IMPROVE YOUR EXPO RETURN ON INVESTMENT AND LEVERAGE THE WEB AT THE SAME TIME

BECOME A WORLD CLASS EXHIBITOR

TRIPLE YOUR RESULTS

SAVE 20% OF SHOW BUDGET

PARTICIPATION SATISFACTION

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A v   talented business partner with a business and ROI oriented mindset, fully dedicated to the success of his clients

“I can say that without Ruben and his methodology, our participation in a major technology fair, Viva Technology, would not have been such a success. He is a talented business partner with a business and ROI oriented mindset, fully dedicated to the success of his clients.”

Stéphane Cobo

Corporate Innovation Manager, RATP Group

TRADE SHOWS ARE NOT LUCRATIVE

  • Your team struggles to get the attention of the right visitors
  • You lose time with the wrong visitors
  • Your ROI is disapointing

 

BEFORE

AFTER

TRADE SHOWS ARE A GOLD MINE

  • You meet an incredible amount of prospects in a short time
  • You easily convert them to customers
  • Trade shows become your best lead generation tool, digital included

 

MAIN IDEA

Master the psychological dynamics of trade shows to stand out from the competition

WHAT YOU WILL SEE

Trade show KPIs and techniques to attract visitors and sell efficiently
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WHAT YOU WILL NOT SEE

How to book the best caterer for your booth

WHAT’S THE PROGRAM?

TRAINING GOAL - EXPECTED RESULTS

At the end of this training, participants will know how to:

  • Analyze and evaluate past and future trade shows for their company
  • Avoid the costly mistakes that most exhibitors make
  • Understand how to improve their ROI and the image of their company at trade shows, regardless of their sector
  • Adapt to psychological and consumption dynamics at trade shows
  • Use trade show KPIs to set goals and achieve them
  • Choose the best locations for their booth
  • Organize their booth to maximize its efficiency and impact in terms of image and marketing
  • Understand what an effective message at trade shows is and how to create one for their company
  • Make the best choices to create traffic to their booth
  • Build an effective team to maximize the contacts and performance of their team
  • Make contact quickly and elegantly with visitors and quickly identify leads among them
  • Propose and ensure an attractive and effective follow-up to identified leads
  • Master speed sales interviews and improve your sales techniques

1. Welcome to the Arena: Psychological Dynamics, Pitfalls, and KPIs (4h)

  • Scenario: the dynamics at work at trade shows
  • Advantages and disadvantages of trade shows:
    • The proof in figures: why prepare for trade shows
    • Perception bias: why the majority of exhibitors get their goals wrong
  • International Hall of Fail: the mistakes the majority of exhibitors make
  • What is the role of marketing at a trade show?
  • What is the real role of the sales force at a trade show?
  • Renew your practice:
    • How to improve your trade show strategy
    • How to improve your ROI: introduction to exhibition KPIs
  • [COVID-19] Virtual or real trade show? What are the advantages and disadvantages of each?

2. How to Adapt Your Marketing to the Trade Show Environment (4h)

  • Analysis of your current marketing strategy
  • Review of your targets and their needs
  • Review of your positioning and your competitors
  • What is effective trade show marketing?
    • Creation of effective and calibrated messages for trade shows
    • Fundamentals of stand design: be seen, be attractive, and use space efficiently
    • Documentation and goodies: should you bring some or not – and for what purpose?
    • On-stand promotional activities: which ones to choose and why?

3. How to Adapt Your Way of Selling to the Exhibition Context? (6h)

  • The structure of a pleasant, convincing conversation that lasts less than 5 minutes
  • The right words in the right order for a perfect elevator pitch
  • How to effectively qualify visitors
  • The 3 keys to an intelligent and persuasive proposal
  • How to overcome objections
  • How to end a booth conversation
  • Adapt and organize a sales team for trade shows
    • What is an ideal team and what are the roles to play?
    • How to organize your team effectively
  • Deploy a post-show follow-up strategy
    • Why and how to create a tracking system
    • How to use the information and contacts collected
    • What types of follow-ups are effective and when to implement them
    • How to ensure that follow-ups will be done

