Fernando Fischer (pictured), RX president of the Americas is the Keynote for the upcoming Exhibition and Convention Executives Forum (ECEF) 2023 in Washington, DC on 31 May. Passionate about ROE, Return on Expectation, he will share RX’s new system for quantitatively helping clients improve their exhibition experiences. It’s about using talent and technology/data to prove and improve exhibitor ROI at RX’s shows, reports Stephanie Selesnick.

Moving from a transactional sales experience to a consultative one isn’t easy, Fischer says, noting: “It involves retraining in-house talent [sales teams] and customers.