In the fast-paced worlds of sales and marketing, success often comes down to preparation, confidence and adaptability. At the upcoming Marketing and Sales Innovation Conference and Awards — hosted by the Department of Marketing at the University of Tennessee, Knoxville, Haslam College of Business — two session speakers specializing in sales negotiation and sports marketing will share their knowledge to help attendees level up their skills.
Understanding the Competitive World of Sports Marketing
Niccolo Posarelli is the CEO and founder of Front Runner Sports, a sports marketing agency specializing in name, image and likeness (NIL) deals, as well as managing marketing for NFL players, teams, venues and leagues.
Posarelli’s session will focus on what it takes to broker endorsement deals and sponsorships in today’s sports marketing landscape. He knows firsthand how tough sports marketing can be, and he hopes to provide insights for those seeking to break into the industry. “When I was beginning, it was difficult getting anyone to take time to speak with me or help me,” he explains. “If there’s any way I can be that guide for others, that’s a win to me.”
The session will also explore NIL in the higher education athletics, and Posarelli believes attendees will leave his session with better positioned to take advantage of endorsements and sponsorship opportunities. “I want everyone to have a better understanding of sports partnership marketing, the finances involved and the ins and outs of the industry,” he says.
Closing Deals with Confidence
Lauren Perine, a solution area specialist for Microsoft, will lead a conference session guiding attendees in sales. According to Perine, one of the most common mistakes new salespeople make is not doing the necessary work to be confident in their proposals. “I can say from experience that going into a negotiation without confidence doesn’t usually lead to a positive outcome,” she says. “Preparing in advance and having a proposal you trust has the best options for the business leads to a better outcome.”
Beyond selling with confidence, Perine believes those who attend her session can immediately apply her tips on how to prepare, how to build rapport and how to handle the deal post-sale. She will also focus on a common gap she sees in sales training: a realistic, real-life approach. “Not every deal will be the same or should be approached the same,” she explains. “My session is going to provide real-use cases from my experience that beginner salespeople can learn from and take into their negotiations.”
About the Marketing and Sales Innovation Conference and Awards
Haslam’s second annual Marketing and Sales Innovation Conference and Awards is the premier conference on marketing and sales innovation. The event will feature several networking opportunities and dynamic daily keynote speakers — Jeff Sundheim, an AI business strategist with Google; Jamael Hester, vice president and GM of the Coca-Cola Company energy beverage category; and Jason Tartick, CEO of Rewired Talent Management and host of the “Trading Secrets” podcast — as well as breakout sessions and workshops focused on innovations and connections within industry and academia. Taking place in vibrant downtown Knoxville, the conference has multiple ticket options and several award categories.
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Leah McAmis, senior editor, leah@utk.edu
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