IFES Beyond the Booth Podcast (Ep 2) - The Future of Exhibition Sales: Stop Selling Stands, Start Creating Value

Are exhibit builders selling stands - or should they be selling something much bigger?In Episode 2 of Beyond the Booth, Lee Ali and Han Leenhouts explore the future of sales in the exhibition industry and why exhibit builders need to move beyond design, build and price to create genuine value for their clients.From navigating RFPs and understanding decision-makers to asking better questions, having the confidence to say no and positioning yourself as a trusted adviser, Lee and Handiscuss what it really takes to stand apart in an increasingly competitive market.They also explore how AI could reshape the traditional sales process - and why commercial curiosity and genuine client orientation could become even more valuable as technology advances.The big takeaway?Stop simply selling the booth. Start understanding thebusiness outcome behind it.Because the future of exhibition sales belongs to companies that truly understand what their clients are trying to achieve.