmium’s User conference.  

    image

    This session is eligible to earn 1 clock hour towards CEM recertification.

  • IAEE Specialty Webinar Series – Mastering Expo And Event Sales Part 3: Analytics and Review (Part 3 in a Series of 3)
    Includes a Live Web Event on 03/19/2026 at 10:30 AM (CDT)

    This is the third session in a dynamic three-part webinar series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn what, how and when to dive into analytics and what areas to focus on for reviewing event ROI.

    This is the third session in a dynamic three-part webinar series led by the esteemed CEO of SB Events, Jennifer Kerhin, MBA, CEM, CMP. She has designed this specific course to provide comprehensive knowledge and actionable strategies for maximizing expo and event sales. In this session participants will learn what, how and when to dive into analytics and what areas to focus on for reviewing event ROI.

    Learning Objectives:

    1. Evaluate sales performance using key metrics, dashboards, and pipeline tracking in your CRM.
    2. Translate sales analytics into actionable strategies for future revenue growth.
    3. Conduct a structured post-show review to identify successes and areas for improvement

    Credit: This webinar is eligible for 1 clock hour towards the CEM recertification. 

    Registration: To register for this individual courses only: IAEE Specialty Webinar Series – Mastering Expo And Event Sales Part 3: Analytics and Review (Part 3 in a Series of 3), select the register button only for this specific webinar listing. This course is offered as an individual webinar (Members $49 | Non-Members $69). 

    Or you can purchase the full series of three webinars at a discounted rate (Members $99 | Non-Members $149). 

    Can’t make the date? You can still register and get access to the recordings for on-demand viewing for whatever time works best for your professional development journey. 

    Jennifer Kerhin, MBA, CEM CMP

    Chief Executive Officer

    SB Expos & Events

    Jennifer Kerhin has more than 20 years of experience working with association conventions and tradeshows. She founded SB Expos & Events to support the mission of associations by creating non-dues revenue through event management. Understanding that active involvement within associations is the key to success, Jennifer is a committed member and volunteer in IAEE, ASAE and PCMA. She has been a speaker at ASAE’s Annual Meeting, IAEE’s ExpoExpo!, MPI’s Potomac Chapter, MASAE’s Annual Meeting, PCMA’s Capital Chapter and Cadmium’s User conference.  

    image

    This session is eligible to earn 1 clock hour towards CEM recertification.