What do you believe is the number one trait necessary to succeed as an account executive?
You need to have listening skills. Account executives need to listen to the needs of their clients and then offer solutions that help their clients meet their business objectives.
The exhibit industry has changed a lot in the last two years. What are the biggest challenges facing sales professionals today?
The premise of this question is part of the problem. We are not in the exhibit business. We facilitate face-to-face marketing. To be successful in today’s market one needs to be able to speak to a much wider range of services, like digital marketing, event marketing and multimedia, in addition to traditional services of exhibit fabrication, messaging and program management.
What advice can you offer to an individual who wants to pursue a career as an account executive?
They need to understand the challenges and objectives that clients have in producing face-to-face events. They need to be continual learners and understand the different tools that can help a client be successful.
What is your greatest accomplishment?
On the days that my kids say I’m a great dad and my wife says I’m a good husband and my friends can lean on me. Those are accomplished moments.
What personal attributes, outside of pure sales ability, are important to building a book of business for the long term?
Listening, learning and being willing to go outside of your personal comfort zone to provide solutions to help your client be successful.
From your perspective, what should veteran account executives be aware of in order to survive and thrive in the industry?
You can teach an old dog new tricks. If one’s perspective is that this is a traditional exhibit business, like it was in the ‘80s and ‘90s, they will get passed by someone who is willing to bring innovative solutions to their clients.
Sales prospecting is a hard job. What keeps you motivated and focused?
If an account executive has to ask what keeps them motivated, then I would suggest they ought to look at other career opportunities. Our business is dynamic, fresh and exciting. We get to see and help companies communicate innovation in their respective industries every day. To me, it is like having a front row seat to your favorite sporting event … What more could you ask for?
Did you have a mentor? If so, what was the one piece of advice he/she shared that you cherish today?
I’m fortunate to have worked for two owner/entrepreneur/sales professionals that gave me more opportunities and responsibilities than any 20 something had earned. I’m thankful today for the trust and latitude they gave me. I remember leaving a client meeting with one of them and asking him how he thought it went. He replied: “O.K.” He then went on to say that God gave me two ears and one mouth and next time I should use all three in better proportion.
About Jeff Quade
A veteran at managing large multi-venue technology shows as well as local and national association conventions, Jeff Quade manages an exhibition and event sales team comprised of city sales teams, national sales and portfolio accounts. His show experience include such crown jewels as COMDEX, INTEROP and Java One, and his facility experience spans the Las Vegas Convention Center, Sands Expo (Las Vegas), Phoenix Convention Center, Oregon Convention Center (Portland) and Washington State Convention and Trade Center (Seattle).
