Think Outside the Booth

Show organizers these days are finding that they have to do far more consulting with and selling to potential supporters than they have in the past. "Meeting planners usually don’t have a sales background, so this isn’t something they’re used to doing," says Nancy Frede, president, MarketSense, Framingham, Mass. "But in today’s competitive climate, you don’t have a choice."

And competitive it is. According to Charles Allen, chairman and CEO of American Exhibition Services in Birmingha

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