Course Outline | Business Management

Making the most of exhibitions

Exhibitions are more than just networking opportunities—they're high-impact platforms for lead generation, brand visibility, and closing deals. This practical, results-driven course is designed specifically for sales professionals who want to maximize their impact at trade shows, expos, and industry events.


Whether you're a first-timer or a seasoned exhibitor, this course will help you approach every event with confidence, clarity, and a strategy that converts conversations into sales.

Summary

Details:

Presentations Skills Workshop Objectives

Through interactive sessions, real-world scenarios, and proven strategies, participants will learn how to:

  • Set clear, measurable objectives for exhibition success
  • Attract and engage prospects on the show floor
  • Deliver compelling, on-brand pitches in high-traffic environments
  • Qualify leads quickly and effectively
  • Build lasting relationships beyond the booth
  • Track ROI and follow up with impact

Duration & Attendees

2 DAYS


WHO SHOULD ATTEND?


Salespeople, business development professionals, and client-facing staff who attend or support exhibitions and want to drive stronger outcomes from event participation.


Agenda

MAKING THE MOST OF EXHIBITIONS WORKSHOP

  • Objectives of workshop
  • Ice breaker
  • The importance of trade shows to your company – pre-work and discuss

PRE-SHOW PREPARATION:

  • Who, where, what, and when?
  • Understand the company's SMART objectives/deliverables for the show

PERSONAL PREPARATION

  • Prepare for physical issues
  • Know the answers to ‘common questions’
  • Clothing/uniform importance
  • Maintaining professionalism even when tired!
  • Setting personal targets

GOLDEN RULES OF TRADE SHOWS AND STAND ETIQUETTE

  • Donts of trade shows – workgroups and discuss
  • Dos of trade shows – workgroups and discuss
  • Managing the stands – tips (based loosely on the pre-show above)

ENGAGING WITH CUSTOMERS

  • Welcoming customers and encouraging them on the stand
  • Using the stand “hook” and move conversation towards product and a commitment for next steps/order
  • Engaging with clients/potential clients – use of probing and open questions
  • Listening
  • Developing rapport
  • Body language do’s and don’ts with exercises linked to listening
  • Selling Benefits not Features!
  • Using literature effectively
  • Passing visitors on smoothly to colleagues (mini role play)
  • Identify ‘time wasters’ and how to handle them politely
  • Managing competitors on and off the stand
  • Gaining commitment/closing/confirming next action
  • Following up leads
  • Summary key learnings
  • Action plans all

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For more on this, or any other course...

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