Show them specifically how trade shows have lowered the cost of sales, increased repeat customer rates, attracted new customers, increased market share, gotten products to market quicker than the competition, or improved the company image. Be prepared to negotiate. When asking management for support in various areas, present facts that are based on your past experience. Know exactly what you want, and be prepared to negotiate. Speak their language.
Management is committed to making things happen in the organization.
They often do not appreciate the value of exhibiting and how it can help the bottom line. Adjust your focus - illustrate past performance success stories and share industry research and statistics on how profitable shows are for the company. Appreciate different personality styles. There are four major personality styles - driver, expressive, amiable and analytic. Know and understand the personality style of your top management.