Trade shows represent one of the most significant investments companies make in their marketing mix, yet many exhibitors walk away from exhibitions wondering where their ROI went. Standing behind a booth with a practiced smile and hoping visitors will magically transform into qualified leads is a recipe for disappointment, and a waste of valuable resources.
What separates the exhibition floor champions from those who experience average returns? It’s not luck, expensive giveaways or flashy displays. It’s strategy, technique, and the mindset of a sales warrior who knows how to work the floor.
We sat down with internationally renowned industry trainer Han Leenhouts, who is leading IAEE’s upcoming webinar, Booth Like A Boss: Elevate Your Game, Engage Like A Pro, and Turn Traffic Into Sales. Han is the Founder of Sales & Pepper, and his 20+ years of show floor experience has helped countless exhibitors crack the customer code and dramatically boost their Earnings Per Lead (EPL). His philosophy is simple but powerful: “Victory is not a result of avoidance. If you snooze, you lose. And on this team, we don’t do half-jobs.”
In our exclusive interview below, Han shares the battle-tested strategies that transform ordinary booths into sales platforms and turn casual browsers into qualified prospects. Whether you’re new to the exhibition game or an industry veteran looking to sharpen your edge, these insights will revolutionize how you approach your next show.
Ready to discover what it takes to own the floor and turn every visitor interaction into measurable value? Read on for Han’s expert guidance on mastering the art and science of trade show success.
You emphasize that trade shows are about “winning,” not just participating. What’s the biggest mindset shift exhibitors need to make to go from passive booth staffers to active sales warriors?
Han: Accept the obvious: a trade show is a target-rich environment, not a waiting room. Opportunities are literally walking past you wearing name badges the size of billboards. If you picked the right show, the organizer already did the herding; your job is the hunting. Do the math – divide your total show spend by open hours. Feel that sting? Good. That number is what every minute of hesitation costs you. Step out, make contact, and work the aisle. The only real enemy is fear of rejection. You will hear “no.” In Europe we call that “Tuesday.” Count the no’s; they’re the toll you pay to reach the yes.
The webinar promises to teach attendees how to spot the right visitors, qualify quickly and lead them from ‘just looking’ to ‘let’s talk.’ Can you break down your systematic approach for identifying high-value prospects and moving them through this qualification process efficiently?
Han: Start with contact, not a monologue. Eye contact, smile, one step forward. Then qualify at speed: Who are you? What project brought you here? How does this fit your world? Ask what’s on their shopping list – written, mental, or imaginary. Only then earn the right to pitch. Postpone your pitch like it’s dessert: sweeter when they’ve chosen the meal.
Many exhibitors struggle with starting authentic conversations without sounding scripted or salesy. What are your top three attention-grabbing techniques that create genuine engagement and leave prospects wanting more?
Han: My top three attention-grabbing techniques are:
- Eye contact that sticks. If they look back, you’re cleared for takeoff.
- Position at the edge. If your toes aren’t near the carpet tape, you’re hiding.
- Timing. Engage when they’re reading your message, not when they’re still figuring out which hall they’re in. Too early = pushy. Too late = rear view mirror.
You’ve developed strategies to dramatically increase Sales per Hour on the exhibition floor. What are the most common time wasters you see, and how can exhibitors eliminate these productivity killers?
Han: Phones. Doing office work in the booth. Social reunions with colleagues you saw on the plane. And vendors pitching you. During show hours you’re on stage, not in admin purgatory. Be present, radar outward. Save the inbox therapy for the hotel bar – where it belongs.
Booth layout and messaging play crucial roles in trade show success. What are the key design and positioning elements that separate high-performing booths from the sea of forgettable displays?
Han: Make the visitor the main character. The photo-album effect is real: everyone flips to find themselves first. So ditch “we do this, we do that.” Instead: “Here’s the outcome teams like yours get – want it?” If your wall reads like your org chart, congratulations, you’ve built a museum. We’re here to sell.
For someone attending your upcoming webinar, what’s the one game-changing insight or technique they can expect to learn that will immediately transform their next trade show performance?
Han: Tools and the nerve to use them. You’ll leave with field-tested open-ended questions that reliably open real conversations (yes, I wrote the little book with 224 of them; yes, it sells because they work). Pair that with the right energy and you’ll turn dead booth time into revenue – no gimmicks, no mascot costumes required.
One last nudge (delivered with a smile):
If you’re coming to the show to “see what happens,” something will: your budget will evaporate. Join Booth Like a Boss: Elevate Your Game, Engage Like a Pro, and Turn Traffic into Sales and let’s replace hope-and-smile with a plan-and-convert. Bring your badge. I’ll bring the questions that get you paid.
