How can your Sales Team rock the next trade fair?

13. March 2025

Trade fairs are an important part of sales and marketing, as they offer a unique opportunity to present products and services to a wide audience on the one hand and to address potential (new) customers directly and make valuable personal contacts on the other. An appealing exhibition stand and an innovative product go without saying. However, this alone is not a sure-fire success. The right qualifications of the trade fair team play a decisive role in whether the trade fair presentation leads to the desired sales success.

Here is a short checklist for a successful trade fair appearance:

1. Clearly define goals – Have you already defined your goals for the trade fair? Should the focus be on cultivating relationships or should the main aim be to make new contracts or close deals directly during the trade fair? Have you defined your goals? Very good! Have these goals also been clearly communicated to your sales team?

2. Are the employees at the booth a good match? Every successful trade fair appearance stands or falls with a motivated and well-trained team. When selecting the team, was care taken to ensure, that the employees are sociable, open and convincing? Were the employees specially trained for the trade fair?

3. Perfect presentation – Have all materials been prepared in good time with up-to-date information and are they available in sufficient quantities? Have attractive giveawys been ordered and are they already available at the booth? Are all documents and technical equipment ready to prepare presentations at short notice? And last but not least: Has every team member been prepared for this special trade fair and can they present your company’s core message convincingly and showcase the offers in a targeted manner?

4. Attractiveness through design and interactivity: Have you opted for an innovative design that attracts attention? Have you also considered interactive elements to make it easier to approach new contacts in particular?

5. Effective follow-up: After the trade fair, the main part of the work begins and the leads gained must be categorised and contacted promptly. Professional follow-up is the key to ensuring the long-term success of the trade fair! Are your employees trained for this and do they know how to proceed?

How many of these points can you tick? Are there individual points where you see a need for action?

Our trade fair training starts with your sales team and helps to equip them with the necessary tools to make your next trade fair appearance a complete success, before, during and after the trade fair! Further information and registration can be found here.

IS it important for you to train your female employees in addition to the special features that await women at trade fairs? Then take a look at our trade fair training programme especially for women.