Exhibition and Event Sales - VIRTUAL CLASS - 2/24/26
- Registration Closed
This class will be conducted VIRTUALLY through Zoom on 2/24/26 from 8:30am - 2:30pm CST. There will be an optional 30-minute study period followed by an hour for the exam. Those that are recertifying, not taking the exam or taking the course as not part of the CEM program will end their day at 2:30pm CST.
You are required to read the workbook before class. It is located under the “Workbook and Schedule” tab.
You must have a webcam to take this 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
Dan Cole, CEM
Senior Director, Exposition Sales
AVIXA
With over 35 years of professional sales and leadership experience, Dan Cole is a renowned executive, writer, and speaker known for his expertise in sales fundamentals and team success. Formerly Senior Vice President at the International SPY Museum, Dan now leads sales at AVIXA’s InfoComm show. His career includes executive roles at Hargrove, Inc., and he has over 16 years managing business development for CES and CTA. Starting in sales at Lanier Worldwide, Dan moved to National Trade Productions, Advanstar, and Yellowbrix. Awards include IAEE’s Outstanding Sales Executive and the International Business Awards’ Sales Executive honor. He serves on PAR’s Leadership Advisory Board and CEIR’s Research Council while shaping industry strategies and innovation.
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