HELPFUL TIPS
Tips for Controlling Costs
One formula for controlling Sales & Marketing costs is to identify hard costs as a percentage of Sales. These costs are prospectuses. Then divide these Sales & Marketing costs by your total Sales. Costs range from .5% to 3% depending on the size of the show. You can also determine other Sales costs this way. To find your staff costs, divide the Sales staff's salaries, bonuses, and other compensations by your total Sales. Good figures should range from 3.5% to 4%. Five years ago, the ratio was 7-8%.
Another figure you can track is your average Sales person. Determine this by dividing the total Sales by number of Salespeople on staff. You can do this by Sales staff, by team, or per show.
Staff Skills & Etiquette
Staff is a critical element of any exhibit program. The performance of your booth staff can make or break your success at a show. Don't underestimate the impression they make on show attendees.
