Page 5 - EXHIBITION BOOK - BOOK 1 Before!_Neat

CHAPTER 1 WHY EXHIBITING MAKES REAL SENSE FOR YOUR BUSINESS

Ok first a little about me and why I am writing this book and my credentials to deliver you this information
…My name is Stephan Murtagh – AKA The Exhibition Guy, I have spent almost 25 years in Exhibitions and
been involved in many many shows over the years and have seen the good, the bad and the ugly of shows.

“Having spent 25 years in the Exhibition Industry, I became frustrated that the training courses I did and the online
sales training were all theory and not based on real life situations. There was lots of lovely theories and ways to
handle customer objections, but I found this was all just theory. Every customer is different, and a one size fits all
approach just doesn’t work.

With this frustration and an incredible passion to see sales people succeed in sales, I set up The Exhibition Guy to
simply help people sell more with the best sales training. To bring my experience of managing and selling to the fore
and use this to enable sales people to enjoy their job more and be the very best they can be.
As a qualified Fetac trainer, I am all about results and bringing this experience to your business on a partnership basis
through effective sales process and sales strategy”

Seen many companies do it right and unfortunately seen many companies spend thousands and thousands
of € on stands and really really waste it. This can be really frustrating as these companies don’t come back
to shows and just take one bad experience as the industry norm. Remember the first time you fell off your
bike? Did you just give up and say the bike doesn’t work…No you got back on the bike made some changes
to your approach and then loved cycling that old bike! (Eventually)

Getting any facet of business right the first time is rare, and Exhibiting is no different. This is why I wrote
this book, and set up my business. To help companies do it right and make exhibiting more profitable in
every way.

In this little book, I am looking to give you help on getting it right and ensuring that when you Exhibit that
you get the maximum return from your investment of time, money, and the mental energy you have
invested in helping your business grow. I am incredibly passionate about this industry and I am happy to
state my objective as wanting to become THE Go-To person in the industry. This is not an attempt at
arrogance but rather that my company can help you achieve massive success from exhibiting and that in
the future you will look to us to help you do it even better. This is the first in a series of 3 little books on
exhibiting and this one solely focuses on the “Before you exhibit” bit.

Ok, let’s begin!

Exhibitions continue to grow and according to the global exhibition industry body the UFI, 2018 will be the
biggest year yet. As an industry Exhibitions are growing faster than the global economy as they work. I am
guessing if you are reading this book you have either booked a show or are considering it. Realistically this
is because they offer a multiple of features that can’ the offered by traditional mediums in one place at
one time.