Justification Request Letter

Dear (name),

As I’m sure you’re well aware, the COVID-19 pandemic is having an extremely negative impact on our company/association and our entire exposition industry.

Because of the severe economic impact, coupled with the pervasive fear that has been deeply implanted into the psyche of many people, as we begin to re-open and attempt to resell exhibitors, advertisers and sponsors into our next event, we are going to face new and unprecedented sales challenges unlike anything we’ve ever faced before.

Attached is an infographic created by a group of ten exposition industry sales executives who have 234 years of combined industry experience. It summarizes the top 10 new sales challenges our industry faces as we attempt to rebound and recover.

Because our association/organization relies heavily on the revenue we acquire from exhibitors, advertisers and sponsors to fund our operating budget, I feel strongly that we will need new sales strategies and skills to be able to address these new challenges.

Please know I understand every expenditure right now must be carefully scrutinized and cost justified.

I am writing to request your approval to register for the Take Our Industry Back Exhibition Virtual/Space and Sponsorship Sales Training Virtual Summit being held September 10 through September 21. Some of the topics include:

  • Retaining revenue by keeping contracted exhibitors committed to exhibiting virtually
  • Using a step-by-step processes to reverse cancellations
  • Proactively responding to spending freezes and budget cuts
  • Providing strong business reasons and cost-justification to convince exhibitors that continuing to market and exhibit is “mission-critical” to their company
  • Convincing exhibitors there will be more than enough of the right attendees for them even when your attendance numbers are down!
  • Guiding exhibiting clients on how to request corporate travel restriction exceptions

The investment for this 5-part robust pandemic sales training is only $320 for the first person, with volume discounts for additional people, and it comes with a 100% satisfaction money back guarantee. We easily generate a return on our investment with the sale or retention of just one single booth space.

Also, 10% of the registration fee is donated to the PCMA Industry Relief Fund.

May I count on your approval to register?

Sincerely,