Trade shows present a golden opportunity to connect with potential clients, showcase your offerings, and build meaningful business relationships. To make the most of your time and resources, a well-thought-out strategy is essential. Here’s a five-step guide to help you create a trade show playbook that sets your team up for success.

Step 1: Plan – Be Unique & Memorable

The first step to a successful trade show strategy is planning. To stand out in a crowded exhibition hall:

Be Different: Avoid doing what your competition is doing. Instead, design an experience that is both unique and memorable.
Define Your Ideal Client: Share the profile of your target audience with your team so everyone knows who to engage with.
Set Targets: Focus on having "real conversations" and setting meetings with qualified prospects, not just gathering business cards from random visitors.
Practice Conversations: Role-play how team members will start conversations and uncover visitors’ reasons for attending the event.

Step 2: Execution – Qualify & Measure

At the event, it’s crucial to engage with attendees effectively:

Gather Information: A salesperson’s value is defined by the information they gather, not the information they give away. Use open-ended questions to qualify leads quickly.
30-Second Commercials: Measure how often your team can deliver concise, impactful pitches that attract prospects or disqualify suspects.
Focus on Booking Meetings: Prioritize scheduling follow-up appointments with qualified leads rather than collecting contact information to review later.
Observe & Coach: Monitor team performance throughout the event. Reward good practices and coach areas for improvement in real time.

Step 3: Action – Follow Up & Connect

Post-event follow-up is critical for turning trade show leads into business opportunities:

Act Quickly: Reach out to prospects within 72 hours to capitalize on the momentum.
Organize Leads: Input qualified prospects and suspects into your CRM with detailed notes about their challenges and interests.
Follow a Cadence: Use a structured follow-up plan to connect, offer value, and nurture leads into prospects.

Step 4: Use Sandler Skills Tailored for Trade Shows

Sandler techniques can help your team create deeper connections and uncover real opportunities:

Bonding & Rapport: Mirror and match the visitor’s body language and tone to quickly establish trust.
Reversing: Use open-ended questions to dig deeper into their needs. For example, “What’s been your experience with [specific product/service]?”
Negative Reversing: Challenge assumptions to uncover pain points. For example, “It sounds like everything’s working fine for you—why consider making a change?”
Up-Front Contracts: Set clear expectations for next steps, such as: “If it makes sense, would you be open to scheduling a deeper conversation after the event?”

Step 5: Build a Trade Show Playbook

Documenting a clear plan ensures consistency and efficiency for your entire team:

Define Roles & Responsibilities: Clearly outline who does what during the event.
Include Key Elements:
- Profiles of your target audience.
- Sample 30-second commercials.
- Common challenges and reverse questions to uncover needs.
- Metrics for success, such as conversations, qualified leads, and meetings booked.
Practice Drills: Conduct training sessions to refine your team’s skills and ensure everyone is prepared for success.

With a well-crafted playbook, your trade show presence can go beyond generating leads to building lasting relationships and driving real business outcomes. By following these five steps, your team will be equipped to make the most of every interaction, turning opportunities into measurable success.

For more insights, check out Sandler’s podcast on trade shows and start refining your strategy today!

5 Steps to Build a Winning Trade Show Playbook