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-Fellow
Senior Director, Partner Relations
eMerge Americas
Dan Cole serves as Senior Director, Partner Relations for eMerge America, headquartered in Coral Gables, Florida.
Formerly Senior Vice President of Strategic Relationships at the International SPY Museum, and Head of Sales at AVIXA's InfoComm show, Dan' Cole's previous roles include executive positions at Hargrove, Inc. and over 16 years at the helm of business development for the Consumer Electronics Show (CES) and its parent organization.
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 succe Dan's career began in sales at Lanier Worldwide, leading to notable roles at National Trade Productions, Advanstar, and Yellowbrix. Along the way, he has earned prestigious awards such as IAEE’s Most Outstanding Sales and Marketing Executive, esteemed designation IAEE CEM Fellow, a PAR (Professionals for Association) G.O.A.T and the International Business Awards Most Outstanding Sales Executive. Dan's dedication to excellence continues to shape the industry landscape, making him a sought-after figure in sales and leadership. Dan remains an established top authority in sales and leadership, sought after throughout the industry.
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