During the period of market saturation with a variety of goods and services, non-price methods of competition take a leading position. Modern expectations in the service sector require business entities to construct clear actions aimed not so much at obtaining internal benefits, but more at satisfying consumers. Business process modeling allows you to solve these problems. Currently, exhibition activities are not only a necessary tool for enterprises to enter new markets and increase brand recognition and its products, but also one of the factors in the development of international cooperation through holding fairs at various levels. At the same time, in an unstable external environment, which is characterizing by sharp price fluctuations and changing business conditions, it is important to build effective business processes, which will allow you to immediately seeing the reasons for their occurrence when a problem arises, and optimize your work to eliminate the problems that have arisen. In accordance with the above, the issues of modeling and assessing business processes of exhibition business enterprises seem relevant. Based on the studying and structuring of scientific materials, the work proposes an approach to building a business process for selling exhibition complex services; the possibility of using the “GAP” model during the implementation of the specified business process is substantiating, allowing the main gaps between the expectations of exhibitors and consumers and the actual result of the provision of services. These studies make it possible to formulate proposals in areas with promising business processes for selling services in an enterprise.