Attending trade shows isn’t just about showing up—it’s a high-cost, high-opportunity form of outbound prospecting that can generate massive ROI if approached strategically. In this episode, we dive deep into the world of trade shows, business events, and sales networking, sharing how to turn a booth into a revenue-generating machine.

You'll learn why planning and recon are essential before the show, how to engage prospects in meaningful conversations, and why creating a rally point can transform casual traffic into high-value relationships. We discuss real trade show prospecting tactics, the true costs of exhibiting, and how to differentiate yourself in a crowded expo hall.

Whether you're in sales, marketing, or running business development for your company, this episode gives you a blueprint to improve engagement, increase your ROI, and walk away with qualified leads—not just business cards.

Key Takeaways:

• Trade shows are a major investment—make every conversation count.

• Strategic planning and recon work separate winning booths from the noise.

• Quality of conversations > quantity of scans.

• Creating a rally point boosts client engagement and traffic.

• Differentiation and pattern-breaking language build curiosity.

• Tracking and follow-up systems turn chats into deals.