TSW's Top Exhibit Salespeople: Above and Beyond the Call of Duty

The Editors -- Tradeshow Week, 3/14/2005

What makes somebody a top exhibit space salesperson? Ask show managers and you'll get a simple answer: money. Whoever sells the most space at the highest price is No. 1 on their list.

Naturally, if you're an exhibitor, you've got a different point of view and a different answer. Certainly, the short answer would be customer service. But in the tradeshow world, that means more than just having phone calls returned quickly. There are a million different things that can go wrong between the first contact an exhibitor has with show management and the last day of the show. How each of those things is handled can make all the difference.

On this list of top exhibit space salespeople, you will find individuals who sell space at the smallest shows and those who work for some of the largest in the industry. There are people who have been in the business for decades and some with just a few years of experience. In virtually every case, however, there is evidence that those we have featured have done whatever it takes to make sure their customers have a positive trade-show experience.

BILL BUTLER

Sales executive, LaunchPad member, Reed Exhibitions

When he joined Reed Exhibitions two years ago, Bill Butler had sold online and magazine advertising, but never exhibit space. Thanks to a Reed program that helps seasoned sales professionals make the transition from publishing to tradeshows, Butler was soon selling space for the Spa & Resort/Medical Spa Expo & Conference in New York.

That first assignment proved fortuitous when Reed last year decided to launch versions of the show in Los Angeles and Miami, giving Butler something that many of Reed's most senior people didn't have ¡ª show-launch experience.

That experience landed Butler a spot with LaunchPad, a Reed team that investigates potential new shows. These days, in addition to selling for Live Well New York, a consumer show Reed is kicking off in New York, Butler is working on a number of projects still under wraps.

"I was in the right place at the right time. There were very few people in the company that had launch experience," he said.

While Butler said his new position requires more than the usual 40-hour week and is riskier than other sales positions, it also offers the opportunity to research companies and industries and take a more consultative approach with customers.

Greg Topalian, vice president of the LaunchPad team, described Butler as "a very can-do guy" with tremendous energy who represents "the new generation of sales executive."

DAN COLE

Vice president, sales, Consumer Electronics Assn.

Dan Cole oversees sales for North America's largest tradeshow, Intl. CES, and its affiliated shows. Previously, as vice president of sales for Internet company Yellowbrix, he built a nationwide sales team of more than 80 representatives. Before that, as group show director for Advanstar Communications, Cole oversaw marketing, sales, registration and public relations for six information technology tradeshows. He began his sales career at Lanier Worldwide.

Peter Weedfald, a senior vice president with Samsung Electronics, has known Cole for years. "I've watched his kinetic and very appropriate ascension in rank as a maverick sales leader, and I have succumbed to his professional influence in my decision-making process as a buyer of media commodities. Dan is a well-respected opinion leader in the reseller and distribution communities. If you want to be a leader, act like a leader. Dan is and has been doing just that, especially for Samsung Electronics."

According to Stephen Witt, vice president of brand marketing for Alpine Electronics of America, Cole ensures that every aspect of Alpine's CES experience meets the company's needs and ROI expectations. "Dan is a true sales professional," he said.

Cole acknowledged that CES is a hard-closing, aggressive sales organization, which has much to do with its success. But he also claims there's something kinder and gentler at the heart of CES' predominance. "The essence of our success is good will. There are many customer satisfaction strategies. For us, it's about how people feel about our organization."

KENJI HAROUTUNIAN

Senior account executive, Outdoor Retailer and Fly Fishing Retailer, VNU Expo

Working with multi-million-dollar companies like Timberland hasn't made Kenji Haroutunian forget about the little guy. Maybe that's because, in his six years of exhibit sales for the thriving show, Haroutunian has learned that some little guys grow up to be his biggest, best customers.

For example, five years ago, when Life Is Good was branching out from its Marblehead, Mass., roots, the clothing and accessories company wanted nothing more than to exhibit in Outdoor Retailer.

It was one of many wait-listed companies, but Shawn White, executive vice president, was particularly persistent. So Haroutunian gave in and told White to bring a 10¡ä¡Á10¡ä to Salt Lake City. There was a likely no-show, he said, and Life is Good could have the spot if the other company didn't make it.

With their pop-up booth in a U-Haul in the hotel parking lot, Life is Good staffers chewed their fingernails until 10 p.m. on the night before show opening, when Haroutunian finally called and told them the spot was theirs. Seeing his chance, White responded, "We'll fill the space, but only if you promise you'll never kick us out."

Haroutunian agreed, and Life is Good has been in the show ever since, growing into a world-recognized brand. White said getting into OR, with the help of someone who believed in the little company, was a huge part of its success.

Helping David face Goliath isn't Haroutunian's only feat. Despite the fact that OR's been venue-bound for several years, the "master salesman," as his show director calls him, has still managed to grow the event. Apart from using creative layout techniques at the Salt Palace Convention Center, Haroutunian has started industry-focused programs like Backcountry Base Camp, outdoor demos that attract core athletes, media and attendees to try out products hands-on.

CLARK MCEWEN

Sales manager, Hanley Wood Exhibitions

How do you grow your show by nearly 700 booths in three years? Some exhibitors say by paying attention to the most minute details. That's what many of them say Hanley Wood sales manager Clark McEwen does for the Intl. Pool & Spa Expo.

The Tradeshow Week 200 and Fastest 50 show grew by every index in 2004, thanks to McEwen's "dedication, drive and professionalism that have earned him the respect and loyalty of his customers," said Kim Rogers, the firm's marketing manager.

