How exhibit sales evolved from selling portable displays to providing strategic consulting services that command premium pricing. Chris traces the transformation of the trade show industry, revealing how smart sales professionals adapted at each stage to capture massive growth opportunities.

Starting when portable and modular exhibits revolutionized the industry, Chris explains how these products democratized trade show participation for smaller companies, creating a multi-billion dollar market. He details the progression from selling ease of setup, to focusing on design and visual impact, to offering comprehensive asset management services, and ultimately to today's strategic consulting approach.

The real insight comes from understanding how each evolution created new revenue opportunities. Chris shares specific examples, including how one partner tripled their company size by becoming subject matter experts in the gaming industry, working with clients like Twitch and Facebook Gaming. You'll learn why the most successful exhibit professionals now lead with creative and strategic services, becoming trusted advisors who understand specific vertical markets rather than generic booth sellers.

This conversation provides a roadmap for exhibit professionals looking to increase deal sizes and client retention by moving beyond transactional sales into high-value strategic partnerships that help brands achieve measurable trade show success.

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