Winning at Trade Shows

Learn how to envision trade show success and utilize a prepare, execute, and pursue winning trade show strategy to stand out among the rest.

Rethink your trade show approach with Winning at Trade Shows.

Trade show prospects are often busy and face distractions from all sides. Prospects are seeking an experience that captures their interest—something they can connect with and offers value. Top performing organizations know the value of creating a recognizable trade show presence.

Winning at Trade Shows is a proven approach that teaches trade show team members how to complete the arc of a successful trade show – from initial planning all the way to post-show follow-up, including the behaviors and logistics to capture attention, enhance the trade show experience, and achieve better business outcomes.

Key benefits of Winning at Trade Shows

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

  • Identify the critical importance of pre-show, show, and post-show collaborative involvement
  • Determine ways to stand out, not get lost in the shuffle, and make a positive impression at trade show events
  • Discover individual and team roles, responsibilities, and best practices to ensure success
  • Gain the necessary skills to attract and effectively engage with prospective customers in a trade show environment
  • Know how to efficiently gain and manage leads while interacting on the trade show floor
  • Recognize the critical importance of interpersonal and booth enhancements aimed at creating a positive experience
  • Devise an effective plan for post-show review and lead follow up

Program Objectives of Winning at Trade Shows

Program objectives include:

  • Define a shared vision that encourages the right mindset and skillset needed for trade show success
  • 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
  • Identify ways to promote the event and gain interest prior to the trade show event
  • Determine the essentials of appropriate trade show staffing, engagement, and lead generation
  • Create and engage in effective business conversations that include aligned Solution Statements
  • Practice effective question asking skills to pinpoint prospect interest and needs
  • Determine interactive ways to collect leads and generate sales
  • Plan ways to effectively categorize and pursue leads gathered during the trade show
  • Identify trade show best practices
  • 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. Learn more.

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. Learn more.

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. Learn more.


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. Learn more.

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.

Winning at Trade Shows

Download the brochure

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

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Winning at Trade Shows™

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A proven playbook and toolkit for sales managers to sustain and reinforce our selling skill methodologies through a sustainable reinforcement and coaching plan.

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

Winning at Trade Shows™ FAQ

Which team members in your organization will benefit from Winning at Trade Shows™?

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 Winning at Trade Shows™ be combined with other Janek sales training programs?

Yes, Winning at Trade Shows 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.