Have you ever attended a trade show and noticed the numerous booths that appear more or less empty, with representatives seemingly more engaged with their phones than their visitors? It’s a sight that might leave you wondering, ‘Is exhibiting at events even worthwhile when the staff behave this way?’ The answer is a resounding ‘Yes, when done right!’

Many companies have recognized the immense potential of B2B trade shows, both from a brand perspective and for growing their business. However, the staff on the ground often lack the necessary insights on how to effectively engage with visitors, such as quickly establishing a connection, qualifying them as potential buyers, and securing a commitment for the next step within minutes.

This book is here to bridge that gap. It serves as a practical guide to the art of building business at trade shows, covering everything from setting goals to delivering with energy, and mastering the skills of meeting, greeting, and treating visitors, all while utilizing a unique model called the Meeting Wheel.