Have you ever attended a trade show and noticed the numerous booths that appear more or less empty, with representatives seemingly more engaged with their phones than their visitors? It’s a sight that might leave you wondering, ‘Is exhibiting at events even worthwhile when the staff behave this way?’ The answer is a resounding ‘Yes, when done right!’ Many companies have recognized the immense potential of B2B trade shows, both from a brand perspective and for growing their business. However, the staff on the ground often lack the necessary insights on how to effectively engage with visitors, such as quickly establishing a connection, qualifying them as potential buyers, and securing a commitment for the next step within minutes. This book is here to bridge that gap. It serves as a practical guide to the art of building business at trade shows, covering everything from setting goals to delivering with energy, and mastering the skills of meeting, greeting, and treating visitors, all while utilizing a unique model called the Meeting Wheel. Whether you’re a seasoned exhibitor or new to the trade show scene, this book will equip you with the knowledge and techniques to maximize your presence and achieve remarkable results. Discover how to transform those empty booths into thriving hubs of engagement and unlock the true potential of trade shows for your business. “Antoni Lacinai’s Speed Selling is a game-changer to achieve success in trade show sales engagement. Its practical advice and innovative strategies have revolutionized how customer engagement and lead generation should be practiced. A must-read for businesses aiming to make a real impact at their next trade show.” – Jonathan Low, Global Speaking Fellow, CSP, ICF MCC and CEO of Global Success Learning Academy. “Unlock the art of magnetic booth encounters at trade shows: Master the dance of engagement, from the spark of the first impression to the lasting glow of a promise kept. This guide is your blueprint to transforming every interaction into a stepping-stone for success, ensuring you’re not just participating but captivating, not just present but unforgettable. Dive in to discover how every handshake can turn into a milestone for your business.” – Ksenija Polla, head of education and legacy programmes at ICCA.