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Trade Show Sales Training

trade show sales and selling course

Great Exhibitionists: Mastering Trade Show Sales and Booth Etiquette

Course Outcomes

This trade show selling course will:

  • Outline what a booth staff can and can’t expect from a trade show. 
  • Prepare participants to effectively plan for their next exhibition.
  • Provide participants with tactics for attracting qualified booth traffic.
  • Suggest tactics for dealing with the unexpected.
  • Outline proven tactics for following up on leads.

Available Format

  • Conference Breakout
  • Half-Day Course
  • Full-Day Course
  • Webinar

Course Overview

If you've ever participated in a trade show and found yourself having flashbacks to the popularity games of high school, you're not alone. It doesn't take long to figure out where the "cool kids" are.

Their booths may not be the biggest or the fanciest, but they are the places to be. What's more, these people get exactly what they want out of the show. How do they do it? For most of them, it's no accident. They've mastered the art of exhibiting.

This course in trade show sales, networking, and etiquette is designed for any group that wants to improve its booth savvy and get the most out of the trade shows they attend.

Program Objectives

At this program's conclusion, participants should be able to:

  • Describe what trade shows can and can't do for business.
  • Staff a show with the right people.
  • Set realistic goals for shows.
  • Generate booth traffic.
  • Appropriately greet and engage visitors.
  • Adhere to professional appearance and etiquette standards during tradeshows.
  • Manage conversations with visitors.
  • Qualify prospects.
  • Gather visitor data.
  • Handle difficult visitors and unwanted surprises.
  • Follow up after each event.

The following outline highlights some of the course's key learning points. As part of your training program, we will modify content as needed to meet your business objectives. Upon request, we will provide you with a copy of the participant materials prior to the session(s).

Workshop Outline

The Naked Truth: Understanding Why Trade Shows Flop
"We didn't get any new accounts!" "I have all of these business cards and no idea what to do with them." "Nobody spent any time in our booth." These types of statements are uttered after any trade show by scores of unhappy exhibitors. This introductory conversation candidly explains why trade shows don't always meet expectations and the mindsets participants must adopt to ensure that they do not find themselves with the post-show blues.
Bare Essentials: Planning for Shows
Too often organizations take part in a trade show with no plan in place. Sure, they send brochures, order some fake plants, and have a team to demonstrate their products. What they don't have is a game plan for making the most of the event. This segment of the course focuses on the ins and outs of planning to exhibit: setting goals for the show, staffing the booth with the right mix of people, and preparing for visitors.
Maximum Exposure: Making the Most of Time in the Booth
People want to be where something exciting is happening. They don't want to walk past a booth and feel like vendors are wild animals and they're raw meat. Unfortunately, too often people don't know what to do to start conversations. During this hands-on portion of the program, participants will learn techniques for attracting and connecting with visitors, finding out what their needs are, and gathering their contact information for later use.
Malfunction Management: Dealing with the Unexpected
From time to time, the best planning and booth-manning strategies are foiled by surprises. From dealing with sticky guest situations to handling difficult neighbors, this case-based section of the course deals with a variety of challenges that can sabotage an event.
Show Them Your Stuff: Maximizing Your Investment
The show is over, but the work has just begun. In this final segment of the program, participants will focus on follow up: how to and when to reconnect with people who've shown interest in the products and services featured at the show.

By the conclusion of this active workshop, participants should be able to plan for their next show, feel comfortable with self-introductions and generating booth traffic, prepare for the unexpected, and follow up after the show.

Questions This Page Answers About Trade Show Sales Training

  • How can I quickly train my booth staff in preparation for our company’s next trade show?
  • Who offers a webinar on trade show selling?
  • Where can I find a program to improve my group’s ability to work a trade show?