E-book: Boost sales at trade shows

Get to know everything & unlock the sales potential at any trade show

Get to know everything?

Comprehensive reading that covers everything you need to know about trade show exhibiting that will take your sales efforts to the next level and convert more leads into paying customers.


Fantastic book – We learned a lot
With this book, we learned how to focus on
the most important sales strategies when
exhibiting – This is a must-read book for
any exhibiting company.
Michael Kofoed, Piffany Copenhagen

This book is a true golden source
For only USD69, we turned our last trade
show into a huge success with the sales
strategies from this book – Our events will
never be the same.
Morten Holst, Creative Zoo

Wish we had this book long ago
An incredible source of information
all gathered in one book in an easy-to
-read format. This got to be a best-seller
among exhibiting companies.
Anna Hejsberg, SalesBoost

Preface by the author

Welcome to the gateway of enhanced sales success! In the ever-evolving landscape of business, trade show stand as dynamic arenas where companies can showcase their offerings, forge valuable connections, and drive revenue growth. This book is your essential guide to unlocking the full potential of your company’s trade show activities, turning them into powerful engines for increased sales value.

In the pages that follow, we delve into proven strategies, innovative approaches, and actionable insights that will empower you to elevate your trade show participation from mere presence to unparalleled profitability. Drawing on years of industry expertise and success stories, we navigate the intricate world of trade shows, providing you with practical steps to amplify your brand visibility, engage with your target audience, and convert leads into lasting customer relationships.

Whether you are a seasoned exhibitor seeking to refine your approach or a newcomer eager to make a resounding impact, this book offers a comprehensive roadmap to success. From setting strategic goals and crafting compelling opening lines to mastering the art of customer engagement and measuring ROI effectively, each chapter is designed to equip you with the knowledge and skills needed to transform your trade show endeavors into a strategic sales powerhouse.

Prepare to unravel the secrets of optimizing stand design, creating memorable customer experiences, and leveraging cutting-edge marketing techniques tailored to the unique challenges and opportunities of trade show environments. We invite you to embark on a journey that transcends conventional practices, inviting you to reimagine your trade show presence as a pivotal driver of sales value and sustained business growth.

In the spirit of innovation, this book is not merely a manual but a companion – a guide that evolves with the dynamic landscape of the trade show industry. As you turn these pages, envision the transformation that awaits your company. The trade show arena is yours to conquer, and with the insights contained within, you hold the keys to unlocking unparalleled sales success.

Let the journey begin – a journey that will redefine the way you approach trade shows, captivate your audience, and ultimately catapult your sales to new heights. Welcome to a future where every trade show becomes a strategic opportunity, and every interaction translates into increased sales value for your company.

If you have any questions about the contents of this book, please feel free to contact the author at info@tradeshowcourse.com.

Henrik Nørgaard Nielsen, February 2024

Table of contents

How to read this book

  • General information about this book
  • Icons used in the book and why
  • Important conclusions
  • Reference to studies
  • Source of information
  • Navigating the trade show terrain


Facts about trade shows

  • Introduction
  • Physical vs virtual trade shows
  • Why some companies fails when exhibiting
  • 7 critical questions for exhibitors
  • 41% of the sales- and marketing budget


Considerations before participation in a trade show

  • Introduction
  • Before you exhibit – the 10 questions
  • How to register trade show leads and follow-up?
  • Selecting the right trade show – local or global?
  • Conclusions chapter 3


Pre-event preparations

  • Introduction
  • Budgeting and resource allocation
  • Stand design and layout
  • Avoid gimmicks on display
  • Unless..!
  • Wi-Fi installations on the stand
  • Careful planning
  • Missing vital parts?
  • Sales objectives
    • Define sales goals
    • Sales training
    • Lead qualification criteria
    • Collateral preparation
    • Demo and presenting planning
    • Appointment scheduling
  • Marketing objectives
    • Brand messaging
    • Stand/stand design and layout
    • Promotional materials
    • Digital marketing integrations
    • Lead capture technology
    • Post-event follow-up campaign
  • Setting goals
  • Strategy for lead registration
  • Qualification of leads
  • 7 recommended questions for any lead
  • Bringing the right staff
  • Conclusions chapter 4


During the trade show

  • Setting the scene for a great trade show
    • Introduction
    • Showing a welcoming attitude
    • Starting the dialogue
    • Open-ended questions
    • The difficult customer dialogue
    • A clear dialogue is everything
    • Listen carefully to the client
    • Using the clients first name
    • Let the client try your product
    • Ask for a business card
    • Show care and empathy
    • Keep eye contact with the client
    • Connect with clients on LinkedIn
  • Focus on actions
    • Make a temporally offer only valid during the event
    • Instantly reply back to clients
    • Encourage salespeople to maximize client interactions
    • Do not forget the final step – Next agreed action
  • Don’t do this during the trade show
    • Introduction – things not to do
    • Do not use the furniture on the stand as an exhibitor
    • Don’t constantly look into your phone
    • Do not eat in the stand
    • Do not leave the stand before closing hours
  • Qualify the leads
    • Don’t bring the glass bowl
    • Only bring back qualified leads
    • Not all leads are equal important
  • Lead registration
    • Lead registration introduction
    • The pen-and-paper model
    • Digital lead registration
    • Comparison sheet – Lead retrieval app vs Lead management solution
  • The two digital lead app options
    • Lead retrieval app
    • Lead management solution app/system
    • Finding the right balance in the registration process
    • Savings in time and costs using the lead management solution app
    • Multi-language lead registration system
  • Conclusions chapter 5


Post-event tasks and strategies

  • Introduction
  • Lead evaluation
  • The follow-up process
  • Sales meetings
  • Lead data imports to CRM system
  • Companies without a CRM system
  • Email marketing campaign
  • Event feedback
  • Client testimonials
  • Budget assessment
  • Conclusion chapter 6


Source of informations

  • Source listing with web links
  • About the author