Courses › Sales skills, selling across cultures, and the objections per market
Trade shows and congresses for suppliers: booth, meetings, follow-up and measuring whether it paid
Stop wasting budget on trade shows that don't convert leads into real sales.
The moment it goes wrong
Your team returns from a major congress with a stack of business cards but no clear next steps. Weeks later, half those leads are cold because follow-up was ad-hoc or non-existent. This directly impacts your quarterly sales targets and wastes thousands in booth fees and travel.
What changes after this course
After this course, your team will execute a structured trade show plan from pre-show preparation to post-show conversion. They will confidently articulate value, manage meetings, and track return on investment. You will receive a training record and completion certificates for all participants.
How long it takes, by who is listening
Nobody spends a day in a classroom. Every module exists in three lengths; a person takes the length their role needs, and every length ends with the same recorded questionnaire, so the training record is complete either way.
| Who takes this course | Length | Total time |
|---|---|---|
| Business development and export sales | Briefing | 50 min |
| Marketing and communications | Briefing | 50 min |
What is in the course, module by module
5 modules. Under each title are the three things the listener can do afterwards; the audio itself runs 10 to 50 minutes depending on the length chosen. Each module ends with a multiple-choice questionnaire whose result is recorded per person for your auditor. Your human-resources or quality manager decides what counts as passed and when a level is retaken.
1Plan Your Presence: Objectives, Budget, and Booth Strategy
- Define clear, measurable objectives for each trade show appearance.
- Understand how to allocate budget across booth design, staffing, and marketing materials.
- Select the optimal booth location and design to attract target attendees effectively.
2Pre-Show Engagement: Invites, Meetings, and Content
- Develop a targeted invitation strategy to secure key appointments before the event begins.
- Prepare compelling pre-show content to generate interest and inform prospects.
- Coordinate your team's schedule to maximize meeting opportunities and booth coverage.
3On-Site Execution: Booth Management and Effective Conversations
- Implement best practices for booth staffing, lead capture, and visitor engagement.
- Train your team to conduct productive discovery calls and qualify leads efficiently.
- Avoid common booth etiquette mistakes that can deter potential clients.
4Post-Show Follow-up: Lead Nurturing and CRM Integration
- Establish a defined timeline and process for contacting all captured leads promptly.
- Integrate new lead data into your Customer Relationship Management system accurately.
- Craft personalized follow-up messages that continue the conversation and propose next steps.
5Measure Your Return: Metrics, Reporting, and Improvement
- Identify key performance indicators (KPIs) to evaluate trade show success beyond lead count.
- Calculate the true return on investment (ROI) for your trade show participation.
- Use post-event analysis to refine future strategies and optimize budget allocation.
Price for this title
One licence, 5 modules in all three lengths, included in every purchase, every employee of the legal entity, 12 months. Pick your company size.
Cheaper as part of a track pack or company library. Delivered within 72 hours of payment or the course is free.
Custom course or custom pricing? A course built on your own procedures and products, a mixed bundle, several legal entities, or a budget that does not fit a table: tell us on WhatsApp and you have a written quote the same day.
Ask about custom courses and custom pricingWho this is for
Roles: Business development and export sales, Marketing and communications,
Businesses: every kind of pharma company
Countries: India China Türkiye Korea Japan Taiwan Egypt, Gulf and MENA Brazil and Latin America Pakistan, Bangladesh and Vietnam United States Europe
What you receive
- Audio modules in all three lengths, included in every purchase. The briefing for the board and the sales floor, the standard run for regulatory and quality, the expanded walk-through for the bench. One price buys all three; each person takes the length their role needs. Listen on the commute, at the bench, in the car.
- Made to be listened to. A narrator with character, a story in every module and real examples from the buyer's side of the table. Not a read-out of the guideline that puts the room to sleep.
- Companion workbook. Exercises and checklists per module, ready to file.
- Full transcript. Searchable, printable, quotable in your procedures.
- Source for every fact. Each statement links to its guideline, regulation or paper, so an auditor can check it.
- Certificate per learner. Name, course, hours, guideline version, date.
- Auditable training record. Per-person export for your quality file, the document inspectors ask for under EU GMP Chapter 2.
English first. Other languages are available in test mode on request.
Request a free sample module