Ask HN: Learning Sales and Marketing as a Developer?

I've recently taken over responsibility for relaunching a polyglot programming conference in Greenville, SC post-Covid (Carolina Code Conference) and I'm learning pretty much everything as I go here.

We just launched our official call for sponsors and the reception has been good so far...but I've been advised that I probably need to get better at sales to do this right long term.

Any tips to help engage sponsors and coordinate this aspect?