By Mary Tucker | Senior Communications and Content Manager | IAEE
Richard Smith, Senior Sales Manager at Informa Markets, has made an extraordinary impact on the exhibitions and events industry, particularly through his leadership with the World of Concrete, the largest annual international event for the concrete and masonry industries. With more than 20 years of sales experience across various sectors, Richard has consistently demonstrated his ability to drive new business, exceed goals, and cultivate strong relationships with key clients and partners to the extent that he has been dubbed “Mr. Concrete.”
Richard leads and coaches a team of sales professionals, helping them manage and grow corporate accounts for the World of Concrete. From 2017 to 2020, Richard took on the role of training every new sales rep across the entire Infrastructure and Construction Portfolio, which includes nine trade events. His commitment to mentoring and sharing knowledge continues to be a hallmark of his leadership style. Richard’s passion for the industry is evident not only in his sales performance but also in his advocacy on social media.
Recognizing the need for a more personal connection with audiences, Richard began building his following on LinkedIn nearly two years ago. His efforts have paid off, with his posts generating 1,559,494 impressions in 2024 alone. He has successfully transformed his LinkedIn content into a 24/7 sales tool, positioning the World of Concrete as more than just a company posting content – it is a brand with a human face. His social selling articles on LinkedIn have made him a sought-after advisor for many construction companies seeking to elevate their presence on the platform.
For the 2024 show, Richard achieved a historic milestone, selling more than any salesperson had ever sold in the history of the World of Concrete, which celebrated its 50th anniversary that year. Even more impressive, Richard has already surpassed last year’s record-breaking numbers by nearly $1 million, with 4.5 months remaining until the 2025 show. Richard’s approach is rooted in the belief that people on LinkedIn seek to be educated, inspired, and entertained, and his ability to build an engaged audience has proven to be an invaluable asset for the World of Concrete.
Beyond social media, Richard excels in utilizing tools such as Salesforce and Map Your Show to optimize sales operations and strategies. Managing a $9.6 million territory, Richard leverages his expertise as a certified Salesforce administrator to deliver innovative and comprehensive solutions that meet both the business and technical needs of his clients.
Richard’s deep knowledge and experience have also led to his role as a guest speaker and mentor, where he enjoys sharing his expertise with others. His service, talent and perseverance earned him the 2024 IAEE Outstanding Marketing & Sales Award, which was presented to him this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Los Angeles, California.
In this insightful conversation, Richard shares his perspectives on building successful sales strategies, leveraging digital platforms and fostering meaningful relationships in the industry.
You know we have to ask: how did the title “Mr. Concrete” come about?
Richard: Mr. Concrete was something someone called me on LinkedIn once and it stuck. So, I created some posts around it and it just took off.
Among your many achievements, you broke the all-time sales record for World of Concrete – congratulations! What key principles have guided your success throughout your career?
Richard: My motto is, “Make a customer, not a sale.” People do not buy goods and services… they buy relationships, stories and magic. People may forget what you said, but they’ll never forget how you made them feel. Customers are the reason we are all in business. Love them or lose them – it’s that simple!
You truly take advantage of the reach that LinkedIn offers and achieve amazing results. How do you adapt traditional sales strategies for today’s digital landscape?
Richard: I adapt traditional sales strategies for today’s digital landscape by simply getting my brand (me) and my show out to the masses in a fun yet informative way by my posts. I post every day, and it is a lot of work. You have to do this to stay front and center.
As someone who trains sales reps across multiple events/portfolios, what are the most critical lessons you teach new salespeople and what advice do you give those looking to achieve your level of results-oriented success?
Richard: This is simple: to take care of the customer. They have to understand they are there to help the exhibitors have a successful show and to help them sell their product or service. It’s not like a normal sales job where you are selling a product; at our shows, we are selling (helping) with an opportunity to get in front of thousands of buyers and it’s our job to just make sure the show is a success for them.
How has your involvement with IAEE shaped your professional network and created new opportunities that you would not find anywhere else?
Richard: Gosh, IAEE is unlike any professional network I have ever been a part of. I learn something new every day from the IAEE network and my contacts there.
