Most books about trade shows focus on booths, graphics, giveaways, and booth etiquette.
This book goes far beyond that.
Trade Shows Don’t Cost… They PAY! is a complete trade show ROI methodology built from fifty years of real-world experience, more than 1.6 million outbound calls, and over one million sales leads processed for 140+ B2B companies.
It is not simply a book to read.
It is a practical field guide, training manual, implementation system, and DIY post-show lead-handling process designed to help exhibiting companies finally produce measurable trade show ROI. Inside are the strategies, templates, worksheets, procedures, and active-learning tools Richard Erschik developed, tested, refined, proved, and taught to more than 45,000 trade show professionals worldwide through his acclaimed MasterClass exhibitor training webinar program.
www.ExhibitorTrainingWebinar.com
In Trade Shows Don’t Cost… They PAY!, Erschik delivers the most honest, practical, and revealing book ever written about why most exhibitors fail to achieve measurable post-show ROI — and the proven alternative DIY process companies can use to fix it.
Drawing on his fifty years in the trade show industry, Erschik exposes the uncomfortable truth behind poor lead follow-up, wasted opportunities, and the industry culture that quietly allows it to continue.
But this book is far more than an indictment.
It is a complete, practical guide to improving trade show performance before, during, and especially after the show.
Inside, you’ll learn how to:
- Increase booth traffic
- Save money on union labor services.
- Better engage and qualify booth visitors
- Turn names into real sales opportunities
- Assure 100% lead follow-up
- Produce measurable post-show ROI
- Improve communication between marketing and sales
- Build a practical, teachable lead-handling process your team can actually use
You’ll also discover the alternative DIY lead response and qualification process companies have used to dramatically improve trade show results — without complicated technology, additional personnel, or outside vendors.
Whether you are an exhibit manager, marketing professional, salesperson, CEO, President, or CFO, this book will permanently change how you think about trade show exhibiting and post-show accountability.
- If you are tired of badge scans being mistaken for leads…
- If you are tired of post-show reports that never answer the real question…
- If you want your trade shows to finally produce measurable results…
This book was written for you. And there is a webinar that also teaches it at
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