Senior sales managers

Managing event sales in tough markets

A specialist in-house training course

Leading and managing a profitable sponsorship and exhibition sales team is challenging in current market conditions. This course has been designed to develop your leadership and management skills and techniques to enable you to build, motivate and retain high performing individuals and teams and maximise the performance of your events. Open discussions combined with practical exercises will road test new approaches to leadership and provide a toolkit for you to immediately apply to your own working scenarios.

Course outline

Scoping your sales business for optimum profit

  • Right-sizing the sales team
  • Managing the event mapping process to maximise Spex potential across the whole portfolio
  • Crafting realistic but stretching by-event Spex plans
  • Accurately deciding on event & portfolio resource requirements

Recruiting, targeting and compensating a high performance Spex team

  • Adopting best-fit recruitment processes and beating others to the best recruits
  • Building targeted competency & accountability maps
  • Setting and monitoring motivational targets
  • Compensation plans that motivate top performers

Developing Sales processes that work in tough economic markets

  • Adopting & sustaining a successful sales methodology
  • Getting performance management right
  • Maximising the productivity of sales resources
  • Deploying strategies for shorter sales cycles and higher yields

Building a dashboard of winning sales force KPIs

  • Proven metrics for optimum results
  • Driving robust pipeline management to keep on track
  • Getting the most from your CRM
  • Optimising portfolio & event revenue in tough markets

Influencing without line authority

  • Driving cross functional alignment for maximum profit
  • Leading multi functional sales initiatives

Driving team members to achieve their best even in difficult times

  • Motivational techniques that work even when sales are down
  • Meaningful performance appraisals and developmental plans
  • Essential on-going training – top topics and formats
  • Effective staff retention strategies

98% of our delegates would recommend our courses

Who should attend?

If you are a senior sales manager or director tasked with recruiting, managing and motivating a SPEX team then this course has been designed specifically for you.

How long?

One day: 09:00–17:00

Where and when?

This course is run as an in-house programme. Please call +44 (0)208 374 1712 if you would like further information.

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Training is great value for money

Companies that invest in employee training enjoy 24% higher profit margins versus companies that don’t.


Thought the course was very good – opened up peoples thoughts and good scene setter.

Head of Conferences, Lexis Nexis


Good course, covered all aspects of business development. Very good trainer – he understands the event business well.

Head of Tax Conferences, Lexis Nexis

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