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Exhibition organisers · CRM

Keep every enquiry, quote, stall number and balance payment on one record.

A CRM for an exhibition organiser is the single list where every exhibitor, sponsor, visitor and sector body is recorded against a show, a stall and a payment stage. GullySales works on setting up the fields, the stages and the habit of using them so the show director sees the whole floor.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of event management companies at work in India

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for exhibition organisers

Sales and marketing for exhibition organisers, the overview.

Last updated 18 Oct 2026.

For exhibition organisers

Where it usually goes wrong, and what we would do.

  • “A stall is promised twice when two executives hold their own lists”

    One executive tells an exhibitor the corner stall is free while another has already quoted it. The exhibitor who loses it blames the organiser, and the show director learns of the clash only on the floor.

  • “Payment stages matter as much as the enquiry stage”

    A stall booking arrives with a small deposit, the balance falls due near the show, and the hall has to be paid first. A record that tracks deposit, balance and reminders is cash planning, not only sales tracking.

  • “Repeat exhibitors are the best data you hold and the worst kept”

    Which stall they took, what they said afterwards and what they paid are in a notebook belonging to an executive who may have left. The record should outlast the person.

  • “Visitors need a record too”

    Registrations by company, designation and city are what you show an exhibitor to prove the audience. A form feeding a spreadsheet nobody cleans produces an audience nobody can describe.

What we do

What we deliver for exhibition organisers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Show, stall and exhibitor fields

    A record for each exhibitor linked to a show, a stall number and size, a rate and any discount, with the person who agreed it.

    Result: One screen that shows who holds which stall and at what rate.

  2. Pipeline stages from enquiry to paid balance

    Stages for enquiry, quote, hold, deposit, contract and balance paid, with a date and an owner against each.

    Result: A pipeline the show director reviews before any stall is quoted.

  3. A hold list for the best positions

    Stalls held for a named exhibitor with an expiry date written on the hold.

    Result: No stall promised to two companies.

  4. A visitor registration database

    Registrations kept clean, tagged by buyer type, and linked to the exhibitors they asked to meet.

    Result: A visitor count by type, drawn from your own data.

  5. A carry-over to the next edition

    Every exhibitor and visitor record kept, with notes, so the next show starts from a list and not from nothing.

    Result: A list of last year's exhibitors, with their positions and notes.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

Fields worth keeping

Fields for the exhibitor record that hold a stall from enquiry to paid balance.

Show, edition and hall
The sales executive fills it. It stops a repeat exhibitor being confused across editions and halls.
Stall number, size and position
Filled when the hold is made. It shows which positions are free and prevents a stall promised twice.
Hold expiry date
The executive sets it with the exhibitor. When it lapses the stall returns to the list in writing.
Payment stage and amount received
Finance fills advance, balance and date. It lets sales see which stalls are secure before the hall is paid.
Discount given and who approved
Recorded by the executive and visible to the head. It keeps pricing consistent across the team.
Previous editions and reason for leaving
Filled at the post-show call. It tells you which exhibitors to win back and with what.

Who it is for

This is written for these exhibition organisers.

  • Organisers of manufacturing and engineering exhibitions
  • Building, construction and interior exhibitions that draw architects and contractors
  • Food, hospitality and agri exhibitions
  • Health, pharma and medical equipment exhibitions
  • Education and franchise expos
  • Consumer exhibitions, such as home, wedding, auto and lifestyle shows
  • Property exhibitions where developers take stalls
  • Organisers who run a series of shows in several cities

Not for

It is not the right fit if.

  • You run one small show a year and a single sheet holds every stall, so a CRM would add steps.
  • Executives will not agree to share their notebooks, so the record would be incomplete from the first day.
  • You have not decided who can approve a discount, so the field would be filled by anyone.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is a spreadsheet enough for a small show?
For a first small show, it may do. Once more than one executive sells stalls, a shared CRM prevents double promises and lets the director see payments. Choose one the team will actually open.
What should we record on a lost enquiry?
The reason: budget, rival show, wrong audience or no reply. Those notes, read together before the next edition, tell you what to change in pricing and positioning.
Who should be able to see discounts?
The show director and the executives selling. Visible discounts keep quotes fair, and an exhibitor who learns another got a better rate by asking is a lost relationship.
Should the visitor database sit in the same CRM?
Keep it in the same system but a separate list. Exhibitors are few and paying, while visitors are many and free, and they need different messages. A shared record lets you link a visitor to an exhibitor's invitation, but never mix the two lists.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for exhibition organisers

Everything else we would do for you.

Closest to this: leads and follow-up

Also for exhibition organisers

Or start from the overview: sales and marketing for exhibition organisers.

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