I have spent 25 years in the Exhibition & Digital/Media space. During this time I became frustrated at the advice and training given to businesses. These training courses were all theory and not based on real life.
It seemed that there were lots of lovely theories on how to sell and close sales. They also had ideas and ways to handle customer objections. Unfortunately I found this was all just theory. In real life exhibitions are completely different.
“Every client is different, a one size fits all approach just doesn’t work.”