Strategic Execution
The Seller Hook
"Transition from episodic project vendor to "Unified Enterprise Partner." Focus on complexity reduction for the trade show team by servicing PCG, CBG, and Corporate under one accountability standard."
Primary Stakeholder
Karen Benton
Senior Manager, Trade Shows
Seller Intel: Primary operational gatekeeper. Responds to vendor consolidation stories. Reference the FABTECH 2025 success to prove STAR already knows their operational standards.
Key Event Target
IRE 2026 (Intl Roofing Expo)
The bridge opportunity. MetalVue contractor network is the focus. Success here unlocks the right to pitch the full PCG and CBG annual calendars.
Objection Killers
"We handle exhibit houses at the division level."
Pivot: "Division-level management creates redundant spend and brand drift. STAR provides a single creative/quality standard that reduces management complexity for the trade show team."