Having a well-trained staff can make all the difference in the amount of quality leads and sales generated.
… So, can you afford NOT to train your team?
This course is for you, who wants to upskill your booth staff, improve performance and gain a competitive edge.
Jakob Dyrbye will teach you a holistic trade show mindset, how to take control of your own exhibition, and align your team towards common objectives.
Have you ever experienced lack of motivation and ownership from your trade show staff? Or little to no alignment from the individual team member all the way to top management?
Trade shows are a significant investment for any company in terms of time, money, and resources, but many professionals actually don’t quite know what the exact outcome of their huge effort is.
And if you send an untrained or unengaged team to a trade fair, exhibition or event, you just intensify the uncertainty of the guessing game.
Having a well-trained team can make all the difference in coming home with the [right] leads that can lead to a better and measurable outcome.
Our online course provides training on how to prepare your staff for trade shows. No matter if they are first timers or experienced trade show staffers.
Forget about long fancy words. And 2-hour long videos.
We’re getting straight to the point with useful and easy-to-implement techniques, tools and tricks that will get you and your team over the finish line.
🎥 1.1 Introduction [1.37 min.]
Here we introduce the course outline and what to expect from the lessons.
🎥 2.1 Framing the trade show as a play [3.14 min.]
We look at the trade show as a play – because it’s the same mindset you need to use to prepare for a trade show or event.
🎥 2.2 You’re on stage [6.10 min.]
We investigate which elements you need to cover to make sure your staff know their responsibilities, roles, and etiquette.
🎥 2.3 Collection of information [3.03 min.]
What information do we need? How do we share it?
🎥 2.4 Pre-show rehearsal – know your stage [3.00 min.]
Navigating the booth to optimize your staff’s performance and your customer’s experience
🎥 3.1 Who’s on the staff member list? [3.24 min.]
In this section we’ll present how to choose staff members. For each trade show and event, different personality and professional qualifications are required.
🎥 3.2 Setting demands for your team [2.08 min]
How to set demands for your staff to maximize booth traffic, generating leads, and delivering a positive attendee experience
🎥 3.3 Choose a Team Captain [1.46 min.]
How to choose a booth captain to best ensure a successful trade show experience for your whole team.
🎥 3.4 Insights, performance and Celebration [2.06 min.]
Discover how to motivate your team and how to effectively manage the booth, crowds, feedback and time slots
📖 3.5 [GUIDE] Dos, and don’ts
We’ll walk through the dos and don’ts.
🎥 4.1 Sales Representative – Key Point of Customer Contact [2.30 min.]
We discuss different sales personas. Elevate your trade show selling with effective tactics – no matter the line of business you are in.
🎥 4.2 Before, during, after – Conversion from fair to fair [3.03 min.]
How to think about conversion from exhibition to exhibition – before, during and after the trade show or event.
🎥 5.1 Playbook – Collect and systemize experiences [2.11 min.]
By making a plan (well before the show) and executing it, you’ll experience better results. We talk about creating a playbook to collect and systemize experiences
📖 5.2 [CASE]
We show you a real-life example from a Danish company using staff training to gain better, more measurable results
🎥 6.1 Summary [2.19 min.]
Here we will sum up the most important factors, so you are ready to plan your next trade show or event with your whole team.
The course is invaluable for sales, HR, marketing and management, who wants to maximize their trade show outcome.
We will show you how a well-coordinated team with clearly defined roles can help increase booth traffic, generate leads, and deliver a positive experience. It is all about how you welcome, treat and say goodbye to people.
The course is invaluable for sales, HR, marketing and management, who wants to maximize their trade show outcome.
We will show you how a well-coordinated team with clearly defined roles can help increase booth traffic, generate leads, and deliver a positive experience. It is all about how you welcome, treat and say goodbye to people.
This course has much more value than a 1–day course, where you pay way too much money for a mediocre sandwich and forget everything the minute you leave.
The videos become a useful tool to watch them over and over. Suddenly we have this common language for how we talk, plan and attend trade shows.
Jakob Dyrbye’s knowledge of trade shows, exhibitions and events extends over 30 years. It’s his passion, and love, for trade shows that drives his high ratings and overwhelmingly positive feedback from marketing, sales, HR and managers, who he has taught and trained since 2009.
He has spent countless hours at exhibitions and trade shows around the world as a professional observer and partner. This knowledge he always uses in his teaching to give real-life examples and personal experiences.
He has a master’s degree in business administration and postgraduate courses with IAA from Reklameskolen and Customer Management Experience from Global CEM.
He’s the owner of design and exhibition agency, Faust Dyrbye that:
Jakob Dyrbye’s knowledge of trade shows, exhibitions and events extends over 30 years. It’s his passion, and love, for trade shows that drives his high ratings and overwhelmingly positive feedback from marketing, sales, HR and managers, who he has taught and trained since 2009.
He has spent countless hours at exhibitions and trade shows around the world as a professional observer and partner. This knowledge he always uses in his teaching to give real-life examples and personal experiences.
He has a master’s degree in business administration and postgraduate courses with IAA from Reklameskolen and Customer Management Experience from Global CEM.
He’s the owner of design and exhibition agency, Faust Dyrbye that:
As a bonus for enrolling in this trade show course, we’re giving you free access to our ‘Set Clear Objectives and Achieve Measurable Results’ course.
Our mindset and all our knowledge is built around this:
When you know, what your objectives are, it will make it 100 times easier to measure the return on them. That’s why it’s always included, when you purchase any one of our courses.
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Do your colleagues jump up and down in pure happiness when you pick them for your next trade show or event?
Or does it more go something like this:
… “NO.”
… “Not me, I hate it.”
… “I never know what to say.”
… “I don’t know how to reach out to the guests.”
… “What if they ask about our products, I don’t know enough about them.”
Your guests won’t necessarily remember your text or the nice color on your wall, but the experience you staff provided. And they will associate this experience with your brand.
Remember, exhibiting is people business
This is why trade show staff training is the best investment you can do before any show or event. We will help convert the most sceptic colleague into the best ambassador. And give you all our best tips and tricks for trade show staff training, so your team can give a performance of a lifetime.
Something that we often get asked: “How do I strike up a conversation? I don’t know how to best engage in meaningful conversations to draw people in”
You’re not alone. Approaching people in a trade show or event setting is not your average sales spot. Luckily, there is something that can be done – find your unique angle.
We are giving you 12 ways you can communicate effectively and initiate conversations, so even the most introvert person can articulate key information and greet new prospects. You can download the guide as a PDF. Once you have purchased the course, the content will be yours!
To make it easy for you, we’ve made a template that you can download, copy and fill out with your own information!
How do you make sure that business procedures and internal agreements are kept going forward, even if it is not the same staff attending event after event?
It’s simple. You make a playbook. The playbook serves as a model and guide for planning, execution, and evaluation of the trade fair. It is a comprehensive outline of the strategies, tactics, and procedures to secure a successful trade show or exhibition.
Our ‘Playbook: How to Plan, Measure and Optimize Event Activities’ contains:
You do not need any prior experience within trade shows, events, or marketing. No matter if you are a beginner (first time participating at a trade show or event) or you’ve been in the game for a long time, there will be valuable information for you to learn.
Yes. All the courses are in English. You need a basic understanding of English, but do not need to be proficient.
If you want a tailored solution for your team or business please reach out to us here.
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We’ve tried to make it as easy as possible for you to get started, but if need an introduction to our online course, we’ve got you covered.
Do you have any questions or need support with this course, please reach out to us. We look forward to hearing from you!
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