Meet Julian: A Sales Pro Navigating Crisis with a Fast-Follower Mindset

Julian has spent four years selling exhibit space and sponsorships for a well-known European trade show company, handling mid-sized tech and healthcare events across France, Germany, and the UK. Like many in events, he’s faced his share of curveballs—whether it’s a sudden venue cancellation or a global health scare shaking attendee confidence.

We chatted with him about how mid-level salespeople like him can use fast-follower strategies when crisis strikes, specifically in the Western European market, where client expectations and competition can shift overnight.

What Exactly Is a Fast-Follower Strategy, and Why Does It Matter During a Crisis?

Julian: Imagine you're at a race, but not the one who starts first. Instead, you watch the leader’s every move, learn from their mistakes, and then sprint smarter. That’s what fast-following is in business — quickly adapting and improving on someone else’s initial idea or response.

For us in events, crises can feel like sudden roadblocks—say a last-minute government travel restriction during a conference week. If you're too slow, you lose deals or trust. But jumping in with a thoughtfully tweaked solution can keep revenue flowing and your relationships intact.

A 2023 Event Industry Survey showed that companies in Western Europe that deployed fast-follower crisis responses recovered client bookings 30% faster than those who stuck rigidly to their original plans.

How Does This Play Out Practically in Sales During an Event Crisis?

Julian: Say you hear your competitor canceled their physical booth, shifting to a virtual setup last minute. A fast-follower sales rep springs into action. Maybe you offer hybrid booth packages, combining limited in-person presence with an online showcase, while also throwing in extra digital engagement tools. You’re not the first to react, but your offer is sharper and more appealing because you’ve learned from the competitor’s initial missteps or gaps.

One time, my team watched a rival’s virtual booth struggle with poor attendee interaction. We quickly adjusted our pitch to emphasize interactive workshops and networking lounges, which we knew from feedback really resonated in Western Europe’s markets. Within weeks, our conversion jumped from 4% to 12%.

The key: rapid response, but smart response — understanding what worked or didn’t from the leader’s move.

How Can Mid-Level Salespeople Spot These Opportunities Quickly?

Julian: Monitoring is huge. Stay plugged into industry chatter—LinkedIn groups, industry newsletters, even competitor social media. Tools like Zigpoll or Poken let you collect live feedback from attendees and clients, so you sense shifts in sentiment or needs early.

For example, in late 2023, when a major pharma event in Germany went all-digital due to COVID flare-ups, using Zigpoll helped us gather real-time attendee feedback on session format preferences. That let us tweak our sales propositions immediately, offering clients packages tailored to audience desires, turning a potential loss into a 15% revenue bump compared to previous years.

The downside? You need to filter out noise from real signals, which isn’t easy. Not every competitor move or attendee comment signals a crisis or opportunity.

What Communication Tactics Should Sales Use When Acting as a Fast Follower in a Crisis?

Julian: Transparency and speed are your best friends. If something changes—whether it’s a venue, schedule, or format—tell clients fast. Use multiple channels: emails, WhatsApp groups, even quick Zoom calls.

But don’t just broadcast the change; frame it around how the new plan serves your client better. For instance, after a venue cancellation, we told clients, “We know onsite experience matters, so we secured a nearby venue and added exclusive VIP networking sessions to make up for any inconvenience.” That reassured them and kept contracts alive.

Also, don’t underestimate the power of internal communication. Sales teams, marketing, operations—they all need to be on the same page immediately to speak with one voice.

Can You Share a Specific Fast-Follower Strategy That Worked For Your Team?

Julian: Absolutely. During a 2022 Basel healthcare trade show, a sudden transport strike almost wiped out footfall. Our main competitor was slow to adapt, sticking to their original booth plans. We quickly partnered with a local rideshare and hotel group to offer bundled transport and lodging discounts—an idea we saw a small startup testing in a minor regional show.

By the event start, we had converted 25% more booth space sales than usual, and exhibitors reported 18% higher walk-in traffic than the prior year despite the strike.

It wasn’t about inventing something new but spotting a quick fix and scaling it rapidly to meet the moment’s challenge.

How Should Sales Professionals Balance Fast-Follower Moves with Long-Term Client Relationships?

Julian: It’s a juggling act, really. Fast-following can feel reactive, but it shouldn't erode your credibility. Always align your quick moves with your client’s goals and the event’s core value.

For example, if a client values personal networking and you pivot to more digital formats, make sure your alternatives genuinely deliver meaningful connections—not just a flashy gimmick.

Also, keep post-crisis follow-up tight. Use tools like Qualtrics or Zigpoll to gather feedback on how your crisis response impacted client satisfaction. This way, you show you’re proactive not only in sales but in learning and improving.

Are There Risks or Limitations to Fast-Follower Crisis Strategies for Mid-Level Sales Teams?

Julian: Sure. Being a fast follower isn’t about copying blindly. If you jump too quickly or without adapting properly, you might offer solutions that don’t fit your clients or the event format.

Also, not every crisis is the same. A tech glitch during a conference doesn’t demand the same response as a geopolitical event that impacts travel.

Another challenge is company culture—some leadership teams resist rapid changes, preferring a slower, more controlled approach. Mid-level reps must balance advocating for agility with respecting these boundaries.

What Advice Would You Give Mid-Level Sales Professionals Starting to Use Fast-Follower Strategies in Crisis?

Julian: Start with this: always listen first. Crisis responses aren’t about pushing products harder but about solving real-time problems.

Use quick feedback tools like Zigpoll to keep a finger on the pulse. Keep your communications clear and empathetic—clients remember how you make them feel when things get tough.

And, build a small “fast response” playbook for your portfolio: scenarios and quick options you can tailor rapidly. For example, have ready-made hybrid packages or digital add-ons you can pitch immediately when a crisis hits.

Finally, don’t hesitate to lean on your operations and marketing teams. Fast-following is a team sport, especially when time is tight.

Quick Comparison Table: Traditional vs. Fast-Follower Crisis Sales Approach

Crisis moments don’t have to mean lost sales or damaged relationships. Mid-level sales professionals who watch closely, communicate clearly, and adapt swiftly—informed by both competitor moves and client feedback—can turn troubles into opportunities. Julian’s experience shows that fast-following, done right, isn’t second best; it’s smart business.