Value Based Selling pays off big at RX, Fischer tells ECEF audience in Washington DC

There is a sea change at global exhibition organising giant RX, Fernando Fischer, president of the Americas for the organisation, told a record crowd of 237 executives at the Exhibition and Convention Executives Forum (ECEF 2023) in Washington, 31 May. And that change, he said, is called Value Based Selling (VBS). 

The key to the change is a shift away from discussing price and towards proving value. It may sound simple, but the transformation profoundly impacts every aspect of the selling process and customer relationships. Happily, the benefits to the bottom line were equally profound.

“We are all indebted to Fernando for sharing so much of the details of why and how RX achieved such stunning results,” said Sam Lippman, president of ECEF organiser, Lippman Connects. “This information is so important we will be publishing the video recording of his entire presentation on the Lippman Connects web site.” 

The videos of all the presentations on the ECEF programme will be accessible via the Resources tab at by 14 June as well as slide decks, photos, and additional material. 

In a further announcement, ECEF 2024, scheduled for 29 May, will once again precede ECA’s Legislative Action Day on 30 May. “Lippman Connects and ECEF will do everything possible to ensure the continued success of Legislative Action Day,” Lippman added.

ECEF 2024 will be back in the Grand Hyatt in Washington DC. This year’s record-breaking event was made possible through the generous support of 44 sponsors including Gold Sponsor Encore and Silver Sponsors: Las Vegas Convention and Visitors Authority; mdg, A Freeman company, and Visit Dallas.

Lippman Connects produces information-sharing and networking experiences for exhibition and convention industry executives, managers, and professionals. The Lippman Connects portfolio includes ECEF, Attendee Acquisition Roundtable, Exhibit Sales Roundtable, Large Show Roundtable, Midsize Show Roundtable, and Digital Summit.

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