Exhibition and Event Sales - CEM WEEK ALEXANDRIA, VA - 8/4/25

This course is part of CEM Week in Alexandria, VA and will be held from 9:00am - 3:30pm. Those staying to take the exam will have an optional 30-minute study period followed by an hour for the exam. 

You must read the workbook ahead of class.

COURSE DESCRIPTION:

In order to ensure the success of an event or exhibition, there are vital elements involved in the planning process that should be conducted from the ground up. No matter how successful or well respected an exhibition may be, it should be presented as if it were a first-time event – it is the marketing and selling equivalent of zero-based budgeting. This involves highlighting an event’s features and benefits, understanding the phases of the sales cycle and the need to support sales efforts with the appropriate tools and resources, and preparing the exhibition prospectus in a comprehensive and engaging way. 

LEARNING OBJECTIVES:

After completing this course, the participant should be able to: 

• Describe the exhibition sales process
• Identify and describe the key steps in the sales cycle
• Explain the importance of relationship selling in the sales process
• Identify different pricing strategies
• Understand partnership and sponsorship sale processes
• Explain the importance of providing stakeholders with measurable Return on Investment (ROI)
• Explain what is involved in creating an international sales strategy