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Culture Starter is back.

Learn new ideas. Increase sales performance. Inspire change.

“I am so thankful for Sherpa’s support and education on the importance of closing a sale through authentic connections and trust.”

Kara Cope, Community Relations Director, Traditions at Brookside

Save $200 when you register by February 15!

See pricing

Join Us

St Louis

St Louis, MO

Date: April 4-6, 2022
Location: The Ritz Carlton

Meet us in St. Louis, the home of Sherpa’s corporate headquarters. You’ll be minutes from the Gateway Arch, Forest Park, and several James Beard Award-winning restaurants.

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Clearwater FL

Clearwater/St. Pete, FL

Date: August 2022
Location: TBD

The beach is never far away in Clearwater/St. Pete, home of the Dali Museum and some of the finest seafood in the country.

Get updates for this location:

Seattle WA

Seattle, WA

Date: October 2022
Location: TBD

In Fall 2022, we’ll be in Seattle, the Emerald City, and home to Pike’s Place Market, Chihuly Garden and Glass, and the Space Needle.

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Why attend?

These two-day, in-person events help teams align goals, develop strategies, and tap into a heroic sales culture. We combine data and proven results with strategies that help you achieve higher move-in rates without a constant need for new leads. It’s a process that is a more effective, engaging, and fulfilling way to sell senior living.

In high-value interactions like in senior living sales, change happens when we connect on a deeper level. That’s why Culture Starter sales training is conducted in person. We want to tap into the energy and drive that can only be found in a room of your peers.

Who should attend?

Sales directors, marketing directors, regional sales managers, executive directors, and sales support staff. This extraordinary training event is open to everyone who wants to align sales efforts across their organization and find inspiration alongside industry peers – current Sherpa customers as well as newcomers.

Choose a location that works for you in one of three beautiful cities: St. Louis, Clearwater/St. Pete, or Seattle. See for yourself how Culture Starter inspires sales teams throughout our industry.

All attendees will need to show proof of COVID-19 vaccination in order to attend Culture Starters. For more information, read our health and safety protocols and see our COVID-19 prevention policy.




Learn skills to build trust from the start, convey your intentions, and understand the prospect’s perspective. Examine engaging questions that help uncover each prospect’s life story and core values. Enjoy peer exercises that cultivate patience and empathy.



Engage in meaningful conversations, be proactive, and relentless. Learn ways to listen with empathy to understand your prospect’s unique concerns, hopes, and dreams. Explore techniques to identify discrepancies between an ideal situation and the one your prospects are currently in.



Small advances facilitate bigger life changes. Learn to move conversations forward as your prospects are ready. Find new ways to address and acknowledge your prospect’s emotional barriers. Start offering solutions based on your prospect’s unique situation.

Meet your expert trainers

Our training team has driven occupancy for communities across the country and in every care type. At Culture Starter we invite you to share your experiences and perspectives on ways to elevate sales within your organization and throughout the entire industry.


Alex Fisher, Co-Founder & President

Alex’s sophisticated aesthetic, intuition and years of hands-on sales experience at turnaround and new project fill-ups informed the creation of Sherpa’s training and CRM technology. Having worked in the trenches and as an owner/operator, Alex is an expert on the “why” of senior housing sales. She developed the original design and functional specifications for Sherpa out of a desire to measure empathy and to promote connection in senior housing sales relationships.


Jason Rock, Chief Strategy Officer

As Sherpa’s Chief Strategy Officer and a certified Professional Selling Skills trainer, Jason firmly believes the industry can improve outcomes by investing in Prospect-Centered Selling. He has 17 years of experience in senior living including startups, acquisitions, and turnaround campaigns for AA, IL, AL, and MC. He has shared best practices at industry conferences such as NIC, ASHA, FALA, SMASH, Tony Mullen Sales Symposiums, and Argentum where he served on the Sales & Marketing Roundtable from 2018-2019.


Margot Cooke, National Training Director

Margot has 24 years of senior living experience ranging from hospice, home health, skilled nursing, and senior living continuum of care retirement communities. She has also worked with senior living rental communities including independent living, assisted living, memory care, and active adult. As National Training Director for Sherpa, Margot uses her diverse experience to support sales and operations through coaching and training Prospect-Centered Selling and adoption of Sherpa CRM as an effective way to measure sales behaviors to drive results.


Reed Davis, National Training Director

Reed’s career in senior living began 17 years ago as Director of Marketing and Admissions at a skilled nursing facility in Omaha, Nebraska. Following this role, Reed moved on to successfully open a CCRC as its Director of Sales and then working in a regional sales role. Prior to joining the training team at Sherpa, Reed spent eight years as Corporate Director of Sales and Marketing where he was able to help successfully grow the company from nine communities in three states to 20 communities in six states. As National Training Director, Reed supports the PCS methodology and tools that help communities achieve and sustain the benchmarks of Best Sales Performers.


Landry Arnold, Training & Coaching Manager

Landry has 11 years of experience in sales and marketing having been a Director of Sales and later an Area Director of Sales for independent living, assisted living, and Memory Care rental communities, including a startup community. After learning about Prospect-Centered Selling, it was her mission to coach and support sales teams to be more prospect-centered, rather than product-centered. As a Training and Coaching Manager at Sherpa CRM, she trains and coaches teams on the PCS sales process along with using their Sherpa CRM to guide key performance behaviors.

Download Resources

Looking for more resources and inspiration ahead of Culture Starter?

Download Onward! Sherpa’s field guide to senior living sales enablement. Dive into the Prospect-Centered Selling® methodology and discover your pathway to building a heroic sales culture.

Elevated Guide

Register Now

Culture Starter | 2022

Learn new ideas. Increase sales performance. Inspire change.

We invite you to join us for two days that will transform, strengthen and motivate your sales team to reach new heights. We know that your time is valuable, so we designed Culture Starter to help you sustain sales success for the long term. Small-to-medium sized groups from the same organization are encouraged.

$1,995 per attendee ($1,795 if you register before Feb. 15)

20% discount for Sherpa CRM Users

50% discount for groups of five or more

Fees do not include travel and accommodation. Special room rate of $219 per night at the Ritz in St. Louis.

St. Louis, MO

Register Now

Get updates for these locations:

Clearwater/St. Pete, FL

Seattle, WA