Great Staff = Greater Success 

Trade Show Staff Training

Having a well-trained staff can make all the difference in ensuring the right skills, mindset, and tools to be confident and excel at the fair.

Can you afford NOT to train your team?

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 to add to that 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. 

It can also make all the difference for the trade show personnel getting the right skills, mindset, and tools to feel confident and excel at their job. Our online course provides training on how to prepare your staff for trade shows. Because, it is all about how you welcome, treat and say goodbye to people. 

 

0 %
of the exhibitor's success depends on the teams performance
0 sec.
That is approximately how long you have to engage with booth visitors, before they move on
0 %
of what attendees remembers best is their interaction with staff

The best investment, you'll ever make

Your trade show staff is your secret weapon for more success.
So why not upskill your employees, improve productivity and help yourself reach your targets. You’ll discover:

What you will learn:

Your trade show staff is your secret weapon for more success. 

So why not upskill your employees, improve productivity and help yourself reach your targets.

Modules: What's included

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. Served in enjoyable, short video presentations that will walk you through all you need to know about trade show staff training.

🎥 1.1 Introduction [1.37 min.]

Here we introduce the course outline and what to expect from the lessons. 

We need to make sure everyone is on the same page. This is best done by building the foundation for the event.

🎥 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 rehearsel – know your stage [3.00 min.]

Navigating the booth to optimize your staffs performance and your customer’s experience

It’s all about team role management: Learn how to build the right team like a pro for your specific event. Even if your employees or colleagues never tried it before.

🎥 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 shows and event, different personality traits 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 & 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. 

Elevate your trade show selling with effective tactics – no matter the line of business you are in.

🎥 4.1 Sales Representative – Key Point of Customer Contact [2.30 min.] 

We discuss different sales personas and tactics. 

🎥 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. 

By making a plan (well before the show) and executing it, you’ll experience better results

🎥 5.1 Playbook – Collect and systemize experiences [2.11 min.] 

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. 

Meet your instructor​

Meet your instructor, Jakob Dyrbye

Jakob Dyrbye is a trade show and event expert with 28 years of experience (and counting) who has worked with companies such as Siemens, Carlsberg, Unilever and The Danish Armed Forces. 

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:

Since 2009 he’s held kick-offs, seminars, webinars for +7000 trade show, event, and marketing professionals in Denmark and abroad. He’s also spent countless hours at exhibitions and trade shows around the world as a professional observer and partner. 

The best investment you'll ever make

Is this course for you?

Do you wish you confidently could engage with attendees, map out your team member’s different knowledge areas and how to efficiently plan the customer journey?

Our trade show staff training is the perfect course for you, who wants to train your team and host an internal workshop, whether they are first timers or hard-core trade show staffers. The course is invaluable for sales, HR, marketing and even management to secure alignment throughout the organization and to achieve business objectives. 

We’ll show you how a well-coordinated team with clearly defined roles can help maximize booth traffic, generate leads, and deliver a positive experience

There are several roles to be filled at a trade show booth. The greeter. The product expert. The lead motor. The tech savvy. The presenter. The customer service master. And of course, the booth captain. Each role serves a purpose, that will lead to a more successful outcome.

The booth captain
This person is typically an experienced and knowledgeable member of the team who is tasked with ensuring that all booth staff are properly trained and prepared, the booth is set up and maintained correctly, and that all attendees are engaging with the products or services effectively.

Trade show booth roles and objectives

Play at your staff’s greatest skills and plan from your shared business objectives. If your objective is obtaining 50 new leads, proper training can help your staff to engage with guests, qualify leads, capture their information, and ensure a timely and effective follow-up procedure. 

The best investment, you'll ever make

Your trade show staff is your secret weapon for more success.
So why not upskill your employees, improve productivity and help yourself reach your targets. You’ll discover:

Add 3 courses to your cart and get 10% off 

Your Secret to Success When You Exhibit? Correct! Your Staff.

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 and product or services. 

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. 

Trade show staff training is vital for your business to succeed and grow

Don't take our word for it. Take our customers.

Modules: What's included in this course

Module 01
Building an essential foundation 

The Mindset:

The trade show as a play – We need to make sure everyone is on the same page.
This is best done by building the foundation for the event. 

➝ In this section 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.

➝ We investigate which elements you need to cover to make sure your staff know their responsibilities, roles, and etiquette.

Module 02
Mastering the art of the team and booth

It’s all about team role management: Learn how to build the right team like a pro for your specific event. Even if your employees or colleagues never tried it before.

➝ In this section we'll present how to choose staff members. For each trade shows and event, different personality traits and professional qualifications are required. 

➝ You’ll learn how to set demands for your staff and choose a booth captain to best ensure a successful trade show experience by maximizing booth traffic, generating leads, and delivering a positive attendee experience

➝ You’ll discover how to motivate your team, dos, and don'ts and how to effectively manage the booth, crowds, feedback and time slots 

Module 03
From the trade show floor
to the bottom line

Sales and Conversion 101:

Elevate your trade show selling with effective tactics 
– no matter the line of business you are in. 

➝ We discuss different sales personas and sales tactics - all with a consumer-centric based approach, because one tactic may work for one customer, but not another. 

➝ How to think about conversion from exhibition to exhibition - before, during and after the trade show or event. 

Module 04
Your success lies in the preparation 

Pre-show planning:

By making a plan and executing it, you'll experience better results

➝ We talk about creating a playbook to collect and systemize experiences 

➝ We show you a real-life example from a Danish company using staff training to gain better, more measurable results 

Bonus resource #1 - 12 icebreakers and conversation starters

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! 

Bonus resource #2 - Playbook

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: 

  • Purpose and Objective Statement 
  • Budget 
  • Booth Design and Setup 
  • Marketing Strategy
  • Staffing Plan
  • Lead Generation and Follow-up
  • Logistics and Operations 
  • Performance Evaluation

 

Bonus course - Completely FREE

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. 

What you can expect to gain from the course:

This will help you set your team up for success before they even step foot on the trade show floor. By having clear objectives in place, you’ll be able to measure your performance and achieve your goals. ENJOY!

FAQ

This is 100% online video course. Including hands-on tools, exercises, and examples, so you can take in the knowledge and apply it – well, right away.

The modules are broken down into snack-sized video lessons that can be completed in as little as 5-10 minutes.

Once you’ve paid for the course(s), there is no waiting line – you have access right away and can start learning.

Plus, you’ll have access to the course material forever*, so you can revisit the content at any time. Completely stress-free.

You don’t even have to leave your spot in your office, your couch, or whichever seating you prefer.

If that doesn’t sound awesome, we’re not sure what does. Think of it as an investment in your professional development that pays off in the long run.

*Read more about lifetime access here

Do I need to have prior experience within trade show or events?

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.

Do I need to speak English?

Yes. All the courses are in English. You need a basic understanding of English, but do not need to be proficient. 

How can I customize this course for my organization?

If you want a tailored solution for your team or business please reach out to us here.

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Any special requirements? Reach out to our team

We’ve tried to make it as easy for you to get started, but if need an introduction to our online course, we’ve got you covered.

Learn more about how our online course works here →

Get in contact

Do you have any questions or need support with this course, please reach out to us. We look forward to hearing from you!