Go with the show
28th April 2016 | Jane Baker
Exhibitions are places where sales and marketing converge. In several sectors, they are also where the strategic sales conversations happen.
While readers of this Journal will have no difficulty in identifying the difference between the functions of sales and marketing, it can be argued that there is one place where the two disciplines should naturally converge – and that is on the exhibition floor. Marketing is responsible for creating an environment in which sales conversations can take place.
Interestingly, few sales leaders seem to share this view; instead seeing exhibiting simply as the means for a company to showcase its products or services. Senior sales personnel rarely venture onto the show floor, leaving junior staff to capture data and take leads.