Building international participation in exhibitions ad events
In order to spur the interest and growth of their exhibitions, all international organizations have found it effective and efficient to make use of international sales networks. They facilitate the participation of companies within the respective industries at the organizer’s trade exhibitions. Through a mutual collaboration and shared objectives, agent/rep-based relationships have always added significant value to exhibitors, sponsors, visitors and organizers.
International sales network: role and functions
The aim is to provide exhibitors, sponsors and visitors with a knowledgeable local contact for an organizer’s events, trade shows and congresses. By working closely with an international sales network, organizers gain insight and vital information which support their work in a great way, starting from the promotion, communication and sales of their events to the assistance with government funding, visa regulations, cultural and legal issues. Reps and agents are the main contacts for organizers’ trade fairs and assist companies in their territory. By using their services and knowledge, organizers are making an investment that help them maintain a leading position in international markets.
Marco Barozzi’s meaningful experience as Sales Director
As International Sales Director long time ago, our collaborator Marco Barozzi was heading an International Sales Force, which had a simple prime objective: to become the key source for international exhibitors for the organizer’s events worldwide and to create an effective and efficient sales network all over the world. In other words, to increase international sales for the fairs they were promoting.
Apart from its selling activity, one of the key benefits the international sales force could provide was enhancing the image and prestige of the organization as an international marketing and media company.
A global network of skilled professionals
At the same time, it could offer exhibitors, visitors, trade associations, export councils and institutions a global network of offices/agents working and cooperating with them. It was a full-service marketing network dedicated to increasing international trade. They used the organizer’s market reach to assist existing and would-be exporters expand outside their borders and grow their business. Whether it was a European company exhibiting in the SE Asia or the US, or an American firm participating in a European or Asian event, the exhibitor dealt with the same organizer, a team of professionals who adhered to the Organization’s high standards.
The international sales network provided other major benefits, such as:
- Managing customer’s relationships and keeping them alive;
- Initiating and developing sales and marketing research;
- Closing sales contracts and helping collect payments;
- Export seminars and tailoring sales information for use in local markets;
- Last but not least: a follow-up service evaluating results and help ensure exhibitors return to the next event
The importance of building meaningful relationships
A staff formed by skillful people was capable of understanding the export market and the need and requirements of companies wishing to enter new markets. They were integrated into the system and liaised with show managers, and anyone involved in selling or marketing the shows. At the center of a communications network made up of show team, exhibitors, associations, government bodies and servicing agents, the international sales force had built very good working relationships with all those involved and in so doing, achieved the best results.
During a period of four years, the international sales force developed and sensibly improved the quality and quantity of its work to achieve very good, sometimes exceptional, results. That meant reaping the rewards of efforts, dedication and expertise. Despite vastly increasing competition in every industry sector, the shows Marco’s international sales force was promoting soon became well-known and respected internationally, with 71,000 sqm being contracted by direct exhibitors in one year, 17.5 million $ sold and an exceptional 45% increase over sales budget.
Now is best moment to collaborate with an international sales force
There has always been some skepticism about what and international sales network / agents do and how they perform, forgetting there is one indispensable ingredient that helps make things easier and actions accomplished. That ingredient is TRUST.
There has never been a better moment for exhibition organizations to count on their local partners abroad and work together to achieve the best possible results. The customer sentiment after the pandemic is to re-establish relationships and/or building new ones, and this can only be achieved by working together and sharing information and knowledge.
International sales agents/reps will continue to play a crucial role in the global market space, and the relevance of the services they provide will also continue to grow.