McEwen, who also sells space for the IPSE-collocated show Backyard Living Expo and the Intl. Roofing Expo (which has recently grown by 62 booths), said that his 10-plus years in show sales at companies like Miller Freeman, VNU Expositions and Exposition Sales Production have helped him hone his customer-service skills.

McEwen's attentiveness, said IPSE exhibitor Stacey McGee of Coast Spas Manufacturing, has helped the three Hanley Wood shows retain exhibitors.

"He is consistently going above and beyond to help us at the show. I forgot fishing line in Las Vegas, Clark found me some; we needed extra security in Dallas, Clark found me some," she said. "I just want to exhibit where Clark is."

NANCI BANARER

Exhibit manager, Fire Department Instructors Conference, PennWell

Helped boost FDIC-Indianapolis from No. 76 to No. 70 on the most recent TSW 200 ... "Has always made her customers her priority by becoming their marketing consultant," said Eric Schlett, firm's director of sales and operations ... Exhibitors say they value her "intuitiveness in developing sponsorship packages" ... "It's not just a job to her," said exhibitor Peg O'Donnell of Bacou-Dalloz, "but rather an inner drive to make sure exhibitors are successful." ... Generated 75 percent of total corporate revenue when at Hampton Intl.

KATHLEEN HOGAN

Director of Sales, One of a Kind Show, Sale Chicago

In her first year with Merchandise Mart Properties, handcrafted gift show broke record for number of exhibitors signed and revenue generated ... "She's an artist herself, enabling her to bring a great understanding to the show," said Joanna Mineau, director of public relations ... Artist and exhibitor Peter Blindt said, "I'm used to people not getting back to me once I send them my check." Nevertheless, on show day when there was a problem with one of his booth walls, "She had an extra wall set up for me instantly."

CARLA JOHNSON

Director, associate member services, The Rental Show, American rental Assn.

Assumed duty of selling exhibit space after joining ARA five years ago with no previous sales experience ... Now also takes care of associate member services in addition to selling space and sponsorships at The Rental Show ... Exhibitors sell everything from napkins to construction equipment ... 2003 show ranked No. 81 on the TSW 200 ... Moved to Mandalay Bay Convention Center in 2005 ... Preparing for 50th anniversary in 2006 ... Johnson said, "It's not so much a cold call, it's building on those relationships."

GEORGE KEEGAN

Senior sales manager, EH Events & Education

Started with EH Publishing 10 years ago as an advertising sales representative ... Began selling space for Electronic House Expos when they were launched in 1999 ... Exhibitor Richard Scholl, owner of Worthington Distribution, said Keegan is old-fashioned in that he acts as an advisor, going the extra step to help maximize his exhibitors' exposure ... "I believe that every customer is important, whether it's a first-time exhibitor in a 10¡ä¡Á10¡ä or a longtime exhibitor in a large island space," said Keegan.

CARMELLA PERRONE

Sales manager, Diversified Business Communications

"Blew all targets away" and "was able to create something with nothing" as the only sales representative for the February launch of the Intl. Complementary & Alternative Healthcare Conference & Expo East, said Megan Forrester, the group's managing director ... Drew in over 18 percent sponsorship revenue for New York show, which spawned launch of a Los Angeles version ... Has spent more than 15 years in show sales.

HARVEY RUBENSTEIN

Sales manager, FAME, Business Journals

Started out in publishing division of the Larkin Group in 1970 ... Moved to exhibit sales in 1971 ... When Larkin sold fashion shows to Advanstar Communications, Rubenstein stayed on, selling the Intl. Fashion Show Boutique Show ... Teamed with Business Journals in 2000 ... Exhibitors like his personal touch ... Show director Sam Starr said Rubenstein "tells it like it is, but still becomes their friend."

TAMARA SMITH

Exhibitor sales and support manager, Lifestyle Events

First worked for Lifestyle Events as an intern from 1993 to 1995 ... David Heilbrunn, company president and show manager, says Smith is responsible for the growth of the Coffee Fest shows ... Has increased sales for Coffee Fest Las Vegas and Seattle, both TSW Fastest 50 shows, by over 40 percent in sales and number of booths since 2001.

JENNIFER ROBINSON

COO, Oxford Publishing

Went to work for Oxford Publishing in 1998 selling exhibit space for Nightclub & Bar/Beverage Retailer/Beverage & Food Convention & Trade Show ... Took over as show manager in 2001 and became COO of company that also publishes trade magazines in 2004 ... Ken Ruff, vice president of Future Brands, said, "No matter how bad your idea is, she'll listen, spin it and make it work."

DAVID TOBIN

Director, strategic accounts, Reed Exhibitions

With Reed Exhibitions 10 years ... Started by selling Building Products Expo at the Natl. Hardware Show ... Eventually promoted to sales manager and sales director ... Has organized 20-plus international pavilions for the show ... Travels more than 100 days a year to visit U.S. and overseas customers ... One hardware show exhibitor said Tobin "would do whatever necessary to make the show a success."

ERIC UDLER

President, FSI

Former sales exec for Intl. CES and Natl. Assn. of Broadcasters ... Frequent lecturer on sales strategies ... "Guru of sales" who could "sell anything to anyone," according to Candy Adams of Trade Show Consulting ... Colleen Geiger, managing member of Sleepy Hole-O, said, "Eric makes it easy to be an exhibitor at his expos. He always makes himself available."