Two Problems with the Current Exhibit Space Sales Model That May Be Costing Your Show a Fortune

You know the drill. Do a space assignment meeting at this year’s show. Take orders for 40-70% of next year’s booth space before you leave the venue. Send the prospectus and take orders for another 10-20%. Finally, get on the phone and start selling to and hopefully sell out the rest of your space.

This model, with some variation, is the status quo for most shows and it creates two problems:

1. The majority of booth space is being bought – not sold. Because most exhibitors have no formal process to determine how much to invest or how much space to take, a lot of easy to capture revenue is being left on the table.
2. It’s a transactional sales model that does not enhance the relationship or educate customers.

 It’s Time for a Better Space Sales Model!

Smart and successful show organizers are moving away from the old “reactive order-taking” space sales model to a more engaging, interactive and consultative model. A model based on deeper client engagement, better understanding of client marketing and sales objectives, then designing integrated programs that “rightsize” the exhibit and direct them to marketing opportunities that best support their objectives. The new model increases net square footage per company, grows ancillary revenue and most importantly, deepens and solidifies the client relationship.

The ART of Exhibitor Sales Solutions:

Here are two resources you can use to improve your exhibitor sales model:

1. LIVE Sales Training and Reinforcement Programs
   • Bring Jefferson to your office for a live “hands-on, minds-on” training workshop that will immerse your exhibitor sales team in the latest and best techniques for selling to exhibitors.
   • Choose from a half day or full day workshop and an optional 8 week email/teleconference reinforcement program.
   • Contact Jefferson for more information.
2. PERSONAL Sales Telephone and Email Coaching Program
   • Want one-to-one personalized consulting with Jefferson to prepare, strategize and review critical exhibitor sales calls? Put Jefferson in your corner and you’ll win a lot more sales – guaranteed!
   • Choose from our 30 or 90 day “Sell Out Your Show” programs.
   • Contact Jefferson for more information.

Please click the links above or contact us now to discuss these programs!