Jack Greenway joined Story Events at the beginning of the year as our show Sales Executive, this years event is already filled with lots of great venues and suppliers, we wanted to find out a bit about Jack’s background before Story and ask why Sales was the job for him.

How long have you worked in the events industry and what drew you to the industry?
I started off in hospitality at 18 and went on to become an Operations Manager at an amazing venue in Glasgow when I was 21. The events industry felt like a natural move for me because you get to meet so many amazing and talented people from all walks of life, it’s ever changing and fast paced, so every day is different. I love it!

You hark from Scotland originally, why did you choose London as a city to work in the events industry?
If you want to be involved with the best events you have to work in the city with the best agencies, venues and suppliers… London has to be that city!

You are the Sales Executive for the London Christmas Party Show (LCPS) & the London Summer Event Show (LSES). What do you love about sales?
Sales is all about communication and building relationships. I get to meet so many people and chat about the shows everyday which is great but hearing about what all the different venues and suppliers have to offer means I’m learning all the time…which is key to sales.

Sales can often be stressful and rewarding in equal measure. What advice would you give to some one starting out in the industry?
It can be a tough slog 90% of the time, but if you’re passionate and believe in what you’re offering, it’ll be enjoyable 100% of the time.

What is the hardest aspect of your job?
Helping the Story Events team eat all the cakes and cookies that get delivered to the office!

What is your favourite aspect of the shows (LCPS & LSES)?
Wow, just the one aspect?!…The shows are very informal and so much fun for everyone.

Why are these shows (LCPS & LSES) different to lots of other event exhibitions on the market?
The shows are much smaller and concentrated compared to other exhibitions, so no exhibitors get over-looked and the visitors don’t get overwhelmed with size. We aim for quality visitors rather than quantity; everyone who attends the show is qualified which I think is so important for the exhibitors- ROI for exhibitors is a key focus for us, so maximising their exposure to quality visitors is a very important aspect of the show- which I think differentiates us from other shows on the market.

The shows run bi-annually how do you keep the content fresh for visitors to the event and what are the main differences between the two shows?
We are the only shows that are dedicated to summer and Christmas. This helps us target venues and suppliers who we believe can gain the most from the respective show. We have exhibitors who will come to the summer show but not the Christmas show, so from a  visitor perspective it’s different every time you visit the show. The seminars and workshops are also a great way off keeping the shows fresh. The seminars are very informative and the workshops so much fun to get involved in.

What for you is the most important aspect of your job as a Sales Executive?
Making sure there are a good mix of exhibitors at the event to keep the shows interesting and fresh. As a visitor, you may go along to the show planning to chat to a venue about your upcoming Christmas party and find yourself also chatting to an amazing supplier who can add even more value to your Christmas event. A good mix of exhibitors helps us to meet the needs of all the visitors attending.

There are so many venues and suppliers in the London market how do you decide which ones to approach for the shows?
When visitors register, we ask what they are looking for in terms of exhibitors at the show. This then points me in the direction of the right kind of exhibitors who will get the most out of our shows while also meeting the needs of our visitors, making  a recipe for success.

Are the shows just for people looking for summer or Christmas events or are other people searching for event venues and suppliers welcome to attend?
Although the shows are dedicated to Summer and Christmas, we know that visitors attending are open minded and keep in mind any events that they may have coming up all year round. We had our host venue for the summer show in January take enquiries for Christmas this year- it’s not that surprising really!

If you weren’t working in events/sales what would you be doing? Any hidden talents?
Astronaut…

The next show is centered around Christmas. What do you love about the Christmas party season? I love how excited everyone gets. It starts off with some subtle excitement and then it just explodes! It’s a party everyday in December when you’re in events.