ILEA-NCC Educational Program

January 16, 2018
10:30 AM to 1:00 PM
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The Julia Morgan Ballroom
465 California Street
San Francisco, CA 94104

This Event is SOLD OUT!


How to Sell a Service: It Starts with "C"

Our business is our livelihood. We have to make money at this or it’s just a hobby. And the only way to make money is to get new clients.

The problem is, many people who are terrific service providers have trouble breathing at the thought of making sales. It’s way out of their comfort zone.

But the good news is, it’s not hard or scary. Just remember this: To sell a service, it starts with C.

Whether you make sales for a living or you get cottonmouth at the idea of telling people what you do, you won’t want to miss this presentation: How to Sell a Service: It Starts with C. You will come away understanding that:

  • Slick sales methods and killer closing lines are nonsense;
  • Buyers are exactly like you: they are afraid of making a bad decision;
  • Business development is about the common-sense things you do every day;
  • Regardless of your personality type, there are specific steps you can take – and specific things to avoid – to increase your business

This presentation is mostly a common-sense understanding of the way you conduct business every day. You will be inspired to go after new business, but the goal is not to get you fired up for 24 hours; the goal is to equip you for your career.

After this presentation, you will be better prepared to land new business, no matter how you feel about sales. As one attendee said afterward, “I wish I had brought my whole staff.”



Matt Judge

Matt Judge is Results Manager at TJC Event Solutions, the company he formed in 2013 to help event managers increase revenue from their events and get out of the office on time. He has been in business in many capacities since 1985, and specifically in the events world since 2005. Matt is a graduate of Indiana University and the Advertising Arts College. His career includes being a professional comedy writer and morning show personality in San Diego, owning an import-export business, and ultimately ending up where he belongs, in the events business.

Matt also has hands-on experience in event management, having worked professionally with the Host Committee for the Formula One race and dozens of other events. His work has taken him to more than 25 countries. He is fluent in German, speaks passable French, and knows just enough of other languages to start an international incident.


10:00am-10:30am ILEA 101 & CSEP Q&A Session
10:30am Attendee Registration
10:30am Networking Reception
11:30am- 1:00pm Educational Program & Luncheon


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ILEA-NCC Code of Conduct - By registering for any ILEA-NCC event as an attendee, you agree to abide by the ILEA-NCC Code of Conduct. Click here to read the Code of Conduct.

ILEA-NCC Photo Policy - During the course of ILEA-NCC Events attendees may be photographed and/or videotaped by the ILEA-NCC organization and/or its vendors. These photos and videos may be used for the promotion of ILEA-NCC and/or its vendors. By registering for any ILEA-NCC events, attendees automatically give permission of use to ILEA-NCC and its vendors.

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Student Reduced Registration:
ILEA-NCC is pleased to offer a reduced student rate to current ILEA-NCC Student Members for only $25.00 per educational program.

In order to take advantage of the reduced student rate, please contact ILEA-NCC Headquarters at 925-355-1678.


$75.00 Member Single Ticket
$85.00 after 12:00 am January 13
$60.00 Earlybird rate before January 11

$100.00 Non-Member Single Ticket
$110.00 after 12:00 am January 13
$85.00 Earlybird rate before January 11