What does it actually take to win an event deal? Sales teams can spend weeks building the perfect proposal, but the decision is often shaped by what happens long before a contract lands on the table. In this candid session, senior buyers will dissect real, anonymised sales approaches and reveal what makes them lean in, what makes them hesitate and what ultimately gets a deal over the line.

The panel of senior buyers respond to real, anonymised exhibition sales approaches and reveal:
• What earns their attention.
• What creates or damages confidence.
• What helps them gain internal approval.
• Why apparently positive opportunities stall.
• How they respond to AI-generated communication.
• What separates a strategic partner from another supplier.