Tip 52: Create a Sense of Urgency

In this economy, are your salespeople having trouble getting exhibitors to commit? To get them off the dime, create a sense of urgency, such as these approaches:

• "The $2 per NSF early-bird discount expires on September 1."

• "The deadline for being listed in the pre-show promotion mailer is this Friday." Note the same pitch can be used later in the cycle for the Show Directory.

• "An excellent location just opened up in the second row back from the main entrance. Would you like me to put a 24-hour hold on it for you?"

• "The vendor Keynote panel will be finalized at next Tuesday's conference committee meeting. Would you like your CEO included?"

• "The deadline for the 10% discount on pre-show orders is May 1."