IFES - Beyond the Booth Podcast

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.

Who will build the future of exhibitions?In the inaugural episode of IFES: Beyond the Booth, host Lee Ali is joined by Steve Deckel, Martijn Besaris and Dr. Sachel Josefson to explore one of the biggest challenges facing the global exhibition industry: attracting, developing and retaining the next generation of talent.Together they discuss why the exhibition industry remains one of the world's best-kept secrets, how education and mentorship can help build future careers, the impact of AI on the workforce, and why communication and human connection remain essential skills in an increasingly digital world.Whether you're an exhibition contractor, organiser, designer, project manager, educator or industry professional, this episode offers practical insights into building a stronger, more sustainable future for our industry.Guests• Steve Deckel – CEO, Deckel & Moneypenny• Martijn Besaris – Vice President of Sales, The Inside• Dr. Sachel Josefson – Professor of Live Events, Bemidji State University🎙️ Hosted by Lee AliProduced by the International Federation of Exhibition and Event Services (IFES).