Behind The Scenes : Sales and Networking at an Events Venue
Sales and networking at an events venue is a key opportunity for many organisations. With a decade of sales experience, Ben’s journey at The Great Yorkshire Events Centre (GYEC) has been full of valuable learnings that have shaped his approach to the job.
Ben Chatburn – Head of Sales
The events landscape has changed enormously in that time: digital burnout is real, so is 2025 the year to prioritise face-to-face relationship building? Are you ready to get out there?
Here, Ben offers the benefits of his experiences as a key member of our team with a great passion for creating unforgettable events.
From the Top: What Makes My Job So Rewarding?
The beauty of my role is that every day presents new opportunities and it’s exciting: whether it’s mentoring sales teams, building meaningful relationships, and ultimately creating unforgettable experiences for our clients.
For me, the fulfilling aspect of my role is working closely with clients to bring their vision to life. There’s nothing more satisfying than seeing an event come together seamlessly, knowing that you’ve been there from the start in being part of a great team too make it happen, creating unforgettable experiences that further establish our venue’s credentials as the place to hold your event.
But it’s not just about the events themselves — it’s about the people. Mentoring a team and watching them develop into confident, skilled professionals is just as fulfilling. Seeing them grow, take on challenges, and succeed is a reminder of why I love what I do.
Another aspect that makes my job truly special is knowing that every event we host does more than bring people together — it helps make a real difference. All profits from GYEC are donated directly to charity, supporting the important work of the Yorkshire Agricultural Society. GYEC, along with Fodder – Great Yorkshire Food Hall and Harrogate Caravan Park, is part of a family of commercial businesses located on the Great Yorkshire Showground. Every booking, every event, and every guest contributes to a bigger purpose — helping to create a thriving future for farming, food, and the countryside. It’s an incredible feeling to know that our success directly supports a cause that impacts so many lives.
Prioritising People – Why Trade Shows Like CHS Matter
When it comes to industry events like the Conference & Hospitality Show (CHS), we focus on two main goals:
Strengthening relationships with our existing clients
Showcasing GYEC’s potential to new agents and corporate clients
CHS provides the perfect stage for us to demonstrate what makes our venue unique. It’s where we get to connect with decision-makers, share our expertise, and stay ahead of industry trends. These events not only help us grow our business but also allow us to form valuable partnerships that drive future success and enhance client satisfaction.
Prepare to Engage – Gearing up for Success at Trade Shows
Success at a trade show doesn’t happen by accident – it’s all about preparation. Here’s how we make the most of it:
✅ Engaging with clients & prospects – Letting them know we’ll be attending and scheduling meetings in advance
✅ Strategic networking – Planning our approach to ensure we have meaningful conversations with the right people
✅ Marketing & Promotion – Face-to-face and digital communication work hand-in-hand. As well as getting in front of prospective clients, utilising LinkedIn and other platforms to attract potential clients and collaborating with our marketing team on the necessary tools and designs for the event are important parts of our strategy. Sales and marketing synergy is essential.
Tips for Event Planners Attending Networking Exhibitions
💡 Make every moment count! Trade shows are a goldmine for connections that could take your business to the next level. Talk to as many exhibitors and industry professionals as possible – you never know where a conversation might lead!
👥 Team Effort: Attending shows like CHS is never a solo effort – it takes a dedicated team working tirelessly behind the scenes to make everything run smoothly. From logistics to marketing, planning, and follow-ups, there’s a network of people ensuring that our presence at these events is impactful.
Every handshake, every introduction, and every conversation could open new doors. Whether it’s meeting potential clients, exchanging ideas with industry peers, or discovering fresh opportunities, these interactions are what make networking exhibitions so valuable. The more people you connect with, the more opportunities you create for your business.
One More Thing – The Power of Partnerships: Catch the Mice & GYEC
One of our strongest collaborations is with Catch the Mice.
Stuart’s reputation and vast network that allows us to connect with key industry professionals, increasing our visibility and positioning GYEC as a premier event venue.
Working with Catch the Mice means we’re always part of the conversation when it comes to event planning. Stuart’s expertise and connections help drive new business and ensure that our venue remains a top choice for a wide range of events.
In a Nutshell – The Real Impact of Trade Shows
This year’s CHS reinforced one key message: nothing beats face-to-face interaction. While digital communication has its place, in-person conversations build trust, spark ideas, and create genuine opportunities for future collaboration.
Industry events like CHS are full of energy, ideas, and opportunities. They allow us to:
✨ Build and strengthen industry relationships
✨ Increase GYEC’s visibility in the marketplace
✨ Stay ahead of industry trends and innovations
✨ Network with key decision-makers
But beyond all of that, they provide fresh inspiration. Observing what other exhibitors are doing, learning from industry leaders, and exchanging ideas all contribute to our continued improvement and evolution as a venue.
Thinking about your next event? Let’s talk! Get in touch to discover how The Great Yorkshire Events Centre could be the perfect venue for your event.
