Sales at a trade fair

TAILOR-MADE TRAINING (IN-COMPANY)

A trade fair participation is much more than a beautiful booth and a handful of brochures. Success depends entirely on how your employees approach visitors, start conversations, and turn them into concrete appointments.

The Networking at a Business Event training is designed for employees who act as the bridge between your brand and the trade fair visitor. With a strong focus on conversation techniques, customer approach, and closing skills, participants learn how to make a professional and confident impact at the booth.

No superficial tips, but hands-on exercises, structured methods, and practical conversation scripts. Participants leave with a clear action plan and concrete tools to recognize and seize commercial opportunities — from the first greeting to the final meeting.

Through realistic simulations, direct feedback, and targeted techniques, we ensure genuine behavioral change — measurable on the exhibition floor and in the results that follow.

THE ESSENTIAL OBJECTIVES

Maximize the impact of your trade fair participation by being active and commercially present, even with new contacts
Welcome visitors professionally and represent the booth with confidence and charisma
Learn to conclude conversations with concrete appointments or follow-up actions — both with existing clients and new prospects
Develop greater confidence in creating commercial connections and closing deals on the exhibition floor

PROGRAM

A Shared Philosophy

- Pride in belonging to my company
- Team spirit and solidarity
- Professionalism

Welcoming Visitors to the Booth

- The visitor/client is also a spectator
- What do spectators remember from what they have seen and heard?
- From indifference to a welcoming attitude: you make the difference
- The role of gestures and non-verbal behavior
- Being a business card for your company

The Role of Mood in Welcoming

- Positive autosuggestion
- Staying relaxed
- Charisma and self-confidence

4. Approaching Spectators and Clients

- What distance should you keep?
- The rule of 3×20
- How to shake hands – different techniques
- What to say after the greeting: small talk
- How to give your welcome a personal touch
- Creating a link with products and services

5. Quality Reception

- The 10 elements that determine the quality of your welcome
Selling at the Booth
- The 3 types of prospects: cold, warm, and hot
  - Their objectives
  - How to approach them
  - Argumentation: do’s & don’ts
- Buying motivations
Closing Techniques at the Trade Fair
The barrier
- The time bomb
- The spare wheel
- 1-2-3 closing technique
- Suggestive closing method
Respect for Every Client
- 6 basic rules for commercial success at a trade fair

TRAINING METHOD

Discover

This approach is of great importance as it allows us to act swiftly and effectively. We focus on a fast yet efficient preparation process to ensure that the training fully meets your current needs and expectations for tomorrow’s challenges.

Moreover, before each individual session, we can conduct an online survey of participants to address specific individual needs and free up valuable time during the training for practical exercises rather than filling out assessments.

Deliver

Where do we make the difference?

During the training, participants are placed in situations identical to those they face in real life. This approach facilitates the transfer of techniques and increases both motivation and engagement.

Our trainers are also active as (interim) managers and/or business leaders. As a result, our programs offer the perfect balance between action, experience, and practical, applicable methods.

Four main objectives/competencies per training: less is more
80% customized exercises and role plays – 20% theory
Syllabus and memo cards provided for post-training support
Active pedagogy: focus on group dynamics and interaction
Continuous feedback from both trainer and peers
Checklists and competency tests mostly completed online beforehand to maximize in-session time for exercises, feedback, and interactivity
After each knowledge segment, participants make and present action-oriented decisions to the group using a mnemonic action card

Decondition

How to prevent employees from falling back into old habits after training?

Unlearning old habits and reinforcing new ones is a key quality every trainer must bring. People are creatures of habit, and we believe in Pavlov’s principle of conditioning.

Our trainer defines the necessary tools to ensure lasting results over the long term, for example:

Managers and HR departments receive follow-up documents and action plans from participants
VAH Consulting develops training videos and/or multimedia tools to reinforce new behaviors
VAH Consulting conducts an online evaluation three months after the training to measure behavioral change — a truly valuable tool for managerial and HR follow-up
Coaching or information sessions for managers or HR on the training approach and expected outcomes

More info

If you would like more information about the content, you can always request an appointment without any obligation.

Contact us