Exhibition Sales Manager

Job Title: Exhibition Sales Manager
Responsible to: David Holcombe, President
Department: Sales
Location: Santa Rosa, CA


The Learning Guild is a global community of practice for those who design, develop, strategize, and manage learning technologies, talent development, and organizational learning. As a member-driven organization, we produce a variety of resources for our members working in corporate, government, or academic settings. Our goal is to provide a platform where learning professionals can share their knowledge, expertise, and ideas to build a better industry—and better learning experiences—for everyone. The Guild leverages its global community to provide a robust sales and marketing channel for industry suppliers across at our industry leading conferences and trade shows.


Responsible for business development and selling of exhibition booths and sponsorship on a daily basis for assigned shows. Work with management team and follow sales strategies as instructed by supervisor to ensure sales targets are met. Ensure the company’s standards of sales performance are met. Ensure personal sales targets are exceeded. Support colleagues with the smooth running of the event as and when required.



  • Contribute to development of campaign sales strategy in conjunction with management team across new and existing business from research to execution
  • Execute the campaign sales strategy including overall numbers of exhibitors, exhibitor mix, stand sales, sponsorship inventory, yields, and sponsorship revenues
  • Analyse effectiveness of sponsorship revenue streams and contribute to the development of new and innovative sponsorship revenue streams
  • Meet or exceed personal sales targets across assigned events

Sales Development

  • Prospect and identify key new business clients and sales targets within their prospect universe
  • Respond to incoming email and phone enquiries relative to assigned shows
  • Visit and canvas at competitor and industry events and monitor their activities and to develop a systematic understanding of their strategies and practices
  • Arrange meetings and regularly meet with customers, prospects and event partners in person and via calls and Zoom
  • To get close to your market, gather market and customer information, read relevant industry publications, and understand trends to enable you to develop your sales pitch appropriately
  • Listen to customer goals, objectives and requirements and present appropriately to make sales
  • Maintain and develop positive and professional relationships with existing customers and prospects in order to make sales
  • Develop and foster relationships relevant industry associations and, where appropriate, contractors, media and commercial partners
  • Successfully challenge any objections and negotiate the terms of sales agreements and close sales
  • Create detailed written proposals and send them to the client in a timely manner
  • To undertake any other duties as reasonably requested

Financial & Reporting

  • Manage day to day personal sales, pipelines and appropriate sales administration
  • Maintain sales prospecting and pipeline data, and finalize all sales in Salesforce
  • Review your own sales performance, aiming to meet or exceed targets
  • Provide a weekly report and forecast on personal revenues

Individual & Team Development

  • Attend sales and personal development training sessions and utilise skills learned in your sales pitch and other professional responsibilities
  • Share best practices on identifying new business with colleagues and learn from those around you and your line management

Essential Skills

  • College degree in related field preferred
  • Successful conference and/or expo strategy development experience
  • Successful exhibit and sponsorship sales experience resulting in significant sales growth
  • Experience closing sales from $5K up to $100K
  • Proficient use of MS Office and Salesforce; use or learn Adobe Acrobat and other technologies
  • Persistent, efficient, and focused self-starter
  • Exceptional verbal and written communication skills
  • Ability to manage time and workflows

What We Offer...

This is a full-time permanent position. The Guild offers a competitive base salary range, sales commissions, an annual bonus program, and a comprehensive set of benefits administered by Execustaff HR.

Focuszone Media, Inc., dba The Learning Guild produces leading events such as DevLearn 2021 and Learning 2021, publishes Learning Solutions Magazine, and is a subsidiary of CloserStill Media, Plc

How to Apply

To apply, please email your cover letter and resume to