Trade show sales professionals are facing a crisis: the old playbook of 600 cold calls to land 2 appointments no longer works. In this revealing conversation, industry veterans Chris Griffin and Khalil Benalioulhaj break down how exhibit sales has transformed from straight commission cold calling to strategic relationship building.

Chris shares hard data showing why traditional sales activity metrics (calls per day, appointments per week) that once guaranteed six-figure incomes are now obsolete. Instead of selling exhibits, today's successful professionals focus on helping brands achieve measurable event ROI through strategic consulting and creative solutions.

You'll discover why companies are abandoning pure sales roles for hybrid positions that combine business development with project management, how referral programs are replacing cold outreach, and why understanding client business objectives matters more than product features. The hosts examine the shift from transactional selling to consultative partnerships, including specific strategies for positioning yourself as a trusted advisor rather than a vendor.

Whether you're a sales manager rethinking compensation structures or a rep adapting to modern buyer behavior, this discussion provides actionable insights for thriving in today's relationship-driven exhibit industry where success requires far more than making your numbers.

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