Course Highlights
This trade show selling course will:
- Define realistic expectations for what a trade show can and can’t achieve.
- Prepare participants to plan effectively for upcoming exhibitions.
- Share tactics for attracting qualified visitors to the booth.
- Provide strategies for handling unexpected challenges.
- Outline best practices for following up on leads post-show.
Course Overview
Trade shows can feel a lot like a high-school popularity contest, where some booths attract all the attention, and others remain overlooked. The most successful exhibitors don’t end up in the spotlight by accident; they know that trade shows are a significant investment, and they take intentional steps to make that investment pay off. This course offers participants practical skills in trade show sales, networking, and booth etiquette, ensuring that they stand out for all the right reasons.
Participants will start by examining the reasons some trade show efforts fall flat, learning to approach their role with realistic expectations and a strategic mindset. From there, we’ll cover the fundamentals of pre-show planning, including setting clear goals, selecting the right team, and creating a booth experience that draws attention. The course will also address how to engage and qualify visitors effectively without overwhelming them and how to keep energy high without resorting to over-the-top gimmicks.
Through a mix of hands-on activities and real-world scenarios, participants will learn to handle the common issues that arise—from difficult visitors to unplanned booth mishaps—so they’re prepared for anything that comes their way. Finally, we’ll focus on post-show follow-up, detailing how to reconnect with leads in a way that keeps interest alive and maximizes the show’s impact on business.
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).
Program Objectives
At this program’s conclusion, participants should be able to:
- Describe what trade shows can and can’t accomplish for business goals.
- Staff a booth with a well-suited team.
- Set achievable goals for trade show events.
- Attract and engage booth visitors effectively.
- Follow trade show etiquette and professional appearance standards.
- Manage visitor interactions with confidence.
- Identify and qualify potential leads.
- Handle difficult visitors and unexpected situations.
- Plan and execute a robust post-show follow-up strategy.
Workshop Outline
- The Naked Truth: Understanding Why Trade Shows Flop
- Bare Essentials: Planning for Shows
- Maximum Exposure: Making the Most of Time in the Booth
- You’ve Got to Shake It: Working with Energy
- Malfunction Management: Dealing with the Unexpected
- Show Them Your Stuff: Maximizing Your Investment
Target Audience
This workshop is designed for groups that want to:
- Enhance their trade show skills to maximize ROI.
- Develop a proactive, strategic approach to trade show participation.
- Build effective booth etiquette and engagement skills to attract qualified leads.
Suggested Format
- Half-Day Onsite Training Course
Questions This Page Answers About Trade Show Training
- How can our team improve our trade show performance and attract more visitors?
- What are the best practices for engaging with attendees and qualifying leads at trade shows?
- How can we ensure our investment in trade shows yields meaningful results?
Program Snapshot
Success at a trade show starts long before the doors open. This instructor-led, in-person trade show selling course helps teams prepare strategically, engage confidently, and follow up with purpose. Participants learn how to attract qualified visitors, manage conversations professionally, and stand out without resorting to gimmicks. The half-day session covers booth etiquette, visitor engagement, lead qualification, and what to do when things don’t go according to plan. By the end of the workshop, teams walk away with a clear plan for maximizing ROI—before, during, and after the show.