Trade Show Training
Maximizing Sales Force Effectiveness

Key Elements to Improve Trade Show Effectiveness:

TRADE SHOWS are great marketing opportunities to promote and demonstrate your products or services directly to prospective customers. However, developing and executing an appealing concept can require major investments of time, money and human resources.

Key Factors for Trade Show Success

• Clear roles and responsibilities for all trade show-related personnel (Sales, marketing, and other relevant functions)

• A well-trained sales force able to skillfully promote the company’s image, products and services

• Structured data-collection protocols to identify new business opportunities and generate leads

• Systematic follow-up procedures

Here are some key questions all companies participating in trade shows must be able to answer:

&#10003 Do the participating sales staff members fully understand their specific roles and responsibilities?

&#10003 Are they prepared to engage prospective customers with strong product knowledge and enthusiasm?

&#10003 Are they able to adequately answer questions?

&#10003 Do your frontline sales associates have an effective “elevator speech” ready and rehearsed?

&#10003 Are they capturing and recording valuable customer data and information in a structured fashion?

&#10003 Is there a standardized follow-up process in place?

SIJKK’s Trade Show Training Program will guide your organization through the entire process of preparation, implementation and follow up; thereby fortifying your firm’s trade show effectiveness.

SIJKK Trade Show Training Program:


1. Overall objective is to improve trade show sales force effectiveness (SFE) and maximize ROI

2. Define the roles and responsibilities for all staff members attending the trade show

3. Establish KPI for each sales associate attending the trade show

4. Provide the necessary skills and mind-set to successfully achieve these objectives

Program Outline:

Step 1: Discussion with Senior Management Team (2-3 months prior to show)

&#9726 Review of previous trade show experience, objectives, KPI, schedule, booth details

Step 2: Develop training material

Step 3: Conduct training for trade show participants (1 month prior to show)

&#9726 Trade show objectives details

&#9726 Roles and responsibilities of participating staff

&#9726 Skills training/Workshop/Role play

&#9726 Assignments

Step 4: Follow-up training (immediately prior to show)