Trade Show Staff Training

Sales & Marketing


Deciding to attend a trade show is a large investment for any company. Preparation is essential: It’s better not to go to a trade show than to go unprepared. Every person in your booth is an ambassador to your company, make sure they are prepared. Trade show attendees usually plan a list of whom they're going to visit before ever entering the convention center doors, make sure you are on that list.

Make sure your staff has the right tools to succeed with our Trade Show Staff Training course. A successful trade show will benefit your company on many levels. The most basic statistic is that it can cost half as much to close a sale made to a trade show lead as to one obtained through all other means. Get your staff trained and get to that trade show!

Trade Show Staff Training Course Outline:

Module One: Getting Started
Workshop Objectives

Module Two: Pre-Show Preparation
Prepare for Physical Issues
Developing a Great Elevator Speech
Setting Up a Schedule
Connect With Attendees
Case Study
Module Two: Review Questions

Module Three: Booth Characteristics and Setup
Stand Out
Create a Booth Manual/Checklist
Scout a High Traffic Area
Case Study
Module Three: Review Questions

Module Four: Booth Characteristics and Setup (II)
Match Your Brand
Private Area
Focus on a Message
Case Study
Module Four: Review Questions

Module Five: During the Show (I)
Company Objectives
Highlighting Your Product
Do Something Memorable
Social Media
Case Study
Module Five: Review Questions

Module Six: During the Show (II)
Classic Do’s and Don’ts
Walk the Floor
Keep the Distractions Away
Case Study
Module Six: Review Questions

Module Seven: Qualifying Visitors
Know the Answer
Engage With Qualifying Questions
Body Language
Listening Skills
Case Study
Module Seven: Review Questions

Module Eight: Engaging the Right People
Time Wasters (Catch and Release)
Case Study
Module Eight: Review Questions

Module Nine: The Rules of Engagement (I)
Start With an Open Ended Question
Record All Prospect Information
Be Specific with Your Message
Get a Commitment
Case Study
Module Nine: Review Questions

Module Ten: The Rules of Engagement (II)
Have a Welcoming Environment
The Do’s and Don’ts of Business Cards
Observational Skills
When Not in the Booth
Case Study
Module Ten: Review Questions

Module Eleven: After the Show
Review Information and Rank Your Leads
Follow up with Your Leads
Send Information Promptly
Lessons Learned
Case Study
Module Eleven: Review Questions

Module Twelve: Wrapping Up
Words from the Wise
Lessons Learned
Completion of Action Plans and Evaluations

  • Quick Overview - Trade Show Staff Training
  • Pre-Assignment
  • Tutorials & Quizzes
  • Trade Show Staff Training
  • Activities
  • 01-Physical Issues
  • 02-Creating a Schedule
  • 03-Standing Out
  • 04-Creating Your Booth Manual or Checklist
  • 05-Creating Signs
  • 06-Creating a Private Area
  • 07-Defining Company Objectives
  • 08-Highlighting My Product
  • 09-Be Memorable
  • 10-DoGC_O_s and DonGC_O_ts
  • 11-Removing Distractions
  • 12-Know the Answer
  • 13-Learning to Listen
  • 14-Identifying Prospects
  • 15-Identifying Time Wasters
  • 16-Building a Press Kit
  • 17-Knowing Your Competitors
  • 18-Building Open-Ended Questions
  • 19-Ways to Record Prospect Information
  • 20-Ideas for Commitments
  • 21-Creating a Welcoming Environment
  • 22-Improving Observational Skills
  • 23-Being Prepared
  • 24-Ranking Your Leads
  • 25-Following Up with Leads
  • 26-What_When to Send Information
  • Action Plan
  • Recommended Reading List
Completion rules
  • All units must be completed
  • Leads to a certification with a duration: Forever