Trade Show Staff Training

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.

At the end of this workshop, participants should be able to:

  • Recognize effective ways of preparing for a trade show
  • Know essential points to setting up a booth
  • Know the Dos and Don’ts behaviors during the show
  • Acknowledge visitors and welcome them to the booth
  • Engage potential customers and work towards a sale
  • Wrap up the trade show and customer leads

Course Outline:

Module One: Getting Started

Housekeeping Items

The Parking Lot

Workshop Objectives


Action Plans and Evaluations

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

Review of Parking Lot

Lessons Learned

Completion of Action Plans and Evaluations