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Trade Show Selling™

Learn how to plan, prepare, execute, and follow up a winning trade show strategy to stand out among the rest.

Rethink your trade show approach with Trade Show Selling.

Trade show prospects are often busy and face distractions from all sides. To stand out as a premier exhibitor, your team needs Trade Show Selling.

Trade Show Selling is a proven approach that teaches sales professionals how to complete the arc of a successful trade show – from initial planning all the way to post-show follow-up, including the behaviors to capture the attention and interest of prospective customers.

Key benefits of Trade Show Selling

After completing this program, your sales team will be able to:

  • Determine ways to stand out, not get lost in the shuffle, and make a positive impression at trade show events
  • Gain the necessary skills to effectively engage and interact with prospective customers in a trade show environment
  • Quickly recognize the communication styles of prospective customers to create an instant connection and rapport
  • Know how to efficiently gain and manage leads while interacting on the trade show floor
  • Recognize the critical importance of booth etiquette in creating a positive experience
  • Devise an effective plan for post-show review and lead follow up

Program Objectives of Trade Show Selling

Program objectives include:

  • Determine key outcomes of implementing a successful trade show strategy
  • Identify the essential elements of trade show preparation
  • Conduct an analysis of trade show objectives and team member roles/responsibilities delegation to support achievement of objectives
  • Determine the essentials of appropriate trade show etiquette
  • Create and deliver an effective Trade Show Pitch that includes three essential components
  • Recognize four communication styles exhibited of trade show attendees and determine ways to quickly adapt to those styles
  • Plan ways to effectively follow up on leads gathered during the trade show
  • Create individual and team action plans

Sales Training Delivery Options

Trade Show Selling can be delivered in a variety of ways:

Onsite Instructor-Led Sales Training

This classroom delivery option allows for a comprehensive learning environment equipped with role plays, case studies, group discussions, and other interactive activities enabling participants to easily transfer new skills from the classroom to the real world.

Virtual Instructor-Led Sales Training

Different from typical, self-paced e-learning environments, our online option is delivered by a live Janek facilitator, enabling participants to experience the same level of interaction they would in a physical classroom, utilizing technology.

On-Demand, Blended Learning

This delivery method combines the ease of e-learning modules with traditional face-to-face teaching and allows participants to learn at their own pace while providing the benefits of group interaction and individual instruction.


Our Train-the-Trainer option will certify your internal training staff on the skills, processes, support tools, and methods necessary for the highest quality ongoing, internal delivery.

Janek’s training implementation approach

Our training implementation is guided by a proven world-class approach.


Supporting services

Leverage the full scope of Janek’s solutions to drive immediate and long-term results. Contact us to learn more about these services.


Let us adapt this program for your team’s specific needs, industry, vocabulary, and culture.


Take advantage of our turn-key and hands-on training reinforcement solutions.


Validate training effectiveness in terms of performance improvement, business results, and ROI.


Use a technology solution to reinforce training in a convenient and fun format.

Trade Show Selling

Download the brochure

More information about the Trade Show Selling program is available in this downloadable PDF

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Questions about our sales training programs? Let us tailor a training solution that matches your needs.

Trade Show Selling™ FAQ

Which team members in your organization will benefit from Trade Show Selling™?

Sales, service, and marketing professionals who represent your brand and products at trade shows, expos, conferences, and similar events with networking opportunities that require your staff to engage, interact, and create interest with a large and diverse audience of prospective buyers.

Can Trade Show Selling™ be combined with other Janek sales training programs?

Yes, Trade Show Selling can be combined with any of Janek’s other sales training programs. It is frequently combined with Janek’s flagship training program Critical Selling Skills that provides additional skills for working with leads developed at trade shows, such as uncovering customer needs, presenting value-driven solutions, and handling objections.

What is trade show etiquette?

Trade show etiquette is a set of guidelines that trade show participants should follow. These encompass how to be approachable to new contacts, what it takes to make a winning first impression, as well as what message you’re sending with your body language.