Influencing the Modern Buyer Journey
As commercial pressure intensifies across global markets, the AIPC Sales & Marketing Summit offers something rare: a full day dedicated to rethinking how convention centres influence, position and compete.
Taking place on 17 May 2026 in Frankfurt, this year’s edition adopts a fully interactive workshop format designed specifically for senior sales, marketing and business development leaders navigating increasingly complex buyer behaviour.
Led by Riki Dackén, senior sales and marketing expert and programme leader at IHM Business School, this year’s edition focuses on a critical shift:
Today’s buyers are informed, sceptical and often well advanced in their decision process before the first sales conversation even takes place.
The workshop will explore:
- How modern buyer behaviour has fundamentally changed
- Why influence often happens long before the buying window opens
- How neuroscience and behavioural economics explain real decision-making
- Why sales and marketing must operate as one integrated commercial system
Rather than beginning with fixed models, participants will think, test and challenge assumptions before refining their approach. Short theory blocks alternate with discussion and practical case work, ensuring direct applicability.
A key theme is the 95% of the market not currently in an active buying phase. The Summit examines how convention centres can build visibility, memory and preference over time strengthening performance beyond short-term transactions.
Bringing together over 50 senior executives from convention centres worldwide, the Summit offers a focused forum for benchmarking and strategic reset ahead of IMEX.
Registration Now Open
The AIPC Sales & Marketing Summit 2026 will take place on 17 May 2026 in Frankfurt.
Secure your place today.
