Download - Building an Exhibit Sales Plan
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Building an Exhibit Sales Plan
IAEE DC Chapter
April 10, 2015
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Agenda
• Self-Introductions
• What is a Sales Plan?
• Building a Sales Plan
• Executing the Sales Plan
• Lessons Learned
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• 30+ years producing exhibitions,
conferences, forums, and
roundtables
• Produced International CES,
GRAPH EXPO, and PRINT
• Consults in strategic planning,
management, and marketing
• Facilitates board meetings, user
groups, and attendee and exhibitor
focus groups
• Produce by-invitation events for the
exhibition industry
Sam Lippman
Founder and President
Lippman Connects
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• Account Executive to Sales Director,
National Trade Productions (2002-
2009)
• Director of Sales, Metropolitan
Cooking and Entertaining Show
(2009-2012)
• Managed 5 sales people
• Founder, Craft Beverage Expo
(2012)
• Launched in 2013 with first event
in 2014
• Responsible for all sales in 2014,
hired sales person for 2015
Kellie Shevlin
Executive Director
Craft Beverage Expo
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• Consumer Electronics Show (CES)
(2007-2009)
• American Composites
Manufacturers Association (ACMA)
(2009-2013)
• National Trade Productions (2013-
Present)
• Sells 5 shows
• Manages 3 sales peopleRyan Brown
Director of Sales & Event
Services
National Trade Productions
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Who’s in the Audience?
• Suppliers/venues/destinations
• Show Managers
• Show Managers = 75% to exhibit sales
• Sell exhibit space and sponsorship
• Sell exhibit space only
• Sell sponsorships only
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The Sales Plan is…
• Assessment of current sales
• Statement of sales objectives
• Strategies for achieving these objectives
• Track exactly when, how and if you will
achieve your goals
• Resources available
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Must Have a Sales Plan Because…
• Exhibitors are more savvy
– Asking more questions
– Looking for ROI before they commit
• Exhibitors want new options to invest
marketing dollars instead of exhibit space
• Diversified product portfolio a must to
ensure exhibitors spend with you
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Must Have a Sales Plan Because…
• Mergers & Acquisitions
– Industries contracting through mergers &
acquisition plus companies going out of
business
– Fewer companies to sell
– Must find new business to stay even
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Sales Plan is Your Roadmap to Success
• Sets measurable sales goals– Specific
– Measurable
– Attainable
– Realistic
– Timely
• Creates trackable sales campaigns
• Ensures simultaneous marketing and sales campaigns
• Quarterly reviews ensures mid-course corrections
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Building the Sales Plan
• Analyze Industry Data
– Look for industry trends, market shifts, key
business drivers/influencers
– Found in surveys, industry pubs, market
research, Google
– Can identify growth markets, explain sales
trends, help relate to exhibitors
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Building the Sales Plan
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Building the Sales Plan
• Set Goals
• Set Budget
• Coordinate with
Marketing
• Start Writing
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Building the Sales Plan
• Overview
• Define Event Goals
• Database Analysis
• SWOT Analysis
• Sales/Marketing Campaign Detail
• FABs (Features, Advantages, Benefits)
• Lead Generation/Key Targets
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Building the Sales Plan
• Features, Advantages, & Benefits (FABs)
– Use your prospects’ own words in your sales
materials and scripts
– Know why your best leads say “YES”
– What’s in it for me?
• Common Objections
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Building the Sales Plan
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Building the Sales Plan
• Present the plan
• Confirm buy-in from sales & marketing
teams
• Sell! Sell! Sell!
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Executing the Sales Plan
• Exhibit Sales Tracking Sheet
– Project where your sales will come
– Breaks sales plan into digestible bites
– Reveals soft spots in industry
– Know your real-time status in a glance
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Executing the Sales Plan
• Eliminate “NO’s” and Get to “YES”
– Identify source and product category codes of
your “A” leads
– Segment the data to call prospects that match
closest to your “A” leads
– Eliminate “C” prospects so not waste time
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Executing the Sales Plan
• Build Capacity and Motivate Your Team
– Be proactive
– Measure Activity/Progress
– Accountability
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Lessons Learned
• Know the value of your show to your
industry/profession
• Confirm which source codes produced
• Introduce new product categories
• Sales plan is a daily/weekly/monthly
reflection of your efforts
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Lessons Learned
• Don’t be afraid to adapt the plan
• Must get buy in from marketing
• Must get feedback from exhibitors
• Plus 1 month determine changes made to
next year’s sales plan
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Questions?
For more information, contact: