The sales process is focused on the relationship between the customer, the Account Executive and the Account Manager. This relationship is the most important factor in the success of any trade show booth exhibit house experience. The Account Executive and Account Manager are the client's advocate, acting as the liaison between the customer and all internal departments. Their role is to be the eyes, ears, and voice for the customer, accountable for the success of every project from initiation to completion. The effectiveness of this relationship is dependent on their ability to effectively communicate with the customer.
Successful partnerships begin with the flow of strategic and creative information between the customer, their Sales Team, and the Designer. To create and manage an effective trade show booth, the Account Executive/Manager must know the customer's trade show booth goals and objectives, their long-term trade show booth schedule, the major messages and products to be promoted at each show, and the budget for each project. With the right information, the Account Executive can enhance the trade show booth program with recommendations for designs, graphics, and marketing services that impact the messaging and reduce costs by finding the best ways to manage the customer's trade show booth exhibit properties between shows.
Beyond the trade show booth exhibit process, the Account Executive/Manager become industry resources for the customer, providing services that support the customer's efforts in all phases of developing an integrated tradeshow-marketing plan. The trade show booth exhibit house can supply integrated services and resources to assist the customer in creating and developing tradeshow marketing and promotion strategies. These services can help prepare the booth staff for optimum performance, increase booth traffic, enhance retention for the company message, document the visitors in the booth, and quantify show results to understand the impact of their trade show booth participation. In addition, the trade show booth exhibit house can help support off-site customer events, staff training initiatives, lead management processes or any other needs that improve the results of the customer's tradeshow and event marketing program.
Specifically, the sales department uses the following procedures to support the customer:
• The Account Executive/Manager and the customer develop a strategic and creative partnership through detailed communication.
• The Account Executive/Manager act as the liaisons between the customer and all trade show booth exhibit house departments.
* The Account Executive/Manager initiates each project for the trade show booth exhibit house and is accountable for working with the Project Manager to oversee the process from initiation through conclusion so it is on time and within budget.
• The Account Executive/Manager acts as industry consultants, assisting the customer in integrating all phases of their trade show booth marketing plan and providing the resources and services for turnkey support.
To create a successful partnership, the customer should supply:
• Focused information! Providing strategic information helps the trade show booth exhibit house understand the purpose the trade show booth plays in your company's marketing plans. Combining this with detailed logistical data allows the trade show booth exhibit house to make the best recommendations for the time frames, budgets, goals, etc.
• Timely information! Starting early on the show schedule helps you get the best service, support and return on your investments.
• Ongoing information! Keeping the lines of communication open with the Account Executive and Manager helps the trade show booth exhibit house provide long-term support that can mean the difference between a moderate success and an exceptional trade show booth exhibit program.
There are many ways the customer benefits from open communication channels including:
• A strategic partnership can provide ongoing improvements to your trade show booth program increasing the ROI for your participation .
• Turnkey services and resources can help you accomplish goals and enhance your trade show booth results .
