The art of the perfect fit

Sales Manager, Design Fair

Posted: 06.07.2022
Contract Type: Full-time
Job Type: Permanent
Pay: Dependent on experience
Location: London, UK
Tenure: Permanent
Job description:

Our client, a design fair in London, is looking for a Sales Manager to join their team.

As a Sales Manager, you will;

  • Manage a successful sales campaign, to meet and exceed targets and KPIS. You will sell stand space, sponsorship, and digital assets to new and existing business, demonstrating excellent phone and face to face skills, and delivering high quality written communication including complex proposals. You may be required to travel to meet with key clients
  • Be responsible for planning and managing the delivery of the stand sales campaign, achieving the targets set for quality, quantity and revenue from the exhibiting universities and businesses
  • Identify where there is opportunity to not only deliver sales result but grow the business through yield, average order values, volume, earlier sales, up sells, pricing structures and new revenue streams
  • Communicating and managing all sales KPI’s with an outstanding knowledge of the pipeline and the impact it will have to forecast sales. You will forecast with accuracy short, and long-term making informed, evidence-based decisions, and will communicate this at all levels with absolute clarity
  • Deliver the sales strategy, created in collaboration with the Event Director. You will identify a compelling exhibitor proposition with a detailed sales plan. The sales plan will be based on the agreed business objectives. You will find ways to improve sales pace through data analysis, market knowledge and strengths in your team. Your plan will include the team’s commissionable targets. The strategy and associated activity should be reviewed throughout the sales cycle; evaluating and understanding exhibitor requirements based on personal conversations, team feedback and analysis of exhibitor survey data. With this information you will make recommendations and have solutions that will improve the exhibitor experience and help grow the event
  • Plan and deliver a rebook strategy for each live event, in line with the event calendar ensuring targets are agreed in advance of the show and help grow the shows long term. This will be approved by the Event Director
  • Identifying new business opportunities and the most effective routes to reach potential new exhibitors. Ensuring we have an excellent knowledge of all competition and the team are attending relevant events. You will closely monitor key competitors, identifying their strengths and weaknesses versus our events and will report on and review this information
  • Report with attention to detail, good narrative and present in an informative way. You will communicate all commercials with the Event Director ensuring forecasts are tracked and monitored in line with the budget. Any concerns for potential revenue issues must be raised in a timely fashion with proposed solutions
  • Be a role model and great leader for your team and others across the events business. You will be mentor, manager, and motivator for any junior sales team to ensure they deliver results and have the ability to develop personally. You will help support and manage their workload and responsibilities
  • Creating an exprom plan in line with the sales strategy. You will work in collaboration with the marketing team, creating a clear brief for impactful email campaigns, sales materials and creating excellent copy. Insight from the marketing team will support decisions on what marketing activity is working, when PR campaigns should run and what content will help support the sales
  • Commercial management of the show floorplans for each show, ensuring the plan is offering the best commercial opportunities, and will deliver and exceed the budgets (P&L sits with ED) maximising where there is opportunity. You will identify areas of the show that are no longer commercially beneficial and find solutions to improve for both visitor and exhibitor alike
  • Support in the delivery of all exhibitor associated assets that are requirements or provided by partners and service providers. These include but are not exhaustive to; event guides, web listing, onsite floorplans
  • Establishing an excellent understanding of the business CRM system, ensuring both yourself and all team members use it for all customer contact, and it is used for all financial reporting outside of reports from accounts
  • Organising weekly sales meetings, ensuring key stakeholders attend, the objectives of the meeting are clear, and actions are followed up and reviewed
  • Have a good understanding of our GDPR obligations and how all salespeople must be communicating with clients/prospects, storing, and managing their data
  • On-going liaison with the finance team to manage and resolve any debt issues and support your team with any challenging issue they may have. You will manage contract changes, onsite rebook, and onsite communications. This communication should be regular, and all issues raised in the timely fashion as per business best practise
  • Lead on all recruitment of additional sales team where required, as agreed and supported by the Event Director
  • Collaborate with other Sales Manager’s to develop best practices for the business and encourage the sharing of ideas
  • Network within the industry to represent New Designers, nurture existing relationships and gain new contacts


Essential Qualities

  • Passionate and highly skilled Sales Manager who is target driven. You will be results focused in everything you do
  • Extremely organised with excellent time management and able to perform well under pressure
  • Knowledge and experience of sales planning, pipeline management, KPI metrics, delivering results and detailed reporting are fundamental to this role
  • Natural leader, who thinks strategically and creatively for commercial gain, and can execute a plan that delivers results
  • Demonstrable success in sales roles
  • Excellent written and verbal communication skills. Clear communicator and strong interpersonal skills, with excellent listening skills
  • Outstanding negotiation and objection handing skills
  • Natural networker
  • Passion for organising events
  • Effective manager, leader, coach, and mentor
  • Committed, engaged and motivated
  • Effective delegator
  • Decisive and self-led
  • Ambition to grow, develop and learn within career
  • Desire to network with others to build a better business


  • Experience in consumer events or exhibitions
  • Demonstrable creative/ design industry knowledge