Trade Show Success – B2B Sales Essentials℠, B2BSE-20

Session Length: 3-4 hours | Target: All staff, all Levels | Prerequisites: none | Delivery: taught live or via webinar

Trade shows have long been a sales and marketing staple in the B2B world. As the costs of exhibiting in a trade show has escalated, many solution providers are questioning whether or not the return on a trade show investment is worth it. This practical module looks at the best practices associated with highly profitable trade shows and creates a blueprint for trade show success, whether as an exhibitor, presenter, or attender.

Topics in Trade Show Success include:

• Why Trade Shows? The Business Case for Participation:
  • Your sales and marketing objectives as an exhibitor, presenter, or attender
  • How to correctly choose the right trade show or venue
• A Best-Practices Trade Show Planning Guideline
  • The six phases of critical pre-show planning
  • The post-show follow-up phase
• A Trade Show Marketing Plan Prior to, During, and Following a Trade Show
• Trade Show Staffing Strategies
• Your Trade Show McGuyver Kit
• Market and Competitive Intelligence Gathering Strategies for Trade Shows
• Working a Trade Show From Inside Your Booth, Outside Your Booth, or With No Booth at All:
  • Lead generation tactics
  • Booth attraction and lead capture
  • Working visitor traffic professionally and productively
  • Presenting as a SME (subject matter expert) to attract leads and elevate your brand
  • Trade show networking strategies and tactics
• Trade Show Lead Follow-Up and Disposition
• Conducting an Effective Trade Show Post Mortem