MEET HTC’s FOUNDER, TANYA CASTLE
Tanya is a sales leader with more than 10 years of experience. Prior to sales, she spent another decade in communications, journalism, fundraising and development around the world. Tanya is a lover of learning, teaching, trying things and meeting people.
Drawing on her own lessons learnt and numerous expert interviews, Tanya designed the How To Conference course and coaching sessions for sales representatives and professionals of all levels of seniority and backgrounds.
Her courses, workshops and retreats are the training she wishes she had when she “fell into sales.” Through these programs she transforms organizations, teams and individuals’ to reach peak performance at conferences, trade shows, exhibitions, expos and any type of industry event.
Conferences, exhibitions, trade shows, expos and any type of industry event are expensive but they are the only time you’re going to find all your potential buyers and partners in one place so it better be priority number 1 to make the most of them.
o invest in yourself, invest in your sales team, invest in your company with one of HTC’s courses or coaching options and let all my missteps and learnings from the last decade attending 100s of events prevent you from making your own.
Tanya’s Bio: A Global Career That Started Far From Sales
Sales isn’t Tanya’s 1st career, it’s her 3rd, and it’s one she fell into. And when she fell in, she fell in the deep end, told on her fourth day of the job she was heading to one of the world’s largest smart cities conferences in Barcelona. And the conferences didn’t stop after that, with Tanya hitting dozens a year. This is her story of how she got here and why she’s created HTC.
Tanya Castle has had a varied career spanning freelance journalism in Rwanda, Congo and Cameroon, to acting as a Spokesperson for the United Nations Peacekeeping Mission in Kosovo, to running donor relations and fundraising for the women’s health organization MSI in Yemen, to conducting market research for Scottish alcohol companies in Kenya, where she also sold washable reusable sanitary pads for a Ugandan social enterprise called Afripads.
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Falling Into Sales — and Rising Fast
Afripads was Tanya’s first official foray into sales, if you don’t count lemonade stands, garage sales, and a customized picture frame business. Tanya never had plans to go into sales, in fact she earned her Bachelor’s (Honour’s) Degree in Journalism, with minors in Political Science and Spanish at Carleton University in Ottawa, Canada and then completed her Master’s Degree in International Security at The Paris School of International Affairs (Sciences-Po), however the experience of selling fleece hygiene products to men and women in East Africa altered that. She quickly realized that sales changes lives. At its core, sales is solving people’s problems.
Upon returning to Canada after nearly a decade abroad, Tanya officially started her new career. She first sold bikeshare systems around the world, then transit software across North America, and most recently paratransit services in the United States. Now, almost ten years into her sales career, Tanya is teaching the course she wishes she took and writing the book she wishes she read before her first few industry events. After attending, presenting, and showcasing goods and services at hundreds of trade shows, exhibitions, conferences and any name you want to call an industry event across the globe, including Barcelona, Dubai, London, Los Angeles, Nairobi, New York, Rio de Janeiro and more Tanya can supercharge your skills, help you avoid the pitfalls she fell into, and increase your ROI on events.
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Get the tools, tactics, and confidence you need to make every event count—whether you’re brand new to conferences or a seasoned pro. These programs are designed to help you show up prepared, stand out from the crowd, and leave with real results.