Trade Show Training: Converting Busy Booths into Sales
Expos / trade shows are a wonderful opportunity for companies - days of face-to-face time with the exact people you want to help.
However, most sales teams go to trade shows without a specific plan to leverage this unique selling situation.
This guide covers:
Why many companies invest in this particular type of sales training
Signs your company could benefit from trade show training
What makes an effective trade show training program
How your company can approach your next trade show with intention and focus
…so you get a clear return on your investment. 💪
Why invest in trade show training?
Trade show are a large investment of money, time and resources.
Precisely for this reason, many companies understand the value in ensuring their sales team is ready to make the most of the opportunity.
Stay focused in the chaos.
Loud halls, fast introductions and jet lag are only a few of the unique challenges of trade shows.
Trade show training gives your team significant situational practice before the show - so they are confident and focused under the pressure of the main event.
Better use of investment.
You’re already paying for the booth, travel and your employees time. Training helps you convert trade show conversations into meetings, and meetings into sales.
Consistent brand promise.
Every conversation reflects your company values: respectful, transparent and helpful. Consistent and integrity-led selling builds trust and paves the way for long term relationships and referrals.
Signs your company could benefit from trade show training
“We left with a bowl of business cards and no meetings.”
“It felt a bit overwhelming.”
“Great chats, but no new logos.”
“Our follow-up process was random at best.”
“We weren’t prepared to handle their objections.”
What does effective Trade Show training include?
A strong trade show training program is specifically designed to address the biggest challenges of sales teams at trade shows.
It prepares your team to show up with purpose, handle short conversations well, and follow through.
Focus areas include:
Defining the roles and responsibilities for all staff members attending the trade show
Establishing KPI for each sales associate attending the trade show
Providing the necessary skills and mind-set to successfully achieve these objectives
Norlumen’s Trade Show Training Program
Our trade show training program includes all the above focus areas.
We strengthen your sales team’s foundational selling skills with a sustainable selling approach.
The main objective is improving trade show / expo sales force effectiveness and maximizing ROI.
The Norlumen trade show training program outline is as follows:
Step 1:
Discussion with Senior Management Team (2-3 months prior to show)
• Review of previous trade show experience, objectives, KPI, schedule, booth details
Step 2:
Develop customized training material
Step 3:
Conduct customized training for trade show participants (1 month prior to show)
• Trade show objectives details
• Roles and responsibilities of participating staff
• Skills training/Workshop/Role play
• Assignments
Step 4:
Follow-up training (prior to the show / expo)
👉 If you want your upcoming trade show to run more smoothly and convert better - book a short discovery call→ and we’d be happy to discuss your company’s needs and assess fit.