Trade Show Exhibits: Sales Process

The key relationship in the initial phases of a trade show exhibit sales process is between the Client and the Account Executive. This relationship is the most important factor in the success of any exhibit house experience. The Account Executive is the client’s advocate, acting as the liaison between the Client and all internal departments including design, engineering, production and/or accounting. The AE’s role is to be the eyes, ears, and voice for the Client, accountable for the success of every project from initiation to completion. The effectiveness of this relationship is dependent effective communication and documentation.

Account Executives should also add value to the design process by providing creative ideas and options that serve to further the goals of the project. Full Article.