4. And...Action! The Subtleties of the Field (On Booth Coaching) (2h)

  • How to deal with the stress of approaching strangers and rejection
  • How to boost your energy level and transmit “C”
  • Nonverbal crash course
  • How to make visitors stop
  • How to open conversations
  • How to gracefully get rid of a “peeper”
  • Know how to recognize the 4 types of visitors and approach each of them effectively
  • Know how to detect the personality profiles of visitors and adapt to them quickly
  • How to use games, animations, documentation, and goodies to their full potential

    5. Digital Business Development Training For Events (4h)

    • How to use the ramp up to an event to up your digital business development game
    • How to leverage an event to boost your digital business development
    • How to use a past event to improve your digital business development

      BONUS

      ✔️ A checklist of all the materials you will need to run a smooth show

      📝 Guidelines for behavior to follow on your booth as “rules of conduct” to perform better

      🚦 A checklist to analyze the quality of your booth design

      📝 A 30-second “pitch” answer to the most common question visitors ask: “What do you do?”

      PRACTICAL INFORMATION

      This training is for you if you are:

      • A manager of the organization of trade fairs, exhibitions, or congresses (company manager, marketing director, sales director, event manager)
      • Someone who is present at trade shows and/or involved in congresses and exhibitions (salesperson, customer service manager, project manager, account manager)
      • Anyone in charge of animating the company’s exhibition stand and responsible for making contact and selling to visitors at a trade show.

      Each session will allow for 3 to a maximum of 12 participants, in order to promote interactivity and group dynamics.

      If you have a specific disability, please contact us to see how we can make arrangements for you to follow this training under the best conditions possible.

      • Individual: 997€ excl. VAT
      • Company (12 participants max): 4997€ excl. tax

      This training can be funded if your company is based in France through your OPCO, but be aware that the procedures are time-consuming (several weeks to validate funding) and binding (about ten mandatory documents must be completed on time; otherwise, the procedures will need to be redone or the training rescheduled). We will also invoice 500€ excl. tax for handling the time-consuming administrative part that falls upon us.

      16 hours. Can be spread over 3 days or 3 half days + 2 hours on site.

      Depending on your needs, your level, and the time you have, we can adapt the program or carry out only part of the modules. In this case, a test will be required to make sure you have the level to enter advanced stages of this training.

       

      This training takes place throughout the year depending on registrations.

        Preparing for a trade show can’t be done “last minute”. Therefore, we request that participants take the training at least 3 months before their next show to ensure the advertised results.

          In person, at your office, plus on site the day of your next trade show. Upon request, the training can be done online, on Zoom, with the exception of part 4, which is mandatory on site and in person.

          PRACTICAL INFORMATION

          This training is for you if you are:

          • A manager of the organization of trade fairs, exhibitions, or congresses (company manager, marketing director, sales director, event manager)
          • Someone who is present at trade shows and/or involved in congresses and exhibitions (salesperson, customer service manager, project manager, account manager)
          • Anyone in charge of animating the company’s exhibition stand and responsible for making contact and selling to visitors at a trade show.

          Each session will allow for 3 to a maximum of 12 participants, in order to promote interactivity and group dynamics.

          If you have a specific disability, please contact us to see how we can make arrangements for you to follow this training under the best conditions possible.

          • Individual: 997€ excl. VAT
          • Company rates (max 12 participants): 4997€ excl. tax

          This training can be funded if your company is based in France through your OPCO, but be aware that the procedures are time-consuming (several weeks to validate funding) and binding (about ten mandatory documents must be completed on time; otherwise, the procedures will need to be redone or the training rescheduled). We will also invoice 500€ excl. tax for handling the time-consuming administrative part that falls upon us.

          16 hours. Can be spread over 3 days or 3 half days + 2 hours on site.

          Depending on your needs, your level, and the time you have, we can adapt the program or carry out only part of the modules. In this case, a test will be required to make sure you have the level to enter advanced stages of this training.

          This training takes place throughout the year depending on registrations.

          Preparing for a trade show can’t be done “last minute”. Therefore, we request that participants take the training at least 3 months before their next show to ensure the advertised results.

          In person, at your office, plus on site the day of your next trade show. Upon request, the training can be done online, on Zoom, with the exception of part 4, which is mandatory on site and in person.

          READY FOR THE NEXT STEP?

          Whether you are ready to participate in this training,  have questions or doubts, or want to try one of our training courses, we’ve got you covered.

          Select one of the choices on the form and we will do everything to satisfy your needs.