Leading up to an event you must have your team practice their skills.  Working a trade show is different than working a typical sales call, while the talking points may be the same the process is slightly different. Role-playing will be your most successful route.  Have your staff practice pulling people in as they walk by as well as their elevator pitch once people are in the booth. Being able to effectively pull people in will be just as important as keeping their attention once they stop, so practicing both will be very important to your success.
  

Pulling people in and keeping their attention is like a live prospecting call, and prospecting can be a difficult skill to master.  Have your sales team practice 1-2 times per week over the few weeks leading up to the event.  To get the most out of the practice have your staff score each other or offer specific feedback to the other team member.  Two heads are always better than one, so by collaborating and offering up feedback your team will come up with better tactics than if they just made them up on the fly once at the event.

Sometimes it is difficult to get booth staffers to be professional during he role-play part of your training sessions. If you feel that training needs something different, consider bringing in an outsider - someone unknown to the staff - a rep from another branch, an industry friend or vendor. 

Through high-level keynotes, multiple tracks & sessions, boot camps and special events, attendees will learn how to:

• Create Show Floor Engagement that Works

• Supercharge Your Show Experience With an App

• Power Up Your Most Important Marketing Resource, Your List

• Use Variable Exhibitor Pricing Programs; Making Them Work For Your Show

• Customize Sponsorship Opportunities to Your Venue and Destination

• Expand Your Exhibitor Base By Exploiting a Related Niche

• Use Custom Content to Amplify the Value of Sponsorships

• Create Killer App-Based Sponsorships and Sell Them Effectively

• And much more!