In his sales leadership career, Todd Cohen has generated more than $750 million in revenue for major corporations. As a public speaker, he delivers more than 100 keynote addresses a year throughout the United States and the world.

Now Cohen, author of the book “Everyone’s in Sales,” will be speaking at DeSales University in Upper Saucon Township on March 10, with a focus on turning everyday situations and already-honed skills into revenue-earning ventures.

“It’s all about understanding your personal value proposition, how to build a virtual sales team and how to leverage relationships and become better networkers,” Cohen said. “The common thread of all of our successes is the ability to sell ourselves. It begins and ends there.”

Todd Cohen

The event is being organized by the DeSales Inventing and Developing the Entrepreneurial Association of Students (I.D.E.A.S) club, and is supported by the Entrepreneurship Council of the Lehigh Valley, a council of the Lehigh Valley Economic Development Corporation (LVEDC).

The event, free to the public, will be held from 6 p.m. to 8 p.m. at the Commonwealth Room of the University Center. Please RSVP no later than March 1 by visiting this website.

Cohen has previously worked in team sales at such companies as Xerox, Gartner Group, Pensare, Thomson-Reuters, and LexisNexis. He has delivered lectures and coaching seminars for companies like American Express, the American Marketing Association, and the American Institute of Architects, AAA Insurance Exchange, Penn Liberty Bank and many more.

Vincent Daily, vice president of the DeSales I.D.E.A.S. club, said the event fits the club’s mission of not only helping prospective entrepreneurs, but also reaching out to a broader audience in connecting students with resources to spark innovation.

“We want to reach out beyond just the business majors and provide skills that are obviously fundamental,” Daily said. “This will give students an edge competitively and a foundation to build upon. Todd is an ideal fit for this, and it’s going to be a fun time. He really is a charismatic dynamo.”

This is one of four entrepreneurship-related events that the Entrepreneurship Council of the Lehigh Valley will support this year, according to Dawn Ferrante, LVEDC director of regional competitiveness and staff liaison on the council.

“The council hopes these events will prove educational and informative for the Lehigh Valley’s entrepreneurial community,” Ferrante said. “We’re committed to connecting entrepreneurs to local resources and providing them whatever support we can.”

Cohen’s lecture is modeled after the principles from his book “Everyone’s in Sales,” and will discuss the hidden sales opportunities in every conversation, and selling skills that everybody has, even though they may not realize it.

Other lecture topics will include how to turn a firm “no” into an enthusiastic “yes,” how powerful personal value propositions help people get what we want and “simple ways to get our friends to sell for us,” according to DeSales. He will also discuss the three qualities people need to sell well: passion, integrity and confidence.

The event will include a 45-minute networking and hors d’oeuvres period before Cohen’s presentation begins at 6:45 p.m. Admission is free, but donations to the charity Colleges Against Cancer will be encouraged.