How Sales Teams Can Maximize Trade Shows
Trade shows are expensive – and can be disappointing, if your sales people are not maximizing them.
In this episode of Ask The Professor, Ben Hippeli is joined by Max Kent, a top sales professional and CEO of Procure Services LTD, to break down how sales team can convert trade show leads into clients.
Together, they unpack the concept of Trade Show-itis, where people sound very interested in buying at a tradeshow, but that interest fades when it is over. They also discuss how false buying signals derail follow-up efforts, how to qualify leads in real time, and ways to secure real meetings while you are face-to-face.
If you are investing in conferences, trade shows, or live events and want measurable ROI this episode is for you.
Here’s what you’ll walk away with from this episode:
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- Trade Show-Itis: Trade shows create a temporary environment where everyone sounds like a buyer. Recognizing this helps sales professionals avoid mistaking enthusiasm for intent and prevents wasted follow up after the event ends.
- Qualify Early: By quickly determining whether someone fits your Ideal Client Profile, sales teams protect their time and focus energy on opportunities that can realistically convert.
- Move Rapport to Business with Structure: Rapport is important, but unstructured conversations kill ROI. A clear sales process allows sellers to build connection while still progressing the conversation toward business relevance and decision-making
- Book the Meeting While You’re Face-to-Face: Booking on the spot eliminates post-event drop-off and dramatically increases the likelihood of meaningful follow-up
- Prepare Your Team: Sales leaders must prepare their teams with clear expectations, qualification criteria, and follow-up processes to ensure live events translate into real pipeline and revenue.
If you want your sales team to walk into 2026 with a consistent sales process, stronger qualification skills, and the confidence to convert conversations into booked meetings, schedule a consultation meeting with a Sales Team Development Expert today.
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In this episode of Ask The Professor, Ari Justice and Professor Ben Hippeli discuss how leaders can leverage DISC to clarify expectations and gain real commitment from your team.
Leaders will learn how different DISC styles interpret clarity, what commitment actually looks like for each style, and why teams often say “yes” but fail to follow through. Through real-world examples and live audience questions, Ben and Ari show how to tailor communication, prevent overcommitment, and keep projects moving – without frustration, micromanagement, or burnout. This episode is especially valuable for leaders preparing their teams for bigger goals, higher expectations, and increase complexity.
What is DISC?
DISC is a powerful framework that breaks down human behavior into four primary styles — Dominance, Influence, Steadiness, and Conscientiousness. By understanding these styles, leaders can recognize their own tendencies while adapting their approach to better connect with their team.
Here’s what you’ll walk away with from this episode:
- Clarity looks different for every DISC style: Clarity is not one-size-fits-all. Leaders who tailor their message to their team’s DISC style dramatically increase execution.
- Gain true commitment: True commitment goes beyond verbal agreement. By defining what success looks like for each style, leaders can confirm alignment before the work begins.
- Commitment needs trust: Teams must feel safe raising concerns, admitting mistakes, and challenging ideas. Without that foundation leaders get compliance at best.
- Manage overcommitment: High energy team members often overcommit and lose focus. Support them by surfacing blind spots, clarifying competing priorities, and using regular check-ins that reinforce accountability without killing enthusiasm.
- Identify DISC in the field: By watching how people communicate, professionals can quickly adjust how they clarify, coach, and respond in real time.