EVENT DEMAND GENERATION
Onsite Lead Capture & Conversion
Sales and Staff Enablement
Your team is the face of your brand onsite. Equipping them with the right training and tools ensures they convert conversations into qualified leads.
Why it's Important
Improves lead quality and attendee experience
Increases sales-readiness and professionalism
Ensures consistent messaging and branding
Builds confidence and morale across staff
Prevents wasted conversations
How to Implement
Create a pre-show training program for all booth staff
Provide talking points, FAQs, and objection-handling scripts
Conduct mock interactions and booth walk-throughs
Assign booth roles: greeter, demo expert, closer
Use incentive programs to drive performance (e.g., most leads captured)
Arm staff with devices, cheat sheets, and lead entry tools
Set daily huddles to review goals and share learnings
Provide real-time updates and coaching during the event
Available Workshops
Booth Role-Playing Session
Objection Handling Simulation
Message Alignment Training
Daily Goal-Setting Huddles
Team Equipment Checklist Runthrough
Onsite Sales Kickoff Briefing
Deliverables
Booth Staff Training Deck
Role & Shift Assignment Sheet
Objection Handling Playbook
Daily Huddle Agenda Template
Sales Enablement Toolkit (one-pagers, battle cards)
How to Measure
Lead quality by rep
Number of demos or meetings driven per staffer
Feedback ratings from booth visitors (if available)
% of reps completing pre-show training
Staff satisfaction with enablement materials
Conversion rate of each rep’s leads to pipeline
Real-World Examples
Runs intensive pre-event sales training with talking points aligned to event theme.
Twilio
Uses daily incentive leaderboards and huddles to keep energy and performance high.
Intercom
Pairs new reps with experienced event pros to mentor during high-volume booths.
Get It Right
Align training to buyer personas and event goals
Keep materials concise and highly visual
Practice through role-play, not just slides
Reinforce with live coaching onsite
Recognize and reward top performers
Don't Make These Mistakes
Letting untrained staff speak to prospects
Overloading reps with technical or product info
Ignoring soft skills like tone and listening
Running training too close to event start
Failing to debrief or iterate daily onsite
Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies