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Job description: Conference Sales
In conferences and exhibitions, you may specialise in sales or take on the sales duties as part of a more general management role including marketing and operations as well.
The choice may depend on the size of the event, which could range from international trade shows and major events such as the Ideal Home Exhibition to small local shows.
In sales, your role will involve selling stand space to exhibitors, either by telephone or face-to-face. You'll also be responsible for arranging sponsorship for the events.
If your involvement also stretches to marketing, you'll also have to research the level of interest in an event, find suitable venues and dates, generate publicity and oversee the design and printing of tickets, posters and other promotional items.
Hours and Environment
You will be mainly office-based, and spend a lot of time on the telephone. You'll also travel to meet potential sponsors and exhibitors, and to visit venues and possibly contractors.
At times you're likely to work long hours, particularly in the run-up to an event.
Skills and Interests
To be a good conference salesperson you'll need:
- Excellent sales skills
- Good communication and 'people skills'
- The ability to build good working relationships with all kinds of people
- The ability to work under pressure and meet tight deadlines
- Good negotiation skills
- A knowledge of marketing
- The ability to work as part of a team and also on your own initiative.
Entry
You could come to conference and exhibition sales from a range of backgrounds. Often you don't need particular qualifications, but employers will look for relevant sales experience or strong transferable skills.
You may find it useful to take a degree, foundation degree or BTEC HNC/HND in events management, hospitality management, marketing, public relations or business studies.
Whatever qualifications you have, you will find it useful to have experience of selling events or a background in a related industry, such as hotel conferences and banqueting, travel, sales, marketing or public relations.
You may be able to get into the industry through an apprenticeship scheme in events or hospitality. The range of apprenticeships available in your area will depend on the local jobs market and the types of skills employers need from their workers. To find out more about apprenticeships, visit www.apprenticeships.org.uk.
Training
You'll do most of your training on the job. Some employers may give you the opportunity to attend short in-house or external training courses if necessary.
Once you are working in the conference and exhibition industry, you may also be able to gain the following work-based qualifications:
- NVQ levels 2, 3 and 4 in Events
- NVQ Level 3 in Events (Temporary Structures).
You could also choose to study for a part-time HNC in Event Management, or qualifications from the Chartered Institute of Marketing (CIM).
You could join a professional organisation such as the Association of Exhibition Organisers (AEO) or the Association for Conferences and Events (ACE), for training and networking opportunities. See their websites for more details.
You could also undertake further sales training to support your career development, for example the programme offered by the Institute of Sales & Marketing Management (ISMM). ISMM qualifications are suitable whether you're about to embark on a new career or are an experienced professional.
You could also work towards NVQ levels 3 and 4 in Sales, as well as qualifications from the Chartered Institute of Marketing (CIM) and the Managing and Marketing Sales Association (MAMSA). See the appropriate websites for more details.
Opportunities
You could work for exhibition management or event management companies, major exhibition venues, or in-house marketing departments of large organisations such as universities.
Jobs may be advertised in the local, national and events industry press, and specialist recruitment agencies.
With experience and a good track record, you could progress to management within a company, or you could choose to work freelance or set up your own business.
Alternatively, you could use your exhibitions experience to move into another area of sales.
Annual Income
Figures are a guideline only.
- Starting salaries can be around £16,000 to £21,000 a year.
- With experience, earnings can reach £25,000 to £40,000.
- Managers and exhibition directors can earn up to £50,000 to £70,000 a year.
Salaries often include bonuses and commission in exhibition sales jobs.
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